Understanding what motivates people is crucial for success in any group endeavor, whether in business, politics, or society. One of the most well-known theories of human motivation was developed in 1943 by psychologist Abraham H. Maslow. Today, Maslow’s Hierarchy of Needs remains a valuable framework for explaining how individual and collective priorities evolve—shaping decisions in boardrooms, election campaigns, and policy-making.
Maslow’s hierarchy is highly relevant to the study of change—both in societies and individuals—because it helps explain why and how priorities shift over time in response to economic, political, and social conditions. Political and economic transformations often coincide with shifts in collective priorities, which Maslow’s hierarchy helps to interpret. When basic needs are threatened, public focus tends to shift toward security and stability; when secured, attention may turn to social cohesion, recognition, or self-expression. Businesses and organizations use Maslow’s hierarchy to understand consumer behaviour, employee motivation, and market strategies.
Here is How it Works
Maslow's theory of human motivation originally posited that human motivation progresses through five levels of basic needs:
Physiological Needs – Basic survival needs (food, water, shelter, rest).
Safety Needs – Security, stability, protection from harm.
Love and Belongingness – Social relationships, sense of connection, community.
Esteem Needs – Recognition, self-respect, status, and achievement.
Self-Actualization – Personal growth, creativity, realising one's full potential.
He later expanded the hierarchy to include self-transcendence (focusing on helping others or contributing to something greater) as the top level. The ability to satisfy these needs depends on the relative freedom to do so, which means the type of society one lives in is also a key factor. Interestingly, the iconic pyramid was not part of his original work but emerged later within Management Studies as the most popular visual interpretation. In his 1943 paper, Maslow noted that human needs are not strictly linear—rather than fully satisfying one need before being able to move on to the next, people can experience multiple needs at once, and their position in the hierarchy can shift depending on circumstances.
Maslow has said that most normal people in society are partially satisfied and partially unsatisfied with all their basic needs at the same time. Thus, he suggested that a more realistic description of the hierarchy would be in terms of decreasing percentages of satisfaction as one goes up the hierarchy. So one could, for instance, be 85% satisfied in their physiological needs, 70% in their safety needs, 50% in their belonging needs and so on. This would suggest that in a business setting or society at large, the most dominant or pressing need of the majority can be one of the key factors in driving the group’s collective motivation. In other words, whatever the majority prioritizes most will be a significant factor in shaping the group's behavior and decision-making. This insight can apply to customers, employees, or even voters.
Motivations in a Business Environment
In business, Maslow’s hierarchy provides a valuable framework for understanding consumer behaviour, employee motivation, and market strategies. Companies target different levels of the hierarchy in their marketing approaches:
A food company may appeal to physiological needs.
An insurance or home security provider markets safety and protection.
A premium electric car brand attracts those seeking esteem or self-actualization—offering more than just transportation but also status, identity, and innovation.
An NGO or charitable organization appeals to those seeking self-transcendence, who want to contribute to something greater.
Maslow’s hierarchy also helps businesses understand shifting consumer priorities during different economic cycles. During recessions, consumers focus more on basic and safety needs, reducing spending on luxury goods. Conversely, in economic booms, demand for higher-level goods and services—such as travel, luxury products, personal development, and self-improvement—tends to rise.
In the workplace, managers and HR professionals can apply Maslow’s framework to enhance productivity and job satisfaction. Employees at different levels of the hierarchy have different motivational drivers:
Basic needs - Competitive salaries, health benefits.
Safety needs - Job security, work-life balance.
Belonging needs - A positive team culture, strong leadership.
Esteem needs - Recognition, promotions, leadership roles.
Self-actualization - Professional growth, creative opportunities, meaningful work.
Recognising where employees are in the hierarchy enables organisations to cultivate a workplace environment that maximizes motivation, engagement, and performance.
Motivations in Wider Society
While Maslow’s hierarchy isn’t a formal social science model, its logic provides insights into societal evolution and governance. Societies tend to follow a Maslow-like progression:
Basic survival societies (struggling for food, water, and shelter) often function under authoritarian or paternalistic regimes, which provide order and stability.
Security-focused societies prioritize strong leadership, national security, and economic protectionism, often favoring political movements that emphasize control and stability.
Pluralistic, democratic societies that meet basic and safety needs allow for greater focus on belonging and self-expression—leading to identity politics, cultural movements, and social debates.
Advanced, high-achieving societies emphasize national prestige, innovation, and influence on the global stage. Here, collective esteem and self-actualization drive investment in technology, education, and international leadership.
A self-transcendent society would prioritize global issues like climate change, human rights, and peace efforts, leveraging their influence to better humanity.
As societies do not progress in a strictly linear fashion, Maslow’s model helps explain why different political ideologies and movements gain traction at different times. A nation grappling with economic hardship or security threats will prioritize stability over self-expression. Meanwhile, a prosperous society may lean toward policies that emphasize global leadership, ethical responsibilities, and innovation. As with individuals, societies can have a prioritised need but also be partially satisfied and partially unsatisfied with all their basic needs at the same time.
Final Thoughts
Maslow’s Hierarchy of Needs is more than just a psychological theory—it is a powerful lens for understanding how priorities shift over time, both for individuals and societies. Whether in business, politics, or everyday decision-making, recognizing where people stand in the hierarchy can help leaders, organisations, and policymakers navigate change, anticipate challenges, and create strategies that align with evolving motivations.