To be a great marketer, we must understand human behaviour.
Maslow’s hierarchy of needs, self-determination theory, behaviouralism, and many other psychological frameworks show us that motivation is multi-faceted and varies between individuals, depending on their circumstances, personality, and cultural background.
However, we can recognize some universal motivators to help us better understand what drives people and their decisions.
Here’s a list I put together (let me know if I missed any).
People want…
👉 To be seen and heard
👉 To feel needed and appreciated
👉 To make progress toward a goal
👉 To have safety and security
👉 Autonomy and control
👉 Belonging and connection
👉 Purpose and meaning
👉 Achievement and mastery
👉 Pleasure and enjoyment
👉 Curiosity and exploration
👉 Power and influence
👉 Altruism and contribution
Understanding these core motivators helps us connect with our audience on a deeper level by aligning our messaging, products, and experiences with what people value.
Whether it’s the desire for belonging, achievement, or safety—we can create more compelling and emotionally resonant campaigns.
Great marketing isn’t about selling a product; it’s about fulfilling people’s needs and aspirations, and aligning to their values.
