Maslow’s hierarchy of needs: the pyramid of digital strategies

Over 80% of purchasing decisions are influenced by psychological and motivational factors, often subconscious. People don’t choose a product just for the price or technical characteristics, but because it responds to a specific need: security, belonging, recognition or self-fulfillment. This is what the psychological model of Maslow’s pyramid explains, offering a key to understanding these mechanisms and applying their implications in various fields, including digital marketing and business. In short, according to the American psychologist, there are certain essential human needs, organized in a hierarchical scale, and primary needs – such as nutrition and safety – must be satisfied before aspiring to higher goals. Although subject to revision, this theory continues to be a point of reference. Let’s take a closer look at the theory of Maslow’s hierarchy of needs, its application in business strategies and the ways in which brands can “exploit” these concepts to influence purchasing decisions and create a lasting bond with their audience.

What is Maslow’s pyramid?

The Maslow pyramid is a psychological model that describes the hierarchy of human needs in a progressive, five-level hierarchical structure.

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Developed in 1943 by the psychologist Abraham Maslow, the theory suggests that people are driven to action by different types of needs, organized according to a scale that starts from the most basic needs, linked to survival, up to self-fulfillment.

In short, at the base we find physiological needs, such as hunger and thirst, followed by the need for security, which includes stability and protection from danger.

Moving towards the top of the pyramid we find social needs, such as belonging and love, followed by the need for esteem, which includes recognition and respect from others. Finally, at the top of the pyramid is self-actualization, the desire to realize one’s potential and engage in activities that are deeply meaningful.

The hierarchy of needs: structure and basic principle

The fundamental idea of the pyramid is that human needs follow a hierarchical progression – and in fact the expression hierarchy of needs is also used, indicating precisely the hierarchy of needs: before being able to pursue higher objectives, it is necessary to satisfy the primary ones. This means, for example, that a person who is struggling to survive will find it difficult to concentrate on social or personal growth aspects. The model is represented as a pyramid divided into levels, with physiological needs at the base and those related to self-fulfillment at the top.

According to Maslow, only when a level has been reached in a stable way does the individual move on to concentrate on higher needs. Although over time some scholars have questioned the rigidity of this progression, the concept of priority needs remains central to modern psychology and marketing strategies.

Maslow and his vision of motivation

In addition to the simple classification of needs, the theory emphasizes that motivation is a dynamic process: it is not enough to reach a level of the pyramid to feel definitively satisfied. Maslow emphasized that human beings are always in a phase of growth and research, and that even when primary needs are satisfied, new desires and aspirations emerge that guide individual choices.

This perspective has had a significant impact on fields such as management, human resources, advertising and customer experience, leading to the creation of personalized strategies based on the needs and emotions of the public.

In fact, the pyramid is not only a representation of human needs, but also a model that explains how these needs influence our behavior: the concept that the lower needs must be satisfied before we can aspire to the higher ones has profound implications in marketing and communication, because for example an advertising message that addresses basic human needs will be very different from one that aims to satisfy the desire for self-fulfillment.

Furthermore, Maslow’s Pyramid helps us understand the path of personal and professional growth: in human resources management, for example, the model can be used to develop training programs and incentives that respond to the different levels of employee needs, thus promoting their satisfaction and productivity.

Origin and development of the theory

Maslow’s theory of needs was introduced in 1943 in the article A Theory of Human Motivation, published in the journal Psychological Review. In this study, Maslow proposed an alternative approach to motivation compared to the psychological theories of the time, which focused mainly on behavioral or psychoanalytic aspects.

Subsequently, in 1954, Maslow consolidated and expanded the concept in the book Motivation and Personality, defining the hierarchy of needs in a more structured way. In the following decades, the model was adopted and adapted in various fields, from marketing to business management, to training and psychotherapy.

Although widely accepted and applied, Maslow’s theory has met with some criticism, especially for the method by which it was developed. Maslow based his observations on a very small sample, examining individuals he considered particularly accomplished or successful, such as Albert Einstein, Eleanor Roosevelt and other influential figures. This approach raised doubts about the generalizability of the theory, as it did not take into account elements such as socio-cultural context, individual differences and environmental influences.

Subsequent studies have shown that human needs do not always follow a rigid and predefined order – for example, some people may prioritize the need to belong even when their physiological needs are not fully met. However, the pyramid remains a useful reference model for studying human motivation and behavior.

Who is Abraham Maslow and why did he develop this theory?

Abraham Maslow was born in 1908 in New York, into a family of Russian Jewish immigrants. As a young man he showed a strong interest in social sciences and philosophy, but initially undertook legal studies at the behest of his family. After a few years, however, he turned to psychology, graduating from the University of Wisconsin.

During his academic career he became familiar with various psychological schools of thought, including behaviorism (Watson and Skinner) and psychoanalysis (Freud and Adler). However, he found both these approaches limiting: the former focused too much on stimuli and automatic responses, while the latter focused on unconscious and pathological dynamics. Maslow, on the other hand, wanted to study human behavior from the point of view of growth and positive development – laying the foundations for the birth of humanistic psychology, of which he became one of the main exponents – emphasizing the human capacity for self-realization and the need for an environment that favors personal growth.

The idea behind the hierarchy of needs developed from his observations of the most fulfilled and satisfied people, with the aim of understanding which factors favored well-being and motivation. This changed the way psychology approached the topic of personal growth, paving the way for concepts that are now considered essential in disciplines such as management, coaching and even experiential marketing. For this reason, at the base of Maslow’s pyramid are the primary and physiological needs, essential for the survival of the individual, and moving towards the top we reach the highest motivations and immaterial needs (psychological and spiritual), which allow the full realization of one’s human potential, a process defined as self-actualization.

Maslow’s hierarchy of needs

Maslow’s theory is based on the principle that human needs develop according to a progressive scale, in which the satisfaction of the most basic needs creates the conditions for aspiring to the more complex ones. This hierarchical structure has gone beyond theory alone, becoming a model used in psychology, sociology, human resources and marketing to understand what drives people’s choices.

The pyramid is composed of five main levels, each of which represents a set of needs that condition behavior and influence individual motivation. If a need is not satisfied, it tends to dominate the individual’s attention, shifting interest away from higher needs. This principle is applied in numerous areas, from leadership models to the construction of marketing strategies based on the emotions and aspirations of the public.

