The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability

This research note addresses a significant gap in the literature in researching marginalised customers who may potentially experience vulnerability: the need to use a strengths-based approach in designing social marketing research.


Vulnerability is an important topic for marketers. Social marketers have a primary goal of improving the quality of life for people experiencing vulnerability while commercial marketers have a primary goal of generating profit from customers...

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