There has been a growing push for brands to improve the visibility of disabled people in their communications and product lines. This was given a boost during London Fashion Week when a model with a double amputee and the next one suffering from multiple sclerosis, arrived at an Oscars party with her cane.
Known as the ‘purple pound’ in the UK, reveals: BUSINESSES LOSE APPROXIMATELY £2 BILLION A MONTH BY IGNORING THE NEEDS OF DISABLED PEOPLE. We, in DM2Agency, pointed almost 2 years ago, River Island campaign featuring children with Down’s syndrome:
“Advertising can have a massive impact and people need to see that these individuals still have emotions, dreams, aspirations the same as anyone else… and they need to be seen as equals at all times.”
The more you think strategic – where you are not just looking to secure the short-term goals, but rather to create a long-term relationship and sale, where you know exactly your prospective clients – the more your business will achieve.
1 in 5 – more than 1 in 5 potential UK consumers have a disability
£2 billion – businesses lose approximately £2 billion a month by ignoring the needs of disabled people
£16 billion – taking averages per head, the online spending power of disabled people is estimated at over £16 billion
£11.75 billion – estimates show that the 4.3 million disabled online shoppers, who click away from inaccessible websites, have a combined spending power of £11.75 billion in the UK
‘Purple Tuesday’ action is about creating a step change improvement in the awareness of the value and needs of disabled customers.
Can you afford to lose your future clients?
Do you know how to reach your ideal client’s sensitivity?