APPLYING MASLOW’S HIERARCHY OF NEEDS TO THE WORKPLACE
How you can use the theory to keep your employees engaged and offer support during the cost-of-living crisis.
With the current cost-of-living crisis and rise in businesses adopting hybrid and remote working, keeping employees engaged and motivated is more important than ever.
WHAT IS THE THEORY?
When Abraham Maslow created his Hierarchy of Needs, he argued that humans are motivated by five essential needs: physiological, safety, social, self-esteem and self-actualisation (also known as self-fulfilment).
At the bottom of the pyramid are our physiological needs, such as food, water, sleep, and warmth. Safety concerns come next, and these include comfort, security, and stability. Moving up the pyramid, we come to social needs, such as a sense of belonging and friendship, and esteem needs, such as a positive self-image, prestige and status, before topping out with self-actualisation, which is about feeling fulfilled through growth, advancement and creativity. Maslow’s Hierarchy of Needs (HON) is a motivational theory that is commonly applied to marketing and consumer behaviour studies. It identified five distinct levels that correspond to human requirements. Now, according to this idea, lower-level requirements must be met before moving up the hierarchy to meet higher-level demands.
PUTTING THEORY INTO PRACTICE
What does this mean for HR professionals and the employees in their care? How do you translate a theoretical tool into something that can help you motivate, recruit and retain employees?
Here are some examples:
Physiological needs – This includes having a place to work, a regular monthly salary, a comfortable working environment and essential facilities (such as tea/coffee-making facilities).
Safety needs – These needs include having formal contracts of employment as well as benefits such as a pension scheme and sick pay. There should also be an emphasis on health and safety in the working environment.
Social needs – Managing an employee’s social needs can usually be done through promoting group working across teams, departments and different levels, as well as encouraging team building through social activities. However, with many of us working from home, this can be tricky. Make use of communication tools like Microsoft Teams, Skype or Zoom so employees can socialise and collaborate with each other. Additionally, ensure senior managers are having regular meetings and catch-ups with their team. Don’t forget to take some time out to have fun as a team too. From the classic online quiz to a bake-along, there are many options out there for a virtual get-together!
Self-esteem – At the self-esteem level, respect for others and praise is important. A 360-degree feedback and appraisal system can help. You can reward employees’ contributions, and a peer-to-peer or social recognition programme will celebrate employees’ achievements and confer prestige and respect.
Self-actualisation – At the highest level, personal development plans, training, secondments, mentoring, and the opportunity for promotion enable staff to be the very best they can be. By implementing regular talent planning meetings among managers and HR, having career discussions with employees and offering options such as fast-track management programmes, your organisation can fulfil employees’ self-actualisation needs while ensuring they have the expertise to fill future vacancies.

