Transformative perspectives on housing security and homelessness: a multi-level strengths-based approach to customer vulnerability in marketing and service practice

This research aims to understand how the actions of multiple actors in a service ecosystem can shift from a deficit-based to a strengths-based approach in addressing customer vulnerability. Through a systematic literature review of 57 articles on housing security and homelessness in marketing and service research, this study uncovers actions and interactions across micro, meso, and macro levels, shedding light on how multiple actors can harness strengths to improve secure housing outcomes. The study identifies four strategic directions for shifting perspectives from homelessness to housing security: Dependency to Empowerment, Isolation to Inclusivity and Collaboration, Criticism to Constructive Engagement, and Stereotyping to Holistic Understanding. It introduces a framework for examining co-creation within service ecosystems, emphasising a multi-level strengths-based approach to facilitate interventions of customer vulnerability. This research provides a foundation for actionable strengths-based strategies and future research that can aid policymakers, service providers, and other actors in the housing sector.