About this Book
Maria Piacentini, Susan Dunnett, and Kathy Hamilton explore how companies and marketers must prioritize the needs of vulnerable consumers, including children, adolescents, older adults, and those facing health challenges or poverty. Vulnerability fluctuates, shaped by age, gender, health, and social exclusion. The authors argue that marketing practices often exacerbate consumer vulnerabilities, especially in materialism, debt, and social pressure. They call for socially responsible marketing that fosters inclusion, combats stigmatization and accommodates diverse consumer needs. By adopting an intersectional lens, companies can better understand consumer vulnerability, leading to healthier, more ethical business practices.
2019
Self-Help
11:52 Min
Conclusion
7 Key Points
Conclusion
Marketers have to understand and support vulnerable consumers rather than exploit them. Vulnerability is fluid, affecting all ages and backgrounds. By encouraging empathy and fair practices, companies, schools, and policymakers can create a marketplace that respects and uplifts everyone.
Abstract
Maria Piacentini, Susan Dunnett, and Kathy Hamilton explore how companies and marketers must prioritize the needs of vulnerable consumers, including children, adolescents, older adults, and those facing health challenges or poverty. Vulnerability fluctuates, shaped by age, gender, health, and social exclusion. The authors argue that marketing practices often exacerbate consumer vulnerabilities, especially in materialism, debt, and social pressure. They call for socially responsible marketing that fosters inclusion, combats stigmatization and accommodates diverse consumer needs. By adopting an intersectional lens, companies can better understand consumer vulnerability, leading to healthier, more ethical business practices.
Key Points
- Companies should understand and address vulnerable consumers' needs in their marketing strategies.
- Children's susceptibility to advertising and materialism can impact their well-being and family dynamics.
- Social marketers can play a role in promoting healthier habits among teenagers.
- Service providers should reconsider how they cater to older adults, to avoid stigmatization.
- Social pressure to spend can exacerbate debt, poverty, and societal divisions.
- Health challenges can significantly influence individuals' sense of identity and consumption behaviors.
- Religion influences consumer behavior and perceptions of social acceptance.
Summary
Companies should prioritize vulnerable consumers' needs.
Advertisers and marketers wield significant influence over consumer behavior, necessitating companies to comprehend the needs of vulnerable consumers and enhance their marketing practices accordingly. Often, the burden of making healthy choices is placed solely on consumers, neglecting the responsibility of companies and regulators to address the needs of vulnerable buyers.
Vulnerability is not a fixed state but rather fluctuates continuously. It is imperative to examine consumer vulnerability through an intersectional lens due to its multifaceted nature. Identity elements such as ethnicity, gender, age, and health status play a pivotal role in shaping consumer vulnerability. vulnerability is essential as it enables individuals to experience emotions like love. Categorizing consumers as either vulnerable or invulnerable is inaccurate, as vulnerability does not equate to weakness and can affect anyone at any time due to life's inevitable hardships.
Materialism, advertising, and children's well-being are intricately linked
Children are often seen as particularly
Share:
Latest Books
No Record Found
Related Books
No Record Found
No Record Found
