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How to accommodate customers with disabilities

by CONSTANCE EXLEY

People with disabilities are a large and underserved consumer group. Did you know that approximately 1 in 4 Americans over the age of 15 has at least one disability? Or that 42% of baby boomers age 65 or older have one or more disabilities? Making your business accessible to them can have a positive impact on its reputation, longterm sustainability and bottom line.

Language matters

People with disabilities often say the most challenging barrier to overcome is other people’s attitudes. Educate yourself and your staff about the various types of disabilities and what is considered respectful language. Language is dynamic and ever evolving, but a good practice is to use people-first language—for example, “person with a disability,” “people with epilepsy” or “individual who uses a wheelchair.” If in doubt, just ask the person what term they prefer.

Removing barriers

Many people are surprised to learn that 70% of disabilities are not visible. This means that stairs aren’t the main barrier for most people with disabilities. A customer with low vision might need to have information read out loud. A customer with a speech disability may need you to repeat, rephrase or write down what you’ve heard. A customer with joint pain might appreciate being able to sit down while being served.

In addition to letting customers know that they can request assistance from you, there are other barriers you can easily eliminate, such as clearing pathways, placing items within reach, offering accessible versions of written and digital materials, ensuring signs are clear and easy to read, providing adequate lighting and offering sensory-friendly shopping times.

Spread the word

A website designed in a way that people with disabilities can easily navigate is also a good investment. Doing so makes it easier to use for everyone, improves search engine optimization and can attract new customers. Aim to meet the international standards for website accessibility outlined in the Web Content Accessibility Guidelines (w3.org).

The question to ask yourself is not why your business should be more accessible to people with disabilities, but rather how you can make life easier for those customers.

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