People with some form of learning or thinking disability account for 15% of the population, with $1.9 trillion in annual disposable income globally. Yet, 60% of Americans say they don’t have a clear understanding of what learning and thinking differences are, according to new research from Kantar and Understood.org.
The report also found that diversity and inclusion drive purchase decisions among almost 8 in 10 people worldwide. The more consumers feel connected to a brand through their values and overall mission, the more likely they are to purchase from that company.
If retailers don’t understand the different disabilities that are out there, how can they then cater to these audiences who still hold buying power?
“Diversity and inclusion are basic needs, especially for people who experience barriers in their life, whether physical or mental,” says Valeria Piaggio, Global Head of DEI at Kantar. “Diversity and inclusion has to do with safety, a sense of belonging, and feeling respected and valued. Brands need to think differently about what it means to be inclusive, to be diverse and realize that as we think about people, the average consumer is likely to have a characteristic that makes them misunderstood or misserved.”
How to Encourage Diversity
Businesses have a responsibility to end discrimination, since it most often happens in commercial areas. According to the report, 58% of consumers who have experienced discrimination say it happened in a commercial location. Eighteen percent report it happened while they were shopping and 14% report it happened at a hospitality place (hotel, restaurant, etc.).
Even if you don’t think discrimination is happening at your business, it could very well be going on behind your back. This is why it’s crucial to properly train your employees and customer service representatives to prevent discrimination to customers.
Piaggio offers some advice to retailers on how to train your employees to help prevent discrimination:
- Remove All Biases
“One of the things that needs to be addressed is biases,” notes Piaggio. “We all have biases and they go in all different directions, from someone who looks different to someone who acts a different way or has an accent. So interrupting that bias, no matter what it may be, is the first step.”
- Treat Everyone With Respect
According to Piaggio, every single customer that comes into contact with your brand needs to be respected as an equal. Everyone has different needs, and it doesn’t have to be the result of a disability. It can simply be a mom carrying around a child in a stroller or someone using crutches.
“The same is the case when someone has an invisible disability, and those can be more hard to manage for businesses with teams and customers,” Piaggio says.
- Begin Inclusivity at Home
In order for your customers to feel respected and welcomed, Piaggio suggests that retailers make sure you’re serving your own teams and employees with respect and inclusion. The individuals that are supported in their learning journey ultimately succeed and thrive within an organization.
“This manifests in how people treat customers. There is a ripple effect with respect,” notes Piaggio. “In many cases, it can help with retention, performance, morale, and inspire more creativity and innovation. We have proof based on our studies that customers who see companies standing up and supporting their employees in different ways cause them to be loyal to those companies.”
Going Beyond ADA Requirements
When it comes to physical storefronts, there are strict regulations in the U.S. under the Americans with Disabilities Act (ADA) that have created accessibility for people with mobility barriers. There are also a plethora of e-commerce regulations to ensure people with disabilities can easily access your website.
While these have been the main emphasis for businesses thus far, Piaggio explains that she is now seeing retailers going beyond just the physical needs to also be inclusive to those who are on the spectrum or who have a learning disability.
“For example, offering a more quiet shopping environment can provide a feeling of calm and safety for people who are neurodivergent. Retailers are finding other ways to better the shopping experience,” she says.
The report highlighted an example of this quiet shopping experience, stating that during the back-to-school season in 2023, Wal-Mart tried making their stores more friendly to neurodivergent customers by turning down the music, lowering the lights and changing the TV section to static screens.
After receiving positive feedback from this initiative, the retail conglomerate has decided to continue this program by offering sensory-friendly hours from 8am – 10am year round.
“Inclusion is key for brand growth,” says Piaggio. “Especially in the U.S., there is a very diverse population with a high buying power, sometimes in specific categories. By offering more access to these customers, they will not only grow your business, but they can also drive others to help grow your business.”
