Advertising is a powerful medium that influences and redefines culture. Be more inclusive of people with disabilities in advertisements, and this market will not only be culturally engaged, but motivated to contribute with their wallets. Businesses that recognize this early on reap the rewards of including this large demographic – and remain competitive in an U.S. economy that will be weighed down by the pressures of increased Social Security payouts, higher health care expenses, and changing preferences of an increasingly older country.
The market for people with disabilities (PWDs) is growing rapidly, fueled by aging baby boomers experiencing a disability for the first time in their lives, and people with long-term disabilities who have benefited from recent medical advances.
Often, PWD consumers expect companies they buy their products from to understand their disability. For companies to succeed in this market, it requires a unique approach to collecting, interpreting and analyzing information about the part of the market that is relevant to their business. Without this data, it can be a challenge to properly market products and services to the specific PWD groups.
A seasoned finance industry veteran who was born profoundly deaf, Michael Janger is uniquely positioned, as a person with a disability, to intuitively understand, analyze and act on PWD market information, and deliver effective results for companies seeking a competitive edge in the diverse and fast-evolving PWD market.
Michael Janger Consulting offers market research, strategic planning, and financial analysis for the PWD market.