Want to Reach a Trillion-Dollar Market? Don’t Ignore People With
\nDisabilities <\/p>\n
By Daryl C. Hannah <\/p>\n
October 28, 2008 <\/p>\n
Keywords: people with disabilities, trillion-dollar market,
\nAmericans, multicultural marketing, diversity jobs, buying power,
\nworkplace, statistics, diverse <\/p>\n
Is your company missing out on a trillion-dollar market? It is if it
\nignores people with disabilities. With $1 trillion, including $220
\nbillion in discretionary income, people with disabilities have the
\nmost buying power of any traditionally underrepresented group,
\naccording to data from the U.S. Census Bureau. <\/p>\n
Buying power, or disposable income, is the total personal income
\navailable after taxes. Total annual buying power in the United States
\nexceeded $10 trillion for the first time in 2007 and is projected to
\nbe $13 trillion in 2012. Multicultural markets, which will account for
\nmore than a fifth of total buying power this year, account for the
\nlion’s share of that growth. And leading the way are people with
\ndisabilities. <\/p>\n
Here’s what you should know about the buying power of people with
\ndisabilities: <\/p>\n
* More than one in five Americans, approximately 54 million, have a
\ndisability, making people with disabilities the largest traditionally
\nunderrepresented group in the nation. Sources: U.S. Census Bureau,
\n2000; The National Organization on Disability\/Harris Interactive poll
\nof Americans with Disabilities, 2004 <\/p>\n
* Thirty percent of the nation’s 69.6 million families have at least
\none member with a disability. Sources: U.S. Census Bureau, 2000; The
\nNational Organization on Disability\/Harris Interactive poll of
\nAmericans with Disabilities, 2004 <\/p>\n
* Seventy-two percent of people with disabilities are likely to
\nupgrade to a product’s latest model. Sources: U.S. Census Bureau,
\n2000; Witeck-Combs Communications\/Harris Interactive poll, 2005; The
\nNational Organization on Disability\/Harris Interactive poll of
\nAmericans with Disabilities, 2004 <\/p>\n
* Sixty-two percent of people with disabilities say they are likely
\nto do business with companies that have a commitment to diversity and
\nequal treatment of employees. Sources: U.S. Census Bureau, 2000;
\nWiteck-Combs Communications\/Harris Interactive poll, 2005; The
\nNational Organization on Disability\/Harris Interactive poll of
\nAmericans with Disabilities, 2004 <\/p>\n
* Seventy-three percent of people with disabilities are heads of
\nhousehold. Sources: “Within Our Reach: Findings and Recommendations of
\nthe National Task Force on Technology and Disability,” 2000; Simmons
\nMarket Research Bureau, 2000 <\/p>\n
* People with disabilities spend $13.6 billion on 31.7 million trips
\neach year. Sources: Travel Industry Association of America\/Harris
\nInteractive\/Open Doors\/Society for Accessible Travel and Hospitality
\nSurvey, 2002; The National Organization on Disability\/Harris
\nInteractive poll of Americans with Disabilities, 2004 <\/p>\n
* About $3.3 billion is spent annually by travelers with disabilities
\nin the airline industry. Sources: Travel Industry Association of
\nAmerica\/Harris Interactive\/Open Doors\/Society for Accessible Travel
\nand Hospitality Survey, 2002; The National Organization on
\nDisability\/Harris Interactive poll of Americans with Disabilities,
\n2004 <\/p>\n
* Travelers with disabilities each year spend $4.2 billion in the
\nlodging industry. Sources: Travel Industry Association of
\nAmerica\/Harris Interactive\/Open Doors\/Society for Accessible Travel
\nand Hospitality Survey, 2002; The National Organization on
\nDisability\/Harris Interactive poll of Americans with Disabilities,
\n2004 <\/p>\n
* A 12 percent increase in revenue in the hospitality industry is
\nattributed, in part, to consumers with disabilities. Sources: Travel
\nIndustry Association of America\/Harris Interactive\/Open Doors\/Society
\nfor Accessible Travel and Hospitality Survey, 2002; The National
\nOrganization on Disability\/Harris Interactive poll of Americans with
\nDisabilities, 2004 <\/p>\n
* Four out of 10 members of the traveling public are Americans with
\ndisabilities and their companions. Sources: Travel Industry
\nAssociation of America\/Harris Interactive\/Open Doors\/Society for
\nAccessible Travel and Hospitality Survey, 2002; The National
\nOrganization on Disability\/Harris Interactive poll of Americans with
\nDisabilities, 2004 <\/p>\n
Note: Multiple sources were listed in this article written by Daryl
\nC. Hannah<\/p>\n
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Want to Reach a Trillion-Dollar Market? Don’t Ignore People With Disabilities By Daryl C. Hannah October 28, 2008 Keywords: people with disabilities, trillion-dollar market, Americans, multicultural marketing, diversity jobs, buying power, workplace, statistics, diverse Is your company missing out on…<\/p>\n