🔺 Maslow's Hierarchy of Needs
Big Idea: Abraham Maslow proposed that people have five levels of needs, arranged in a hierarchy. Lower-level needs must be satisfied BEFORE higher-level needs can motivate.
The five levels (bottom to top)
- Level 1: Physiological needs -- basic survival: food, water, shelter, warmth. In business: adequate pay to cover living costs
- Level 2: Safety needs -- security and protection from danger. In business: job security, safe working conditions, contracts
- Level 3: Social needs -- belonging, friendship, teamwork. In business: good relationships with colleagues, team activities, positive workplace culture
- Level 4: Esteem needs -- recognition, status, respect. In business: job titles, praise, awards, responsibility, promotion
- Level 5: Self-actualisation -- reaching your full potential, personal growth. In business: challenging work, creativity, autonomy, professional development
How businesses apply Maslow
- Pay must cover basic needs (Level 1) before other motivators work
- Job security and safe conditions address Level 2
- Team-building and good workplace culture address Level 3
- Recognition programmes, promotions and praise address Level 4
- Creative freedom, challenging projects and personal development address Level 5
At DA, the village of Ville d'Ablet addressed Levels 1-3 (housing, healthcare, community). Salah's innovation division addressed Level 5 by giving employees autonomy and creative freedom. The proposal to remove housing benefits (Decision 1) would threaten Levels 1-2, potentially demotivating employees -- even if bonuses (Level 4) were offered instead.
Tap each level to see how businesses apply Maslow's theory
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Strengths
- Easy to understand and apply -- provides a clear framework for thinking about motivation
- Highlights that different employees may be motivated by different things depending on which needs are already met
- Helps managers identify what level of need is most relevant for their workforce
Limitations
- Not everyone follows the same hierarchy -- some people prioritise esteem over safety
- Cultural differences -- in some cultures, social needs may be more important than individual esteem
- Difficult to measure which level an employee is at
- People may be motivated by multiple levels simultaneously
- The theory is hard to test scientifically
In exam answers about DA's Decision 1 (changing pay and benefits), Maslow is a perfect theory to reference. Removing housing subsidies threatens safety needs (Level 2), which could undermine motivation even if financial bonuses (Level 4) are introduced. You cannot motivate with esteem if basic security is threatened.