{"id":15215,"date":"2021-03-12T15:37:36","date_gmt":"2021-03-12T20:37:36","guid":{"rendered":"https:\/\/www.3playmedia.com\/blog\/the-spending-power-of-people-with-disabilities-can-expand-your-business\/"},"modified":"2025-09-15T21:34:22","modified_gmt":"2025-09-15T21:34:22","slug":"the-spending-power-of-people-with-disabilities-can-expand-your-business","status":"publish","type":"post","link":"https:\/\/www.3playmedia.com\/blog\/the-spending-power-of-people-with-disabilities-can-expand-your-business\/","title":{"rendered":"The Spending Power of People with Disabilities Can Expand Your Business"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-dark alignfull p-post-header has-global-padding is-content-justification-center is-layout-constrained wp-block-group-is-layout-constrained has-background is-style-dark--1\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--60);background-image:url(&#039;\/wp-content\/themes\/core\/assets\/media\/backgrounds\/hero-wave-blog.svg&#039;);background-position:50% 50%;background-size:cover;\">\n<div class=\"wp-block-group aligngrid has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-buttons aligngrid is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-ghost is-style-reversed is-style-ghost--2\"><a class=\"wp-block-button__link wp-element-button\" href=\"\/blog\">Blog<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0\"\/>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center aligngrid is-layout-flex wp-container-core-columns-is-layout-008400e6 wp-block-columns-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div style=\"padding-bottom:0;padding-top:0;\" class=\"is-style-category wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Accessibility<\/span><\/li><\/ul><\/div>\n\n<h1 style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;\" class=\"alignwide wp-block-post-title\">The Spending Power of People with Disabilities Can Expand Your Business<\/h1>\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9116416d wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30)\"><div class=\"has-text-align-left wp-block-post-author-name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/ajbeltis\/\" target=\"_self\" class=\"wp-block-post-author-name__link\">Aj Beltis<\/a><\/div>\n\n\n<p>\u2022<\/p>\n\n\n<div class=\"has-text-align-left wp-block-post-date has-10-font-size\"><time datetime=\"2021-03-12T15:37:36+00:00\">March 12, 2021<\/time><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><figure class=\"alignfull alignfull wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"550\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/.\/USFSP-Deep-Dive-Header-Image-4-2.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:1rem;object-fit:cover;\" srcset=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/USFSP-Deep-Dive-Header-Image-4-2.png 1400w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/USFSP-Deep-Dive-Header-Image-4-2-300x118.png 300w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/USFSP-Deep-Dive-Header-Image-4-2-1024x402.png 1024w, https:\/\/www.3playmedia.com\/wp-content\/uploads\/USFSP-Deep-Dive-Header-Image-4-2-768x302.png 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/figure><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">During <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.3playmedia.com\/access\/\">3Play Media\u2019s ACCESS at Home Event<\/a><\/strong><\/span><span style=\"font-weight: 400;\">, Journalist Emily Yates mentioned the concept known in the United Kingdom as The Purple Pound and how it can expand your business. It represents the billions that businesses lose out on due to a lack of digital or physical accessibility.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In total, disabled people and the members of their household wield \u00a3274 billion (~$383 billion) in spending power in the UK \u2013 and it\u2019s estimated that businesses lose out on \u00a324 billion (~$34 billion) per year by ignoring the needs of disabled people.\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/wearepurple.org.uk\/wp-content\/uploads\/2018\/01\/The_Purple_Pound.jpg\"><i><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-22691 \" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/The_Purple_Pound.jpg\" alt=\"The Purple Pound\" width=\"610\" height=\"406\" \/><span style=\"text-decoration: underline;\"><strong>Image Source: We Are Purple<\/strong><\/span><\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The implication of the Purple Pound is not limited to our friends across the pond. Here in the United States, a similarly untapped market exists. <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.cdc.gov\/ncbddd\/disabilityandhealth\/infographic-disability-impacts-all.html\">According to the CDC<\/a><\/strong><\/span><span style=\"font-weight: 400;\">, more than <\/span><b>60 million (or 26% of) American adults<\/b><span style=\"font-weight: 400;\"> live with a disability \u2013 ranging from a mobility issue to an inability to see or hear well. This constitutes a massive amount of people whose needs are oftentimes not met during a commerce experience, causing businesses to lose out on revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All in all, disabled working-age Americans earn an estimated annual income of <\/span><a href=\"https:\/\/www.air.org\/resource\/hidden-market-purchasing-power-working-age-adults-disabilities\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>$490 billion<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\"> and have an estimated annual discretionary income of more than $20 billion \u2013 not to mention the spending power of the friends, family, and professional network of those with disabilities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This poses a question to all entrepreneurs hoping to expand their business \u2013 <\/span><b>how can a business, its product(s), and\/or its service(s) be made more accessible<\/b><span style=\"font-weight: 400;\">? An investment into accessibility is an investment in a multi-billion dollar market, composed of millions of buyers, who have a network of millions more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And on top of that \u2013 it\u2019s the right thing to do.