An opinion piece by Natalia Hodgins
Fresh out of university I worked in marketing for a consulting firm. It was 2011 and the whole office was buzzing about China. The Chinese economy was growing rapidly which meant Chinese consumers had money to burn. As a result, the firm I worked for was rolling out the red carpet for our Chinese clients. Everyone in business wanted a slice of this multi-billion-dollar pie.
Fast forward 10 years and the Chinese consumer market is still a big deal. But what if I told you there was a new consumer market emerging just as quickly? One that’s even bigger than China and set to become increasingly powerful in the years to come.
What if I told you, that market was you?
The disability consumer market
As the world’s largest minority group, disabled people represent 15% of the global population. Add in our families and friends and you have over five billion customers who want to buy from brands that serve and include disabled people.
In terms of spending power, this group of people controls over $13 trillion in disposable income every year. Yet, people with disabilities report 75-80% of their customer experiences are a fail. This represents a huge opportunity for businesses to better serve disabled people, making our lives better, while making money in the process.
(Disability) is the mother of invention
New companies like Envision Glasses and Able Foods are doing just that. Envision is using artificial intelligence to empower blind and low-vision users, by making glasses that scan the visual world and describe it out loud. Able Foods was launched by Paralympian Dylan Alcott to provide ready-made meals for NDIS participants, including texture-modified options for people with difficulty swallowing or chewing.
Existing brands are getting in on the action too, with Starbucks launching six sign-language stores across Asia and America. These stores use technology and art to create an inclusive space that celebrates Deaf culture.
Designing for disability = consumer magic
There’s a bigger opportunity here for business too. Designing with disability in mind can lead to world-class innovation that benefits everyone.
Ten years ago, Matthew Waltzer, a teenager with cerebral palsy, wrote a letter challenging Nike to create products to suit different body types. The letter went viral, prompting Nike to design the world’s first hands-free shoe. Called the Go FlyEase, this shoe range has expanded to include over 20 different types. And while it was originally created for people with disabilities, it has proven to be popular with everyone, especially kids and older people who find the shoes easier to use.
This is a great example of what can happen when businesses design products and services for users with diverse needs. In the process, they end up creating magic.
So, where is our red carpet?
For too long, businesses have neglected to think about disabled people as customers with money to spend. Instead, they’ve done the bare minimum to remain compliant with anti-discrimination laws, while focusing on the average customer.
It’s time for that to change.
Disabled people are coming into their power as consumers. We’re demanding clothing that suits us, accessible venues, products we can actually use and more people who look like us advertising our favourite brands. Global companies like Nike, Google, Apple and Amazon know this. That’s why they’re collaborating with, and employing, people with disabilities, to help them innovate from the inside out.
Now is the time for the rest of the business world to open their eyes and get on board.
Note, the statistics referenced on the disability consumer market have been taken from the following report: Return on Disability: Summary Report – The Global Economics of Disability 2020.
Natalia Hodgins is a writer, storyteller and strategic communications specialist who has worked around the globe. She lives with myalgic encephalomyelitis/chronic fatigue syndrome and is fiercely passionate about disability rights, with a specific interest in making it easier for people with disabilities to build meaningful careers. Natalia is participating in Hireup's Board Observership Program.
