Last Updated on 17/06/2024 by Samantha Lewis
Situational
Situational vulnerability should always be assessed on a case-by-case basis. It is important to remember that all consumers can be situationally vulnerable, and vulnerability is dynamic. Vulnerability may be caused by the personal situation or circumstances of the consumer; the timing and nature of the decision; the consumer’s level of knowledge, skills or ability; and the effectiveness of tools and communications made available to them by businesses to assist in decision-making.
Situational vulnerability can be caused by, for example, cognitive impairment, low income, illness, loneliness or social isolation. This list is by no means exhaustive. Some of us may experience vulnerability during difficult periods in our lives, such as when we go through a bereavement, a divorce or a period of ill health. Vulnerability can also originate from more enduring personal situations, such as a long-term physical or mental disability.
Market context
The second type of vulnerability can be caused by market contexts; for example, when a consumer has to choose between complex offers or alternatives, or make decisions on the basis of imperfect or unclear information. It can also come about when a consumer hasn’t accessed a market for some time or has never done so.
Market context vulnerability can also be caused by business communications, or the way consumers are expected to contact or communicate with a business. Sometimes, lack of experience and education around technology can lead to vulnerability.
Market context vulnerability may arise in some of the following situations (as above, this list is not exhaustive):
The two types of vulnerability can affect consumers at the same time.
The checklists above and below should help to:
Use ‘Be REAL’ to identify consumers who may show signs they could be vulnerable. Once a consumer has shown signs of vulnerability, then steps can be taken to support them. If signs are there, use the checklist to document what you discussed.
R. Retain
Is the consumer able to retain, remember and repeat in their own words the information you give them? Do you have to repeat what you have said over and over again? Do they ask for clarification and ask you to explain the words or terminology being used.
E. Explain
Is the consumer able to properly evaluate and explain the decision they have made? Are they joining in the discussion or just agreeing with what you are saying? Are they coherent and fluent in the language being used?
A. Able
Is the consumer able to hear, understand and communicate what they are being told and their situation? Are they asking questions that aren’t related to what you are saying? Do they tell you their thoughts and ask questions, and if so, do they make sense?
L. Listen
Is the consumer able to listen, follow and understand the discussion taking place, or are they distracted, confused and not hearing what you have to say? Do they take an unusually long time to respond to a question?
Always remember:
Do not directly call consumers “vulnerable” as it is disempowering; it’s the situations they find themselves in that make them vulnerable