Background. The EC Communication "A European area of Lifelong Learning" (2001) provides the agreed building blocks for the national Lifelong Learning strategies that also involve creating a learning culture, which is related to creating a positive image for education or, one may say, a successful marketing side of learning. Creating a learning culture is envisaged as giving learning a higher profile, both in terms of image and by providing incentives for the people most reticent to opt for learning. People are to possess a positive attitude towards growth and learning so that they gather the understanding they will need during their lives in different functioning environments (Longworth N., 2003). In general, higher income groups are more likely to take part in educational activities than low income groups (Houle C.O, 1988). According to The Provisions for the National Education Strategy 2003-2012 of Lithuania education should contribute to the strengthening of creative powers of society, increasing employment and competitiveness of the market, reduction of poverty and social exclusion. Therefore, the idea of social cohesion requires inclusion of all social groups of people into learning. Research question: what are the limitations in the perception of learning, its benefits and entitlements for the groups of people who are most alienated to learning? Aim. The goal of the research is to investigate in a qualitative way the perception of learning, its benefits and entitlements of disadvantaged groups of adults in Lithuania. Methods. The research method used is focus group interviews. The questions of the focus group interviews were targeted to find out the personal experience in learning, image and prestige of learning and perceived entitlements and benefits of learning. The interview data is analyzed using the method of thematic data analysis. Sample. The sample consists of 10 interview groups with 6 to12 informants in each. Two groups belonging to each of 5 disadvantaged groups of adults: long-term unemployed, women after long-term maternity leave, individuals with disabilities, returnees from places of imprisonment and unemployed individuals in pre-retirement were interviewed. The respondents were the clients of Labor Exchange and participated in the interview according to their belonging to a certain target group, e.g., long-term unemployed. There have been performed quantitative surveys in Lithuania researching perception of learning of adults. Besides, in most cases the respondents are those belonging to the mainstream of the society, are employed and possess more possibilities and resources for learning. However, the endeavor of this research is to give voice to the adults who are more alienated to learning and possibility to learn than the other groups of adults. Results. The results of this research uncover the limitations of the image of learning and the possibilities and benefits that learning provides in the eyes of the disadvantaged groups of adults that participated in the research. The qualitative insight into their perception of learning and its entitlements provides qualitative insights into improving the image of learning and raising awareness of learning benefits. This, in turn, provides more knowledge to creating learning incentives and targeted learning possibilities for these disadvantaged groups of adults in the country. The inclusion of these groups of adults into learning is a major challenge in creating learning culture in the society and securing social cohesion.