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Transient vulnerability is when a customer who had not previously been vulnerable becomes so at a certain period of their lives. An example would be if someone is going through a divorce or a loss of a loved one and who therefore may be vulnerable in the short term but not over a longer period. Conversely, someone who had been made redundant but went on to find work would move out of a vulnerable phase.
The impact of COVID-19 saw a huge increase in the number of consumers experiencing transient vulnerability through either poor physical health, redundancy or a decline in mental health.
The drivers of vulnerability detailed here, can be either permanent or transient.
The transient nature of some vulnerabilities makes it particularly difficult to understand which customers are vulnerable.