Hershey H. Friedman, Ph.D.
Professor of Business and Marketing
Brooklyn College of the City University of New York
E-mail: x.friedman@att.net
Tomas Lopez-Pumarejo, Ph.D.
Assistant Professor of Marketing
Brooklyn College of the City University of New York
E-mail: samot25@mac.com
Linda Weiser Friedman, Ph.D.
Professor of Computer Information Systems
Baruch College of the City University of New York
E-mail: Linda_Friedman@baruch.cuny.edu

Frontiers in Multicultural Marketing: The Disabilities Market
ABSTRACT
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.
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Frontiers in Multicultural Marketing: The Disabilities Market
Multicultural marketing is not an easy term to define. Traditionally, it has been seen solely as ethnic marketing and, in fact, this is the way most of the scholarly literature sees it. As Burton
(2005) notes, however, some researchers have broadened the definition of multicultural marketing to include the gay and lesbian market. Other scholars also consider age and disability in their discussions of the subject. This paper defines multicultural marketing in a way that is as inclusive as possible. Multicultural marketing is about targeting, communicating, and using differentiated marketing strategies with diverse cultures including ethnic groups, religious groups, nationalities, people living in particular geographic regions, or groups that share common beliefs, values, attitudes or a way of life. This definition includes the disabilities market.
The number of Americans who belong to multicultural groups has grown tremendously during the last decade. By July 2004, according to the Census Bureau, there were 39.23 million
Blacks / African Americans and 41.32 Hispanic / Latinos in the United States (using the “race alone” or “in-combination”; some individuals are members of both groups). Most marketers are aware of the importance of these two ethnic groups and will consider targeting products and services to them. Many of these same marketers will continue to overlook one multicultural group that is considerably larger than either ethnic group – the disabilities market. According to the National Organization on Disability (2006), about 20% of
Americans have a disability. This number will continue to increase as the population ages; it is expected to double in the United States in about 15 years. The world market for products for the disabled is also huge; it is estimated at 750,000,000 individuals (Massachusetts
Department of Education, 2005). About 25% of the population of the European Union has a disability (Backenroth, 2001).
Many of the negative beliefs about the disabled are myths, and are not true. The disabled spend more time online than those who are not disabled, they travel a great deal, and they eat out; they do not sit in their homes 24 hours a day. The disabled population in the United States has an aggregate income of more than one trillion dollars (Chen, 2002). Companies should do the research and determine how important this group is to their business. A simple and effective way to do marketing research with this group is on-line. It is much easier for many of the disabled to respond to on-line surveys than to fill out pencil-and-paper questionnaires
(Chen, 2002).
According to a 2004 National Organization on Disability / Harris Poll (National Organization on Disability, 2004), assistive technology (AT), such as walkers and hearing aids, is important to this market. One third of disabled people feel that they would lose their independence without the use of AT. Fifty-six percent of those with disabilities are likely to feel a bond / common sense of identity with others with disabilities. This percentage has increased, from
47% in the year 2000 (National Organization on Disability, 2004). What this means to
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marketers in the United States and worldwide as well, is that companies have to treat this market with dignity. A firm that offends one disabled group may discover that all disabled groups will be upset with it.
An easy way to reach out to the disabled is to include a disabled individual in a television commercial or print ad. The disabled tend to respond positively to companies that include them in their advertisements. It is important, however, that the advertisements not be perceived as exploitative. Advertisements that work are those that show disabled inidividuals as “regular folks” (Ray and Ryder, 2003). Marketers must very sensitive to this market and – at the very least – not offend them. Nike’s advertisement that described handicapped people with spinal injuries as “drooling and misshapen” caused a big stir (Grimes, 2000). The winner of China’s first “Miss Internet” competition was Chen Fanhong, a disabled woman in a wheelchair. One official disqualified her because, in his words, she had lost her “spring bloom” and used a Chinese word for disabled that has the literal meaning of “damaged and diseased.” The media in China picked up the story and there was a big public outcry over this.
Tin the end, Chen won the “Miss Internet” contest (Pottlinger, 1999).
The disabled include our own family members and, possibly, us. After all, we are all getting older. Creating the correct corporate culture, one that has compassion for the disabled and creates products that satisfy this segment, is the right thing to do and may indeed be necessary for firms that wish to thrive.
Measuring Disabilities
It is very difficult to define the term disability; definitions are a function of the purpose of the one defining the term. If the goal is to provide financial assistance, the definition will be different than if the purpose is for a psychological study. The Americans with Disabilities Act of 1990 (ADA), defines someone with a disability as “a person who has a physical or mental impairment that substantially limits one or more major life activities, a person who has a history or record of such an impairment, or a person who is perceived by others as having such an impairment.” (U.S. Department of Justice, 2005)
