How could a business increase its growth by 20%?
In today’s fast-paced market, businesses constantly search for new opportunities to increase growth. Yet, one market is often overlooked despite its vast potential: people with disabilities (PWD). With 21.4% of Australians living with a disability or a lived experience of disability, and one in three people interacting daily with someone who has a disability, the disability community represents a significant and untapped consumer base.
Recent studies, including research from the Dylan Alcott Foundation, reveal that over 60% of businesses lack an “Inclusion Attraction Strategy” for their products and services. Even more startling, nearly 50% of businesses have not considered people with disabilities as part of their target market. This gap represents a missed opportunity not only to support inclusion but also to drive substantial business growth.
The purchasing behaviour of people with disabilities highlights the potential impact of inclusive practices. A person with a disability is three times less likely to purchase from a business that does not demonstrate inclusivity in its commercial practices. Conversely, people with disabilities often go out of their way to support businesses that actively engage with their community. This means that by prioritising inclusion, businesses could attract a loyal and growing customer base willing to invest in brands that reflect their values.
Employers and businesses can tap into this opportunity by fostering inclusion at every level. Start by having open and proactive conversations about hiring people with disabilities and ensuring your workplace reflects diversity. Including people with disabilities in the design, development, and testing of products ensures they are fit for purpose and meet the unique needs of this community. Authentic representation in brand awareness campaigns and product promotions can further strengthen trust and loyalty among consumers with disabilities.
Innovation is another area where inclusion can drive growth. By involving people with disabilities in test cohorts and development projects, businesses can uncover unique insights that may lead to the creation of niche products with significant market potential. These initiatives not only improve accessibility but also position the business as a leader in inclusive innovation.
At AimBig Employment, we know that authenticity is key to success in this space. Businesses that genuinely prioritise inclusion can enhance their brand value, expand their customer base, and better serve a community often overlooked. By engaging with people with disabilities, businesses not only drive growth but also contribute to creating a more equitable and inclusive society.
If your business is ready to embrace this untapped opportunity, the rewards could be transformative, not just for your bottom line, but for the people you serve. It’s time to think differently, act inclusively, and grow exponentially.
