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Conclusion

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Reaching and engaging vulnerable audiences requires a level of sensitivity, knowledge and expertise to get it right, which is why we recommend following the REACH framework.

Respondent: Let customers be the expert on their own lives. They have unique insight into the challenges they face, so give them choice and control when it comes to the way they receive and respond to communications.

Empathy: Identifying and reaching vulnerable audiences demands a deep level of empathy. Integrating counselling techniques into research strategies and tactics creates a safe environment for the most vulnerable to communicate.

Accept: Let customers tell their own story in their own way while you employ deep listening and non-judgement. People can struggle to talk about the challenges they face, so give them time and space to speak without pressure or expectation.

Community: Take in the whole picture of someone’s life. Those who are vulnerable may be surrounded by a wider network of family, friends and carers who can provide further insight. Conduct interviews aimed at triangulation to get the full story.

Help: Make it easy for people to communicate with you by tailoring conversations to accommodate individual needs. Use a multi-channel approach to achieve sensitivity and transparency when recruiting people.

It has never been more important to care for the vulnerable. We all have a societal moral obligation, and businesses play a leading role in this. Morals aside, it will help to eliminate risk of reputational damage, missed growth opportunities and weakening strategies. The only way to do this effectively and authentically is to be driven by your customer needs, and this starts with in-depth understanding of your customers. All businesses face the same decision: lead the way, or be left behind.