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Disability inclusion—a win-win brand strategy

An inclusive brand is a strong brand. In honor of Disability Awareness Day, let’s take a look at what your organization may be missing out on if it’s not inclusive.

According to the Centers for Disease Control (CDC), 61 million adults in the United States live with a disability. This could be mobility, hearing, vision or other types of disabilities. Although we have 26% of adults in America living with a disability, brands are yet to embrace the disabled community as part of their workforce or as customers. This is a grave mistake. Inclusion, which includes people with disabilities, should be a key part of your brand strategy.

Disability inclusion is a win for your brand and community at large. Here are a few reasons:

  • People with disabilities represent an untapped talent pool—employers of people with disabilities observe many benefits, including loyalty, increased productivity and higher retention rates.
  • Disability inclusion drives innovation and growth—diversification leads to innovation. In addition, people with disabilities are accustomed to overcoming barriers. Astute problem solvers and creative thinkers are a plus to any organization.
  • People with disabilities and their loved ones make up a significant portion of the consumer base—there is a growing desire for people to spend their money with brands that validate them and those they care about.
  • Competitive advantage—according to a study by Accenture, disability-inclusive organizations outperformed their competitors in delivering higher shareholder returns.

Each brand holds the key to effect great change in society. What a brand stands for and how it does business has the power to change our communities. By demonstrating disability inclusion in your organization, you do your part to normalize people living with disabilities as valuable members of our society.

Make a commitment to create an inclusive brand today.

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