There is also no easy way to measure disabilities. Census 2000 (Waldrop and Stern, 2003) used six questions to measure this, each item to be checked “yes” or “no”:
Does this person have any of the following long-lasting conditions: a. Blindness, deafness, or a severe vision or hearing impairment? b. A condition that substantially limits one or more basic physical activities such as walking, climbing stairs, reaching, lifting, or carrying?
Because of a physical, mental, or emotional condition lasting 6 months or more, does this person have any difficulty in doing any of the following activities: a. Learning, remembering, or concentrating?
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b. Dressing, bathing, or getting around inside the home? c. (Answer if this person is 16 YEARS OLD OR OVER.) Going outside the home alone to shop or visit a doctor’s office? d. (Answer if this person is 16 YEARS OLD OR OVER.) Working at a job or business?
Wilkins (2003), in studying the disabilities market in Australia, used 17 screening questions to determine whether or not someone had a disability, for example: “Partial or total loss of sight that is not corrected by lenses.” To have a disability, the problem has to last for a period of 6 months or longer.
Currently, about 20% of American adults have a disability. The major causes of disability are arthritis / rheumatism; back and spine problems; heart trouble and atherosclerosis; lung / respiratory problems; and deafness / hearing problems (Center of Disease Control, 2001).
Disabilities and New Product Development
Countries that have repressed women have abysmal growth rates (Timmer and McClelland,
2004). This is not at all surprising given that they do not have access to the brains and abilities of 50% of the population. Florida (2002) asserts that the most creative cities are those that are tolerant, diverse, and open to creativity. Interestingly, the Gay Index for a region (which measures openness to gays) correlates very strongly with The Creativity Index
(which measures the creative capabilities of a region). One suspects that the same may be true of regions (and companies) that are receptive to the disabled. Regions (and companies) that are open and sensitive to others are probably more creative. Certainly, firms that wish to succeed do not have the luxury of ignoring 20% to 25% of the population -- the disabled.
True corporate diversity means that disabled individuals, as well as women and minorities, all have a “place at the table.” There is considerable evidence relating diversity and growth
(Friedman and Amoo, 2002). Companies that want access to the minds of as much as 25% of the population should hire the disabled and use them to come up with ideas for new products as well as making existing and new products disabled-friendly. Many marketers are discovering that products designed for those with disabilities are often just as helpful to everyone else. These include products such as over-the-bed- tables, can openers, orthopedic pillows, book holders, soft-grip pens, magnifying visors, voice recognition software, text readers, etc.
Individuals with disabilities could be very beneficial in new product development (Friedman,
Lopez-Pumarejo, and Friedman, 2006). Most non-disabled consumers are unaware of the problems that a person with a cane or wheelchair might face. The best way to find out is to ask. Take the story of Tracy Saks. She was divorced for a number of years and realized that there was nothing online for disabled singles. Ms. Saks has multiple sclerosis so it was difficult for her to meet someone. She developed an online niche dating website
( www.specialsinglesonline.com
) in 2004 for this market (Rowland, 2005).
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Dillon Park, the first campground/park that complies fully with the Americans with
Disabilities Act was designed by Don White, an accessibility engineer, who suffered an injury to his spinal cord after a serious automobile accident (Margiotta, 2005).
Harry Herman, a nuclear engineer, broke his ankle and discovered that crutches can cause problems for users; he developed “crutch palsy” which results from nerve damage in the underarms. He started a company, Orthotic Mobility Systems ( http://orthoticmobility.com/ ), and developed the “Sure Foot” cane and the “Strutter” crutch. The “Sure Foot” cane is much more stable and comfortable than a typical cane and allows the user to walk on grass and snow and feel secure. The “Strutter” is considerably more comfortable than traditional crutches and provides additional support (Silva, 2001).
One market that has already expanded greatly thanks to the Americans with Disabilities Act of
1990 is that for assistive technology (AT). The Technology-Related Assistance for
Individuals with Disabilities Act of 1988 (PL 100- 407) defines an AT device as "any item, piece of equipment, or product system whether acquired off the shelf, modified, or customized that is used to increase, maintain or improve functional capabilities of individuals with disabilities." In other words, AT products assist those with disabilities and improves their lives. Berven and Blanck (1998) state that the Americans with Disabilities Act has significantly affected the market for AT devices in “economically positive ways and is creating profit-making opportunities for inventors and manufacturers. AT devices include:
“motorized and customized wheelchairs, augmentative communication devices, vehicle modifications, computer equipment, assistive listening devices, home modifications, work-site modifications, and classroom modifications” (Berven and Blanck, 1999). According to Jossi
(2006), there are currently almost 2,000 companies selling 18,000 AT products. Clearly, there is a huge market for AT devices.
AT devices have been categorized by the Massachusetts Department of Education (2005) as follows:

