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Marketing to Americans with Disabilities

DateFeb, 1997
Pages168
Price / format$1375 / Online Download

$1 375 

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Abstract:
 Now 50% off the original sale price of $2,750.
Approximately 26 million Americans are severely disabled. This Packaged Facts report describes who the disabled are; what their diverse needs and sensitivities are; what barriers currently prevent them from participating fully in conventional shopping experiences; and what strategies marketers and retailers can use to overcome these barriers. The report includes: demographics; estimates of the market's size and forecasts for growth through 2001; analysis of consumer experiences; and examples of campaigns that have effectively targeted today s consumers with disabilities. Individual sections are available.


Table of contents:
  1. Executive Summary
    Introduction
    • America's Newest Market
    • Definition of Terms

    Demographics
    • Nearly 52 Million Americans Have One or More Disabilities
    • Nearly 26 Million Are Severely Disabled
    • Functional Limitations Affect 36 Million
    • Table 1-1: Prevalence of Functional Disabilities by Type, 1996 (number and percent): Difficulty Performing, Serious Disability
    • Nearly 2 Million Adults Use Wheelchairs
    • Some 8 Million Have Difficulties with ADLs
    • IADL Disabilities Affect 12.3 Million
    • More Than 7 Million Have a Mental or Emotional Disability
    • Work Disabilities Affect 17 Million
    • Disability Rate Rises with Age
    • Most People with Disabilities Are Adults of Working Age
    • Majority of People with Disabilities Are Married
    • Lack of Education Strongly Tied to Disability
    • One-Third of People with Disabilities Are Employed
    • Employed People with Disabilities Earn Less
    • Severely Disabled Share Common Experiences
    • Similarly Disabled Share Similar Experiences
    • Yet the Last Thing People with Disabilities Want Is Pity
    • Values That Motivate Mature Behavior Relevant to People
    • with Disabilities
    • Figure 1-1: Projected Growth of U.S. Population of People with Disabilities, 1996-2001 (number)

    Market Size and Growth
    • Market Estimated at $796 Billion, to Top $1 Trillion in Next Five Years

    People with Disabilities as Consumers
    • People with Disabilities Have Money to Spend
    • People with Disabilities Highly Motivated to Consume
    • in Certain Areas
    • Access Is Single Most Important Issue

    Media Targeted to People with Disabilities
    • People with Disabilities Rely Heavily on Media
    • Kaleidoscope: the First Disability Network

    Marketing to People with Disabilities
    • Featuring People with Disabilities Is Good Way to Start
    • Use Positive Images, Pictures, and Testimonials
    • Values That Motivate Mature Consumers Also Apply
    • to Disabled Market

    Scope and Methodology
    • Report Focuses on Non-Institutionalized People with Disabilities
    • Methodology
  2. Introduction
    Introduction
    • People with Disabilities: America's Newest, Multifaceted Market
    • A Shift in Focus to Universal Design
    • Definition of Terms
    • Substantial Limits to "Major Life Activities"
  3. Demographics
    Population
    • A Note on Population Estimates
    • Nearly 52 Million Americans Have One or More Disabilities
    • Nearly 26 Million Have Severe Disability
    • Functional Limitations Affect 36 Million
    • Climbing Stairs a Difficulty for Nearly 19 Million
    • Walking Three City Blocks Also a Challenge
    • More Than 17 Million Have Difficulty Lifting and
    • Carrying 10 Pounds
    • Hearing Impairments Affect Almost 12 Million
    • Visual Impairments Affect More Than 10 Million
    • More Than 2 Million Cannot Speak Intelligibly
    • Table 3-1: Prevalence of Functional Disabilities by Type, 1996 (number and percent): Difficulty Performing, Serious Disability
    • Nearly 2 Million Adults Use Wheelchairs
    • Disabilities Likely to Occur in Groups
    • Some 8 Million Have Difficulties with ADLs
    • Getting Out of Bed or Chair Is Most Common ADL Disability
    • Table 3-2: Persons with ADL Disabilities, 1991-1992 (number and percent): Getting Out of Bed or Chair, Bathing, Getting Around Inside the House, Dressing, Toileting, Eating
    • ADL Disabilities Also Occur in Groups
    • IADL Disabilities Affect 12.3 Million
    • Getting Around Outside the Home the Most Common IADL Disability
    • Table 3-3: Instrumental Activities of Daily Living (IADL) Disabilities by Type, 1996 (number and percent): Getting Around the House, Doing Light Housework, Preparing Meals, Keeping Track of Money and Bills, Using the Telephone Nearly Three-Quarters Require Help
    • More Than 7 Million Have a Mental or Emotional Disability
    • Work Disabilities Affect 17 Million
    • Causes of Disability
    • Table 3-4: Causes of Disability, 1996 (number and percent): Eight Conditions Causing Disability
    • Disability Rate Rises with Age
    • Figure 3-1: Disability Rate by Age, 1992 (percent): Under 18 Years to 85 and Older
    • Severity of Disabilities Also Increase with Age
    • Figure 3-2: Severity Rate of Disabilities by Age, 1992 (percent): Under 18 Years to 85 and Older
    • Yet Most People with Disabilities Are Adults of Working Age
    • Table 3-5: People with Disabilities by Age, 1996 (number and percent): Less than Age 15 to Age 65 and Older
    • Disability Rates in Children
    • Disability Rate Higher Among Females
    • Asians and Hispanics Show Lowest Disability Rates
    • Table 3-6: Disability Rate by Race, 1996 (number and percent): White, African-American, Native American, Hispanic, Asian/Pacific Islander
    • Regional Distribution of Disabilities
    • Figure 3-3: Regional Distribution of People with Disabilities vs. General Population, 1996 (percent): South, Midwest, West, Northeast
    • Majority of People with Disabilities Are Urban Dwellers
    • Table 3-7: Distribution of People with Disabilities by Locality (number and percent): Metro Area-Not Central City, Central City, Non-Urban

