Brands are powerful. They can significantly raise awareness and interests of critical societal issues like health, safety, environment, diversity, and inclusivity. They could even create life-changing customer experiences through unique products and services catered to underserved population. One such underserved group is a segment with one billion people globally – the disabled people.
For most of us, our everyday activities, like getting necessities, commuting to school or work, enjoying entertainment, are on ‘autopilot,’ so to speak. But that is not the case for the disabled. They are disabled by the society we live in, by default. Sarah Newton MP, Minister for Disabled People, Health and Work of the United Kingdom (2017-2019), says: “Brands have the power to change the way that society thinks about disability. By collaborating with disabled people, by considering their needs in your product design, and by reflecting their lives in your campaigns, you have the power to make sure that no disabled consumer is left behind.”