The Big 6 Emotional Needs: A Framework for Connecting Brands with Audiences

The Big 6 Emotional Needs framework helps brands understand their customers at a deeper level, laying the ground work for messaging that delivers on the emotional drivers behind decision-making that earn trust and drive action.

When we think about how people make decisions—whether it’s choosing a product, a service, or even a business partner—we often assume those decisions are rooted in logic. This assumption is particularly strong in the B2B world, where we expect the big decisions with the even bigger consequences to be made based on data, efficiency, and ROI. 

We are not, however, stony-hearted robots and science has shown us repeatedly that even the most rational-seeming decisions are emotionally driven, regardless of what’s at stake. Logic may provide the justification, but emotions guide the choice.

This is why brands that align their messaging with their audience’s emotional needs stand out, win trust, and inspire action. Nothing is more loyal than a customer who believes your brand ‘gets them’. After many years of fumbling around with Maslow’s hierarchy of needs, I modified and refined the concept to better suit branding. The result is the Big 6 Emotional Needs framework. It organizes customer needs into six core categories—each tied to emotions that drive behavior and decision-making.

How it works is actually very simple, although maybe more easily understood with the examples below. Take your product or service’s value proposition and determine which of these 6 emotional needs your product, and therefore your brand, is going to satisfy for your customer. That’s it. Everything else should build from that starting point, your positioning, your mission, your values, your messaging yada, yada, yada.

1. Meaning

Related Emotional Needs:
Challenge, Purpose, Discovery

Meaning is the need to feel that our choices contribute to something greater than ourselves. It’s about seeking purpose, embracing challenges, and pursuing discovery to feel fulfilled and connected to a larger vision. Brands that tap into this need inspire customers to align with their mission/purpose and values, making them feel part of a meaningful journey.

Brands that Satisfy ‘Meaning’: 
SpaceX embodies the drive to achieve incredible feats in space exploration, such as building reusable rockets and planning missions to Mars, all in service of its mission to make humans a multiplanetary species. It challenges the boundaries of what’s possible while inspiring customers and employees alike to see themselves as part of a future-oriented, transformative vision for humanity. If you’re in the market to launch a satellite or two, there is probably no better rational choice than SpaceX currently. But if your heart races at the thought of discovering new worlds, doing things that have never been done before or the longterm outlook of humans, it probably doesn’t matter if a competitor does it just as well or a bit cheaper.

Patagonia’s mission, “We’re in business to save our home planet,” reflects a commitment to environmental activism and sustainability. From funding grassroots environmental organizations to designing products with minimal impact to making the earth its only shareholder, the brand challenges its customers to join a mission that prioritizes the planet over profits, creating a strong sense of shared purpose.

Why It Works:
People want to feel their choices contribute to something bigger than themselves. Brands like SpaceX fuel the desire for discovery and purpose, while Patagonia aligns with consumers’ drive to challenge environmental issues.

2. Belonging

Related Emotional Needs:
Community, Acceptance, Inclusion

Belonging is the need to feel connected to others. It’s about seeking acceptance, inclusion, and a sense of community. Brands that satisfy this need create environments—physical, digital, or emotional—where people feel they truly belong. They invite customers to share in an identity, building loyalty by making them feel they’re part of a group that reflects their values and aspirations.

Brands that Satisfy ‘Meaning’: 
Airbnb fosters a sense of belonging by creating a platform where travelers and hosts connect on a personal level. Through its tagline, “Belong Anywhere,” Airbnb positions itself as more than just a booking site—it’s a community where people can feel at home wherever they go. The ability to stay in unique homes and interact with local hosts helps travelers feel connected to the places they visit, not just as tourists but as part of the local fabric. If all you need is a bed for the night, there are plenty of alternatives. But if you want to feel welcomed and immersed in a community, Airbnb fulfills that deeper emotional need.

Believe it or not, belonging even matters in B2B. Slack positions itself as the digital hub “where work happens,” turning workplaces into collaborative communities. It’s more than a productivity tool; it’s a space where teams come together, communicate seamlessly, share stories, and feel connected no matter where they are. By fostering real-time collaboration and open communication, Slack transforms work from a series of isolated tasks into a collective effort where everyone feels included and valued. If you’re simply looking for a way to send messages and manage projects, there are countless alternatives. But if you want to build a cohesive, connected team culture, Slack delivers on the deeper need for belonging at work.