    Family Status
    • Majority of People with Disabilities Are Married
    • Table 3-8: Living Arrangements: People with Disabilities vs. General Population, 1992 (percent): Family Householder or Spouse, Married/Spouse Present, Nonfamily Householder Living Alone, Child of Householder

    Education
    • Lack of Education Strongly Tied to Disability
    • Table 3-9: Education and Disability, 1992 (percent): Did Not Graduate From High School, High School Graduate, Some College, College Graduate
    • Disabilities Prevent Education
    • Education Prevents Disabilities

    Employment and Economic Status
    • One-Third of People with Disabilities Are Employed
    • Slight Disabilities Not a Major Deterrent to Employment
    • Table 3-10: Employment Rates by Disability Status, 1992 (percent): Non-Disabled, Slightly Disabled, Severely Disabled
    • Terminology Reflects Psychological Barriers
    • Hearing-Impaired the Most Likely to Be Employed
    • Table 3-11: Employment Status of Persons 21-64: By Type of Disability, 1992 (number and percent): 33 Types of Disability
    • People with Disabilities Found in All Occupations, But Cluster in Blue-Collar Trades
    • Table 3-12: Distribution of Workers: By Selected Occupations and Disability Status, 1992 (number and percent): 20 Occupations
    • ADA Outlaws Employment Discrimination
    • But Legislation Only Half the Battle
    • Disability and Low Income Are Closely Tied
    • Table 3-13: Ratio of Income to Low-Income Threshold: Disabled vs. Non-Disabled, 1992 (number and percent): Less Than 1.00 to 4.00 and Over
    • People with Disabilities Comprise Majority of Public Assistance Recipients
    • Table 3-14: Means-Tested Public Assistance: Disabled vs. Non-Disabled, 1992 (number and percent): Cash, Food Stamps, Housing, Cash and Food Stamps, All 3 Benefits, Food Stamps Only, No Assistance Employed People with Disabilities Earn Less
    • Table 3-15: Mean Monthly Earnings of Disabled vs. Non-Disabled: By Age and Education, 1992 (dollars)
    • Hearing Impaired Closest to Achieving Parity
    • Table 3-16: Mean Monthly Earnings of Workers: By Disability Type, 1992 (dollars): 37 Characteristics
    • Third-Party Health Coverage Another Factor in Employment and Income
    • Table 3-17: Health Insurance Coverage: By Disability Status, 1992 (percent): Persons 15-64

    Psychographic Issues
    • People with Non-Severe Disabilities as Diverse as Population at Large
    • But People with Severe Disabilities Share Common Experiences
    • People with Severe Disabilities Linked by Isolation
    • People with Similar Disabilities Share Similar Experiences
    • Experience Leads to Shared Feelings of Invisibility and Frustration
    • Yet the Last Thing People with Disabilities Want Is Pity
    • Values That Motivate Mature Behavior Also Relevant to People
    • with Disabilities
    • Autonomy and Self-Sufficiency
    • Drive for Connectedness Is Nearly as Strong
    • Birth Cohorts Give Insight to Mental Landscape of Mature Americans
    • Four Birth Cohorts Describe Today's Mature Americans
    • Depression Cohort Is Source of Many Current Stereotypes
    • About Aging
    • World War II Cohort
    • Eisenhower Generation a Good Warm-Up to Baby Boomers
    • Boomers I Represent First Wave of Baby Boomers

