
Modern society has been placed on a path of value degradation through Maslow’s “Hierarchy of Needs,” which arranges human needs in a specific order. At its base lies material well-being, implying that moral and spiritual development is impossible without first achieving a certain level of material comfort. Psychologists, sociologists, economists, and other scholars reinforce this belief, which is why many people living in poverty openly state that they have no intention of pursuing moral or spiritual growth until favorable conditions are created for them.
This hierarchical structure inherently emphasizes the primacy of physical needs, thereby setting the stage for a material-centric worldview. Maslow’s model, widely accepted as a blueprint for personal development, suggests that human progress follows a linear path: first, fulfill your basic physical needs, then move on to higher needs like love, esteem, and self-actualization. Spiritual development, the apex of this pyramid, is framed as a luxury that only those with material security can afford.
However, this approach inherently skews human priorities toward materialism. It leads to the assumption that without economic stability, higher pursuits such as ethical or spiritual refinement are irrelevant or unattainable. Many people adopt the belief that they cannot focus on values, relationships, or personal growth until they have first satisfied their material desires. This logic fuels a society in which spiritual and moral development is perpetually deferred, as individuals are encouraged to prioritize their physical and economic status before considering their inner world.
The danger of this mindset is that it creates a cycle of endless consumption and dependency on external conditions for happiness and fulfillment. As long as the base of the pyramid—material security—remains unsatisfied, individuals may feel justified in ignoring the deeper, more profound aspects of their existence. The result is a society where spiritual and moral stagnation becomes the norm, as people increasingly focus on acquiring more to feel secure enough to pursue their higher purpose, which is often postponed indefinitely.
Historically, some of the most enlightened and spiritually developed individuals emerged from circumstances of great poverty or adversity, suggesting that inner growth does not strictly depend on external conditions. Philosophies and spiritual traditions across cultures have often taught that ethical and moral refinement should not wait for material abundance but can and should occur regardless of one’s external situation.
What if Maslow was wrong? What if, instead of being shaped by our material conditions, consciousness actually governs the events of our entire lives?
The General Director of the Autonomous Non-Profit Organization "Revival of the Earth" and public figure, Alexander Evgenyevich Usanin, asserts that it is spiritual development that determines the level of material well-being in society. He argues that only in a society where there is morality, mutual respect, and care for one another can healthy economic growth be achieved. If the focus is placed solely on material foundations, society inevitably heads toward its own destruction.
In his video, Alexander Usanin turns Maslow’s “Hierarchy of Needs” on its head, challenging the long-held belief that fulfilling material needs is a prerequisite for the moral and spiritual development of individuals and society. However, in reality, we see that material wealth, in and of itself, is by no means a guarantee or foundation for spiritual growth.
In the “economically well-off” countries, spirituality and morality are increasingly declining, and the rise in sexual deviations and dissatisfaction with life can be attributed to the widespread promotion of the idea that material progress is the most important thing, with everything else being secondary.
Look at the current situation in European countries. A high level of technological progress does not guarantee moral behavior among people. The breakdown of families, state support for same-sex marriages, violence, murders, drug addiction, depression, suicides, and consumerist relationships between residents of European countries demonstrate that a material foundation alone is not enough to create a happy and healthy society.
Experiments conducted by scientists at different times confirm the fact that under favorable living conditions, society either degrades or collapses. A social experiment in the United States in 1954, aimed at helping low-income populations, ended in disaster. The government funded the construction of a massive housing complex called “Pruitt-Igoe,” where all conditions were created to improve the standard of living for those who previously had no shelter. However, this did not make these people morally better. Over time, the neighborhood became a hotbed of crime, posing a significant threat to society. Eventually, the government had to demolish the housing complex, and many of its residents were sent to correctional facilities.

It turns out that material wealth alone does not lead to an increase in morality within society. On the contrary, when the focus is placed solely on material prosperity, culture, spirituality, and morality tend to degrade.
“Man shall not live by bread alone.” Of course, our circumstances do influence our consciousness—there’s no disputing that. However, it is ultimately spiritual development that determines the level of material prosperity. High morality leads to sustainable prosperity at all levels of life. Healthy and harmonious economic growth is only possible in a society where morality, mutual respect, and care for one another are valued.
In reality, Abraham Maslow never actually created the hierarchy of needs pyramid. He simply compiled a list of human needs. Moreover, Maslow was against arranging them in a strict hierarchy, as each individual has their own system of priorities and values. He emphasized: "People devoted to lofty ideals and values are willing to endure hardships, suffering, and even face death for them"; "For people with a strong creative potential, their creative needs appear more important and significant than any others. We must acknowledge that their need to realize their creative potential is not always driven by the fulfillment of basic needs; often, they create in spite of their unmet needs."
Where, then, did the widely circulated “Maslow’s pyramid” come from? It was introduced by a marketer(!), Philip Kotler, who completely distorted Maslow’s ideas. This is what happens when the ideas of a scholar are adapted by a salesman. Why would anyone want to promote this distorted scheme and even include it in school curriculums, conditioning everyone to believe that by sequentially fulfilling needs, one can achieve happiness? The answer is clear: this concept is highly advantageous for large corporations that are cultivating consumers. However, the prioritization of consumption within society leads to degradation.
To heal society, it is necessary to invert this pyramid. By placing spiritual development, love, and trust in people at the forefront, rather than a passion for consumption, we can live a fulfilling life within a happy society. The ideal measure of goodness is trust in others.
If you live in a society where material things are the priority and where “man is a wolf to man,” your need for protection increases significantly. However, if you live in a society where everyone trusts and cares for one another’s well-being, the word “protection” might never even cross your mind.
Most modern media outlets predominantly shape societal views on material happiness, promote immoral relationships, and sow fear and panic among people. Under this influence, society is heading towards collapse and degradation.
The way out of this situation should be a shift towards high moral and spiritual values, showcasing positive role models, and fostering morality, respect, and care in people. Each person selects their circle of interests and social interactions, thereby defining their own quality of life. The more spiritually developed individuals you have in your environment, the higher your own level of spiritual and material development will become.
Maslow's hierarchy is flawed: a high level of material development is impossible without spiritual development. Moreover, focusing solely on physical well-being is extremely dangerous for society.
The time has come to turn Maslow’s “hierarchy” upside down—then everything will fall into its rightful place.
High values are the foundation of spiritual growth and the improvement of relationships between people. Only through genuine care for one another can we achieve stability, security, and the overall prosperity of society! Put spiritual development, love, and trust at the forefront instead of the pursuit of consumption, and you will be able to live a happy life in a flourishing society!
The updated version of the pyramid can confidently be called the “Usanin Pyramid.”

Based on the materials of the Argumenty Nedeli publication