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What if I told you there’s a huge, under-served consumer group that you can market to in such a way that it will improve all your marketing? Bet you’d be pretty interested. Good news: There is. And, if that’s not incentive enough, failing to address their needs could get you sued under a major federal law.
That consumer group is people with disabilities. More than a quarter (26%) of adults in the United States have some type of disability. Their annual disposable income is nearly $500 billion. In the U.K. 22% of the total population have a disability. They and their families are a $288 billion market, according to We Are Purple, a U.K. non-profit supporting people with disabilities. Globally, disabled people, on their own, have $1.15 trillion in annual disposable income, according to the same report.
Connecting with them requires implementing accessible marketing. That’s when products, services, media and marketing are consciously designed so everyone (including people with disabilities or impairments) can experience them.
Optimizing your digital marketing this way is a win/win, says Anastasia Leng, founder & CEO of Creative X, a global, integrated creative agency.
“It has both performance and brand benefits,” says Leng, who is visually impaired. “For the cynical marketers who aren’t convinced of the value of making their ads accessible for social inclusion reasons, think of it this way: Providing alt text, adding subtitles, checking ads for contrast, and ensuring a minimum text
Read more here: https://martech.org/optimizing-the-online-experience-for-disabilities-improves-it-for-all-customers/