“…Recent research has added a service lens to the extant public policy literature on disadvantaged populations, such as research on consumers in low-access subsistence marketplaces (Viswanathan et al 2021), consumers experiencing natural disasters (Cheung, McColl-Kennedy and Coote 2017), refugees (Cheung and McColl-Kennedy 2019), elderly consumers (Khaksar et al 2017), and those in prison (Hill et al 2015), with special issues devoted to vulnerable consumers and communities (Rosenbaum, Seger-Guttmann and Giraldo 2017; Sandberg et al 2021). Several reviews, research agendas (e.g., Anderson et al 2013; Boenigk et al 2020; Bolton 2020; Fisk et al 2016, 2018; Grier et al 2019), and new frameworks (Boenigk Silke et al, 2021; Poole Sonja Martin et al, 2021) have been proposed to guide this important stream of research and bring to the forefront questions of social justice, inequalities, and inequitable treatment related to “race, gender, sexual orientation and gender identity, and intersectionality” in the marketplace (Mende and Scott 2021; Scott et al 2011; Wiener, Ellen and Burton 2020, 373). Notably, Fisk et al (2018) spotlighted the need to create inclusive service systems and design services so that they meet the needs of all consumers, including not just service access but also choice, fair treatment during the service experience, and services that reduce suffering and increase happiness and well-being for all.…”