Over the years, the rigidity of hierarchical progression has been the subject of analysis and revision: some studies have shown that levels can overlap or develop in a non-linear way, depending on the personal, cultural and social context of the individual. However, the pyramid structure remains a key reference for examining the mechanisms that regulate the human desire for growth and fulfillment.

The five-level structure of the pyramid

Maslow’s pyramid is divided into five distinct levels, representing the five degrees of needs that have specific functions and impacts on human behavior, providing an essential framework for analyzing the way people make decisions and for designing strategies in the business, educational and social sectors.

When we study and analyze this hierarchical scale in depth, we start, as mentioned, with elementary and fundamental needs such as eating, sleeping or drinking: when these are not satisfied, the very survival of the person is at risk. On the second level we find the needs for security, related to health, work, family, property and social skills, while the next step is that of social needs, or rather the relationships with others that allow the individual to be and feel integrated in a community, to belong.

With the following points we approach the top of the graph: it is not enough to enter into a simple relationship with other people, because the mature individual also needs external esteem and appreciation. The need for esteem is also linked to self-perception and self-esteem, which pushes us to continuously improve in order to satisfy ourselves and others and feel better.

At the top of Maslow’s pyramid are the needs for self-actualization, which are the rarest and are related to the need to express oneself and one’s nature in a way that is different from everyone else, to find one’s own identity and to follow one’s own path proudly, based on personal expectations and potential.

To summarize:

1. Physiological needs: these include the primary needs for survival, such as food, water, sleep and shelter. These are the most urgent and dominate motivation until they are satisfied.
2. Needs for security: these concern economic stability, physical protection and personal well-being. They are fundamental for guaranteeing a peaceful living and working environment.
3. Needs for belonging: these include the desire for human connections, affective relationships and social acceptance. Without a sense of belonging, feelings of isolation and unease can emerge.
4. Needs for esteem: these are divided into self-esteem (the perception of one’s own value) and external esteem (the appreciation received from others). They are crucial for building trust and for personal and professional success.
5. Need for self-actualization: this is the highest level, linked to the search for meaning, individual expression and personal potential.

Only the satisfaction of the most basic motivations can allow the emergence of those of a higher order in the “hierarchy of needs”, and to study and understand an individual one must consider him as a “globality of needs”, which are common to all even if each person remains unique and unrepeatable. Needs are precisely an element that unites individuals and allows them to reach a better quality of life, when they are satisfied, and therefore only the satisfaction of physiological needs can lead to the emergence of higher and more “abstract” needs.

Maslow’s theory of needs

Maslow’s theories bring together a series of very strong concepts. First of all, human behaviors are not random, but respond to very specific motivational forces: from basic needs such as nutrition and shelter to the desire for personal fulfillment, individual choices are guided by needs that emerge gradually, and people direct their energy towards new goals only after having satisfied their fundamental needs.

Physiological needs are at the base of the pyramid because they represent the necessities strictly linked to the physical survival of the individual. Without the satisfaction of these primary needs, any other objective becomes secondary.

These needs include:

• Nutrition: access to food and water is the absolute priority for the survival of the organism.
• Sleep and rest: psycho-physical equilibrium depends on the quality of sleep and the ability to recover energy.
• Shelter and protection from external agents: a safe and comfortable environment allows vital well-being to be maintained.
• Reproduction: this guarantees the continuity of the species, but is also conditioned by social and cultural factors. The desire to start a family is not only a biological necessity, but is also connected to higher levels of the pyramid, such as the sense of belonging and emotional security.

When these needs are not satisfied, they completely dominate the thoughts and actions of an individual. A person suffering from hunger or dehydration will not be able to concentrate on higher objectives such as education or a career. This concept is the basis of many humanitarian aid and social welfare strategies.

After physiological needs have been met, the individual aims to ensure stability and protection. Security needs concern both the physical and the psychological dimension.

The main needs in this area are:

• Health and physical well-being: access to medical care, disease prevention, healthy living conditions.
• Economic security: stable income, protection from financial hardship, savings for the future.
• Protection from external dangers: solid housing, laws that regulate civil coexistence, a fair judicial system.
• Job security: a stable job reduces anxiety and uncertainty about the future.

Modern societies have created structures to meet these needs through insurance, healthcare, pensions and laws that guarantee job security. Companies and governments use this information to design products and services that offer protection, from insurance policies to permanent contracts. The perception of insecurity can in fact have important effects on people’s behavior: in conditions of instability, individuals tend to develop protection strategies, such as saving money or looking for guaranteed work contracts. Events such as economic recessions or health crises highlight how much security is a central element of human motivation.

Once survival and stability are assured, the need to build social bonds emerges. Each individual seeks connections with others, because sociality is a fundamental aspect of the human experience, and the absence of meaningful relationships can generate isolation and frustration, while the support of a community constitutes an essential factor for well-being.

The main forms of satisfaction of this need include:

• Affective and romantic relationships: the need for intimacy and emotional connection.
• Belonging to a group: family, friends, community.
• Social affiliation: participation in clubs, associations and organizations with shared interests.

In the digital world, these needs are met through social media, forums and online communities. Platforms such as Facebook, LinkedIn or Reddit reinforce the sense of connection, creating virtual groups for support and discussion.

The need to be appreciated and valued emerges after relationships have been established. This level of the pyramid is divided into:

• Self-esteem: the internal perception of one’s own worth and abilities.
• External recognition: the respect and admiration received from others.

Having high self-esteem facilitates individual growth and encourages productivity, while social recognition favors integration and professional success. Companies invest in employer branding strategies to enhance the value of their employees, while brands construct narratives that respond to the need for identity and status.

At the top of the pyramid is self-actualization, or the desire to express one’s potential to the highest level. It is the phase in which a person manages to translate aspirations, passions and talents into concrete results, and can manifest itself in different areas, such as:

• Professional fulfillment: building a satisfying career.
• Artistic and creative expression: music, writing, art.
• Contribution to society: innovation, volunteering, research.

