Disability Market
This section sponsored by:
EIN SOF Communications, Inc.
11601 Wilshire Boulevard, Suite 500
Los Angeles, CA 90025
Ph. 310-473-5954
EINSOFcommunications.com
- Search for Disability Multicultural Experts & Business Leaders
- Get listed as a Disability Multicultural Expert
Disability Section of The Source Book of Multicultural Experts (321 KB)
Disability-Inclusive Diversity... Putting the Puzzle Together
Tari Hartman Squire
CEO, EIN SOF Communications, Inc.
Building the Business Case:
A University of Massachusetts, Boston/America’s Strength Foundation survey reported participants responded positively towards socially responsible businesses; 92% felt more favorable toward companies that hire people with disabilities; and 87% prefer to give their business to those businesses.
The Open Doors Organization reports adults with disabilities spend $13.6 billion annually on travel. The General Accounting Office discovered 12% revenue increase in the Hospitality sector by implementing access provisions of the Americans with Disabilities Act (ADA).
EIN SOF’s “Disability Market Research Initiative” with national disability organizations reveals these tight-knit, interwoven market segments are brand loyal, provided companies walk-the-walk/roll-the-roll by hiring, retaining and promoting veterans and civilians with disabilities in their workforce, in advertising, and developing and marketing accessible products/services.
Disability is the only 24/7 “open enrollment” diversity group – anyone can join… anytime, anyplace. The influx of Baby Boomers acquiring age-related disabilities is expanding this market, and will continue to do so. Here are some tips to successfully connect the puzzle pieces with these complex and highly-nuanced segments.
• Contrary to media and majority culture popular beliefs, the disability market is vibrant, and full of potential – if you approach it correctly.
• Inventory business practices in terms of accessible products and/or services; strategic and cause marketing; recruiting, hiring, retention and promotion; Corporate Social Responsibility and philanthropic assets.
The bottom line to increase your bottom line ~ Have you woven an accessible welcome mat for customers and employees with disabilities?
Preliminary Checklist:
º Are products and services accessible and usable to customers with disabilities and/or functional limitations -- such as Braille and picture menus, accessible mobile devices, consumer electronics and other manufactured goods and services.
º Do you adopt “Universal Design” principles and policies in the built and electronic environment – such as wheelchair accessible restrooms, dressing rooms, lower counter heights, lever-door handles, automatic-doors, clear paths of travel, accessible point-of-purchase, Website accessibility for customers using assistive technology such as screen readers?
º Does your print and electronic advertising and marketing collateral employ actors/models with disabilities and are TV spots captioned?
º Does you marketing/advertising messages and collateral use disability-savvy images and language? Not sure? Check out page 74 of the AP Stylebook http://www.apstylebook.com/
º Are disability-owned and service-disabled veteran-owned certified businesses part of your Supplier Diversity initiatives?
º Do you have an Employee Resource Group (ERG) composed of people with disabilities and allies?
º Do you have a customer advisory group on disability and aging to provide key marketing insights to various divisions such as Marketing, CorpComm, PR, Diversity, HR/recruiting, Supplier Diversity, Corporate Social Responsibility, Citizenship and Sustainability?
º Have you grafted disability onto your Diversity & Inclusion business imperative?
º If not, why not? It’s never too late to start.
Employment, Employment, Employment:
º Do you actively recruit interns and college graduates, civilians and veterans with disabilities?
º Are jobs posted on Career Opportunities for Students with Disabilities’ (COSD) Career Gateway™?
º Do you have a disability-related affinity or Employee Resource Group (ERG), such as AT&T’s IDEAL or PepsiCo’s EnAble?
º Do leadership and career advancement strategies include UCLA Anderson School of Management’s Leadership Institute for Managers with Disabilities?
Hiring people with disabilities sends a clear message to customers with (and without) disabilities ~ your company is disability-inclusive in diversity and sustainability efforts.
Connecting Puzzle Pieces:
Each year, the U.S. Department of Labor’s Office of Disability Employment Policy (ODEP) designates October as “National Disability Employment Awareness Month,” a great opportunity to raise awareness internally, and build strategic alliances externally. This year’s theme is “"Profit by Investing in Workers with Disabilities."
Think about having an ERG company-wide disability awareness event, and invite a celebrity with a disability like Robert David Hall of CBS’ CSI: Crime Scene Investigation, RJ Mitte of AMC’s Breaking Bad, or local disability leaders.
Encourage the disability ERG to participate with grass-roots community organizations or efforts such as the National Disability Institute’s Real Economic Impact Tour that travels to 100 cities to support low-moderate income people with disabilities receive free tax prep and build financial literacy skills.
Disability market segments are booming with millions of Baby Boomers acquiring age-related disabilities and functional limitations. While Baby Boomers may not identify (yet) as having a “disability,” they are keenly aware of age-related functional limitations that affect the way they “do life.”
So, smart marketers track trends of early technology adopters with (and without) disabilities such as vibrating pagers, text messaging, talking mobile devices, and voice recognition software. People with disabilities creatively move through life in unconventional ways. Mainstream technology and lifestyle innovations started as disability-related tools to increase productivity at work, school and home, and are now thriving in the mainstream crossover market.
Disability as Diversity…Connecting the Puzzle
EIN SOF is the leading strategic marketing, PR, market research and accessible event production company specializing in disability, diversity and public policy. We can help you connect the puzzle pieces with the disability markets to build brand loyalty, fortify your workforce and raise your bottom line.
Contact information:
EIN SOF Communications, Inc.
11601 Wilshire Boulevard, Suite 500
Los Angeles, CA 90025
Ph. 310-473-5954 or 310-650-0595
Tari@EINSOFcommunications.com
www.EINSOFcommunications.com
