12 characteristics of self-actualising consumers  Most readers will have heard of Maslow’s Hierarchy of needs. Abraham Maslow’s paper ‘A theory of human motivation’ was first published in 1943. It remains a pillar of modern psychology and sociology. This theory proposes five levels of need:  Physiological – food, clothing and shelter Safety – including personal security […]

12 characteristics of self-actualising consumers  Most readers will have heard of Maslow’s Hierarchy of needs. Abraham Maslow’s paper ‘A theory of human motivation’ was first published in 1943. It remains a pillar of modern psychology and sociology. This theory proposes five levels of need:  Physiological – food, clothing and shelter Safety – including personal security Love and belonging – relationships and connection Esteem – accomplishment and prestige Self-actualisation – realising one’s full potential  The theory is that an individual only moves to the second level of needs when the first level is fully addressed, and move to the third when second-level needs are met, and so on. Maslow’s theory or model has merit. However, there is increasing doubt in the 21st century world about people not addressing higher-level needs before lower-level needs are fully met. For example, it is not uncommon to see people living on the street using a…