As part of CCRW’s ongoing Trends Report series, our third installment explores a crucial yet often overlooked topic: consumer spending by people with disabilities. With over one-quarter of Canadians identifying as having a disability, businesses can no longer afford to overlook this powerful demographic in their marketing and inclusion strategies.

The Economic Power of Disability Inclusion

People with disabilities represent a market segment with immense purchasing power. In Canada alone, this group commands an estimated $55 billion annually, with approximately $25 billion spent on goods and services. Globally, the World Economic Forum estimates that people with disabilities and their families account for 54% of the global economy, a staggering $13 trillion market.

Employing individuals with disabilities isn’t just a win for social equity—it’s an economic driver. Employment increases their purchasing power, fuels consumer demand, and grows tax revenue from both earnings and spending. These contributions benefit sectors like infrastructure and healthcare while also reducing social and healthcare expenditures.

An Overlooked Market

Despite their economic significance, people with disabilities remain an underserved and underrepresented market. Many businesses fail to offer inclusive products and accessible shopping experiences, leaving this valuable segment with limited choices. Misrepresentation or exclusion in marketing and media further alienates these consumers.

Addressing these gaps represents a significant opportunity for growth. Nielsen research highlights that:

The impact of representation extends to social media, where creators with disabilities generate 21.4% more media value and 20.5% more interactions compared to their non-disabled counterparts.

Why Inclusion is Good for Business

Incorporating accessibility and representation into business practices does more than expand your customer base—it builds brand loyalty. When businesses champion disability inclusion, they not only tap into an underserved market but also foster trust with a broader audience.

As we move toward a more inclusive future, understanding the financial and societal benefits of disability inclusion is key. Stay tuned for the next section of our Trends Report, where we’ll explore how disability inclusion in the workplace directly benefits businesses’ bottom lines.

Discover more insights and explore how your organization can leverage accessibility to reach its full potential by visiting CCRW’s resources:

Disability Confidence Toolkit

2024 Trends Report Installments

Untapped Talent Job Board

Sources

Ontario Chamber of Commerce (2017, November 17). Inclusivity and accessibility: A smart business decision.https://occ.ca/inclusivity-and-accessibility-a-smart-business-decision/

The Conference Board of Canada. (2014, May). Business benefits of accessible workplaces. https://www.conferenceboard.ca/wp-content/uploads/woocommerce_uploads/reports/6264_AccessibleWorkplaces_BR_AV.pdf

Blanck, P., Hyseni, F., Goodman, N. (2023). Economic inclusion and empowerment of people with disabilities. In Rioux, M.H., Viera, J., Buettgen, A., Zubrow, E. (Eds.) Handbook of Disability. Springer, Singapore. https://doi.org/10.1007/978-981-16-1278-7_81-1

Tompa, E., Mofidi, A., Jetha, A., Lahey, P., & Buettgen, A. (2022). Development and implementation of a framework for estimating the economic benefits of an accessible and inclusive society. Equality, Diversity and Inclusion, 41(3), 318-339. https://www.doi.org/10.1108/EDI-07-2020-0186

Goodman, N. (2015). The impact of employment on the health status and health care costs of working-age people with disabilities. U.S. Department of Labor, Office of Disability Employment Policy. https://leadcenter.org/wp-content/uploads/2021/07/impact_of_employment_health_status_health_care_costs_0.pdf

Dawson, B., & Donovan, R. (2024, November 7). Understanding the disability market: The irrefutable business case. Abilities Magazine. https://www.abilities.ca/abilities-magazine/a-call-to-action-2/

United Nations Department of Economic and Social Affairs (n.d.) Disability and the Media. https://www.un.org/development/desa/disabilities/resources/disability-and-the-media.html

Burbank, J. (2024, April). Measuring the impact of consumers with disabilities. Nielsen. https://www.nielsen.com/news-center/2017/measuring-impact-consumers-disabilities/

Nielsen. (2023, July). With limited inclusive content in traditional media, brands and people with disabilities are finding representation on social media.https://www.nielsen.com/insights/2023/with-limited-inclusive-content-in-traditional-media-brands-and-people-with-disabilities-are-finding-representation-on-social-media/