Office of Disability Issues (ODI)
Publication date: August 2010
The report describes the compelling case for small and medium size enterprises (SMEs) to focus on disabled people as customers, offers recommendations for improvements in the way messages on accessibility and inclusiveness are promoted and a Communications Action Plan for key stakeholders.
The report highlights the business opportunity disabled customers entail. Disabled consumers are a sizeable yet poorly addressed segment of the consumer market worth £80 billion p.a.1 For an average business disabled customers may account for up to 20% of the customer base. The risk of losing custom to a more accessible competitor is high as consumer experiences of disabled people affect the choices of families and friends. The case provides examples of small businesses that have successfully addressed disabled customer requirements.
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