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Accessible business

Disabled people form a significant market - worth an estimated £80 billion a year in the UK alone. Yet your business could be missing out if your premises are unwelcoming to disabled people.

There is a clear business case, as well as a legal case under the Disability Discrimination Act, for every company to address the needs and expectations of both current and potential disabled customers.

Working with disabled customers will have a positive impact on a number of areas of your business:

  • Access to a profitable market
  • Improved customer service for all customers
  • Improved reputation with disabled customers, their friends and families, who have an estimated combined spending power of £80bn.
  • The growing number of customers interested in corporate social responsibility. One fifth of all consumers now reject or boycott a product on the grounds of social responsibility.
  • Potential employees - disabled and non-disabled - who are attracted to work with a good reputation

'The Walk Away £' survey of disabled customers' opinions

In 2006 we undertook a survey, in partnership with the Royal Association for Disability and Rehabilitation, into the opinions and shopping habits of disabled customers.

It found that in 2005, 83% of disabled people 'walked away' from making a purchase, unable or unwilling to do so. The most important factor was inaccessible premises. This is despite the fact that the Disability Discrimination Act prohibits discrimination by anyone who provides goods, facilities or services to members of the public whether paid for or free.

Other important factors included: lack of physical adjustments in store; that staff were rude or appeared prejudiced; that products were poorly designed for the person's impairment; as well as that staff weren't disability aware.

Other factors included: inaccessible websites; inaccessible telephone systems; inaccessible printed information; poor reputation for disability awareness; inflexible service or unwillingness to make adjustments.

47% complained about the poor service they received; 34% did not complain

78% were unable to purchase a product or service at least once over the last year. 19% experienced this frequently; 35% occasionally. These underserved customers who are unable to buy the products and services they need, represent a significant market.