The evolution of the theory: the concept of self-transcendence

In subsequent studies, Maslow added another level to the pyramid: transcendence, or the desire to go beyond one’s personal interests to contribute to the collective good. This concept is associated with altruism, spirituality and the search for a deeper meaning in life.

Self-fulfillment is one of the most sought-after goals in the modern world, and companies try to intercept this need through products and services that help people feel fulfilled.

Maslow’s pyramid today: evolution and criticism

As we’ve said, while remaining a point of reference in the analysis of human behavior, Maslow’s theory of the hierarchy of needs has been revised and adapted several times to respond to the complexities of contemporary society. One of the most debated aspects concerns the rigidity of the hierarchy of needs: Maslow hypothesized that people would only progressively climb the pyramid after having satisfied the lower levels, but more recent research suggests that human needs don’t follow such orderly patterns.

Interdisciplinary studies, ranging from social psychology to neuroscience, have in fact shown that needs such as the sense of belonging or the search for knowledge can emerge even in conditions of material insecurity. It has been observed, for example, that in times of economic crisis or political instability, many people continue to seek social recognition or to devote themselves to creative activities, even if their material conditions are not optimal.

Another factor that affects the validity of the model is cultural influence: Maslow developed his theory in an individualistic Western context, but in other areas of the world the value attributed to the different levels may vary. For example, in collectivist contexts such as those prevalent in many parts of Asia or Africa, the concept of self-actualization takes a different form, often linked to the well-being of the community rather than to individual successes.

Anthropological studies have also shown that in some cultures, social and relational needs can be considered more important than economic security or personal growth. In Japan, for example, the concept of wa (collective harmony) often takes priority over individualism, leading people to orient their choices towards maintaining balanced social relationships rather than achieving personal success.

Static or dynamic pyramid? New interpretations

One of the most important questions regarding the pyramid is whether the model should be interpreted as a rigid and sequential structure or if, on the contrary, it should be seen as a more flexible system, in which needs can emerge simultaneously or depend on circumstances.

The most modern revisions of the theory suggest that the hierarchy proposed by Maslow is less linear than initially hypothesized. In fact, the satisfaction of needs does not occur in watertight compartments: people can oscillate between different levels based on changes in their personal life, in society or in the economic context in which they operate.

An interesting aspect regards the idea that the satisfaction of a need is never total nor definitive. Even when someone achieves a certain degree of security or social belonging, they can continue to experience moments of uncertainty or isolation. In this sense, the model can be seen more as a dynamic cycle than as a rigid ladder, in which individuals can return to needs they have already addressed or satisfy several needs at the same time.

Behavioral psychology studies that re-evaluate the hierarchy

In the field of psychology too, several scholars have contested the rigidity of the Maslowian hierarchy. Research in the field of behavioral and cognitive psychology has shown that motivation doesn’t always follow a linear path. For example, the phenomenon of self-affirmation – the tendency to look for a purpose in life even in difficult conditions – has been documented in numerous studies on populations in precarious situations.

One of the most well-known examples concerns populations in crisis or war situations. While Maslow’s model would suggest that in situations of extreme stress people focus only on survival, it has been observed that many of them continue to invest in educational, artistic or spiritual activities even in difficult conditions, demonstrating that needs do not always follow the order predicted by the pyramid.

Another aspect highlighted by more recent studies is the growing importance of psychological well-being even in economically disadvantaged contexts. Research has shown that the needs for security and belonging may not always take priority over the need to give meaning to one’s life, leading to a much more fluid hierarchy than that hypothesized by Maslow.

The most recent revisions

In the years following the formulation of the original pyramid, Maslow himself proposed modifications and additions to his theory, recognizing that some needs had not been adequately considered in the initial model.

• Cognitive needs. Maslow identified a level linked to curiosity, the search for knowledge and the desire for understanding. According to this perspective, people develop a strong motivation to learn, regardless of the satisfaction of other needs. This explains why study and discovery can be a priority even in conditions of economic hardship.
• Aesthetic needs. Interest in beauty, harmony and visual order is recognized as a relevant element in the construction of individual well-being. Art, architecture and design profoundly influence our quality of life, to the point that many people find comfort and balance in aesthetic beauty even in difficult conditions.
• Transcendence. One of the most interesting developments in Maslow’s thinking is the introduction of the concept of self-transcendence. In this perspective, the highest level of the pyramid is no longer just self-realization, but the ability to go beyond the self to contribute to the collective well-being. This need manifests itself in activities such as volunteering, spirituality or dedication to social and environmental causes.

Maslow’s pyramid and marketing: how to apply it in business strategies

Effective marketing is not limited to promoting a product: it must respond to the consumer’s real needs. And Maslow’s pyramid offers a powerful key to understanding what motivates purchases and how brands can influence public behavior.

Applying the theory of needs to marketing allows you to segment the public based on their needs, creating content and strategies that resonate with people’s implicit desires. If a company knows the level of the pyramid on which its target audience is positioned, it can build more effective advertising campaigns, refine communication and improve the customer experience.

For example, a brand operating in the IT security sector will have to intercept the need for protection, while a company that sells professional training courses will target those seeking personal growth and self-fulfillment. Brands use Maslow’s hierarchy not only to plan marketing strategies, but also to optimize offers, increase trust and build customer loyalty.

How Maslow’s pyramid helps us understand consumers

The success of a brand depends on its ability to interpret the motives for purchasing of its target audience, and Maslow’s approach helps to connect human needs with consumer behavior, offering a useful structure for creating more targeted strategies.

Every purchase decision can be traced back to an underlying need. A customer who chooses a healthy product may not simply be interested in nutrition, but also in the security of their well-being. Similarly, those who buy a luxury car are not just looking for a means of transportation, but want to satisfy a need for recognition and status.

Companies must identify which level of the pyramid their target audience is on in order to make the right offers. If a brand manages to position itself coherently with respect to the needs of the target audience, it can develop more effective messages and more authentic interactions.

Creating content based on the needs of the audience

Understanding human needs allows you to develop targeted keyword research, identifying the queries that best represent users’ desires, and to adopt a results-oriented copywriting strategy.