    Disability Profile: People with Visual Impairments
    • More Than 10 Million Are Visually Impaired
    • Approximately 1.1 Million Are Legally Blind
    • Visual Impairments Increase with Age
    • Aging of Eye and Vision Impairment Are Separate Conditions
    • Visual Impairments Among Children and Young Adults
    • Prenatal Cataract Is Leading Cause of Blindness in Children
    • Leading Causes of Blindness in General Population
    • Macular Degeneration Primarily Affects Caucasians
    • Glaucoma More Prevalent Among African-Americans
    • Cataracts a Greater Problem Than Diagnosed
    • Diabetes Is Leading Cause of New Blindness in Adults Under 75
    • Retinitis Pigmentosa Is Leading Cause of Inherited Blindness
    • Other Causes of Blindness
    • Lower Economic Groups at Greater Risk
    • Use of Assistive Devices Among the Visually Impaired
    • Attitudes Regarding Blindness
    • Blindness Greatly Feared
    • Yet Public Sympathetic to Persons with Vision Impairments
    • The Vision-Impaired Themselves Report Slightly
    • More Negative Attitudes
    • Respondents Reported Mixed Emotions About Interacting
    • with Vision-Impaired Individuals
    • Public Largely Unaware of Services Available
    • The Impact of Vision Loss on Daily Life

    Disability Profile: People with Hearing Impairments
    • Nearly 12 Million People Have Impaired Hearing
    • Four Primary Causes of Hearing Loss
    • Deafness Largely Hereditary; Hearing Loss Largely Environmental
    • Hearing Acuity Also Diminishes with Age
    • "Deaf" vs. "Hard of Hearing"
    • Majority of Deaf Children Born to Hearing Parents—and Vice Versa
    • Educational and Communication Concerns of the Deaf
    • Forms of Communication Available to the Deaf
    • Social Isolation of the Deaf Community
    • Deaf Populations Concentrate in Major Cities of East and West Coasts
    • Employment of the Hearing Impaired

    Disability Profile: Wheelchair Users
    • One of Many Kinds of Mobility Limitations
    • Wheelchair Users Increasingly Young and Demanding
    • Some 619,000 with Head or Spinal Cord Injuries
    • Spinal Cord Injuries Predominantly Affect Young Men
    • SCIs Increasingly Affect Blacks, Hispanics, and Asians
    • Car Accidents the Leading Cause, Followed by Gunshot Wounds
    • Extent of Injuries
    • Today, Most People with SCIs Return Home
    • People with SCIs Most Often Single
    • Employment Is Also Affected
    • Lifetime Costs Can Be Staggering
    • Life Expectancy Also Reduced
    • New Injury, New Attitudes
  4. The Market
    Market Size and Growth
    • Market Estimated at $796 Billion
    • Methodology

    Factors Affecting Market Growth
    • Disability Rate Destined to Rise
    • Assistive Devices May Reduce Effect of Disabilities
    • Higher Education of Boomers May Also Reduce Disability Rate
    • ADA, Technology, and Education Likely to Increase Income
    • of Those with Disabilities
    • Acceptance of Universal Design Products by Mainstream Markets
    • Positive Experiences with ADA Compliance Will Fuel
    • Additional Market Growth
    • Figure 4-1: Projected Growth of U.S. Market for People with Disabilities, 1996-2001 (dollars)

    Projected Market Growth
    • Market Will Top $1 Trillion in Next Five Years
    • Table 4-1: Projected Growth of Market for People with Disabilities, 1996-2001 (number and dollars): Number of People with Disabilities, Per Capita Income, Aggregate Income
  5. People With Disabilities As Consumers
    Spending on Consumer Products and Services
    • People with Disabilities Have Money to Spend
    • No Data on Spending Patterns
    • People with Disabilities Highly Motivated to Consume
    • in Certain Areas
    • People with Disabilities Spend Billions on Assistive Technologies
    • HME Retail Stores
    • Many Types of Assistive Devices

    At the Retail Level
    • Access Is Single Most Important Issue
    • ADA Sets the Standards
    • Beyond Curbcuts and Ramps
    • Establishing Policies Is a Start
    • Employee Education a Must
    • Access Is an Evolving Concept
    • Listening to Customers
    • Little Amenities Make a Big Difference
    • Establish Systems
    • Rethink Signage
    • Sign Location Is Key
    • Lighting Also a Consideration
    • Special Services Can Have Big Appeal
    • Accommodate, Don't Discriminate

