People with Disabilities — The World’s Largest Emerging Market

October 14, 2015

By Mark Steele, eSSENTIAL Accessibility

The world’s largest emerging market, right under your nose. People with Disabilities (PWD) are positioned to be the focus of brands within the next five years. Controlling $8 trillion dollars in disposable income, People with Disabilities, together with their friends and family represent 53% of global consumers.

The ANA, along with Essential Accessibility, wants brands to understand and capture this market. To highlight this opportunity, a new category was created in the ANA Multicultural Excellence Awards in 2014. For the first time, a deep dive session was held focusing on the disability market at the 2014 ANA Multicultural Marketing & Diversity Conference.

At the 2014 conference, Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors winning the first ever, Best-in-Show award for the "Trust Your Power" campaign. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.

As the 2015 Conference approaches, the ANA is excited to work with our partners to unveil this “Emerging Giant” in the disability market. The focus needs to shift from the size and scope of the market to the data and strategies required by brands that attract and capture these consumers. As brands enter this market, we will highlight excellence through our awards program and bring those nuggets of knowledge forward at ANA events. 


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