In Maslow’s theory, employees whose lowest-level needs have not been met will make decisions based on compensation, safety, or stability concerns. So it is vital that HR professionals ensure that these needs are fulfilled before others further up the pyramid.
It is also worth noting that employees will default to their lowest-level needs if their higher-level needs are no longer being satisfied; for example, in our current cost-of-living crisis, employees will also focus on compensation, safety, or stability concerns.
Maslow also introduced the idea that our needs constantly change: as one need is met, then so we desire the level above it. The pay rise we received last year ago won’t motivate us for the next five years, the recognition award we were presented with two years ago won’t satisfy our current needs for appreciation, and the training course we did three years ago won’t fulfil our need to be learning new skills and knowledge now.
Maslow’s theory explains learning something that can be used as a tool to satisfy our needs. Learning is an ongoing process of acquiring relatively permanent knowledge through study, instructions or experience. Certain factors motivate people to learn something. These deriving factors are classified in the form of theories. There are three types of theories of learning:-
•Stimulus-Response (S-R) Theory
•Cognitive Theory
•Motivation Theory
Under the motivation Theory of learning, we have 3 sub-theories:-
✓Content Theory
✓Process Theory
✓Reinforcement Theory
Under the content theory, we have Maslow’s Hierarchy Of Needs. In this article, we will be learning about the concept and Maslow’s Hierarchy Of Needs Examples.
Maslow’s Hierarchy Of Needs was given by American psychologist Abraham Maslow in the year 1943. According to him, Human needs have 5 different stages which mould our behaviour. These needs are arranged in a pyramid (triangle) and represent a hierarchy. The needs at the base of the pyramid are fulfilled first and then only the upper needs are fulfilled. If we fulfil the lower needs, it motivates us to fulfil the upper needs.
Maslow’s five needs to be fulfilled are divided into 2 groups:-
1. Deficiency Needs
These are basic needs that are required for survival. This includes:-
✓Physiological Needs: Food, Clothing, Shelter, Salary
✓Safety Needs: Safe working environment, Job security, Freedom, Pension (Stable Income)
✓Social Needs: Feeling of acceptance and belonging, Friendship
2.Growth Needs
According to Maslow, When deficiency Needs are fulfilled, then only people fulfil growth needs. Growth Needs includes:-
✓Esteem Needs: Status, Recognition, Appreciation
✓Self Actualisation Needs: Innovation, Creativity, Progress, Long Term Goals, Self Fulfilment Need
The main concept of Maslow’s Hierarchy Of Needs is that we never run out of motivation because as we fulfil lower needs there are more upper needs to be acquired. Self Actualisation (Top Need) is an achievement to full potential or perfection which is impossible to meet. At this point, a person is fully satisfied. Now, He follows his passion. Maslow’s Hierarchy Of Needs is well presented in the pyramid. The 5 levels of needs are:-
Maslow’s Hierarchy Of Needs Examples
Maslow’s Need Hierarchy | Examples |
Physiological Needs | Air, Food, Water, Clothes, Sleep, House, Salary |
Safety Needs | Safe working environment, Job security, Freedom, Pension, Stable Income, Good Health, Protection, Insurance |
Social Needs | Acceptance, Love, Belonging, Friendship, Family, Online social media, Youth Club, Organisation, Community, Relationship |
Esteem Needs | Status, Recognition, Appreciation, Confidence, Other Opinions On Us |
Self Actualisation Needs | Innovation, Creativity, Progress, Long Term Goals, Self Fulfilment Need, Best Version Of Own |
Maslow’s Need Hierarchy Examples
A well-known psychological theory of human motivation can help marketers focus their advertising messages.Use in Marketing
Smart marketers know the most direct pathway to selling a product or service is by filling a consumer’s needs. The Maslow Hierarchy provides an easy-to-understand method for determining where a product fits into the progression of human needs.
Maslow theorized that all human decisions are made within the five levels of the hierarchy. While it’s possible to get more granular than that, marketing theory often leverages Maslow’s findings to guide strategy.
Appealing to the motivational drivers behind the needs at each level can, in theory, lead to a higher success rate in marketing. The key is understanding each level and the type of products that fit within them.
Psychological Needs
These base needs are the first people seek to satisfy. Outside of the food and bottled water industries, there’s little here for marketers to consider. Some might include restaurants in this area, but at this level people seek to address basic survival needs, not find the best New York Strip in town. Those who are seeking to satisfy needs at this level are typically not the target audience for most marketers.
Safety Needs
The insurance industry leaps to mind in this category. The entire insurance business is based on fulfilling a need for safety. This is why insurance aids often target the need to avoid the chaos and potential financial ruin of a disastrous event such as a house fire or a flood. Allstate has famously built an entire “Mayhem” campaign on the need for safety.
Safety needs also drive marketing strategy in areas such as home security and transportation. Swedish car company Volvo has made safety a primary engineering and marketing focal point for decades. The 2017 Volvo XC60 “Moments” commercial is like a mini-movie that relentlessly plays off the need for safety (involving a small child on her first day of school, no less).
Others are typically lighter on the sense of dread, but many car companies today feature campaigns about safety features and evoke the feeling of comfort and security in having them.
Belongingness and Love
This level deserves perhaps the most attention because so much of marketing falls into this area, where a large number of consumers reside. Once people have insurance, a safe car and a secure home, their attention turns to this area. They are spending disposable income.
