Resumo:
Alongside the emergence of new technologies mediating commercial relations in contemporary
society, the increase in the Brazilian elderly population implies transformations in the country's
consumption patterns. Faced with this trend and the growing digitalization of commercial
transactions, this dissertation consists of a qualitative study on the vulnerability of elderly
consumers in the use of digital financial services. Conducted in 2025 in the city of Salvador,
Bahia, its central objective was to understand how the digitalization of financial services can
produce states of vulnerability in elderly female consumers. To this end, semi-structured
interviews were conducted with the voluntary participation of thirteen women, aged 80 and
over, residing in Salvador, Bahia, and with an income of up to one minimum wage from social
security or informal sources of income. The research is justified by the ongoing population
aging in the country in conjunction with the increasing digitalization of financial transactions.
The collected data were processed and analyzed using thematic analysis. The results showed
the prevalence of dependence on family members and bank branches in the financial routines
of these consumers. The main barriers encountered for autonomous digital access included low
levels of education, limited digital skills, self-perception of incapacity, feelings of insecurity in
the digital environment, as well as reduced physical and cognitive capabilities. Coping
mechanisms for vulnerability included the termination of banking relationships, dependence on
third parties, refusal to use technology, as well as continuous learning, information seeking,
security measures in the digital environment, and engagement with digital technologies.
Finally, the importance of understanding the needs of older adults in the context of consumption
in the face of ongoing population aging is highlighted, aiming at the reformulation of more
inclusive public policies and the promotion of actions focused on the well-being and quality of
life of the Brazilian elderly population.
