In psychology, there is above and below what is called "the victim line". That the opposite of living a fully vibrant life: one where you feel like you are in control and moving forward, is a life where you play the victim.
When you are speaking to customers it's helpful to ask: Is this segment of customers more likely to have the identity of someone who believes they are living a fulling life (above the victim line) or an individual that feels that are a victim (below the victim line)?
We all play the fulfilled person and the victim from time to time in our own lives and in different parts of it more often.
Once we understand that are customers do too, we have a better chance of speaking to them and meeting them where they are at.
Better yet, we have the opportunity to teach them that they are in control.