Emphasis on self-actualization

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In the 2010s, "self-actualization" has become a marketing keyword.Self-actualization is the highest level of needs in the hierarchy of needs proposed by American psychologist Abraham Maslow.Maslow's 5-level theory of needsStage 1　Physiological needs : Needs to survive, such as eating and sleeping Stage 2　Safety needs : The desire to live a safe life without physical dangerStage 3　Social needs (Love)Stage 4　: Esteem needs.

The need to be recognized by othersStage 5　: Self-actualization needs : The desire to live Special Data in one's own wayMaslow's Hierarchy of Needs: A five-level pyramid with self-actualization needs at the top.Consumers now want to use the products they purchase to become the person they want to be.As a result, companies need to not only convey the performance and functions of their products, but also the appearance and lifestyle of the product after acquiring it.For example, a car manufacturer might run a TV commercial about people getting their own car and smiling as the whole family enjoys a comfortable drive.The viewer then imagines something like, ``If I get this car, I will be able to spend happy time with my family.''Also, in this era, smartphones and other devices became widespread, and consumers, who were buyers, began to send out information themselves.This has led to changes in consumer purchasing behavior, such as ``checking reviews before considering purchasing.





For this reason, it has become important to not only get customers to buy your products, but also to communicate with them so that they become fans of your company and your products and recommend them to others.【reference】Philip Kotler: Kotler's Marketing 4.0 The ultimate law of the smartphone era. Asahi Shimbun Publishing, 2017.Understanding Maslow's Theory of Self-Actualization (ThoughtCo.)Marketing 5.0 (2020s): Leverage the latest technologyNow that we are in the 2020s, there is a movement to utilize the latest technologies such as big data and AI in marketing.Using technology, large amounts of data can be analyzed quickly and with high accuracy. By reflecting the analysis results in marketing measures, more effective activities are now possible.[Reference] Philip Kotler: Kotler's Marketing 5.0 Innovation Strategy in the Age of Digital Technology. Asahi Shimbun Publishing, 2022.