Search engines and ranking algorithms analyze users’ intentions to provide results relevant to their needs. For example, someone searching for “balanced diet” might be at a lower level of the pyramid, focused on physiological needs, while someone searching for “coaching for managers” is probably looking to achieve self-fulfillment. Optimizing content based on these needs means creating pages and articles that intercept the search intent and improve organic positioning. Using SEO strategies based on human needs allows you to create content that responds to specific needs, increasing relevance and conversion.

Defining the target based on Maslow’s pyramid

Segmenting the audience based on the needs of the pyramid allows brands to precisely identify the priorities of consumers and customize their communication strategies.

For example, for an audience at the lowest levels of the pyramid, a product must be perceived as useful, practical and accessible, focusing on its primary function. For a buyer persona at the upper levels, on the other hand, the focus shifts to more complex aspirations, such as personal improvement or a sense of belonging to a community.

Some concrete examples:

• A video game company can focus on the sense of belonging and competition, attracting users through elements of engagement and sharing.
• A luxury brand builds its storytelling around status and prestige, positioning its products as tools for social affirmation.
• E-learning platforms are aimed at those who are focused on self-fulfillment, highlighting how the acquisition of skills can improve their career and personal life.

Being able to communicate in a way that is consistent with the target’s level of need maximizes the impact of the advertising message and improves the bond between brand and consumer.

The role of the pyramid in content marketing

Each level of Maslow’s pyramid can be correlated to a different phase of the marketing funnel, influencing the tone and type of content to be produced.

A brand that sells IT security tools, for example, will focus on content that emphasizes the risk of not protecting oneself adequately, while a company that promotes premium experiences will focus its communication on values of exclusivity and personal growth.

Creating content based on needs means working with different formats and languages depending on the level of the pyramid. A brand that speaks to those seeking job security will have to focus on guides and informative content, while a brand oriented towards self-realization can use storytelling and inspirational testimonials.

Social media marketing and human needs

Social networks are fundamental tools for intercepting the need for belonging and recognition. Platforms such as Facebook, Instagram or LinkedIn offer a space where people look for social validation, connections and content that reflects their identity.

Through groups, communities and constant interactions, social media stimulate a sense of inclusion and allow companies to position themselves close to the desires of users. A brand that understands this mechanism can create strategies based on engagement, participative content and user-generated content, strengthening the bond with its audience.

Maslow’s pyramid and neuromarketing

Neuromarketing studies consumer behavior by analyzing unconscious reactions to advertising stimuli. Maslow’s hierarchy of needs integrates perfectly with this discipline because it allows us to design strategies that leverage deep psychological emotions and mechanisms.

The most relevant cognitive triggers include:

• Scarcity: the fear of losing an opportunity activates the sense of urgency and induces faster purchasing behavior. This principle is particularly effective for needs related to security and esteem.
• Urgency: limited-time offers push the public to decide without procrastinating, accelerating the sales cycle.
• Social proof: the need to belong leads people to trust the choices of the collective. Reviews, testimonials and word of mouth play a decisive role in the perception of the value of a product or service.

Using these principles allows you to create more targeted and effective advertising campaigns and sales messages, able to respond to the unconscious needs of consumers. Many brands, for example, use psychological archetypes to strengthen their position, aligning their communication with the needs of their target market. In this perspective, which refers to the studies of Jung, the “Ruler” responds to the desire for status and control (need for esteem), while the “Sage” is linked to the search for knowledge and personal growth (self-fulfillment). Understanding this connection allows for the creation of more incisive messages and strategies capable of activating the emotional triggers of consumers.

Practical applications of Maslow’s pyramid in business

Maslow’s model continues to be a reference for numerous fields, from business management to digital marketing, to psychology and education. By analyzing how it is concretely applied, we can understand how human needs influence brand positioning strategies, advertising communication and the creation of more engaging experiences for the public.

Brands and organizations that are able to identify and respond to the needs of consumers and workers – both through products and services and in company policies – are more likely to build lasting relationships that are based on trust. Some sectors directly exploit this theory in their marketing strategies, while others apply it in personnel management or in the definition of educational models.

Maslow’s pyramid in branding and customer experience strategies

Let’s start with the numbers: according to some studies, 70% of consumers are more inclined to buy from brands that understand and respond to their needs, and that’s why successful brands develop strategies based not only on the product, but on the emotions and deep desires of the customer.

In marketing, the five levels of the pyramid are translated into precise positioning strategies:

• Physiological needs. Brands operating in the food, health and wellness sectors often focus on advertising messages related to nutrition, hydration and physical comfort.
• Security. Companies offering insurance, financial or cybersecurity services emphasize protection, stability and risk prevention.
• Belonging. Lifestyle brands, social networks and fashion companies tend to build a collective identity, fostering a sense of inclusion and connection.
• Esteem. Premium or luxury brands focus on the social status and prestige of those who use their products.
• Self-actualization. The experience, coaching and training sector is aimed at those who want to improve themselves and reach their full potential.

This diagram is fundamental for developing effective brand positioning, advertising and visual communication strategies, linking them directly to the dominant needs of the target audience.

The role of Maslow’s pyramid in digital marketing

Understanding human needs is the basis of all effective marketing strategies. The reason why a user clicks on an ad, subscribes to a newsletter or completes a purchase is not purely rational: it is determined by the level of need that particular interaction satisfies.

Today, digital marketing strategies, influenced by the evolution of online habits, are based on the ability to anticipate and satisfy consumer needs. If a user performs a search on Google, they are trying to respond to a more or less conscious need: correctly interpreting the level of the pyramid to which that intent belongs allows for the creation of more effective content and landing pages.

Applying Maslow’s pyramid in sales and advertising strategies allows companies to intercept the deepest reasons that push the public to perform an action, in order to develop more incisive messages, segment the public more accurately and design campaigns that respond to the real needs of users, increasing conversions.

From SEO to social media and lead generation, Maslow’s pyramid offers a useful framework for understanding what drives users to interact with content and how to guide them towards a concrete action. For this reason, landing pages and advertising campaigns must be built to reflect the audience’s priorities. If a company sells luxury items, it won’t emphasize discounts and low prices, but concepts such as prestige and exclusivity; on the contrary, an online security service should emphasize reliability rather than the aesthetic aspect of the product.

Maslow’s pyramid in e-commerce and sales

In the world of e-commerce, user behavior is directly influenced by the hierarchy of needs, especially in the purchase decision phase. Online sales platforms must consider not only the product being sold, but also the emotional value it conveys.