Here, marketing moves beyond fear of potential catastrophe and more into the joy of possibilities, especially in relationships. Some of the top modern brands make consumers feel as if purchasing their product makes them part of something special. Perhaps the most famous is this spot from Coca-Cola: Buy the world a Coke, and keep it company.
More modern examples include campaigns from Apple and motorcycle maker Harley-Davidson. Both give the consumer a feeling of belonging to a special group. Fast-food giant McDonald’s also keyed in on this area of the hierarchy with their “You Deserve a Break Today” campaign, which immediately preceded today’s “I’m Loving It” campaign. The spots gave customers the feeling that McDonald’s products were something they deserved if they wanted to treat themselves.
Jewelers also focus on this area. Kay Jewelers commands marketing over the holidays, linking their products to the joy of a good relationship in the “Every Kiss Begins with Kay” campaign.
Savvy politicians also understand the need to belong. The 2016 presidential election provided a classic example with the “America” commercial from Democratic candidate Bernie Sanders. Note how in just 60 seconds, the spot moves from isolated individuals to larger and larger crowds as the song builds. The commercial perfectly demonstrates the idea of targeting emotions and a need to become part of something bigger than oneself.
Esteem Needs
Products and services that aim for consumers in this area are typically referred to as “luxury brands.” The obvious examples are in the automobile industry.
Strictly speaking, no one absolutely needs to drive an Audi, BMW, Mercedes or Lexus rather than a sturdy and reliable Honda, Ford, Chevrolet or Toyota. But effective marketing as status cars – plus, admittedly, better features and driving experience – have made these vehicles sought after by those who have fulfilled needs in the lower parts of the hierarchy. Marketing students looking to understand how to appeal to consumers need for esteem and status should spend time studying campaigns from any of these automakers.
Fashion also provides a wealth of examples, such as high-end designers Gucci, Versace, Yves Saint Laurent and Ralph Lauren. Again, there’s no inherent need to have a pair of BLK DNM jeans rather than a pair of regular Levi’s, other than a fulfillment of self-esteem.
Luxury tour companies such as Viking Cruises and Abercrombie and Kent also fulfill needs in this area, offering exclusive experiences at a premium price.
Self-Actualization
In this area, there is far less traditional marketing. People at this level are looking for ways to feel good about their achievements and activities. Examples that could fit into this category include campaigns for charities such as the United Way or UNICEF. Here, people are looking to give back and improve their world.
Retirement is another area that sometimes falls into this category. Having met all the needs of the other four levels in Maslow’s Hierarchy, some now look to leave their jobs and move on to achieving their dreams. That can include world travel or turning a hobby into a business. This also can extend to leaving a legacy for family. Some financial services launch campaigns specifically aimed at this top level.
Whatever the place in the hierarchy, the key for marketers is determining the location and building a strategy geared toward the appropriate needs. Creativity and new approaches are also a must, but Maslow’s Hierarchy provides an excellent starting point.
Examples Of Maslow’s Needs Showing Hierarchy
- Salary, Pension and Promotion
In business, Salary is a physiological need. To fulfil the safety Needs, Company gives a pension or shares. To fulfil social needs, Company organizes events inside the business. For esteem Needs, Company gives promotions to its best employees.
2. Eating, Clothing and Housing
In our daily life, the priority is to make our stomachs happy i.e. We can’t live without food. We work hard so that we get something to eat. Unless we eat, We will not think about housing or clothing. We earn a little more, we go for good clothes and finally we will build a house.
3. Education and Employment
We first get an education so that we can learn something, develop some skills and only then, we search for a good job.
4. Money and Passion
If we don’t have money, we can’t live a better life. Without it, we can’t fulfil any other needs. It is a safety need in Maslow’s Hierarchy Of Needs. You will not follow your passion (If it doesn’t give you a decent life) until you have a good amount of money. After you earn pretty good, now – you can resign from your job and go for your passion.
5. Family And Friends
It is an example of social need. Human beings are social animals. We can’t live without our family and friend circle. We share our feelings with them. They motivate us to do something better in every step of life.
6. Social Status and Recognition
These are examples of Maslow’s esteem Needs. When Physiological needs are fulfilled, A person wants his influence on other people. He wants to be recognized by other people in society.
- Acceptance and Creativity
It is one of the examples of Maslow’s Hierarchy Of Needs which comes under Self Actualization. This stage involves accepting our inner self and pursuing our passion. For Example, A person can reach self Actualization by doing farming while others may need to be famous worldwide. - Food and Health
Let’s take as an example that you are hungry for days. Then – In this scenario, You will eat anything you get. You don’t care about the effect of that food on your health. Here, You fulfil physiological needs without caring about safety Needs. If you are eating it for better health, then – It is a safety need. Again, If you go to a particular restaurant for eating again and again then – It is a Social Need. If you go to a high-end restaurant even though you could get the same item at a lower price and if that boosts your self-image, then – it is esteem needed.
Importance Of Maslow’s Hierarchy Of Needs
This theory is used to study the behaviour of people.
It helps to know the human need and the way to fulfil the need.
This concept is used in marketing to analyse consumer behaviour.
Physiological Needs. UberEats.
Physiological requirements are those that are fundamental and human. As an example, consider eating.
UberEats is able to inspire hunger or give users the sense that their demands would be met through the app. They do so in this marketing photo, in their advertising, and in their app, using photos and text.

