By: Rina Sawyer
In today’s world, businesses are increasingly focusing on diversity and inclusion, yet one significant demographic often remains overlooked: the Disability Market. With a buying power of over $2 trillion, including seniors, this market holds immense potential. Angela Fowler, CEO of Real Life Access, specializes in helping businesses enhance their accessibility through user experience (UX)-guided design. In this interview, she shares her insights on why businesses continue to overlook this demographic and how they can successfully tap into its buying power.
The Overlooked Potential of the Disability Market
When asked why so many businesses still overlook the Disability Market, Fowler explains, “People look at things through the lens of their own experience until and unless someone comes along and broadens that lens.” This is a powerful reminder that businesses often operate with blind spots, especially when it comes to demographics they may not interact with directly.
Fowler emphasizes that it’s crucial for companies to expand their perspectives, incorporating accessibility not only as a legal requirement but as a valuable opportunity. “The buying power of people with disabilities is much larger than most realize,” she notes, “and businesses that fail to engage this market are leaving money on the table.”
Success Stories: Tapping into the Disability Market
Some organizations have already begun leveraging the potential of the Disability Market. Fowler points to the U.S. Department of Veterans Affairs (VA) as an example. “Leaning on user research and a team of accessibility professionals—some of whom have disabilities—the VA has taken tremendous strides toward making their veteran-facing sites accessible to people with disabilities,” she shares. The VA’s success illustrates the importance of investing in accessibility expertise and user feedback to create a more inclusive digital presence.
Digital Accessibility: A Critical Component of Success
In today’s market, where online shopping and digital services dominate, digital accessibility is essential. Fowler is unequivocal about its importance. “Digital accessibility is critical,” she asserts. “The great majority of websites are inaccessible, yet people with disabilities command a buying market of over $2 trillion.”
Fowler explains that companies with accessible digital platforms stand to gain significantly from this untapped market. However, many still make common mistakes that alienate potential customers. “The most common mistakes fall into two categories: labeling and keyboard accessibility,” she explains. For example, clickable elements on websites often lack text labels, making them inaccessible to visually impaired users. Similarly, when clickable elements require a mouse, they become unusable for individuals who rely on keyboard navigation.
Navigating Laws and Regulations
One of the barriers businesses face in reaching the Disability Market is confusion around disability laws. Fowler acknowledges that while laws like the Americans with Disabilities Act (ADA) are vital, they can also be misinterpreted. “Disability law is inconsistently enforced and often misunderstood,” she explains. “This, combined with media reports of unscrupulous lawyers suing small businesses for minor violations, too often hinders productive dialogue.”
Rather than focusing solely on legal compliance, Fowler advises her clients to strive for accessibility as a core value. “I tell clients, strive for accessibility, and the law will very likely take care of itself,” she says. At the same time, she emphasizes the importance of disability law, especially in large government agencies and corporations where bureaucracy can prevent progress without legal mandates.
Looking Ahead: Trends in the Disability Market
Looking to the future, Fowler identifies an important trend that businesses must consider: the aging population. “As the population ages, the number of potential customers with disabilities will increase,” she says. Interestingly, most government statistics on disability do not account for individuals over the age of 64, yet they represent a growing customer base with unique accessibility needs.
For businesses, this demographic shift presents both a challenge and an opportunity. Companies that adapt their products, services, and digital platforms to be more accessible will be better positioned to capture this expanding market.
Why Accessibility Matters to Angela Fowler
For Fowler, the topic of disability is deeply personal. “I’ve lived it all my life,” she shares. “I’ve lived with the rampant societal misunderstandings of it, and I’ve seen the often overzealous attempts on the part of disability advocates to correct those misunderstandings.” This lived experience informs her passion for accessibility and drives her work with Real Life Access.
Fowler’s mission is clear: to help businesses understand the value of the Disability Market and equip them with the tools they need to serve it effectively. By broadening their perspective on accessibility, companies can not only comply with the law but also open doors to a vast and underserved market.
Angela Fowler’s insights underscore the importance of accessibility in today’s business world. With a buying power of over $2 trillion, the Disability Market represents a significant opportunity for businesses willing to invest in accessible design and user experience. As the population ages and the number of people with disabilities grows, companies that prioritize accessibility will be well-positioned for success. By leaning on expert advice, user feedback, and a genuine commitment to inclusion, businesses can create environments—both digital and physical—where everyone can thrive.
Learn More About Real Life Access Today!
Linked In: Angela Fowler
Published by: Holy Minoza
