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.