Vulnerability is an epidemic hiding in plain sight.
Vulnerability relates to people’s circumstances which change over time. It affects customers’ ability to participate in society and engage with organisations. Vulnerability can be acute or chronic, long-term or short-term, sudden or slow-burning.
How can organisations and brands support vulnerable customers? How can they engage with the, by definition, chronically disengaged? It is in everyone’s interest to engage with vulnerable customers better. Engaging with the vulnerable will help organisations serve customers better and can help the vulnerable through the difficult times in life that we all face from time to time.