Survival Motives define our most basic needs. This makes them extremely powerful and dominant in human behavior. They are expressed in 4 ways:
- Physical Survival is the recognition that everyone needs things like food, air, water, and shelter. These needs can be expressed emotionally through health and wellness, security and safety. Decision-making about choosing one product or service over another can be accessed through appeals based on security, protection and strength.
- Sexual Survival elements revolve around gender identities, impulses and potency. Emotional benefits associated with this category revolve around reproduction, self-expression and pleasure.
- Territorial Survival focuses on career, assets, income and professional performance. People express territorial satisfaction in terms of achievement, power, control and status.
- Spiritual Survival elements feature human love, lawful order, affirmation and calling. Messaging that focuses on dedication and helping others works best here.