Sliding down the Pyramids

A new jump on this turmoil, as the speed decreases, we start to see where we landed. The world isn't the same. Consumers aren't the same. Maslow′s pyramid is a valid map to realise where we stand.

by Jaime Teulon. International Marketing and Business Development Executive

Multiple disciplines and professionals are well aware about how Abraham Maslow studied our motivations and outlined a hierarchy of needs.

Probably, you are also familiar with his theory and different steps , as illustrated above. The lower stage including the most basic needs, climbing to more complex necessities that individuals conquer progressively.

Maslow concluded that the satisfaction of needs was a continuous arcade-styled (arcade in the sense of video game, not the architectural one) progress, where in order to climb to the next level, you needed to complete the lower one.

Later his theory was disputed by Clayton Alderfer and his new theory of motivation, the ERG (Existence, Relatedness and Growth) where he presented the levels to be dynamic and concurring, demolishing that arcade style construction. It′s easy to illustrate this, just imagine a highly successful professional whose main concern on a Saturday morning is to be awarded that following Monday with the “Industry Executive of the year” while he does some trekking on the mountains. Think how quickly his needs and concerns would change if he got lost. He would quickly dive in the deepest stage.

That is a punctual and exceptional case you could state, however we are now seeing this dynamics in numerous examples due to the COVID crisis and its consequences.

Even if you prefer Maslow′s theory and believe in the conquered stages, we are now seeing families and professionals that dwelt on the highest levels and suddenly are now prisoners of concerns of the lowest ones.

Yesterday′s ambition was a promotion or a professional award, today might be a need of sense of connection and belonging, after spending weeks isolated. Tomorrow, even employment and financial security might be jeopardised. Even worse, it could be your health.

Unfortunately , nothing is granted any longer. The focus is now on the lower stages, a vast majority is now dwelling at the bottom of the pyramid.

On a professional dimension, where does that take any brand with a high positioning.

Premium brands work at the top of the pyramid, they provide status, recognition, respect, self indulgence. Is that a proper thinking for today? It’s a question worth considering today.

Our marketing should be directed to connect with customers, fans and followers on a continuous basis, evolving and adapting to the current moment and pathos. Is your content marketing coherent with this? What about your social media strategy? It′s probably not the best time to communicate through people partying on boats or spilling litres of champagne.

How is your new message? Will that message connect with your audience or make you look arrogant and obscene? Will that help your consumers remember cherished moments or long for an undefined future? Will you be perceived as emphatic or distanced from reality and obsolete?

Now that seemingly the clinical problem will soon give us some rest, the focus then will be on not leaving anyone behind, and on how to face the consequent economical and social crisis. If we haven’t by now, we should definitely be sliding down the pyramids.

And how much to descend, you could ask:

• What is the main concern right now for the majority of your consumers (in previous weeks it was their health, is it now private and domestic economy their main focus ?)
• What about your channels and partners? What is in the head of people who is advocating for your brand day after day?
• Does this have any implication on your product strategy?

Keep yourselves safe and sound.

From the bunkers,

Jaime Teulón