BUSINESSES

Customers are more likely to buy from companies that reflect their own values. Brands that welcome disabled customers by providing the assistance and facilities they need and that emphasise inclusivity in their branding and advertising can win new, loyal customers. The global ‘Purple Dollar’ – the collective spending power of disabled customers and their families – is estimated to be in the region of $8 trillion. However, less than ten per cent of businesses have a defined strategy for targeting this market.