Disability: Separate but Equal Doesn't Work

Employers need to recognize that people with disabilities are an important part of their workforce and are valuable consumers with disposable incomes. People with disabilities represent significant portions of our population and are unemployed or underemployed. Treating people with disabilities separately from the general population is not acceptable and is bad for business.

Business Case

The current economy is in turmoil with market volatility at historically high levels. It is difficult to predict what the stock market will do from day-to-day; however, not everything is difficult to predict. There are currently 78 million baby boomers and, according to the U. S. Census Bureau, about 50 million Americans have disabilities. That number is going to grow regardless of economic performance. As the population ages, mobility and visual/auditory acuity become more limited, resulting in disabilities in an estimated 40 percent of the population over age 65. In addition, the majority of baby boomers plan to continue to work past traditional retirement age.

Accessibility is critical to future business performance. Employers need to consider accommodations within the workplace to keep employees productive as well as tap into the available underutilized workforce. Most accommodations are not expensive and could even be offset by tax credits or help from government or charitable organizations. The Department of Labor’s Office of Disability Employment Policy (ODEP) provides significant resources and knowledge to help employers overcome limitations to productive employment.

On the revenue side, it is important to recognize that people with disabilities have an annual buying power of $3 trillion and an aggregate income of $220 billion. This market is growing as the population ages and is an important consumer demographic. Imagine a situation where a product is available for sale online via a fully accessible website versus the same product that is available in a store that is not accessible to someone who is visually impaired. The sale of the accessible item is advantaged. It isn’t just a matter of convenience; the sale can be a matter of ability. People can’t purchase what they can’t access.

Universal Design

Universal design strives to be a solution that helps everyone, not just people with disabilities. In addition, universal design recognizes the importance of ascetics as well as accessibility. An elderly person with arthritis, a mother with a small toddler trying to juggle shopping bags, and a person with a physical handicap all win when we design items that can be opened with one hand.

Employers that design career websites that are fully accessible gain access to a broader pool of candidates and make it easier for all candidates to navigate their websites. Nearly one in four people are colorblind. Reviewing the contrast of text and graphics for legibility can be the difference between a potential candidate applying for your position or working for your competition.

Become a Leader

Change and opportunity demand leadership. Act now to address accessibility issues by identifying internal “champions” to promote accessibility as a competitive advantage. Make the business case, including the internal return on investment (increased productivity, lower turnover, diverse workforce) and the financial return of more sales and a larger market share of a growing demographic. Moreover, focus on designing universal solutions that advantage everyone. Separate but equal did not work before and it isn’t going to work in the future. The companies that win in the future will find ways to incorporate the changing demographics of the workforce and consumer into their daily business routines.