Abraham Maslow was a psychologist who proposed a theory of human motivation in the form of a hierarchy known as Maslow’s Hierarchy of Needs.
This theory suggests that people are motivated to fulfil certain needs, which can be arranged in a hierarchical order, with lower-level needs needing to be satisfied before higher-level needs become motivating factors.
The hierarchy is typically depicted as a pyramid with five levels, from the most basic physiological needs at the bottom to the highest level of self-actualisation at the top. To get a more detailed explanation of the hierarchy, click here!
Here’s a brief overview of each level
Physiological Needs:
These are the most basic biological needs required for survival, such as air, water, food, shelter, and sleep.
Safety Needs
Once physiological needs are met, individuals seek safety and security from physical harm, danger, or threats. This includes having a stable environment, financial security, health, and protection from violence.
Love and Belongingness Needs
After fulfilling safety needs, people desire social connections, love, affection, and a sense of belongingness within relationships and communities. This includes friendships, family, intimate relationships, and a sense of acceptance.
Esteem Needs
With social needs met individuals strive for self-esteem and the esteem of others. This involves feelings of self-worth, recognition, respect, achievement, and societal status.
Self-Actualisation
At the top of the hierarchy is actualisation, which refers to realising one’s full potential, pursuing personal growth, creativity, and self-fulfilment. This involves seeking meaning, purpose, autonomy, and expressing one’s unique talents and abilities.
How It Applies to Gen Z
Physiological
At the fundamental level, the average Gen Z would agree that digital psychological needs lie at the bedrock of the hierarchy, along with food and shelter. This comment may seem cynical and judgemental of the generation, but it is a very true statement.
The youngest generation uses the digital world as a means of socialisation in a friendly manner and day-to-day interaction. Not only can socialising, shopping and entertainment be achieved online, but basic necessities can be accomplished, such as paying for electricity, water and rent, which would equate to shelter.
Safety
Regarding the next step, safety, Gen Z highly values safety in the digital world. This answer can be twofold, one being the safety of digital security. All information online is accessible somehow, therefore gen z highly prioritised aspects of apps and internet tools that put safety and privatisation of information at the forefront.
Secondly, Gen Z’s do not want to be “cancelled”. Cancelling is social assassination, which can lead to the loss of jobs, career choices, and current educational placements. Therefore, Gen Z prioritise their social survival by submitting to select rules online, which allow them to retain their safety.
Love and Belonging
Community and connection. Gen Z craves connection and community. Every member looks deep within themselves for something that will align with the group.
No longer do minorities of any kind have to have select friends; through the internet, this generation can connect with countless like-minded individuals.
Esteem
Digital esteem and identity are perhaps the most distinguishing features of this generation. Quite frankly, the esteem of Gen Z is not corporate or social or economical like the generations of the past, they prefer to be esteemed, respected and held in high regard online.
This is the generation colloquially termed Zoomers. Online platforms nearly fully control validation and social status in their mind, where likes, followers and social media metrics serve as indicators of status.
Self-actualisation
Digital self-actualisation is deeply entwined with the online realm and creativity. This involves using digital tools for full self-expression and true freedom. This could range from expressing themselves authentically free of judgement or part taking in positive change in the world through an online platform.
One could argue that true freedom would come from no social media interaction at all, but Gen Z see the internet less as a prison and more as a tool to achieve there goals and allow them to enter a realm to freedom.
To them, climbing the corporate ladder and achieving a well-off economic state is not authentic. True authenticity comes from self-expression and taking part in significant historical events.
