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

Abstract

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.

Citation

Dias de Faria, M. and Moreira Casotti, L. (2019), "“Welcome to Holland!” People with Down syndrome as vulnerable consumers", European Journal of Marketing, Vol. 53 No. 11, pp. 2245-2267. https://doi.org/10.1108/EJM-02-2017-0164