Corporate engagement and social inclusion of vulnerable adults From corporate and institutional awareness to brand value and citizen engagement

Abstract

The growing importance of ageing and disability in developed societies has led to initiatives that seek to awaken and/or strengthen corporate and institutional commitment to the inclusion of vulnerable adults. To achieve this purpose, it is essential to eliminate negative stereotypes about old age and disability, as well as to break down the various barriers of exclusion that hinder the participation of groups affected by such stigmas. Along these lines, the Sustainable Development Goals (SDGs) have promoted regulatory frameworks and corporate initiatives aimed at the inclusion of the most vulnerable audiences. However, there is not always alignment between the private sector, the institutional sphere and citizens in order to develop a comprehensive strategy that leads to the desired full inclusion. Technological innovation and digitalisation seem to play a decisive role in the path towards the social integration of seniors and people with disabilities, although these social groups are often particularly affected by digital divides that amplify their inequalities and further limit their socio-political participation. This monograph seeks to promote greater knowledge of the different strategic aspects that enable companies, institutions and administrations to advance in policies aimed at the full inclusion of vulnerable adults in the digital era. In this way, it aims to contribute to the design and implementation of holistic models that, using the value of technology, improve the situation of these segments of the population from a win-win perspective.