You would never guess that a movie with Ben Affleck inspired us to write this…


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?


About the Author:

DOROTA IWANKIEWICZ, FCIM | Senior Strategic/Marketing Professional | External&Internal Branding Specialist | CIPD & CILEx member Dorota combines 20 years of experience and constant development in the range of influencing people as a senior marketing/strategic professional and a managing director conducting manufacturer's projects. As a senior marketing professional: she accompanies DM2 Agency’s clients to achieve their defined goals, using knowledge and rich resources from neuromarketing, behaviourism, psycholinguistics. Dorota is the author of an educational programme about the art of persuasion, protected by the intellectual property law and implemented by the best Polish universities, and she is a co-leader of business workshops cooperating with the top law’s firm from City London. Her portfolio, gathered for many years, represents examples of effective marketing&PR campaigns eg. VISA, Mastercard, GSK, British America Tobacco, Geberit. She was a leader in European transitional programme (cooperation: Poland and UK) focused on training systems in order to develop employability, improving the labour market according to EU programme Europe 2020 growth and jobs strategy. Dorota is future-focused, inquisitive and open-minded; seeks out evolving and innovative ways to add an irresistible value to the clients/organisations. She consistently leads by example, acts with integrity, impartiality and independence, balancing individual, organisation and legal parameters. EXPERTISE: Leadership and Management | Communications strategy | Negotiations | Neuromarketing | Public Relations | Employer Branding | Employment Law | Psycholinguistics

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