These are categorized as our most basic needs. It pertains to our survival needs like air, water, food, shelter etc. Failure in fulfilling some of these needs may lead to death. I have been using products from Amul since a very long time. The brand manufactures a wide range of dairy products at affordable prices. Hence, it caters to our need for food. In India, every person at some point in their life has either used or will use an Amul product. The brand has truly become ‘The Taste of India’.
Swiggy’s ‘Voice of Hunger’ Campaign
This social media marketing campaign incentivised the audience with a year’s worth of food vouchers on Swiggy. All the participant had to do was create a waveform resembling food shapes through voice notes on Instagram, which was a new feature, back in 2019.

“The first 12 hours of the challenge saw close to 10,000 entries”, according to P G Aditya, Executive Creative Director at DentsuWebchutney. Influencers including Rohan Joshi and Shristi Bansal along with comedians, musicians, and rappers, among others participated.
This social media campaign bagged 3 Bronze Lions at Cannes Lions 2019. Created by DentsuWebchutney, it drove more than 16 million social media impressions too. Swiggy also enjoyed a 40% rise in Instagram followers. You can read more about this campaign in Swiggy’s digital marketing strategy.
Safety. Volvo
Every automobile manufacturer would like to be known as “the safest.” But how effective are they in conveying this message? Volvo is quite convincing.

Once the physiological needs of a person is satisfied, safety need takes the front seat. It includes personal, financial and employment security; health etc. A lot of websites like Internshala.com , Naukri.com etc been successful in fulfilling the safety needs of the consumers, by giving employment opportunities. Menstrual hygiene product brands like Whisper, Pee Safe have catered to the health and hygiene needs of women.
Love & Belonging. Coca-Cola.
Coca-Cola. Families, Christmas, communities. Their ads are known to show love and care between people, often with food, and some coke. Nope, not that kind.
Coca-Cola claims to be able to bring people together. And you’ll be able to taste the feeling.

Social media platforms like Facebook, Instagram etc provide a perfect platform for everyone to socialise. Coca-Cola in its ‘Share a Coke’ campaign had tried to connect to the consumers using relationship as a key concept. The theme of the narrative being, ‘ Har Rishta Bola, Mere Naam ki Coca-Cola’. Brands often try to connect with the emotional chords of the audience and targeting social needs makes it easier.
British Airways’ ‘Fuelled By Love’ Campaign
This memorable video ad campaign from 2016 showed how brands can nurture good relationships with customers. The brand could tap into the emotional psyche of the Indian customer base and what they expect from commercials.