Why It Works:
Belonging is a fundamental human need, driving people to seek connection, acceptance, and inclusion in all aspects of life—including the brands they choose. When a brand satisfies this emotional need, it creates a sense of shared identity. Customers who feel they belong are more likely to trust the brand, engage deeply, and advocate for it, turning transactions into relationships and building communities around shared values. 

3. Control

Related Emotional Needs:
Achievement, Mastery

Control is the need to feel empowered and capable of shaping outcomes. It’s about achieving mastery, gaining confidence, and having the tools to take charge of challenges and opportunities. Brands that satisfy this need position themselves as enablers, providing products or services that help customers feel competent, accomplished, and in control of their circumstances.

Brands that Satisfy ‘Control’:
Nike embodies the spirit of personal empowerment with its iconic “Just Do It” messaging. By encouraging customers to push their limits and achieve their goals, Nike positions itself as a partner in personal achievement and mastery. Through its products and campaigns, Nike gives customers the confidence to take control of their fitness and personal challenges, creating a sense of mastery that extends beyond the gym or field. As Nike legend Bill Bowerman said “If you have a body, you are an athlete.”

Squarespace empowers individuals and businesses to turn their ideas into reality with its simple yet powerful website-building platform. Its tagline, “A website makes it real,” speaks to the emotional payoff of taking control of a vision—whether it’s launching a business, showcasing creative work, or establishing an online presence. Squarespace gives users the tools to build and manage their own websites, offering creative and operational autonomy that brings their ambitions to life.

Why It Works:
Control fulfills the deep human need for autonomy—the confidence that we can shape our own outcomes and achieve success. When brands empower customers to take charge of their goals, whether by providing tools for mastery or inspiring personal achievement, they forge an emotional connection based on self-actualizaiton. By aligning with this emotional need, these brands become essential partners in their customers’ journeys, nurturing a sense of accomplishment that extends far beyond the product itself.

4. Status

Related Emotional Needs:
Appreciation, Respect

Status is the need to feel valued, recognized, and respected by others. It’s about achieving a sense of importance and elevating one’s position in a social or professional context. Brands that satisfy this need enable their customers to express themselves, gain prestige, or feel part of an exclusive group. By delivering products and experiences associated with success and respect, these brands create emotional loyalty that extends beyond function.

Brands that Satisfy ‘Status’:
Apple has built its brand around the intersection of innovation, design, and exclusivity. Professor Scott Galloway, in his book The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google, suggests that owning Apple products serves as a status symbol, signaling wealth and taste. He argues that Apple functions more like a luxury brand than a tech company, appealing to consumers' desires for prestige. Owning an iPhone or MacBook isn’t just about functionality—it’s a statement about creativity, individuality, and being ahead of the curve. Whether it’s the sleek design, the seamless user experience, or the cultural cachet of its brand, Apple gives customers a way to signal their status to the world.

American Express represents exclusivity and prestige through its premium credit cards and membership benefits. With features like concierge services, exclusive events, and access to elite travel perks, American Express reinforces the idea that its customers are part of an elite group. The tagline “Don’t leave home without it” underscores its value as a trusted companion, but its real power lies in the social currency it provides. Holding an Amex Platinum or Centurion card signals success, respect, and belonging to an aspirational tier of consumers.

Why It Works:
Status taps into our need for validation and recognition, driving behaviors that enhance our sense of self-worth and how we are perceived by others. By satisfying this emotional need, brands like Apple and American Express create powerful emotional connections that go beyond the product itself. Customers are not just buying a phone or a card—they’re buying a symbol of achievement, belonging, and respect. This emotional resonance makes the brand an integral part of their identity.

5. Connection

Related Emotional Needs:
Attention, Intimacy, Friendship, Affection

Connection is the need to form deep, personal bonds with others on an individual level. It’s about feeling seen, valued, and emotionally close, whether through shared moments or mutual understanding. Unlike Belonging, which focuses on being part of a larger group or community, Connection is about one-on-one relationships and the intimate emotional resonance between people—or between a person and a brand.