Concrete examples of the application of this theory in online sales:

• Basic needs. Sectors such as food delivery emphasize speed, affordable prices and immediate availability.
• Security. Online stores that sell home products or anti-theft systems offer guarantees, easy returns and quality certifications to reassure the customer.
• Belonging. Niche platforms such as Patreon or premium subscription communities base their success on a sense of exclusivity and belonging.
• Esteem and status. Luxury marketplaces, such as those dedicated to high-end watches or designer fashion, build shopping experiences that convey exclusivity and prestige.
• Self-fulfillment. Online courses, travel experiences and professional coaching are aimed at those who want to improve themselves or expand their skills.

A product is not chosen only on the basis of price, but also in relation to its perceived value. For example, the psychological price is a lever that works on the concept of security or status: excessive promotions on luxury goods can lower their perceived value, while a premium price can convey exclusivity.

In user experience design, elements such as reviews, ratings and certifications play a key role in satisfying the need for security and belonging. Well-designed e-commerce takes into account the often emotional and irrational nature of purchasing decisions, using the levels of the pyramid to its advantage to guide customer behavior.

Analyzing the target audience through the pyramid

Audience segmentation is the basis of any effective digital strategy, but to make this subdivision really useful, it is necessary to understand which level of the pyramid your target audience is on.

These aspects can be measured using digital analysis tools such as Google Analytics, heatmaps, targeted surveys and customer insights, checking metrics such as time spent on pages, topics most searched for by users or interactions on social media to try to understand which need is driving the public’s behavior and at which level of the pyramid it is most effective to position your product or service.

Interpreting audience behavior through Maslow’s pyramid allows you to structure advertising, content and sales funnels in a more targeted way. Each level of the pyramid connects to specific stages of the customer journey and knowing this dynamic allows you to orient your actions with greater precision.

For example:

• Low level (physiological and safety needs). The audience is looking for essential products (health, nutrition, financial stability). Strategies should emphasize utility, convenience and reliability.
• Intermediate level (belonging and esteem). Users want to connect with a community or improve their social image. Communication should be based on engaging narratives and the enhancement of personal identity.
• Highest level (self-actualization). Those seeking personal or professional growth respond best to educational content and services that help them express their potential.

Communication based on human needs

The search journey on Google aims to satisfy a need, more or less conscious: optimizing SEO content taking into account the dynamics of Maslow’s pyramid allows us to respond more precisely to search intentions, building pages capable of engaging users at the right point in their decision-making process; in particular, understanding whether a search intention is primary or secondary allows us to design content and advertising campaigns that respond to the specific needs of the audience.

When the user’s need is strictly practical, queries focus on functional and direct solutions. Those searching for “how to save on bills” have a clear goal related to economic security, so the most effective content will be that offering practical guides, free tools and immediate advice. If, on the other hand, a user types in “strategies for becoming a leader”, the objective is related to self-fulfillment and personal growth: in this case, the best strategy is to create content that offers vision, inspiration and a higher value proposition.

Companies that optimize their content based on the fundamental needs of their target audience obtain more visibility and conversions. Keyword research based on psychological needs allows you to refine not only your choice of keywords, but also the tone of voice, style and approach of your content.

Application of the pyramid in social media

Social networks don’t just offer visibility to brands, they are real tools for satisfying the emotional and psychological needs of users. Each platform encourages certain behaviors because it responds to specific levels of the pyramid.

Facebook has become the ideal place to build connections and a sense of belonging, thanks to the groups and communities that stabilize social relationships. Instagram amplifies the need for esteem and recognition, with mechanics based on visual storytelling and social validation. LinkedIn, on the other hand, is strongly linked to self-realization, offering tools for professional growth and the search for work status.

TikTok is a perfect example of a digital platform built to reinforce the need to belong. The algorithm, through the personalized feed, creates an immersive effect that strengthens the sense of connection with a specific niche or community. The use of trends, challenges and duets stimulates interaction, consolidating the bond between creator and audience. From a marketing point of view, TikTok offers a unique opportunity for brands: those who manage to fit into a specific trend or subculture obtain much more authentic engagement. Brands that choose to collaborate with content creators native to the platform manage to generate greater trust and identification in young audiences, exploiting the psychological mechanism of social proof.

From content to conversion: Maslow in lead generation

An effective marketing funnel must accompany the user from the initial need to the purchase decision, transforming interest into concrete action. Maslow’s pyramid offers a useful map for calibrating each phase of the journey, ensuring that contact acquisition strategies respond exactly to the predominant need of the target, and helps to identify:

• What drives a user to leave a contact.
• What need must a lead magnet respond to.
• How to segment audiences and offers to maximize conversions.

Digital PR and lead generation techniques can also be adapted according to the different levels of the pyramid:

• If the audience is looking for security (such as digital or financial protection), they are more receptive to informative content and specialized guides that reinforce the brand’s reliability.
• Those who need to feel part of a community respond better to strategies based on communities, forums, free webinars and direct interactions, which create an emotional bond with the brand.
• People interested in personal growth are more likely to leave their details in exchange for premium resources such as paid webinars, personalized advice, customized newsletters, premium courses, coaching programs or any other action that offers added value and justifies the contact.

Optimizing landing pages based on the level of need

Even a landing page converts if it responds directly to a specific need: the layout, the copy and the persuasive levers must be aligned to the level of the pyramid in which the user is located, and therefore consistent with the purchase motivations.

If a page is aimed at those seeking financial protection and security, elements such as customer testimonials, money-back guarantees and quality certifications reinforce trust and encourage conversion. On the other hand, on a landing page aimed at a self-realization-oriented audience, the focus should be more inspirational: evocative images, engaging narratives and value propositions that stimulate the desire for growth and improvement.

Optimization processes therefore go beyond the user experience or A/B testing strategies. Understanding which need is being addressed in each digital interaction and modulating the content based on that level of the pyramid is one of the most effective methods for increasing conversions.

Maslow outside the digital world: applications in human resource management and psychology

In addition to marketing, the pyramid theory is widely used in business strategies related to employee motivation. The best companies know that to increase productivity and staff loyalty, a competitive salary is not enough; they need an environment that offers security, growth and gratification.

