(Authored by Nikhil Dudwadkar)
This pandemic lockdown has put us through test to put control on our desires and needs. Our journey so far during this lockdown / un-lockdown had been quite related to 'Maslow's Theory of Hierarchy of needs' which is a theory of psychology, proposed by Abraham Maslow in 1943. As per theory, the hierarchy is visualized as a pyramid with fundamental basic human needs at bottom and then strive upward to meet further desires, i.e the five hierarchy needs as – physiological, safety, love and belonging, self-esteem and self-actualization. While I still believe some of us are in mid-way to this pyramid in overall life journey, the current pandemic showed that we have passed through each level of this pyramid with our short-term needs. Some of you may have reached to highest level of self-actualization.
Let me break this theory to different stages of lockdown and talk about how you too may have been part of this psychological needs, motivating you to move to next level. Though, the level of motivation could occur at any duration of time during this pandemic period, depends on your psychological state of mind to accept as satisfaction of level and strive for next desire.
Physiological Need: Lockdown Begins
These are the underlying needs we as humans can't live without. E.g. Food, water, sleep. Remember the panic of stocking up the essentials from groceries to vegetables, milk, bread etc that we shall need when everything around was closed. For working class, the new basic needs added – High Speed Internet and Wi-Fi more than food, water. Staying alive and breathing was all we starting thinking about. Of course to add, toilet papers took headlines in some part of world.
Safety Need: Stay Home, Stay Safe
Safety and Security had new meaning – Wash your hands for 1 minute, wearing mask, social distancing, covering your face while you sneeze, staying home and going out only for emergency. Life changed from 'carefree travelling, wandering, meeting and greeting' to 'social and physical distancing, safety and security of self and loved ones'. Offices were shut and some companies even sent healthy food packets to employees or arranged sessions on maintaining health.
Social Need – love & belonging: Socially Connected
As we cocooned in our secure space, we moved up to pyramid to get social with your friends and family to satisfy our need for belonging. The time spent with family with liberty of work from home, has given immense love and belonging from family and kids. At the same time, we turned to social or peer pressure to join or conduct video calls with long distance family and friends. Participating in company video calls and social networks of companies started trending which also was important for employee's recognition.
Self-esteem Need: Trend Setters
Isn't 2020 a year of discovering our own desires and sharing to world? From making Dalgona coffee to starting a home workout videos, everything was a trend setter to show their achievements or hobbies during this pandemic. This gave us a sense of respect, confidence and dignity to be superior in the community. Work culture saw a trend of new task from trainings, certifications, new ideas which may not have immediate impact to slow paced business, though the desire to gain respect and confidence through this acts were high.
Self-Actualization Need: Survival in New Normal
Some may be still on fence to step on self-actualization need as it depends on person to person on how to embrace the "new normal". Self-actualization is realizing our full potential at our peak of this experiences. Would you agree that this pandemic has taught us to survive through worst times and now we have a new sense of our strengths, maybe we never used to our full potential? For some, the peak experiences may not have turned into positive outcome and may have lost more – than gained. But this could be just a passing phase, while still testing the self-realization of their potentials. If you can still say that "I am ready to challenge the New Normal" then you have achieved your self-actualization of Lock-down.
About Author
Nikhil Dudwadkar is an industry expert and currently serving as Head of Marketing at Kaspersky. Nikhil is very proficient in security industry as he has over 9 years of experience in advertising and 11 years of experience in IT corporate marketing. He has great management skills with notable success impacting organizational presence, profitability, and brand loyalty.
