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

Abstract

The increasing prominence of ageing and disability in developed societies has led to initiatives that strive to awaken and/or strengthen corporate and institutional commitment to the inclusion of vulnerable adults. To achieve this purpose, negative stereotypes about old age and disability must be eliminated, and the multiple barriers of exclusion that hinder participation by citizen groups affected by such stigmas need to be dismantled as well. Along these lines, the sustainable development goals (SDGs) have promoted regulatory frameworks and corporate initiatives aimed at the integration of the most vulnerable audiences. However, consensus is not always achieved among the private sector, the institutional domain, and citizens in the labour of developing a comprehensive strategy that could lead to the desired condition of full inclusion. Technological innovation and digitisation seem to play a decisive role on the road toward social integration of seniors and people with disabilities, although these social groups are often especially affected by the digital gap that exacerbates their inequality and further limits their sociopolitical participation. This monograph seeks to promote greater knowledge of the different strategic aspects that could enable companies, institutions, and administrative bodies to make further progress toward policies aimed at the complete integration of vulnerable adults in the digital era. Therefore, this work aims to contribute to the design and implementation of comprehensive models that use technology to improve the conditions of these segments of the population from the point of view of a win-win situation.