Challenging Maslow's pyramid between security and self-actualization

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Addressing contemporary challenges requires adaptation to evolving realities such as economic struggles, health, and education. The interconnectedness of humans and their social contexts highlights the importance of understanding metabeneeds—higher cognitive needs shaped by cultural environments. As society changes, organizations must move beyond mass marketing to foster direct relationships with Generation Z, addressing their unique needs and overcoming outdated ideas like information asymmetry. Additionally, sport plays a crucial role in driving social evolution.