Inspired by a true story, the campaign features a UK-based cabin crew member of British Airways who takes her first-ever maiden flight from the UK to Hyderabad. The campaign film was directed by Neeraj Ghaywan and focused on fictional storytelling through in-flight and recreated home scenes in Mumbai depicting Hyderabad.
This campaign film received the National Film Award. Also, after releasing it, the brand offered a special 3-day offer for its customers travelling from India to the UK.
Spotify India’s ‘There’s a Playlist for That’ Campaign
Created by Leo Burnett India in 2019, this ‘hyper contextual digital ad campaign’ utilised the traditional advertising technique of placing billboards across cities in India. But the billboard ads also garnered a lot of social media attention.

The campaign was ideated to reach all the different moods of the entire population and the communication was focused on relatable situations. The ad company created 3 billion playlists that could suit any mood for every demographic.
It leveraged location-based social listening and conducted sentiment analysis (powered by Artificial Intelligence) to create these playlists.
While the ads were placed offline, there were about 72000 social media shares, and “There’s a playlist for that” soon became a part of internet slang.
Self-Esteem. Dove.
This series of Dove commercials aims to make women feel beautiful, no matter how flawed they believe they are. Of course, this will successfully position Dove in the minds of women who do not seek perpetual youth and pristine beauty.

Dove’s ‘Real Beauty’ campaign launched in 2004 managed to attract worldwide attention.The aim was to celebrate every women and to encourage them to be comfortable and happy with themselves. The ad went viral and actually managed to fulfill the esteem need of consumers. Through a study conducted by its PR agency, Dove managed to perform a case study on 3000 women in 10 countries, only 2% of who considered them beautiful. This is how the idea of a campaign originated. It proved how people need strength, attention and confidence. It also showed how a brand can satisfy esteem needs.
Byju’s’ ‘Master Ji – A Teacher’s Day Tribute’ Campaign
One of India’s leading ed-tech companies, Byju’s, needs no introduction when it comes to video marketing campaigns. Its recent Teacher’s Day campaign from 2021 shows how Indian teachers adapted to the sudden transition of education from classrooms to the online space during the pandemic.

It gives a snapshot of technological barriers the older generation of teachers faces when teaching online. It also highlights how they are willing to adapt to it, as they are passionate about teaching
The brand focused on using relevant hashtags such as #LearnUnlearnRelearn and #KeepLearning.
Entirely ideated and created by the brand’s own creative team and produced by Dora Digs Films, the campaign got the brand the Silver Lion Award at the Cannes Lions International Festival 2022.
This esteemed award was judged based on brand communication, executing a creative marketing strategy, and its overall impact on the audience.
Apart from this award, the film also got worldwide recognition at Roma Film Festival Italy, Clio Awards, and many more.
Self-Actualization. Tesla.
Well. Elon must be feeling fairly self-actualized. I’m not sure, I simply have a feeling.
And owning a Tesla (or Tesla stock) has “actualized” many people in recent years. And why shouldn’t they? Don’t we all want to be super-cool while still being “green”?

Online learning platforms like Udemy satisfy the self-actualization needs of the audience. They provide a wide range of courses for people to learn and achieve their full potential.
Cred’s ‘Not Everyone Gets It’ Campaign
This campaign’s strategy was to use the most popular Bollywood celebrities from the 90s to create nostalgia, but focused on shocking viewers with a quirky ending narrative.
This strategy was based on customer segmentation to target numerous Indian audiences who grew up in the 90s. They are perfectly aware of how celebrity ads work through dance and drama.
The campaign throws a jab at the common approach of brands hiring celebrities to promote a product or service. So the actors are asked to audition, and they deliver all theatrics that is expected from them.

