Marketing to the Poor: A Justice-Inspired Approach
Nicholas J. C. Santos, S.J., Gene R. Laczniak
July 1, 2011
Ethics & Social Justice
Justice, ethics, Jesuit, business, Common Good, Economics, Marketsusiness, Common Good, Economics, markets
Colleagues in Jesuit Business Association
Business engagement with impoverished consumers as a distinct strategy option was rarely considered until recently, as the impoverished market segment was typically evaluated as having little to contribute to the exchange process. Thought of in classic “definition of a market” terms, the poor may have the desire to purchase but they lack sufficient ability to buy.