• Job security. Stable contracts, company benefits and health protection policies improve retention.
• Belonging. Creating a strong team spirit promotes well-being and reduces dropout rates.
• Recognition. Incentive and reward programs increase motivation and productivity.
• Self-fulfillment. Opportunities for training and professional growth keep employee engagement high.

Some giants such as Google and Microsoft invest in stimulating work environments and individual development paths that reflect this principle. The adoption of models such as smart working and the personalization of benefits show how the most advanced organizations are adapting to the evolving needs of workers. Even in corporate training environments, an approach based on Maslow’s needs allows for the creation of more engaging and truly transformative experiences.

The impact of the pyramid is not limited to business: in clinical psychology and education, the model is used to understand growth paths and how people develop skills and knowledge. In particular, in educational programs, helping students to satisfy primary needs such as security and belonging makes learning more effective. In therapy, on the other hand, understanding the level of the pyramid on which the patient is located helps to personalize support paths.

Maslow’s pyramid and SEO

Focusing more specifically on topics that are more familiar and closer to us, Maslow’s description of needs and the attention paid to the importance of satisfying these motivations is similar to two key concepts for websites, namely the creation of quality content that has a purpose for users and that intercepts the search intent,

which we can define as the need or requirement to be satisfied that drives the user to use the search engine.

Maslow’s theory can also be a reference for those who own or manage websites and seek to improve performance through search engine optimization, because it suggests a path to understanding the needs that guide users’ actions on search engines.

For this reason, it is essential to start with a deep and serious analysis of the target audience to understand what their needs and requirements are and, in parallel, to study the search engine results pages (SERP) and the way Google interprets their queries.

Only in this way is it possible to understand what the search intent is, the reason for carrying out a Google search, and only by knowing this is it possible to create content that intercepts and satisfies it. The search intent can and must influence the choice of the type of content and communication compared to others, because it is the key to getting in touch with people: to give a trivial example, if the query is transactional, you can’t think of positioning yourself with an informative article, because people want to buy.

From theory to practice: keyword research and intent-based content

The need to consider keyword research as something more than a simple search for attractive keywords or a list of words, is therefore central again. It should be an activity that investigates the interests and needs of users, i.e. people who have needs and want to satisfy them.

At SEOZoom we have the right tools to do this strategic keyword research, which can help to develop on-page content that really offers added value to the user, and therefore has a purpose that is not (only) to obtain a position on Google, but to try to satisfy the person’s needs and perhaps help them to climb a step in Maslow’s hierarchy of needs.

SEO and needs, Google’s indications

But needs are also widely discussed in Google’s guidelines for quality raters, the public and frequently updated document (at the moment, the latest version of these Search Quality Raters Guidelines is dated January 23, 2025) which serves to guide the work of the quality reviewers of the Google Search system, defining the conditions, parameters and elements to be considered in the evaluation process to determine if the SERP and the page are worthwhile, useful and effective for users.

Specifically, Part Two of the guidelines focuses on Understanding Search User Needs, in practice an invitation to analyze what the person’s intent was in using Google, the task they are trying to accomplish – while the following Part Three explains what “Needs Met” means.

In practice, having a clear idea of what the user wants to achieve, the quality raters must evaluate if the pages proposed in the SERP are able to help the person reach their objective; it follows, logically, that the web pages must have a very clear purpose.

In Google’s words, the tasks of evaluating Needs Met require “focusing on the users’ needs and thinking about how useful and satisfying the result is for the users”. There are five possible rating bands:

1. Fully Meets. A special rating category that applies only to certain queries and results. All or almost all users are immediately and fully satisfied with the result and do not need to view other results to satisfy their needs.
2. Highly Meets. Very useful for many or most users. Some users may want to see other results.
3. Moderately Meets. Useful for many users, or very useful for some users. Some or many users may want to see other results.
4. Slightly Meets. Useful for fewer users. There is a link between the question and the result, but it is not strong or satisfactory. Many or most users tend to see other results.
5. Fails to Meet. Does not completely satisfy the needs of users. All or almost all users tend to see other results.

The objectives of the pages

The achievement of satisfying the needs of the user is also linked to the broader discussion of the purpose of the pages, that is, “the reason or reasons why the page was created”: From Google’s point of view, “every page on the Internet has been created for one or more purposes” and “most pages are created to be useful to people, therefore they have a beneficial purpose”, although there are also “pages created just to make money, without any effort to help people” or even “pages created to harm users”.

The most common purposes of a useful or beneficial page are (but not limited to):

• Sharing information on a topic.
• Sharing personal or social media information.
• Sharing images, videos or other forms of media.
• Expressing an opinion or point of view.
• Entertaining.
• Selling products or services.
• Allowing users to ask questions that other users can answer.
• Allowing users to share files or download software.

Maslow’s Pyramid applied to SEO and the essential needs of a website

There are also various examples of an “SEO hierarchy of needs” that can help us understand which areas to prioritize when optimizing a website.

If for humans we start from physiological needs and then move on to more abstract ones, what the Maslow pyramid for SEO has in common are the technical elements: if we don’t have a site that can be scanned and indexed, all the subsequent work is basically useless or at least invisible to Google.

This version is proposed by biggerlawfirm.com, reworking information from Search Engine Land, and proposes a pyramid structure composed as follows (from the base to the top):

1. Crawlability

Making pages open to scanning by Googlebot and other crawlers is the most basic aspect of SEO and there is no room for error: the best and most expensive website on the Internet is useless if it can’t be found.

2. Indexability

Even when a website has been correctly scanned, some things could prevent its indexing, such as the presence of multiple versions of pages, duplicate content, redirects and so on. As with scanning, if something is not indexed it will not be present on a search engine and will remain invisible and almost unreachable for users.

3. Accessibility

Accessibility refers to the ease with which a website can be viewed and used, and must be intuitive for both bots and users. We are now entering a higher level of needs, which satisfy requirements that go beyond the basic ones.

4. Rankability

Ranking is one of the two most advanced and technical levels at the top of the SEO hierarchy and brings us closer to the real topic of SEO optimization and what hinders it.