    Retailer Profile: The Home Depot
    • Focus on Customer Service Includes Shoppers with Disabilities
    • An Eye on Aging Homeowners
    • Knowledgeable Sales Staff
    • Lighting and Signage Also Clear and Easily Readable
    • A Proud Sponsor of the Paralympics
  6. Media Targeted To People With Disabilities
    Overview
    • No Comprehensive Data on Media Usage by People with Disabilities
    • Mature Adults Are Major Media Consumers
    • People with Severe Disabilities Also Rely on Media More

    Television
    • Older Adults Watch More Television Than 18- to 49-Year-Olds
    • People with Disabilities Also Likely to Watch More Television
    • Mature Viewers Watch Evenings and Mornings; Not Late-Night
    • Growth of Cable Creates New Programming Options
    • Kaleidoscope Gives People with Disabilities Their First Network
    • News, Movies, and Sports Most Frequently Watched
    • by Mature Audiences
    • Mature Viewers Prefer Adventure, Romance, and the Triumph
    • of Good Over Evil
    • Few Gender Differences Among Mature Audiences
    • For Oldest Americans, Television Is Lifeline

    Radio
    • Radio Enjoyed by All But Those with Severe Hearing Impairments
    • Radio Is Portable, Intimate
    • Radio Particularly Popular with Mature Audiences

    Print
    • Variety of Publications Target People with Disabilities
    • ABILITY Magazine Reaches 165,000 Monthly
    • Counterpoint: The National Newspaper for Special Education
    • Exceptional Parent Reaches 320,000 Monthly
    • Table 6-1: Children's Needs, As Described by Readers of
    • Exceptional Parent, 1994 (percent): Toileting, Eating, Bathing,
    • Dressing, Communicating, Mobility, Technology/Computer,
    • Recreation/Exercise
    • Mainstream Seeks to Change Attitudes
    • New Mobility Strives to "Enrich, Empower, and Entertain"
    • Many Publications Targeted to Mature Americans Also
    • Acknowledge Those with Disabilities
    • Print Advertising Earns Most Respect from Mature Consumers
    • Growing List of Publications Targeted Specifically
    • to Mature Audiences
    • Modern Maturity, the Largest-Circulation Mature Market Magazine
    • New Choices Focuses on "Living Even Better After 50"
    • McCall's Silver a Special Insert
    • Other Mature Market Titles

    Direct Mail
    • Direct Mail Offers Obvious Advantages for the Mobility-Impaired
    • Home Shopping Appeals to Mature Consumers
    • Younger Adults with Disabilities Even More at Ease
    • with Home Shopping
    • Hundreds of Catalogs Aimed at Mature Shoppers; Growing List
    • for Those with Disabilities
    • Clothing Tops List of Items Purchased
    • Mature Consumers Read Direct Mail, Too
    • Pay Attention to Terminology in Direct Marketing Materials
    • At Least Two Lists Available
    • Information Is Valued
    • Deaf Community May Be Resistant to Mail-Order Marketing

    Alternative Media
    • Computers a Standard Tool for People with Disabilities
    • Use of Electronic Media Growing Among Mature Users
    • SeniorNet—An Electronic Forum for the Mature Market
    • Primelife Advisory Network Seeks Electronic Input
    • Another PrimeLife Bills Itself as "Intermag"
  7. Marketing To People With Disabilities
    Marketing Fundamentals
    • Accessibility Comes First
    • Don't Overlook Diversity of Market
    • Picturing a Person with Disabilities Often the Easiest and
    • Best Way to Start
    • Including People with Disabilities Demonstrates Customer Service
    • Use Positive Images, Pictures, and Testimonials
    • Eliminate Images That Portray Dependency, Helplessness,
    • or Vulnerability
    • Don't Overpromise
    • Make Use of Physicians, Therapists, and
    • Other Indirect Marketing Methods
    • Values That Motivate Mature Consumers Also Apply to People
    • with Disabilities
    • Autonomy and Self-Sufficiency Are Half of Equation...
    • ...Balanced by Social and Spiritual Connectedness
    • Altruism Tied to Social and Spiritual Connectedness
    • Personal Growth Also a Goal
    • Revitalization Reinforces Internal Self-Renewal
    • The Most Effective Ads Reflect Two or More Values
    • Don't Allow Attention to One Value to Undermine Importance
    • of Another
    • Diversity Also a Good Theme for Marketing
    • Test Market Any Humor
    • Some Practical Considerations

    Use of Language When Marketing to People with Disabilities
    • Language Can Empower or Alienate

    Use of Celebrities When Marketing to People with Disabilities
    • People with Disabilities Love Celebrities with Disabilities
    • ...Also Enjoy Seeing Non-Disabled Celebrities
    • Celebrity Chosen Should Have Logical Tie to Endorsed
    • Product or Intended Audience

    Appendix I: Examples Of Advertising
    Appendix II: Addresses Of Selected Resources For People With Disabilities





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