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Marketing to Americans with Disabilities
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Feb 1, 1997
168 Pages - Pub ID: LA465
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- 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
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"
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
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
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
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"
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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