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below, we cover three simple yet effective ways to impact your bottom line for the better through accessibility.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Expand Your Business By Becoming More Accessible<\/span><\/h2>\n<h3>1. Make Your Website More Accessible<\/h3>\n<p><span style=\"font-weight: 400;\">By failing to make your website accessible, you set up your business for a potentially <\/span><a href=\"https:\/\/www.3playmedia.com\/blog\/5-takeaways-from-the-2020-accessibility-lawsuit-report\/\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>costly accessibility lawsuit<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\"> \u2013 which only serves to hinder the ability for you to expand your business.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-22651 alignleft\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/manscrren-300x300.png\" alt=\"cartoon man touching a screen\" width=\"185\" height=\"185\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As a rule of thumb, businesses should strive to make their websites <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.3playmedia.com\/blog\/tips-for-ada-compliance\/\">ADA compliant<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> \u2013 particularly businesses with online stores and\/or businesses that have a publicly accessible location. Making a website accessible not only helps avoid these lawsuits, but also increases the chance of securing the business of somebody with a disability.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.cnbc.com\/2018\/12\/11\/80percent-of-young-people-made-an-impulse-buy-online-this-yearheres-why.html\">80% of younger shoppers<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> make impulse purchases online \u2013 but if your e-commerce site is not fully accessible, you run the risk of losing the sale to younger shoppers with disabilities that prevent them from understanding your product page without a screen reader or adding an item to their cart if they can\u2019t use a mouse.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Progress towards a more accessible website can be made with simple, effective methods, such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.3playmedia.com\/blog\/alt-text-marketing\/\">Adding alt text<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> to your images to make images readable to those using screen readers.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adding captions to videos on your website (we\u2019ll cover this one in-depth momentarily) for those who are deaf or hard of hearing.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Adding <\/span><a href=\"https:\/\/www.w3.org\/TR\/WCAG20-TECHS\/G178.html\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>a toggle to increase website text size<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\"> for those who have vision impairments.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ensuring your website can be navigated without a mouse for those who use alternate methods of website navigation.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These fixes require little effort and investment but have the potential to exponentially expand your business by appealing to this vast audience. <\/span><\/p>\n<h3>2. Add Captions to Your Videos<\/h3>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-22653 alignright\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/2025\/09\/funfetti-300x300-1.png\" alt=\"funfetti\" width=\"195\" height=\"195\" \/>Video is one of the most impactful channels for a purchasing decision, with businesses relying on it for their marketing and sales efforts. <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.brightcove.com\/en\/company\/press\/new-research-brightcove-finds-video-content-impacts-product-and-service-purchases-particularly-\">Brightcove<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> found that 76% of consumers have purchased a product or service after viewing a video \u2013 and that statistic makes complete sense. Video captures the authenticity of a user\u2019s testimonial in a case study, shows the ease-of-use of a product in a demo video, and generates excitement for an online ad in a way that an image or the written word can\u2019t always do.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, without captions, videos that feature voiceover or someone speaking on camera make it difficult or even impossible for those who are hard of hearing to understand the intended message. The sentiment of a satisfied customer or the pitch outlined by your marketing team is lost, causing frustration among certain viewers \u2013 and perhaps costing you a sale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fortunately, <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.3playmedia.com\/blog\/customers-compare-competitors\/\">captioning your online videos is affordable and easy<\/a><\/strong><\/span><span style=\"font-weight: 400;\">, and it can make all the difference to somebody who relies on captioning. <\/span><\/p>\n<h3>3. Think of Workarounds<\/h3>\n<p><span style=\"font-weight: 400;\">The thought of developing accessible solutions <\/span><i><span style=\"font-weight: 400;\">purely<\/span><\/i><span style=\"font-weight: 400;\"> for accessibility purposes is simply too limiting. Oftentimes, accessibility innovations end up seeing wide use by both those with and without disabilities.