Vulnerable populations, such as people with disabilities or women, normally face higher barriers to development in the labour market (being, therefore, a limitation for inclusive development). This challenges the global achievement of the SDGs, not only in developing countries, but also in developed economies, like Spain. Discrimination in the workplace has been identified as one of the main causes of this widespread social exclusion of people with disabilities, especially in the case of women, who suffer a situation of multiple discrimination (due to disability and gender). Therefore, to really overcome the situation, the reduction and elimination of this social discrimination and stigma seem crucial, as well as the promotion of positive coping responses to empower these groups of population (based on a Behavioural Economics framework, according to which inputs from Psychology are incorporated into economic decision-making analysis). In this sense, recent research is pointing to the potential of Social Marketing (the use of traditional commercial marketing techniques to change behaviours for social good). The aim of this research is to study the situation, focusing on the example of Spain, where one of the main economic sectors is tourism (with more difficult labour conditions for these vulnerable populations). This study can serve as an inspiration both in the academic and professional spheres, with the objective of promoting the achievement of the SDGs.