Let’s provide some context for the size and scope of the opportunity to reach the disability market. Tweens (ages 8-12) are 21 million strong, spend an estimated $30 billion annually and influence $150 billion of their parents’ spending. That’s a total of $180 billion that is spent directly linked to the tween market.
The disability market, by comparison, is 56 million and the market’s aggregate disposable income is $540 billion. When we include family and friends who have an affinity for disability, that numbers swells by 105 million and the aggregate disposable income grows to $3.9 trillion (Source: Return on Disability Group).
We’ve found that friends and family react strongly and emotionally to direct, as well as subtle, cues that connect brands to the disability community. They change their buying behavior and ‘preach’ their loyalty passionately. These folks become brand ambassadors and lifetime customers.
In weaving a disability message into brand experiences, firms engage at a basic, powerful emotional level. Smart brands will adapt to the changing demands of boomers, the wealthiest demographic in human history.
To figure out what this is costing your company we are going to do a little exercise.
- Write down the average sale/s for 1 customer of your company, if you know it.
- Write down the estimated number of customers your company has.
- Divide that number by 5. 1 in 5 people have a disability. That is the average number sales your company is receiving from the market, by default. What would happen if you intentionally tried to reach them?
What money are you leaving on the table? It’s time to make a change that impacts your bottom-line. Forget altruism – while that’s nice. Reaching consumers with disabilities is about business. Period.
Ready to get started? Contact Celeste Beaty at cbeaty@disability-marketing.com to schedule a 30-min consultation with Solutions Marketing Group.
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