“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.

Regimes de gosto e distinção social

“…Uma importante área de estudos futuros é essa conexão entre o contexto sociocultural e o ethos (o sistema de valores) da comunidade. Apesar de haver no Brasil importantes estudos sobre comunidades de marca -por exemplo, investigando membros brasileiros de HOGs 52 , comunidades de praticantes de "peladas" (futebol popular) 53 , comunidades de fãs de ligas internacionais de futebol 54 e comunidades de gamers 55 -há ainda um grande espaço para se analisar como elementos da cultura brasileira se relacionam com esses fenômenos sociais.…”

O desapego como parte da nossa cultura de consumo

“…A autonomia (ou as barreiras que impedem a autonomia) é um tema também presente em outra forma de capacitismo -a das pessoas com Síndrome de Down (PSD). Um estudo no contexto brasileiro mostra que as famílias que aceitam e abraçam a PSD têm um nível maior de felicidade subjetiva 53 . Isso é importante, uma vez que PSD se engajam em práticas de consumo e vivem a experiência do consumo de forma análoga a pessoas que não têm a Síndrome de Down.…”

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

“…Social marketing research has started to tackle stereotypes around Down syndrome, although not systematically, by problematizing romanticized portrayals of people with Down syndrome as consumers. Although never directly using terms such as stereotypization and prejudicial representation, existing research in this field has assessed the characterization of people with Down syndrome as eternal children that are affectionate but also “everlastingly dependent” (Chisango, 2012; Dias de Faria & Moreira Casotti, 2019, 2260). Research has also identified an emerging narrative in the ways in which people with Down syndrome are portrayed in pictures.…”