Untapped potential: Brands connect with overlooked consumers with more inclusive messaging

This article provides advice for brands looking to connect with a disabled audience.

Untapped potential: Brands connect with overlooked consumers with more inclusive messaging

Urey Onuoha

To begin, a few quick facts: A 2012 U.S. Census Bureau report revealed that, in 2010, 19 percent of the country's population — 56.7 million people — self-reported a disability; globally, that number grows to 1.27 billion people, who, altogether, represent $1.2 trillion in disposable income. According to Essential Accessibility, a Toronto, Ont.–based company dedicated to helping brands build loyalty with people with disabilities, family and friends of this demographic represent 2.35 billion consumers with more than $6.9 trillion in disposable income annually.

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