Brands that Satisfy ‘Connection’:

Spotify creates connection by personalizing the music experience and enabling intimate sharing moments. Features like “Blend” allow friends to merge playlists and explore how their musical tastes overlap, fostering meaningful one-on-one engagement. Spotify’s tailored playlists and personalized recommendations show attention to individual preferences, making users feel deeply understood. By turning music—a traditionally solitary experience—into a shared emotional journey, Spotify taps into the power of intimate connection.

LinkedIn fosters professional connection by enabling users to build authentic one-to-one relationships with colleagues, mentors, and peers. Tools like personalized messaging, skill endorsements, and sharing professional milestones provide opportunities for direct, meaningful interactions. Unlike platforms that emphasize group belonging, LinkedIn creates spaces for individuals to connect personally and professionally, helping people feel valued and appreciated for their unique contributions.

Why It Works:
Connection satisfies the deeply personal human need to feel valued and understood on an individual level. By enabling one-on-one interactions and fostering emotional closeness, brands like Spotify and LinkedIn create  intimate connections that transforms brands into trusted companions, strengthening their role in users’ lives by addressing the emotional core of personal relationships.

6. Security

Related Emotional Needs:
Safety, Privacy, Certainty

Security is the need to feel safe, protected, and certain about outcomes. It’s about minimizing risks, ensuring privacy, and creating a sense of stability. Brands that satisfy this need provide reassurance and peace of mind, often through reliable systems or measures that reduce uncertainty. In B2B, Security is especially powerful because it aligns with the professional stakes of decision-making. However, while certainty is a tempting emotional need to focus on, digging deeper into other needs—like Control or Connection—can elevate messaging beyond the baseline expectation.

Brands that Satisfy ‘Security’:

Okta enables businesses to manage identity and access with confidence. By simplifying complex authentication processes and protecting user identities, Okta provides certainty that sensitive systems and data remain secure. Its platform is designed to reduce risk while maintaining usability, making it an indispensable tool for businesses managing cybersecurity challenges. For B2B buyers, Okta satisfies the immediate need for certainty, but its deeper value lies in empowering teams to operate with trust and confidence, fostering long-term relationships beyond the functional product.

It feels a bit like cheating to use Apple as an example twice in this article, but it’s a good one because among other things, they’ve quietly made privacy iPhone’s whole thing.

Apple positions itself as a leader in personal privacy by prioritizing data security and user protection. With features like encrypted messaging, app tracking transparency, and biometric authentication, Apple provides users with peace of mind in a digital world rife with privacy concerns. Owning an iPhone isn’t just about owning a phone—it’s a declaration of control over your digital identity. While Security is the foundational promise, Apple deepens its connection by addressing the emotional need for self-trust and empowerment in a tech-driven society.

Why It Works:
Security is a universal emotional driver because it taps into the human desire to avoid uncertainty and protect what matters most. For B2B, like Okta, it builds trust by minimizing risk and ensuring reliable outcomes, creating a sense of stability that aligns with professional stakes. For consumers, like iPhone users, it offers personal safety and peace of mind in a world where privacy is increasingly fragile. By addressing Security, these brands build foundational trust—but those that layer in deeper emotional needs, like empowerment and connection, foster loyalty that goes far beyond the initial promise of safety.

Why the Big 6 Emotional Needs Matter

This framework helps brands focus on what truly connects them with their audience. It’s not just about the practical benefits of your product—it’s about how you take care of your customers and how you make them feel. Brands that understand and address these needs build stronger, longer-lasting relationships with their customers.

This is actually the single most important thing to get right about your brand. Ignore this stage in the process or get it wrong and there is nothing to connect to, you are relying on the strength of your product or service only. And lots of good products fail. 

The Big 6 Emotional Needs provide a simple, actionable tool for aligning your brand with the emotional drivers of your audience. Whether you’re crafting audience personas, refining your value proposition, or segmenting your market, this framework offers a powerful way to understand and connect with your customers.

I invite you to explore, adapt, and use this framework in your own work. And if you find an emotional need that doesn’t fit here, let me know—I’m always open to evolving this tool into the “Big 7 Emotional Needs.”

Reach Out to Adam and FamousFolks

If you’d like help applying the Big 6 Emotional Needs to your brand strategy, get it touch! Let’s define (or redefine) your audience, refine your messaging, and create connections that drive results.