Maslow took quite a battering over the last couple of decades. His Hierarchy of Needs may surface endlessly in design, brand, advertising and UX circles – but glance at the last decade’s TV schedule, tabloid press, or advertising would suggest human nature isn’t as glorious as Maslow hoped. Rather than society flying up the pyramid towards self-actualisation, the tabloid world would suggest we rarely left – or even cared to leave – the bottom rungs – food, sex, and occasionally morality.
Self-actualisation just wasn’t relevant to last-century consumer culture. Everything was about being fed – as quickly and cheaply as possible.
Times have changed. Attitudes towards banking, politics, business have all shifted dramatically over the last couple of Continue Reading