Frontiers in Multicultural Marketing: The Disabilities Market
The multicultural segment that is the disabilities market consists of 750,000,000 people worldwide and is growing rapidly. About 20% of the population of the Unites States is disabled; 25% of the population of the European Union is disabled. The authors argue that all firms should study this market carefully. It is crucial for the corporate world to make their products disabled-friendly, run advertisements that show the disabled using products, and create new products for this growing market. Firms that ignore the disabled market are being myopic and foolish.