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Accessibility Moves from Obligation to Opportunity
The US disability consumer market is expected to reach $675 billion this year, and people with disabilities account for $107 billion in annual discretionary income, roughly 7% of total US disposable income, per Disability:IN and the American Institutes for Research (AIR).
The data: The US disability consumer market is expected to reach $675 billion this year, and people with disabilities account for $107 billion in annual discretionary income, roughly 7% of total US disposable income, per Disability:IN and the American Institutes for Research (AIR).
That forecast arrives at a time when retailers are moving to capture that underserved audience:
- Sephora is rolling out its Quiet Hours initiative globally after a pilot in 32 stores across eight markets.
- Walmart offers daily sensory-friendly hours and vision-accessibility tools across its US footprint.
Zooming in: Though consumers with disabilities have lower average income than non-disabled ones, there’s still a sizable opportunity for retailers to make inroads with a sizable share of consumers. Brands that invest in serving these consumers stand to unlock meaningful gains.
Some are developing specialized products that can appeal to a broader audience. Last year, Primark began incorporating inclusive and sensory-friendly features, including removing neck labels from T-shirts, hoodies, sweatshirts, and pajamas and introducing seamless socks—changes that resonate well beyond consumers with sensory sensitivities.
