Title: The social inclusion of the elderly: the effect of social marketing on raising awareness among the Portuguese population to campaigns to support the elderly

Authors: Carlos Arriaga Costa; Tânia Afonso Esteves

Addresses: School of Economics and Management, Costa University of Minho, Portugal ' University of Minho, Braga, Portugal

Abstract: The population is ageing. Several public and private programs have been addressed to an elderly population. However, there is also the abandonment of care on the elderly. This research analyses the role of social marketing in changing the attitudes of the population toward our elderly. To this end, we conducted a survey in Portugal based on a sample distributed by gender and age groups to shed light on the perception of respondents to the problems faced by the elderly and their reaction to the messages of social marketing directed to their care. While most respondents positively understand the importance of social marketing, they say that social marketing messages do little to change their attitudes. While the generation of 17 to 27 years considers that social marketing campaigns are insufficient, the generation of 50 to 60 is more sensitised to the importance of marketing to the problems of the elderly.

Keywords: social marketing; social marketing tools; elderly difficulties; domestic violence; elderly abandonment; elderly exclusion; elderly inclusion; elderly empowerment.

DOI: 10.1504/IJSEI.2020.115516

International Journal of Social Entrepreneurship and Innovation, 2020 Vol.5 No.4, pp.295 - 316

Received: 12 Dec 2020
Accepted: 01 Feb 2021
Published online: 07 Jun 2021 *

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