Presentations

Stop Calling People “Poor”: What You Don’t Know About Vulnerable Consumers May Cost You

Esther Uduehi

University of Pennsylvania

Broderick Turner

Virginia Tech

Erick Mas

Vanderbilt University

Oct 20, 2020

In the US, millions of consumers experience various forms of vulnerability, including poverty, homelessness, and substance use disorders. Moderated by Broderick Turner, marketing scholars Erick Mas and Esther Uduehi will share cutting-edge research that focuses on how identity can transform how vulnerable consumers authentically connect with brands. They’ll share how language can motivate others to help these communities. Local Initiatives Support Corporation (LISC) will also participate in this session to discuss how they implement inclusive strategies to change negative perceptions and outcomes for vulnerable communities across the United States.

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