Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a better place.This special issue provides a roadmap for future research on different aspects of consumer vulnerabilities, which include not only the scarcity of financial and materialistic resources, but also scarcity mindsets, a lack of mental resources and self-knowledge, and the non-fulfilment of motivational needs. New insights, approaches and directions are set out for research on consumer vulnerabilities. The Review of Marketing Research continues its mission of systematically analyzing and presenting accumulated knowledge in the field of marketing as well as influencing future research by identifying areas that merit the attention of researchers.