The importance of inclusive marketing and its relationship with social services. Innovating from new care tools
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Introduction: The passage of time has underlined the importance of marketing for society, due to the innovative capacity it has and, above all, its transformational nature. However, it has also become clear that there is a need to move towards more social and inclusive marketing, capable of representing the entire population, regardless of their personal and individual characteristics. Today, social marketing is the tool of hope, capable of transforming the behaviour of the population, and can bring about major beneficial changes. Methodology: In order to arrive at this knowledge, we have carried out an extensive review with the aim of mapping the existing literature on the subject, thus being able to learn about the most enriching experiences. Results: The dissemination of social triage, an innovative tool for social services, has become one of the most successful experiences of social marketing. This campaign has played a fundamental role in the communication of advances and actions produced in social services. Discussion and conclusions: In short, this study shows the importance of including all profiles of people in social marketing campaigns to try to respond to the needs and demands of the entire population, communicating to transform social reality and improve people's quality of life; furthermore, including the vision of people with disabilities in a cross-cutting manner, and considering them as part of the group receiving the message, is essential to obtain more inclusive results that respect all citizenship rights.
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