Exploring Blind Consumer Segments in Brazil: preliminary insights for inclusive Service Marketing
(A2026-133258)

AUTHORS

Adriana Madeira, University Presbyterian Mackenzie; Vitória Silva, Mackenzie Presbyterian University; DOUGLAS MELO, UFES; Guilherme Shiraishi, Universidade de S�o Paulo

ABSTRACT

This working paper presents preliminary insights into blind consumer segments in Brazil, aiming to support the development of service marketing strategies that promote inclusion, full accessibility, and well-being. Drawing on Brazilian censuses (2010, 2022), RAIS data, and municipal indicators, the study integrates three conceptual fields: market segmentation, Transformative Service Research, and the geography of disability. Findings reveal three main segments - older adults, young adults, and blind women - alongside pronounced regional and social disparities. The lack of accessible services exacerbates social exclusion and limits the exercise of citizenship, highlighting the need for strategic, innovative, evidence-based, and well-being oriented actions in service marketing.