5. Clickability

The final level of the SEO hierarchy is clickability: a highly technical element that involves increasing the likelihood that users will click and interact with a website. Clickability is where technical SEO and human online behavior meet.

Slightly different is Maslow’s pyramid, devised by Rand Fishkin in the days of Moz, and ingeniously renamed Mozlow’s hierarchy of SEO needs.

In this case, seven steps are identified as necessary for successful SEO:

1. Scan accessibility so that search engines can read your website.
2. Create compelling content that answers the searcher’s question.
3. Optimize keywords to attract users and search engines.
4. Provide a great user experience (e.g., fast loading speed and compelling user experience).
5. Publish shareable content that earns links, citations and dissemination.
6. Write title, URL and description to get a high CTR (click-through rate) in the rankings.
7. Use snippet/schema markup to stand out in the SERPs.

Case studies, concrete data and practical examples

We need to go beyond theory: as we have seen, the hierarchy of needs is a concept that is easy to and frequently applied in the fields of marketing, e-commerce and technology, where influential brands base their strategies on fundamental human needs, shaping the purchasing experience and communication to respond to specific psychological needs.

In competitive niche markets, a company’s success does not depend exclusively on the quality of the product or its price, but on the ability to intercept and satisfy implicit needs related to security, belonging, status or self-realization. Each sector applies these principles in a different way: e-commerce platforms use strategies based on trust and loyalty, luxury brands work on the desire for exclusivity, while technology companies focus on community building and positioning as tools for personal and professional growth.

Application of the pyramid in various sectors

The interpretation of Maslow’s pyramid in different business sectors obviously varies according to the nature of the product and the type of relationship with the customer.

Amazon is one of the most immediate examples in the digital commerce sector, because it has shaped its own ecosystem to respond to key needs such as security, convenience and trust, applying pricing and membership strategies aimed at building customer loyalty. The Amazon Prime program, for example, doesn’t just offer fast shipping, but also creates a strong sense of belonging and continuity. With an annual subscription, users obtain exclusive benefits, strengthening the psychological bond with the brand. This approach combines security (guarantee of reliable services and products), belonging (privileges reserved for members) and esteem (early access to promotions and offers).

The dynamic pricing strategy, on the other hand, exploits psychological mechanisms linked to the need for economic security and convenience. Amazon constantly monitors market fluctuations to adapt prices in real time, giving consumers the idea that they are always getting the best possible value for their money. This technique reinforces customer trust and encourages impulse purchases based on the scarcity principle.

In the luxury sector, as we have said, marketing strategies focus mainly on the needs for esteem and social recognition: high-end brands don’t just sell products, they sell experiences and identities, positioning their goods as symbols of prestige and belonging to an elite. The use of strategic scarcity, for example, is a key technique for stimulating the desire for exclusivity. Hermès, with its iconic Birkin bags, deliberately limits production and uses a distribution model based on waiting lists, making the product feel like a privilege rather than a simple purchase. This mechanism activates the primary need for esteem and reinforces the buyer’s identity through the possession of a selective item.

Similarly, in the high fashion sector, companies such as Gucci and Louis Vuitton use strategies of emotional storytelling to associate their products with concepts of uniqueness and success. Through campaigns with high-profile testimonials and exclusive collaborations, these companies create a strong link between consumer desire and the concept of personal affirmation.

In the technology sector, Maslow’s pyramid is applied above all to satisfy the needs for self-fulfillment and belonging: digital products don’t just become a tool, but a catalyst for personal and professional growth.

A significant example is Apple, which uses design and user experience to position itself as a brand that promotes creativity and innovation. The company’s marketing focuses less on the technical specifications of the products and more on the user’s ability to express themselves through technology. Apple’s customer loyalty is also based on a strong sense of belonging to a “family” of users who share the same approach to digital technology.

Similarly, in the SaaS (Software as a Service) market, platforms such as Notion and Slack use membership and pricing models to create an exclusive and progressive experience. Through premium subscriptions and advanced features reserved for paying users, these services encourage the perception of professional growth and improvement, intercepting both the need for security (organizational and productive tools) and the desire for self-improvement.

The relationship between emotion and consumer needs

Emotions play a decisive role in purchasing choices, and consumers tend to prefer brands that are able to stimulate positive feelings related to their needs. Maslow’s theory explains why strategies based on emotional involvement are more effective than purely informative ones: the desire for belonging, security or affirmation have a stronger impact than pure rationality.

An analysis conducted by PcSocial shows that 82% of consumers expect brands to support them in achieving a personal or professional goal, a sign that modern marketing should be oriented towards the creation of experiential value rather than just product promotion.

Today’s successful brands don’t just communicate what they sell, they also convey a message of empowerment. Nike, for example, with its famous slogan “Just Do It”, doesn’t just promote sports equipment, it inspires users to exceed their limits, activating the need for growth and self-fulfillment.

Aspirational marketing works when the brand positions itself not only as a supplier of a product, but as a partner in the development of a personal identity and goal. The luxury, wellness and education sectors use this mechanism to create a deep connection with their audience.

In this sense, the link between emotion and need is the basis of strategies such as emotional branding, in which the brand narrative focuses on the values and aspirations experienced by the public: this is why campaigns based on success stories, inspirational testimonials and motivational content are so successful. The more a company manages to connect its message to a specific psychological need, the greater the consumer loyalty and the effectiveness of brand awareness.

Maslow’s Hierarchy of Needs: FAQ and main issues

Maslow’s theory is therefore a psychological model that has spanned decades, but – despite criticism and adaptations – it continues to be a point of reference in the field of psychology and, for our purposes, also in marketing and human resources management, because its application goes beyond the simple understanding of human needs and offers ideas for communication strategies and brand positioning that aim to connect with the public on a deeper level.

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Over time, several scholars have revised and expanded the original model, and many companies today use it in more flexible ways than the rigid hierarchical structure initially proposed.

This section collects some of the most frequently asked questions about Maslow’s pyramid, exploring its modern applications, theoretical alternatives and its impact in areas such as branding, digital marketing and neuroscience applied to consumption. A practical guide to understanding how this theory is still relevant and how it can be adapted to current needs.

