Hello, this is Kyoka Yoshimura from GP.

Have you ever had an event experience that somehow stayed with you for a long time?
Perhaps it was glamorous, featured a celebrity, or had spectacular production… there are many possible reasons. But at a deeper level, it may be because that moment satisfied one of our most fundamental human needs.

What Is Maslow’s Hierarchy of Needs

One theory in psychology suggests that human needs can be divided into five hierarchical levels.

From physiological needs up to esteem needs are known as deficiency needs—needs driven by a lack of something. It is said that higher-level needs do not emerge unless lower-level ones are fulfilled. Once these deficiency needs are satisfied, a desire for growth appears, giving rise to the highest level: self-actualization (a growth need).

Five Levels of Needs × Concrete Examples in Events

Maslow’s hierarchy of needs is highly effective when thinking about how to increase participant satisfaction at events. Below are concrete examples at each level.

【1. Physiological Needs】

“Not too hot,” “Not tiring,” “Not hungry” — First, physical comfort

• Air conditioning, lighting, and sound environment
• Sufficient seating, drink services, and rest areas

→ Eliminating discomfort becomes the entry point to the experience.

【2. Safety Needs】

Trust that “the event is well managed”

• Clear guidance and signage, courteous staff support
• Secure storage for valuables, disaster preparedness, and security staff

→ A sense of safety prepares participants to open their minds.

【3. Social Needs】

Feeling “It’s okay for me to be here”

• Opportunities to connect with others (name badges, lounges, workshops)
• Social media integration and shared topics (#EventName, etc.)

→ A sense of belonging turns the experience into something personal.

【4. Esteem Needs】

The feeling of being “recognized” or “valued”

• Awards, speaking opportunities, and photo-worthy spots that create a “main character” experience
• Systems where feedback and opinions are reflected

→ Experiences that affirm one’s presence leave a powerful aftertaste.

【5. Self-Actualization Needs】

Experiences that feel “true to myself” or “broadened my perspective”

• Sessions that offer new insights, learning, and perspectives
• Moments that move the heart and lead to action

→ Experiences that truly inspire action are born here.

It’s not always necessary to cover every single level. However, when we talk about a truly great event, I believe it is one that fulfills the growth-oriented need of self-actualization.

“Desire” Is Not a Bad Thing

The word desire is often perceived negatively, but isn’t it precisely because we have desires that our emotions move—and our actions follow? By properly progressing through these stages of need and continuing to pursue self-actualization, we can lead richer, more fulfilling lives.

By looking at events, human behavior, and emotions through the lens of
“Which needs are being fulfilled?”,
we can design experiences that are more thoughtful—and far deeper.

It certainly feels like a perspective worth holding onto, doesn’t it?