While filming these actors, the shot moves to the executive team of CRED who end up rejecting the actors. The executives replace the same idea with a much simpler approach – a simple voice-over mentioning, Download CRED.
This ad campaign won the prestigious Blue Elephant recognition in the 2022 Kyoorius Design Awards.
Do We Need an Expanded Hierarchy of Needs?
Since at least the 1970s there have been debates and discussions on whether Maslow identified all of the motivating stages that drive humans. Some have argued that there should be more levels to the Hierarchy of Needs. Most seem to agree that there should be three new additions to the Hierarchy of Needs.

An Expanded Version of the Hierarchy of Needs Model:
The three new additions to Maslow’s original Hierarchy of Needs model are:
Knowledge and Understanding (Cognitive Needs)
Need for Aesthetics
Transcendence
Knowledge and Understanding (Cognitive Needs): This the need to learn and would clearly be a growth need. People have a desire to explore and learn new things or understand the world around them. The inability to meet the cognitive needs may make it difficult to reach Self-Actualization. Self-Actualization is about personally growing and is a more complex form of gaining knowledge and understanding.
Bajaj Avenger encourages women to ‘Ride Their Independence’
The Indian woman of today has come a long way from the yesteryears as she increasingly portrays a dominant and authoritative persona around her peers and surroundings. Whether at the workplace or at home or other mundane affairs, her opinion and influence is of essence especially when it comes to taking crucial decisions. But while her progress is being celebrated by an India that is getting modern by the day, she is being increasingly challenged by external forces in terms of deciding what’s right or wrong for her. The freedom to do or express as she wills is what is being questioned on an everyday basis.

As a brand that stands for freedom & liberation, Bajaj Avenger has been at the forefront in connecting with topics and conversations that impact India. Whether it was #RideDon’tHide that urged people to declare their wealth openly for the good of the country or #PledgeToConnect that coaxed people to connect with themselves and not their devices, Bajaj Avenger has been consistently engaging with the audience, inspiring dialogue, opinions and conversations.
The cruiser bike brand is now back with its take on why freedom matters to women; and in a way they feel right. With #RideYourIndependence that has been conceptualized by Mullen Lintas Mumbai, Bajaj Avenger unravels the journey of one such female protagonist and what ‘being free’ really means to her. Whether it is about being friends with whoever she wants or the ability to express herself the way she wants or even the freedom to wear whatever she wants and also go wherever she wants, including at any odd hours of the day without being judged or questioned, a woman should be left to make her own choices. That’s when ‘being independent’ will have a real meaning of its own.

Need for Aesthetics: This is about the desire for beauty and pleasing surroundings in our life. Through the chaos, we seek order and balance. We want to appreciate the things we find beautiful, you may stop to smell the roses.
Asian Paints’ #StealTheSpotlight campaign featuring Deepika Padukone displays Royale Glitz paint’s features

The TVC for Royale Glitz featuring Padukone communicates the upgraded features of the paint
To ensure Indian homes continue to have the sheen on their walls, Asian Paints has launched their luxury paint offering, Royale Glitz, and to announce the same they have come up with a TVC featuring brand ambassador Deepika Padukone.
The TVC for Royale Glitz featuring Padukone communicates the upgraded features of the paint. While making the walls look alluring by adding glitz, the paint also offers protection from hairline and shrinkage cracks.
Playing in the background of the TVC is a modern rendition of the classic track “Baar Baar Dekho”, showcasing the playfulness of the narrative that the paint is stealing the spotlight from Padukone, who is visibly bemused.
As time passes, walls tend to age and noticeable signs emerge such as hairline cracks and dullness. This ruins the smoothness of the wall thus adversely impacting the beauty of one’s home. Royale Glitz aspires to provide a solution to the problem by bringing an excellent crack-free performance that promises protection against these cracks.
Amit Syngle, MD and CEO, Asian Paints, said, “Everyone wants the perfect home that is a combination of comfort and glam. Asian Paints Royale Glitz is precisely that product that not only makes one’s home look alluring with the ultra-sheen proposition, but also brings in a crack-free performance. This communication builds onto the consolidated offering of Royale Glitz that focuses on best of décor and long-lasting performance.”

