Under the Influence with Terry O'Reilly Yes I Can: Marketing to People with Disabilities
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Jun 7, 2025 Dive into the fascinating world of marketing to people with disabilities, a often overlooked yet powerful consumer segment. Discover the curb cut effect, revealing how accessibility innovations benefit everyone. Explore the economic clout of disabled individuals, with their staggering $490 billion in purchasing power. Learn about ground-breaking campaigns that shift perceptions and celebrate the achievements of disabled athletes. This discussion highlights the importance of inclusivity in advertising, showcasing both ethical and strategic advantages for brands.
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The Curb Cut Effect Insight
- Accessibility features designed for disabled people often benefit everyone, which is called the "curb cut effect."
- Examples include curb cuts, electric toothbrushes, audiobooks, cruise control, and closed captioning.
Huge Market Ignored by Marketers
- People with disabilities control a huge purchasing power, about half a trillion dollars in North America alone.
- Yet, only 1% of commercials represent them, showing a major marketing blind spot.
IKEA's ThisAbles Add-On Story
- Eldar Yusupov, a man with cerebral palsy, pitched IKEA to add simple attachments to existing products for accessibility.
- IKEA collaborated on add-ons, creating ThisAbles, enabling disabled people to use regular furniture more easily worldwide.