“Welcome to Holland!” People with Down syndrome as vulnerable consumers

• Published in: European journal of marketing Vol. 53; no. 11; pp. 2245 - 2267
• Main Authors: Dias de Faria, Marina, Moreira Casotti, Leticia
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 11-11-2019; Emerald Group Publishing Limited
• Subjects: Age; Children & youth; Consumer behavior; Consumer protection; Consumers; Consumption; Down syndrome; Educational services; Families & family life; Folklore; Intellectual disabilities; Interviews; Marketing; Ontology; Parents & parenting; People with disabilities; Public policy; Siblings; Social exclusion; Society; Stigma; Barriers to consumption; Down syndrome; Public policy; Stigma; Vulnerable consumers; Consumers
• ISSN: 0309-0566; 1758-7123
• DOI: 10.1108/EJM-02-2017-0164

Purpose
Consumers with Down syndrome are present in all countries, but there has been little marketing research examining their consumption experiences. The purpose of this exploratory investigation is the analysis of the consumption meanings and practices of Down syndrome adults from their own point of view and from their families’ perspectives.
Design/methodology/approach
Data was drawn from 44 narratives interviews that included families'stories, description of album photos and projective techniques.
Findings
The research shows from the families’ perspectives how barriers to consumption prevent Down syndrome adults from becoming agentic consumers. The findings reveal the “labels” associated with the vulnerability of people with Down syndrome and their families in their market experiences.
Research limitations/implications
Research is limited to a single country and location and is focused on a specific group of overlooked consumers. We encourage the expansion of the research to a wider group and different locations.
Practical implications
The research identifies barriers to social inclusion that can support public policy and marketing manangement that contribute to a more humanistic marketing.
Originality/value
The research presents narratives of adults with Down syndrome, their mothers and siblings. The findings contribute to a comprehension about the welfare of this traditionally neglected, vulnerable group of consumers, which is useful for consumers, Down syndrome people and their families, marketing managers and public policymakers.