Marketers need to understand the widening scope of vulnerability to avoid alienating customers

Whether it is a permanent condition such as dementia or the short-term pain of a broken leg, at any one time a large percentage of a brand’s customers could be in a vulnerable state. If marketers fail to speak to these individuals in the most appropriate way, they could risk alienating consumers when they are in most need of help.
The Direct Marketing Association (DMA) responded to this issue in May with the launch of its Responsible Marketing Commission. It oversees the Vul