1. What is Maslow’s pyramid?

Maslow’s hierarchy of needs is a psychological model that describes human needs, organizing them into levels of increasing complexity. According to this theory, individuals tend to satisfy the most basic and fundamental needs – such as nutrition and safety – before moving on to higher goals related to self-fulfillment and personal expression.

2. Who is Abraham Maslow?

Abraham Maslow was an American psychologist, born in 1908 and died in 1970, recognized as one of the pioneers of humanistic psychology. He developed the theory of the hierarchy of needs in the 40s, proposing a vision of human motivation based on growth and individual potential. His vision, which was subsequently expanded in the 50s and 60s, influenced many disciplines, from psychology to business management.

3. What are the five levels of Maslow’s pyramid?

The five levels of the pyramid are:

• Physiological needs: food, water, sleep, shelter.
• Safety: economic stability, health, physical protection.
• Belonging and relationships: friendship, family, socializing.
• Esteem: recognition, success, reputation.
• Self-actualization: personal growth, creativity, expression of potential.

Over time, the model has been enriched with new levels such as cognitive, aesthetic and transcendence needs. Towards the end of his career, Maslow himself added the concept of transcendence – the “sixth level” – the need to contribute to something greater than the self, through altruism, spirituality or social purposes.

4. What is Maslow’s pyramid for?

This theory helps us understand what motivates human behavior and is applied in fields such as psychology, education, marketing and business management. It is used to analyze people’s motivation and to structure strategies based on their main needs. Today it is still considered valid, although modified and reinterpreted: it is seen as a more dynamic model, where needs overlap and vary according to the cultural and technological context.

5. Did Maslow always believe in the rigidity of the pyramid?

No. Although the original version of the theory presented a well-defined hierarchical structure, Maslow himself later recognized that needs may not follow a fixed, sequential and rigid order. Some individuals may prioritize the need for belonging or self-actualization even if their most basic needs have not been completely satisfied.

6. Can we skip levels of the pyramid?

Yes, even if Maslow initially hypothesized a sequential progression, more recent studies have shown that people can satisfy more needs at the same time or prioritize higher levels without having completed the lower ones. For example, those in precarious economic conditions can still engage in artistic or spiritual activities to satisfy a need for higher expression.

7. Does this structure apply in all cultural contexts?

Not necessarily. Maslow developed his theory in a Western, individualistic environment, but in collectivist cultures – such as Asian ones – the need to belong is often prioritized over economic security or personal esteem. This leads to variations in the perception of needs and in the motivations for purchasing from one society to another.

8. What is the difference between the original pyramid and the more recent models?

The main differences are the addition of new needs and a more fluid interpretation of the hierarchy. In addition to the need for transcendence, introduced by Maslow himself in his latest research, today we also talk about cognitive needs (curiosity, desire to learn) and aesthetic needs (the search for beauty and harmony).

9. Are there modern models that are alternatives to the classical pyramid?

Yes. Some scholars have developed alternative theories, including Alderfer’s ERG Theory, which groups needs into more flexible macro-categories (Existence, Relatedness, Growth), and the Self-Determination Theory (SDT), which emphasizes the importance of autonomy, competence and social relationships. Maslow himself, in the last years of his career, proposed an additional level, the need for transcendence, or the desire to contribute to something greater than oneself.

10. Is Maslow’s pyramid still valid in the modern context?

Although some aspects have been re-discussed, the pyramid remains a reference model for understanding human behavior. Its applications are not limited to psychology, but are fundamental in sectors such as marketing, HR and customer experience.

11. Is Maslow’s hierarchical scale criticized?

Yes, the main criticisms concern the rigidity of the hierarchy, which does not reflect real experiences: the limited cultural context, based on Western models; the lack of rigorous scientific validation in his original studies.

12. How does the pyramid influence purchasing decisions?

People choose products and services not only based on functionality, but also because they respond to specific psychological needs. For example, Apple devices are not only purchased for their performance, but also for the sense of belonging and status they communicate. The same goes for the pricing and positioning strategies of luxury brands.

13. How is it used in marketing?

Many brands design their strategies based on the various levels of the pyramid, constructing messages that respond to the real emotional needs of consumers. For example, luxury brands focus on the need for esteem and recognition, while insurance companies focus on security.

14. How is Maslow’s pyramid applied in digital marketing?

Maslow’s pyramid helps marketers create campaigns that respond to the audience’s deepest needs, increasing engagement and conversions. For example, an e-commerce site that sells home security products will base its communication on the needs for protection and stability, while a company that offers personal growth courses will target an audience motivated by the desire for self-fulfillment.

15. How does the pyramid framework relate to the concept of the customer journey?

The customer journey, or the path that a user takes before becoming a customer, can be mapped in parallel to Maslow’s pyramid. Each stage of the purchasing journey corresponds to a level of the hierarchy of needs: those looking for information are often still at a level of security or belonging, while those who are ready to purchase a premium service may be in a phase of self-actualization.

For example:

• The awareness phase (first contact with the brand) often concerns needs for security or belonging.
• The consideration phase is linked to the search for information and trust.
• The decision phase is based on self-identification with the product or service.

Understanding which need prevails allows brands to better customize communication with users.

16. How is Maslow’s pyramid linked to neuromarketing?

Neuromarketing studies the unconscious reactions of consumers to advertising stimuli and uses strategies based on the needs of the pyramid. For example, the perception of urgency in purchases is often linked to the need for security, while the use of social repetition in product reviews exploits the need for belonging to influence purchasing decisions.

17. How is this theory used in branding strategies?

Brand identity and brand communication are often built around the concepts of the pyramid. Luxury brands such as Rolex or Chanel work on the needs for status and recognition, while educational technology companies such as Coursera or Udemy aim for the personal growth and professional fulfillment of their users.

18. Can we also apply the pyramid to SEO content?

Yes, the pyramid is useful for writing optimized content that responds to different search intents. For example, those who search for “how to save on bills” are motivated by a need for security, while those who type “how to become an influencer” are looking for self-fulfillment. Structuring texts that satisfy these different levels helps improve relevance and search engine positioning.

19. How is it used in UX and customer experience?

When designing digital interfaces, the visual and functional elements must meet the priority needs of the target audience. An e-commerce site must convey security with reliable reviews and flexible return options, while an online training platform must emphasize personal growth and achievable goals.