Warc, 14 February 2013
NEW YORK: Facebook has come top in a new study ranking
brands on how well they fulfil Maslow's hierarchy of needs.
In a quarterly poll, the Center for Positive Marketing at
Fordham University asked 1,000 representative Americans how well major brands
deliver on Maslow's seven needs: basic needs; sense of protection; social
needs; self-esteem; actualization, experiential needs; and happiness.
The results from Q4 2012 rank the top ten in the following
order: Facebook, Walmart, Google, Visa, Amazon, Nike, Coca-Cola, Subway,
McDonald's and UPS.
Facebook is in the top three in all but the Basic category.
Walmart leads both in the Basic Needs and Protection categories, and then is
either second or third place in the rest. Google is first, second or third in
all categories, while Visa appears in the top ten of all seven categories.
Speaking to MediaPost, Luke Kachersky, assistant professor
of marketing at Fordham, pointed out that sheer size impacts the leaders in
each of the categories.
"We measure the societal impact of a brand," he
said, "so the greater number of consumers the brand benefits, the greater
their rating will be."
In addition, the pervasiveness of brands within a consumer's
life is a factor. "At Walmart, a person can stock up on Campbell's soup
(basic needs) while picking up the latest X-Box video games (experiential
needs) and anything else in between," he noted.
Kachersky also drew attention to the paradoxical aspect of
one category. "We track over a dozen financial services, and all rank in
the bottom half of the brand list, particularly on safety and security needs.
Ironically, financial messaging is all about security for your future and
retirement, but [in consumer sentiment] we find the opposite."
Data sourced from MediaPost; additional content by Warc
staff
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