Inclusive Marketing: Fostering Sustainable Wellbeing in Subsistence Communities

Srinivas Venugopal () and Anaka Aiyar ()
Additional contact information
Srinivas Venugopal: University of Vermont
Anaka Aiyar: University of Vermont

Chapter Chapter 2 in Marketing to the Base of the Pyramid, 2025, pp 19-34 from Springer

Abstract: Abstract While marketers have been immensely successful in catering to the needs of consumers in contexts of affluence, the ultimate challenge confronting marketers is to cater to the underserved needs of low-income consumers around the globe. Ensuring that individuals from low-income contexts have access to quality products and services that can improve their welfare is the greatest opportunity of inclusive marketing. If we do not take inclusive marketing seriously, we run the risk of sustaining unjust societal inequities, or worse, we become complicit in accentuating them. In this chapter, we propose ideas to create an inclusive marketing mindset that address unserved needs (a) by creating new marketplace exchanges where none existed or (b) by supplanting a less optimal marketplace exchange with one that balances the process of creating social, environmental, and economic value. To do so, we highlight 8 mistakes commonly made by marketers who seek to improve the well-being among low-income communities in a sustainable manner. With examples and reflections on our research and practice, we propose ideas for what an inclusive marketer can do to avoid these mistakes. We also propose ways to make marketing practices inclusive and sustainable in addressing underserved needs in various low resource contexts.

Keywords: Social innovation; Subsistence; Base-of-the-pyramid; Poverty; Development (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-96-7105-2_2

Ordering information: This item can be ordered from
http://www.springer.com/9789819671052

DOI: 10.1007/978-981-96-7105-2_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().