The posting hierarchy of needs
In 1943, Abraham Maslow published a ‘hierarchy of needs’ in an attempt to categorize what motivates us as humans. Having been created so long ago, it excludes an important source of data: all the endless musings and wisdom of the people that’s posted on social media.
Using Brandwatch Consumer Research, we collected tens of millions of posts containing the phrase “I need a” and then pulled out the items, services, and relationships mentioned most.
The data was gathered from 2019 to 2020, and split out into March 11 to March 10 periods, so we could compare pre-pandemic and pandemic data to see how things changed.
A quick note: “I need a” mentions increased by 26% between these two periods. This means that if a specific topic of conversation has gone up by around the same amount, it’s possible its increase is due to the overall conversation increasing rather than other factors.
Here’s what we found.