“People with disabilities represent over 1.3 billion people globally. When combined with friends and family, the disability market touches 53% of consumers and controls over 8 trillion in annual disposable income. The size and scope of this market is large and unrealized.
People with disabilities have functional demands that dovetail nicely with the needs of aging baby boomers, and represent a viable talent source as labour markets tighten.
The disability market is tipping. Are you ready?
The Return on Disability model highlights specific actions each business can take to maximize value by delighting their customers, attracting great talent and leveraging innovation from people with disabilities to making existing assets more productive.
Companies that enhance their customer experience by utilizing insights from the disability market outperform their peers in revenue growth.
Public and private organizations that hire individuals with disabilities with motivated intent benefit from employees who generate lower costs and higher productivity, resulting in higher
returns.
Leveraging insights from disability drives productivity. Complex and costly processes become simplified and more efficient overall when designed by and for people with disabilities.
Top organizations understand this model and use it to their advantage. Disney incorporates park design features for the disability market, enhancing customer experience for all. It continuously incorporates the disability experience into its on-screen characters, bonding with its customers, and making Disney a leader in value-creation.
Google’s disability-driven innovation leads to product design it then applies to its core customers. From the beta stage, disability market needs are the inspiration for Google’s many now mainstream innovations. Google Glass, Google Voice, and Google Car find their roots in disability, and drive Google to the top ranking in RoD research.
TD Bank is a leader in value creation due to the inclusion of people with disabilities in their talent pipeline, as well as how the company talks about the disability market as a driver of their business. TD sets an excellent example for brands wishing to communicate the connection of disability to business results.
Attract the disability market and improve customer experience, grow your top line, find the right talent, and increase shareholder value for investors.
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