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

Rebekah Russell-Bennett, Nick Kelly, Kate Letheren, and Kathleen Chell

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.

Introduction

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 who may or may not be experiencing vulnerability. While both groups of marketers have an interest in customers experiencing vulnerability, the primary alignment with social marketing makes the context of social marketing a natural starting point for developing methods that foreground the lived experience of marginalised groups. Thus, the scope for this paper is social marketing.

This research note is concerned with the use...

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