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Social enterprises are becoming more and more important for social inclusion and reduction of poverty. Many countries world-wide have accumulated valuable experience in organization of social entrepreneurship and finding innovative approaches which are also analyzed by academic researchers and discussed on international level. Aim: To identify the specific value segments among consumers of Latvian social enterprise products and services in order to provide practical recommendations for implementation of consumer-focused marketing strategies and more effective communication patterns based on an in-depth understanding of the values within the target audience. Methods: The analysis of previous conducted research and scientific publications, analysis of social enterprise consumer survey results, for survey data analysis are applied analysis of descriptive statistics indicators of central tendency or location – arithmetic mean, mode, median, indicators of variability or dispersion – range, standard deviation, standard error of mean and cluster analysis. Results – The results of this study provided detailed descriptions of the respective segments from the demographic point of view, outlined their shopping behavior, preferences for information channels, which altogether form a comprehensive set of practical recommendations for Latvian social enterprises for more effective communication with consumers as well as for public authorities looking to increase the awareness about social entrepreneurship within Latvian society. Implications: The possible applications of research results for organization of work of social enterprises including application of digital marketing. Originality of This Chapter: Since the academic research has only relatively recently started paying attention to the specific marketing aspects of social entrepreneurship, this innovative study contributes to a persistently growing and valuable body of literature which will serve as a guideline for both social enterprises as well as public authorities seeking to find more effective communication strategies.

Every citizen can be financially and economically active in certain circumstances if he or she has competencies, such as financial literacy. Current academic research suggests that financial literacy may be more important than income level and professional qualifications, as the decisive factor in the future will not be the amount of financial resources available to a person but the ability to manage them effectively and achieve their goals. Financial literacy competencies help different social groups to achieve private financial stability, acquire skills such as private financial planning, savings (including the third pillar of pensions), and their diversification, private capital multiplication, and openness to new business initiatives. The study aims to find out how financial literacy has developed in Estonia, Latvia, and Lithuania. Particular attention is paid to factors influencing the level of financial literacy. Research methods used are analysis of scientific publications and previously conducted research, analysis of surveys’ data on financial literacy and their factors, comparative time-scale analysis using regression trendline calculations of Estonia, Latvia, and Lithuania. The research results proved the impact and interconnection of main financial inclusion aspects such as account ownership, use of the Internet, availability of ATMs, and bank offices on financial literacy level. The main factor influencing the demand side of financial services is numeracy knowledge; a strong correlation has been found between PISA mathematics average scores for countries and their literacy level. The analyzed savings factor (voluntary savings for pension, life insurance, and investments in mutual funds) showed a heterogeneous situation – the ranks of countries differed from the financial literacy levels. It draws the attention of government policy-makers to attract citizens to these long-term investment and social security products by strengthening the supply side of the financial services.

Recent development of internet applications and increase in application of various information technology have supported growing demand for new skills related to ICT and internet use, computer literacy and technical digital skills. New technologies have changed many aspects of life and have led to significant differences in digital skills, computer literacy, ICT and internet use along the usual dimensions of social inequality. Purpose of the study is to analyze main challenges and problems of digital inequalities in households in Latvia by regions, territories and income and level of education. Design/Methodology/Approach: This chapter analyzes scientific publication and previous conducted research results and data of Digital Economy and Society Index, Central Statistical Bureau of Latvia (2019) data and Eurostat. Data are analyzed using indicators of descriptive statistics (indicators of central tendency or location – arithmetic mean, mode and median), indicators of variability (indicators of dispersion – range, standard deviation and standard error of mean), cross-tabulations by region, territories, income and level of education and analysis of variance are used. Findings: The results of analysis indicated that there are differences between rural and urban Internet access, socioeconomic differences between people with different income and education that affects their ability to access the Internet and digital skills. Practical implications: Latvia would benefit from motivating life-long learning, investing on digital technology and raise awareness of the importance of digitization. Originality/value: The results of this chapter can provide valuable pointers for decision-makers how to improve digital skills and digitalization process in regions of Latvia and how digital inequality can be reduced.