Comments on: Maslow and corporate responsibility http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility/?utm_source=rss&utm_medium=rss&utm_campaign=maslow-and-corporate-responsibility Aligning reputation and revenue with sustainability Fri, 02 Apr 2010 17:23:41 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Jennifer Rice http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility/comment-page-1/#comment-49 Jennifer Rice Thu, 07 May 2009 19:34:00 +0000 http://www.fruitfulstrategy.com/blog/?p=67#comment-49 Hi Denise, you're absolutely right. - consumers at the top of the pyramid want to do business with companies who are also at the top, - marketers can only speak credibly to those consumers if their company is actually living & acting out of those values at the top. This is all about shared value alignment between company & customer. Companies can't (and don't want to) appeal to all the levels of the pyramid, but great brands will pick one or maybe two core needs to anchor their position, like Control or Aesthetics. As consumers move up the pyramid, there becomes an opportunity for businesses to serve those needs at the top. That's a white space that requires existing companies to *evolve* to the higher level, not just talk to it. Otherwise they'll be beaten by new companies created by and for individuals that embody that need state. Hope that makes sense! If not, or if you want to build on this, let me know. Hi Denise, you’re absolutely right.
- consumers at the top of the pyramid want to do business with companies who are also at the top,
- marketers can only speak credibly to those consumers if their company is actually living & acting out of those values at the top.

This is all about shared value alignment between company & customer. Companies can’t (and don’t want to) appeal to all the levels of the pyramid, but great brands will pick one or maybe two core needs to anchor their position, like Control or Aesthetics. As consumers move up the pyramid, there becomes an opportunity for businesses to serve those needs at the top. That’s a white space that requires existing companies to *evolve* to the higher level, not just talk to it. Otherwise they’ll be beaten by new companies created by and for individuals that embody that need state.
Hope that makes sense! If not, or if you want to build on this, let me know.

]]> By: Denise Lee Yohn http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility/comment-page-1/#comment-47 Denise Lee Yohn Thu, 07 May 2009 00:20:40 +0000 http://www.fruitfulstrategy.com/blog/?p=67#comment-47 interesting, jen -- my understanding of maslow's hierarchy is that people must have the needs which are represented at the bottom of the pyramid met first, before higher order needs can be filled -- if that's the case, then what are the implications for marketers who are trying to speak to csr values at the top of the pyramid? do they need to prove themselves at the bottom before they are considered credible at the top? or can they just focus on engaging people at the top? i'd love to learn from your response if you have time -- thanks in advance! interesting, jen — my understanding of maslow’s hierarchy is that people must have the needs which are represented at the bottom of the pyramid met first, before higher order needs can be filled — if that’s the case, then what are the implications for marketers who are trying to speak to csr values at the top of the pyramid? do they need to prove themselves at the bottom before they are considered credible at the top? or can they just focus on engaging people at the top? i’d love to learn from your response if you have time — thanks in advance!

]]> By: Wondering if business are dropping tot the bottom of the Maslow pyrimad whilst value driven customers remain at Maslow’s top « Fredzimny’s CCCCC Blog http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility/comment-page-1/#comment-42 Wondering if business are dropping tot the bottom of the Maslow pyrimad whilst value driven customers remain at Maslow’s top « Fredzimny’s CCCCC Blog Sun, 03 May 2009 17:44:38 +0000 http://www.fruitfulstrategy.com/blog/?p=67#comment-42 [...] http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility on 30 April 2009 | by Jennifer [...] [...] http://www.fruitfulstrategy.com/blog/2009/04/maslow-and-corporate-responsibility on 30 April 2009 | by Jennifer [...]

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