Yes, There Are Jerks in Our Midst Too

Despite what many people may believe, and I can speak as a person with a disability, people with disabilities are not "special", "courageous", or "inspirational". In fact, like everywhere else, there are quite a few jerks in our flock too. They keep us grounded and help us to not see ourselves as saints, and I thank them for that.

All kidding aside, people with disabilities are no different from people without disabilities, and this is even true when it comes to what influences our buying habits.

People with and without disabilities are discriminating consumers. Both groups have the same range of attitudes, perceptions, behaviours, and preferences. Furthermore, competitive prices, and value and quality in services and products are equally important in each group's purchasing decisions. Put simply, people with disabilities want the same products and services as people without disabilities.

What is different is that this growing population segment of consumers with disabilities often goes unnoticed in the corporate world when it comes to marketing campaigns, product and service delivery, and innovations and development. This is even happening in a time when businesses must compete if they want to attract and retain customers. Businesses have to work harder than ever before to keep customers and/or find new market niches in order to survive, and marketing to people with disabilities provides them an opportunity to remain and move forward in business.

Many businesses are missing out on the opportunities to capitalize on the rising income of many people with disabilities - many of whom have more discretionary income than the general population. Ignoring this segment in many cases has created a ripple effect in potential lost revenue. That is, if people with disabilities had felt they cannot access a service or product, their families, co-workers, staff, colleagues, clients and friends may not use it either - especially if it was a joint experience - for example, going out for a business lunch or to the movies, because the site is inaccessible. By effectively serving all customers - those with and without disabilities, a business will feel a changed public perception towards them. This will encourage more increased sales, loyalty, and goodwill. Businesses will sell more products and services when they effectively serve the needs of people with disabilities, and the general public will value them more for doing so.

Marketing to people with disabilities is more than just using politically correct wording, having designated disabled parking outside one's business, or showing people with disabilities in promotions. It is about heightening one's credibility, improving one's image, and building customer confidence amongst consumers with disabilities by understanding their market culture and doing comprehensive internal and external planning to reach them.

Over 16% of the Canadian population have disabilities. With our aging population coupled with people living longer (and not necessarily in good health), it also makes good economic sense to become more prepared to serve this customer base. The Baby Boomers are a demanding and influential market now and will be in the future. In addition, at the other end of the spectrum, the same can be said of children, youth, and younger adults with disabilities. They are increasing in numbers as well. People with disabilities want to patronize companies who understand their needs and demonstrate a commitment to addressing them.

By 2010, it is estimated that 25% of the Canadian population will have disabilities. So is there an opportunity to market to people with disabilities? You bet! And coming back to the topic of jerks, are there opportunities to market to jerks with disabilities? Yes, but don't tell them I told you so.

 

Written by Margo Bok