Marketing on behalf of the Poor: An Integrated Framework for Poverty Elimination
Abstract
This paper synthesises a transformative framework for poverty elimination, moving beyond traditional aid models to one centred on capacity enhancement, dignity, and market integration. Drawing from Inspiration Economy Labs' achievements, it argues that sustainable poverty elimination requires transforming the poor from passive recipients into active architects of their own prosperity.
The framework is operationalised through seven interdependent pillars: (1) local capacity building and value addition, (2) development of equitable distribution channels, (3) ethical storytelling and branding, (4) integration with tourism and hospitality sectors, (5) formal certification and quality standardization, (6) establishment of social-for-profit cooperatives, and (7) strategic deployment of digital and media platforms. Central to this approach is the role of strategic empathy as a foundational operational tool, ensuring interventions are culturally resonant, dignity-preserving, and economically sustainable.
Empirical evidence drawn from longitudinal field projects in Ghana (shea butter cooperatives), Mauritania (camel wool carpet manufacturing), India (bamboo village enterprises), and Morocco (eco-tourism initiatives) demonstrates significant improvements in income stability, profit retention, and community-level economic resilience. The framework shows that we need to equip communities with the structural resilience necessary to withstand economic shocks and inflationary pressures.
This paper argues that improving the profit margin of the poor constitutes the fundamental lever for sustainable poverty elimination, transforming economic vulnerability into entrepreneurial agency.
How to Cite This Article
Mohamed Buheji (2025). Marketing on behalf of the Poor: An Integrated Framework for Poverty Elimination . International Journal of Humanities and Sustainable Innovation (IJHSI), 1(6), 25-31. DOI: https://doi.org/10.54660/.IJHSI.2025.1.6.25-31