Association of National Advertisers (ANA) Spotlights eSSENTIAL Accessibility and the Untapped Disability Market.
If you haven’t yet had a chance to review the August issue of ANA Magazine, you won’t want to miss “Untapped Potential.” This feature article zeroes in on the largely ignored – yet potentially lucrative – disability consumer market, and highlights the brands that are starting to get it right.
People with disabilities, their family members and their friends are a significant segment. Over a billion people with disabilities around the world control $1.2 trillion in disposable income. Yet more than nine out of 10 brands have disregarded this group in their marketing efforts.
Simon Dermer, eSSENTIAL Accessibility’s managing director, spoke with ANA Magazine for this story. “Businesses have historically viewed [this market] through the philanthropic or the regulatory lens,” Dermer says in the article. “But what’s increasingly happening now is recognition that this is a consumer segment.” Rich Donovan, CEO of The Return on Disability Group and executive chairman of eSSENTIAL Accessibility, provides insights about how brands can step up their game when it comes to connecting with this marketplace.
You can learn more about tapping into the disability sector at ANA’s upcoming Multicultural Marketing & Diversity Conference. This all-star event happens November 8 to 10 in Miami. Last year, ANA partnered with eSSENTIAL Accessibility to introduce the People with Disabilities category to the Multicultural Excellence Awards and the conference. This year, you will hear about groundbreaking advertising work being done in this category. You’ll also hear from other leaders in the multicultural marketing industry, and you’ll participate in enriching networking opportunities. Visit www.ana.net/2015multi
to find out more.