ABSTRACT
Maslow claimed that 'self-actualising people are not primarily motivated (i.e. by basic needs); they are primarily meta-motivated (i.e. by meta-needs, or B-values)'. Of relevance here is that he identified 'meaningfulness' as one of the 15 core B-values, along with its antithetical meta-pathologies of meaningless, despair and senselessness of life. Someone who was more concerned about the latter, namely the dehumanisation of work, was radical economist, E. F. Schumacher. More recently, Daniel Khaneman, the winner of the 2003 Nobel Prize for Economic Sciences, added scientific evidence to the debate through his research on hedonic psychology. Viktor Frankl's notion of the meaning of work is similar to Abraham Maslow's 'meta-motivation theory', according to which self-actualising people are 'devoted to some task, 'outside themselves', some vocation or duty or beloved job'. Sustainable business champions, who are not always those with formal Corporate Social Responsibility (CSR) roles, are often described as being action-oriented, enthusiasts, inspirers, experts, volunteers, communicators, networkers, sponsors, implementers and catalysts.
