Reilly Newman | When we are shopping or “consuming”, we imagine ourselves fulfilling needs and wants that are itemized on a list. Whether that’s a new pair of shoes for the gym, a new phone, a new skillet, new TV that’s slightly better, or even just groceries, we may be accomplishing these as simple tasks but all in the effort to self-actualize.
Wait.. it’s just some shoes and groceries…. how do these help someone “self-actualize?” I’m glad you asked….
Self-actualization is a psychological term that refers to the process by which a human realizes their full potential. One could easily justify that the shoes help them on their fitness transformation journey as easily as the specific groceries they purchase. Whether those groceries are organic and healthy or they are simply providing for their household and feeding their children, they are fulfilling a specific identity they hold in their mind through the lens of an athlete or a good parent. Thus, the self-actualization of fulfilling these identities and internal narratives is a result.
Based on Maslow’s Hierarchy of Needs, self-actualization is at the very top hierarchy while food/shelter make the foundation of a very basic level of needs. Although some purchases may be “basic” like buying groceries (it’s a must!), the dynamic of self-actualization helps you decide which option to choose within the need.
For instance, If you see yourself as a savvy “saver”, you may coupon your way through the grocery store or save money on deals and lower-priced items. The nutrients of the items aren’t your main concern, because you are wishing to actualize the identity of a “saver.”
If you see yourself as a healthy athlete (or on your way to being one), you will approach your basic need for groceries a little different. Price isn’t the main concern and you may be more willing to invest in healthier items that are more expensive — like organic, fresh, local, etc.
This exercise can be applied to all shopping decisions as we compare/contrast different definitions of an individual’s “self-actualization.”
Following this line of logic, we can see how brands help increase the perceived value of an experience by fulfilling this important aspect of self-actualization. Just as a high-end brand of automaker or bag designer helps the consumer feel luxurious – and signal the status of such – this self-actualization is only accomplished because of the perception of the brand and its pricing strategy. Even before the fulfillment of the experience, even the consumer simply viewing the brand or transacting with it brings an effort of self-actualization because the individual is being consistent with the narrative in their head and how they wish to be viewed by those around them.
Imagine yourself sitting in a fine dining restaurant. This experience alone gives you enjoyment even before one bite reaches your mouth. The environment, perception, and experience already start to work towards your self-actualization. The same can be said for someone who recycles their plastics and is aligned with their self-actualization. They never see or experience the assumed benefits of their efforts and sacrifice, yet the act alone aligns with their internal narrative about their identity. The first example has a self-actualization of the finer things in life and luxury while the other is of self-sacrifice and eco-consciousness. One isn’t better, but they are definitely different.
From the mindset of a brand, we would be wise to respect each viewpoint and their own distinctiveness. Essentially, respecting each individual for who they are and aspire to be. This is the sweet spot for brands. This is where the brand not only connects with their perfect match but helps them achieve that self-actualization that the individual desires as they shop and engage with the brand.
