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Fundamental Human Needs and Marketing: How BASE Can Drive Business Growth

Understanding how fundamental human needs drive consumer decisions can help companies build and market products consumers come back to.
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Fundamental Human Needs and Marketing: How BASE Can Drive Business Growth

It’s estimated that humans make over 35,000 decisions a day. Let that sink in for a moment. You might be asking yourself, who has time for that?

Well, nobody, really. So, how do we do it?

The answer is pretty simple: your brain knows you, and more importantly, it knows what you need. The fast, less conscious, relatively automatic parts of your brain often kick in to help you make decisions that get you closer to meeting your goals without you even knowing it.

That is where human fundamental needs — those that human beings have always had to address — come into play.

Why leverage fundamental human needs

Consumers often make decisions about products and experiences that fulfill their fundamental human needs for Belonging, Appeal, Security, and Exploration (BASE). Understanding how these needs drive consumer decisions can help companies build and market products that consumers will come back to, again and again.

Applying BASE to your marketing and insights program

Material created the BASE framework to help our clients reposition and strengthen their brand by understand their consumers’ implicit needs. Using the BASE framework allows our clients to glean the intuitive associations involved in choices.

With this understanding, marketers have an opportunity to effectively connect with their consumers’ needs and reinforce positive associations with the brand. Our guide can show you how to get started.

What you’ll learn

  • How the BASE Framework helps you identify your consumers’ fundamental needs,
  • How to discover which fundamental human needs are driving your consumers’ choices,
  • When it is relevant to tap into those fundamental needs,
  • Why leveraging the right needs for your category can improve your business outcomes while creating real human connection with your consumers, and more!

About the author

Monica Belmaña
Monica is the Senior Research Manager on Material's Behavioral Science team, where she applies the latest theories and methodologies founded in psychology toward new frameworks and approaches to answer today’s most complex consumer behavior questions. She holds an MA in General-Experimental Psychology from California State University, Northridge.

Read more by Monica Belmaña
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