How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

figure 2. seeking self-actualization online

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Publication Date: 3 January 2008/ID Number: G00153798

Page 6 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

Figure 2. Seeking Self-Actualization Online

To fulfill his or her innate hierarchy of needs:

Biological and Physiological Needs

Safety Needs

Love/Belonging

Esteem

Self-

Actualization

Web 1.0

Web 2.0

Virtual

Personal growth and fulfillment

Security of body,

employment, health and

property

Food, clothing, shelter

Friendship, intimacy, support groups

Morality, creativity, spontaneity,

problem solving

Need to be respected, to have

self-respect and to respect others

To fulfill his or her innate hierarchy of needs:

Biological and Physiological Needs

Safety Needs

Love/Belonging

Esteem

Self-

Actualization

Web 1.0

Web 2.0

Virtual

Personal growth and fulfillment

Security of body,

employment, health and

property

Food, clothing, shelter

Friendship, intimacy, support groups

Morality, creativity, spontaneity,

problem solving

Need to be respected, to have

self-respect and to respect others

Source: Gartner and "A Theory of Human Motivation," A.H. Maslow

Starting at the bottom are physiological needs — the need to sustain oneself via food, clothing
and shelter. Once those needs are met, individuals can concentrate on safety needs — the need
for personal security. Next are social needs, such as love and belonging, followed by the need for
esteem. Last is self-actualization — the instinctive need for personal growth and fulfillment.

The virtual environment will be a tool to provide all these needs, eventually giving more people
access to achieve some of the higher goals in the hierarchy that they wouldn't necessarily have
achieved offline. The 40th-level half-elf in World of Warcraft is an example of a person achieving
aspects of self-actualization online, including achievement and growth. This path to self-
actualization was unobtainable in the real world.

Gartner has developed a four-stage generation model to help companies determine where their
value propositions are positioned to satisfy one or more of Maslow's Hierarchy of Needs (see
Figure 3).

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