Employers committed to the inclusion of qualified people with
disabilities in the competitive workplace and as consumers

Customer Base

The aggregate income of people with disabilities now exceeds $1 trillion with $220 billion in discretionary spending power. Not wanting to miss out on the opportunities that this market of 54 million Americans represents, savvy companies are consciously aligning their products and services to be more "friendly" to these customers. Some of the questions that arise include:

• Do our marketing campaigns reach customers who have sensory limitations (e.g. hearing or sight impairments)? Are our marketing materials available in alternate format?

• Is our website accessible to people with sensory disabilities?

• Are our facilities welcoming to people with mobility-related disabilities?

• Are our employees able and willing to effectively serve the needs of customers with disabilities?

• Can modifications to our products or services make them more useable or appealing to customers with disabilities?

INTERESTING STATISTICS

TRAVEL
A 2001 survey conducted by Open Doors Organization/Harris in cooperation with the Travel Industry Association of America and the Society for Accessible Travel and Hospitality indicated that disabled persons annually spend $13.6 billion on travel - including $3.3 billion on air travel and $4.2 billion on lodging.

DINING
In a 2003 study by the Open Doors Organization, 75% of people with disabilities report dining outside of their home at least once/week - an annual expenditure of $35 billion.

HOME OWNERSHIP
According to the 2004 National Organization on Disability/Harris Survey of Americans with Disabilities, 58% of people with disabilities own their own homes (compared to 61% of non-disabled persons).

CONSUMERS FAVOR COMPANIES THAT EMPLOY PEOPLE WITH DISABILITIES
According to a 2006 study from the Center for Social Development at the University of Massachusetts Boston, 92% of consumers report that they are more favorable towards companies that employ people with disabilities and 87% said they would prefer to give their business to such companies.
 

THE OREGON EXPERIENCE   Fred Meyer Stores value and readily accommodate their customers with disabilities.   Lake Oswego's Ethan Allen store makes a pleasant shopping experience for customers with disabilities.   US Bank - Read how US Bank extends personalized customer service strategies to accommodate the needs of their customers with disabilities. RESOURCES   Accessibility of Disability - New trend in marketing to the customer base of people with disabilities. (from the Advertising Educational Foundation)   Read about US Bank's outstanding Customer Service for customers with disabilities.   Read about the Four Pillars of Disability Marketing - OBLN's interview with Carmen Jones of Solutions Marketing Group.   Reaching Out to Customers with Disabilities - A new online workshop developed by the US Department of Justice.   Customers with Disabilities Mean Business - Information from the Department of justice that illustrates how businesses can benefit by welcoming customers with disabilities.  CNNfn's Maverick of the Morning interview with Carmen Jones - View the online video (4:41 minutes) or read the transcript of this interview with Carmen Jones, President of Solutions Marketing Group - a marketing consulting firm dedicated to providing businesses with innovative marketing strategies that target consumers with disabilities.   What Marketers Should Know About People with Disabilities - A 2002 Article from DiversityInc.com.   Extend Their Reach - Marketing to Customers with Disabilities: Interpreting the Numbers - The Electronic Industries Foundation (EIF) and Inclusive Technologies developed this report to provide usable statistical and demographic information about people with functional limitations. It has been produced to help manufacturers plan and design products and then promote features that will enable all individuals, including those with functional limitations, to perform independently and efficiently at home and in the workplace.   The Inclusive Corporation - A disability handbook for business professionals - includes an overview of the disability market - and basic recommendations for marketing practices and strategies.   America's Largest Untapped Market: who they are, the potential they represent - from FORTUNE magazine in 1998. Still one of the most insightful and informative articles on this topic.

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