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-22625 alignleft\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/thumb-03-30-2021-wbnr-300x300.jpg\" alt=\"thumb-03-30-2021-wbnr\" width=\"139\" height=\"139\" \/><\/p>\n<p><span style=\"font-weight: 400;\">For example, curb cuts \u2013 which were <\/span><a href=\"https:\/\/www.independentliving.org\/docs3\/brown99a.html\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>originally designed<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\"> for wheelchair users to access sidewalks \u2013 can be used by parents pushing strollers or cyclists getting off a main road. A flat, long door lever \u2013 a necessity for those unable to grip and turn a traditional doorknob \u2013 is also a favorite for those who have their hands full and can\u2019t put down what they are carrying. Lastly, while video captions may be essential for those who are hard of hearing, they\u2019re also <\/span><a href=\"https:\/\/www.3playmedia.com\/blog\/who-uses-closed-captions-not-just-the-deaf-or-hard-of-hearing\/\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>used by those who are not hard of hearing<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\"> for enhanced clarity, understanding another language, or added focus.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you work to make an aspect of your business more accessible for some, you may find that you\u2019ve made it better for all \u2013 which, naturally, could yield a chance to expand your business and generate more revenue. This success can only come with the mindset that accessibility measures can improve the overall situation for more people than you were intending.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Expand Your Business Through Accessibility<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s making adjustments to your physical location to allow more people to enter your store, making your website more accessible to online visitors, or expanding the power of your video\u2019s messaging with captioning, making your products and services more accessible is a sure-fire way to expand your business. The spending power of people with disabilities is not to be ignored, so start planning ways to tap into this market \u2013 your new customers and their large networks will reward you for it.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/go.3playmedia.com\/wp-10tips\">Start Making Your Web Videos Accessible Today!<\/a><\/strong><\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/go.3playmedia.com\/wp-10tips\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-22693\" src=\"https:\/\/www.3playmedia.com\/wp-content\/uploads\/USFSP-Deep-Dive-Header-Image-5-1.jpg\" alt=\"10 Tips for Making Web Video Accessible: Download the free white paper\" width=\"570\" height=\"224\" \/><\/a><\/p>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" style=\"margin-bottom:0\"\/>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-6c28011a wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-right:0;padding-bottom:0\">\n<p style=\"margin-top:0\">Filed under<\/p>\n\n\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"is-style-pills wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/blog\/\" class=\"wp-block-tribe-terms__link t-category\">Blog<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/enterprise\/\" class=\"wp-block-tribe-terms__link t-category\">Enterprise<\/a><\/li><li class=\"wp-block-tribe-terms__term\"><a href=\"https:\/\/www.3playmedia.com\/blog\/tag\/web-accessibility\/\" class=\"wp-block-tribe-terms__link t-category\">Web Accessibility<\/a><\/li><\/ul><\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-dda23514 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--40);padding-right:0;padding-bottom:var(--wp--preset--spacing--40)\">\n<p style=\"margin-top:0\">About the author<\/p>\n\n\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/b6663c5be2ce3687d8b6415e3d18857839cd12f15979750dca6602c96938a0f4?s=96&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/b6663c5be2ce3687d8b6415e3d18857839cd12f15979750dca6602c96938a0f4?s=192&#038;d=mm&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.3playmedia.com\/blog\/author\/ajbeltis\/\" target=\"_self\">Aj Beltis<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p style=\"margin-bottom:0\">Share this page<\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe217b39 wp-block-group-is-layout-constrained\">\n<p><\/p>\n\n\n\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-95ca00fe wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #767676; 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It represents the billions that businesses lose out on due to a lack of digital or physical accessibility.\u00a0 In total, disabled people and the members&#8230;<\/p>\n","protected":false},"author":34,"featured_media":5325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[8,68,21],"industry":[],"resource_type":[92],"class_list":["post-15215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessibility","tag-blog","tag-enterprise","tag-web-accessibility"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Spending Power of People with Disabilities Can Expand Your Business<\/title>\n<meta name=\"description\" content=\"Making your business more accessible for some can make it better for all. 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