Return on Investment
Hold on to your seats, today´s society is changing fast. A large percentage of working-aged adults around the world now have disabilities of varying degrees whether they know it or not. Currently, the American Association of People with Disabilities estimates that the number of people with disabilities is dramatic, impacting an estimated 1 in 3 households.
To understand the impact, one has to look no further than the 2005 U.S. Census which indicates that people with disabilities are one of the largest and fastest growing minority groups. It is becoming clear that public and private entities who make their services accessible and disability-friendly can reach a largely untapped market, which the President´s Executive Committee on Employment of People with Disabilities says represents well over $220 billion in discretionary income. And on a global scale, the National Organization on Disabilities says that this powerful group controls over $3 trillion in discretionary income worldwide.
In other words, people with disabilities are an untapped spending, buying, and voting power and it is wise to listen to their needs in order to develop quality relationships to enhance customer loyalty to your products and services.
How to Tap this Market:
Accessible Technology:
In the ever-changing landscape of today´s technology we all must find ways to make technology accessible to the growing population of citizens with disabilities and age-related limitations. An accessible and universal design approach can capture valuable market share, generate a positive buzz, increase sales, and ensure return on investment when reaching this growing population.
Forrester Research indicates that 101.4 million working-age adults ranging from 18 - 64 years are very likely to benefit from using accessible technology due to difficulties and impairments that may impact computer use. We Magazine, a lifestyle publication for people with disabilities, says people with disabilities spend $700 billion per year on technology.
These numbers are expected to keep rising. In fact, it is estimated that over 40% of the U.S. workforce will be 45 years of age or older by 2010. This will have a significant impact on accessibility requirements, and your bottom line. TecAccess is here to help.
Disability Employment:
In recent years, organizations have also realized the impact of employees with disabilities and have found that disability employment enables businesses to recruit and hire from an untapped qualified labor pool. Economists indicate that due to the retirement of baby boomers there will be a serious shortage of qualified employees in the near future; persons with disabilities can fill this gap. In doing so, employers will also gain customer loyalty from people with disabilities and their families along with positive brand recognition. This naturally increases sales, and it allows businesses to leverage a new market segment and increase public image. Not to mention, employees with disabilities have proven track records in productivity, loyalty, and dedication.
Targeted Marketing
Around the world -- more than 650 million people with disabilities and age-related challenges are gaining recognition as a significant and growing market for products and services, and they are making their needs and expectations known. Creating an accessible and user-friendly environment, while promoting and leveraging these efforts in your communications efforts, is the fastest way in which to reach people with disabilities and the elderly.
Think about it, millions of people with disabilities regularly travel, shop, and eat out with family and friends. With 20% of the world´s population and growing -- having some form of disability, it is wise to tailor your communications and marketing efforts to this audience. Marketing studies of the Atlanta Paralympics (Solutions Marketing Group, 2003) reveal that even households with no disability connection felt goodwill towards companies that included people with disabilities in advertising and were more likely to buy their products.
ROI of Accessibility Resources