Transcendence: Transcendence is the desire to move beyond ourselves. In the expanded hierarchy it is placed after Self-Actualization, making it the highest level in the hierarchy. People seeking to fulfill their Transcendent needs may be motivated by helping others or becoming wholly driven by factors that do not personally impact them. They are so confident in their lower level needs being met satisfactorily that they worry about the needs of others.
Heartwarming McDonald’s India Film Reinforces Its EatQual Platform Aimed at Fostering Inclusion – Transcendence need
McDonald’s India (West and South) has yet again reinforced its commitment to fostering inclusion through its latest campaign. The iconic brand has launched a heart-warming brand film created by DDB Mudra that highlights how small innovations can go a long way in making the world more equal for everyone. The latest campaign showcases the role that the McDonald’s EatQual packaging plays in addressing one of the many challenges that people with limited upper limb mobility face in their everyday lives. The brand has reiterated that it aims to extend the EatQual platform to launch meaningful initiatives aimed at promoting inclusion across gender, languages and disabilities.
The film opens to a kid trying to do various day-to-day activities such as trying to play a guitar, doing a craft project, trying his hand at blocks, playing video games using only one hand, and struggling at each one of those. It then shows him walking up to his friend who has only one upper limb, with two burgers – one in the regular packaging and one in the EatQual packaging. It closes with both of them biting into the burger, with his friend being able to hold and have the burger with ease, in the EatQual case.
The brand film showcases a child’s curiosity to explore the world as they see others experience it. The kid after trying a host of activities realizes that eating a McDonald’s burger is one of the few experiences that he and his friend with limited upper limb mobility can share easily.

Speaking about the EatQual initiative, Arvind RP, Director – Marketing & Communications, McDonald’s India (West and South) said, “According to the World Health Organization, around 15% of the world’s population lives with some form of disability. And yet, the world just isn’t made for them. EatQual stems from this fact. It is an inclusivity platform that we will continue to build. The EatQual packaging marks just the first step in that direction. We aim to launch a host of new, meaningful innovations to make the McDonald’s experience easy for everyone.”
Talking about the campaign, Pallavi Chakravarti, Creative Head, DDB Mudra West said, “This year, McDonald’s has renewed its commitment to inclusion by continuing to promote the EatQual pack. The world doesn’t treat everyone the same – most things are designed to cater to the able-bodied, as the protagonist of our campaign discovers. So, while the idea of a pack that enables people with limited upper limb mobility to enjoy their burgers with dignity is not a life-changing one, it’s an important one. Because this small step alters an experience for the better – an experience that most of us take for granted. And for some of us, it brings a previously unattainable pleasure comfortably within reach. Sometimes, no, oftentimes, it’s the little things go a long way in levelling the playing field for us all.”
McDonald’s restaurants in West and South India are owned and operated by Westlife Development Limited (‘Westlife’). The company announced the launch of the EatQual packaging last year on the occasion of International Day of People with Disabilities. The packaging was developed in collaboration with an NGO that has been working towards the betterment of the specially-abled community for over 50 years.
Westlife has been taking definitive steps to promote inclusion across their restaurants and make the McDonald’s experience easy and enjoyable for everyone. The company has made many of its restaurants accessible for the specially-abled by installing ramps wherever possible and has made the restrooms wheelchair-friendly. The launch of EatQual is yet another step by the brand to foster inclusiveness.

Some Final Notes
This theory may be a helpful tool for studying consumer behaviours and marketing brands in ways that convince customers of the fulfilment of their wants while marketing a product.
Maslow’s hierarchy of needs, like all theories, has limits. However, it may still be a good technique to segment your audience and express your message.
CONCLUSION
Modern motivation has moved on from Maslow’s Hierarchy of Needs alone. But this simple motivation tool remains important, and as such, it can help HR professionals achieve many organisational goals, such as improved staff retention and employee engagement, as long as they understand how to apply it in a practical manner and continually adapt to meet their employees’ changing needs.
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