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Does your company have in mind people with disabilities as customers?

| Albert Vilario Alonso | LinkedIn

1/3/16 10:07

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Note: This article was first published in spanish and can be found here.

Lynne Everatt

One of my last readings of overdue documents, all those PDF we download and
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save because they seem interesting but we leave for times when you have a
moment to read them calmly, was an interesting report published in July 2015,
sponsored by the spanish CERMI (the Spanish Committee of Representatives of

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People with Disabilities) and conducted by the Centre for the Study of the
Behavior of ESADE entitled "The potential of people with disabilities in the
spanish market".
The report describes the barriers that people with disabilities (PwD from now
on) find in their daily lives and how many of them could be toppled through the
marketing by companies of goods and services aimed at this group of people,

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and which could also benefit at some point in their lives other people such as the
elderly or others for a specified time (in a recovery period of an accident,

https://www.linkedin.com/pulse/does-your-company-have-mind-people-disabilities-vilario-alonso?trk=pulse_spock-articles

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Does your company have in mind people with disabilities as customers? | Albert Vilario Alonso | LinkedIn

1/3/16 10:07

operation, etc.) that have to face those same barriers.


One would think that by now "everything has been invented" and that the specific
needs of PwD are resolved and it is just a matter of finding what you need and
buy it, but it is not in reality. And it is not, in part because the heterogeneity of
needs of PwD is a true obstacle to companies when they have to concrete
opportunities that create real economic value, causing also that the PwD feel
discriminated against. Therefore, it is necessary that the potential market is
segmented based on the inhomogeneity and taking into account both the
augmented market, that product market initially for PWDs but that is likely to
be consumed (directly or with some changes) for the rest of citizens.
Many companies have so far seen disability simply as a resulting obligation
derived from complying with laws rather than an opportunity to increase
business, to have a higher turnover, to mainstream disability in its management,
to be more accountable and to increase its corporate reputation.
The potential market in Spain of PwD is 4,12 million and the average
expenditure of families with at least one PwD is 3.300 million euros annually.
Looks like a good amount of money to provide PwD more services and products
that can be also consumed by that augmented market we mentioned earlier, isnt
it?
PwD, like the rest of human beings, have physical, security, social recognition and
self-realization needs. These needs can be arranged around two main axes:
maintaining the autonomy and the social integration of PwD.
The report specifies the barriers and needs of PwD about housing and
household equipment, food, transportation, information and communications
technology, health, and personal equipment. And from the companies point of
view it informs of what is the situation and the opportunities they see in
each of these needs and the challenges that each sector is facing when it comes to
meeting them.
Companies must identify shared value strategies in order to develop solutions
that facilitate the inclusion of disability in a profitable way. The traditional
segmentation, depending on market needs, should be addressed from the large
macrosegments defined by the types of disability and the needs associated with
each of them (mental, visual, auditory, speech and language, osteoarticular and

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Does your company have in mind people with disabilities as customers? | Albert Vilario Alonso | LinkedIn

1/3/16 10:07

muscular, nervous system).


At the end of the report we can see a series of recommendations, suggested
actions and strategy definition in order to enable the development of
inclusive products (services and systems) based on the needs of potential users
using models of research, production and marketing based on collaboration
between the various stakeholders.
This report is certainly a good starting point for organizations that want to
provide solutions for PwD and others with similar needs due to age or specific
situation, so its reading is highly recommended.

Disabilities, Disability Rights, Disability Discrimination

Written by

Albert Vilario Alonso

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Jack Welch
Executive Chairman, The Jack Welch Management Institute

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