Altered States of Maslow

The times they are a changing, but is our view of human needs changing with it?

Jamie Gordon | May 1, 2021

Mind

- 7 minute read -

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We are evolving to achieve an altered state of the human condition which means our needs will change, and the brands that serve us will need to change too.

And this isn't just opinion – it's bonafide social science. With a future-forward perspective informed by none other than the most widely recognized expert on human needs: Abraham Maslow.

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Maslow's Hierarchy of Needs is a classic and widely accepted theory that suggests people are motivated by five basic needs, only achieved in succession...

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But when publishing his seminal theory in 1943, even Maslow acknowledged that as times change, needs may evolve.

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And guess what… times have changed a LOT since then. At a minimum, we can all appreciate the irony in how the 'base' needs to change in pace with tech evolution.

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But, we should also consider the fast-growing paradigm shift in how we need and want to live.

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And we see it emerging in culture every day – the $4 Trillion annual economy hiding in plain sight – Altered States

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It’s the market for products and services aimed at achieving altered states of consciousness to defy our limitations and practice self-authorship.

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Defining who we are and what we can do and be outside of the limits of cultural convention.

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Humans who have the luxury of thriving are naturally inclined to want more.

Much More!

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We are growers.
It’s in our nature.

And there's a growing cultural movement towards finding new ways to disconnect, escape, and ultimately reshape how we see the world by fulfilling our purpose at the next level.

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We don’t want to wait to die to find out what lies beyond.

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So, if we were presumptuous enough to re-construct the pyramid to represent a new, “Altered State” of Maslow (and we are) this is what it would look like...

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This evolution is critical and one that brands who seek to remain relevant in the future MUST address.

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Applying this new hierarchy of human needs will drive the meaningful behaviors you need to create a more 'Human Brand.'

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Human Brands stimulate the imagination in a way that's entirely meaningful to the changing cultural canvas of people's lives.

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Brands that honestly weave themselves into this fabric - through advocacy for the vision, beliefs and behaviors that created it - will thrive…

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…and maybe even transcend to create their own path.

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Is your brand a Human Brand?

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How will you alter its state of relevance to meet the evolving needs of the humans you serve?

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