Empowering the consumer

To add social value to our work as consultants in the area of consumer research, we plan to create a new social enterprise at Arbitrage Research (Arbitrage Ltd.). Its purpose will be to work for the common good of the “consumer”, not in the interest of individual companies. The enterprise will integrate people from vulnerable groups making them a driving force in improving the consumer-producer relationship, product offerings and ultimately the quality of life. The majority will be involved in the process of data collection as interviewers and team leaders, living and working in different communities across the country. The new enterprise will employ also two young researchers and a head of the organisation, who will be based in Sofia at the headquarters of Arbitrage Ltd. In total 22 persons will be professionally integrated – unemployed youths, unemployed persons above 54 years old and long-term unemployed will find suitable positions, will receive support and the necessary material equipment. A mentorship program will be offered to team leaders. Social marketing will be an integral part of the new enterprise activities. To fulfill its goal for making a positive change in the dominant culture and consumer-producer relationship, its aims and activities need to be popular and visible. With the help of PR consultants a communication strategy and plan will be developed and executed, including campaigns in electronic and online media, the social media, specialized print media, events and meetings with industry representatives. As a result of the activities by giving employment and motivation to people from vulnerable groups, by creating public interest and debate, by establishing partnership with open to the initiative companies in the consumer goods and services, the social enterprise will be in a position to make a positive impact on the living environment.

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