Aids for Daily Living : Self-help aids for use in activities such as dressing, personal hygiene, bathing, home maintenance, and cooking.

Mobility Aids : Standing/walking aids, transfer aids, wheelchairs and threewheeled chairs, patient lifts.

Educational and Vocational Aids : Computers, adaptive software and job modifications.

Environmental Aids : Worksite/school design or modification, home modification, accessible architecture, adapted furniture, and environmental controls e.g., electronic switches or systems that help a person without mobility to control lights, telephones and appliances.
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
Recreational Aids : Aids that help persons with disabilities to participate in activities like skiing, biking, boating etc.

Communication Aids : Augmentative communication/speech aids, alarm systems, telephone communication aids, assistive listening devices, visual/reading aids.

Seating and Positioning Aid s: Modifications to wheelchairs and other seating that give greater stability to the body and reduction of pressure to the skin, e.g., modular seating, seat lifts and wheelchair cushions.

Transportation Aids : Aids that give independence in personal transportation, such as hand-controls, car-top carriers, custom cars and vans, and child restraint systems.
There is a great need for AT devices; a survey by Carlson et al. (2001) showed that 16.6 million disabled Americans used AT devices such as canes, walkers, wheelchairs, crutches, and equipment to help them get out of bed, dress, eat, use the toilet, shower, and/or get out of the house. In fact, the most commonly used AT devices are canes, walkers, and wheelchairs.
Clearly, the market for such devices is huge. The same study indicated that 14 million disabled Americans lived in homes that were modified in some way to assist them. There are many opportunities for companies making AT devices. Custom Automation Technologies
( http://www.customautomationtech.com/at.htm
) is a custom installation company that provides consumers with home automation products. A number of consumers like the idea of a high-tech home where one can control every appliance, light, audio device, and security device from one touch screen. Many of their products are also ideal for those who are disabled. Indeed, the company website claims that they can make a home that is disabilityfriendly, i.e., one in which someone with a disability can use a touch screen to do many tasks from one touch screen.
As noted above, products developed to help those with disabilities will often be of value to those without disabilities. Companies that create products for the disabled market will develop expertise that will help them with other markets. Arthritis/rheumatism is the major cause of disability; many people, however, have problems with arthritis and are not disabled.
Products made for the disabled should also be popular with the non-disabled who are in the early stages of the disease. For example, people with severe arthritis have a great deal of difficulty opening various types of jars and containers. According to the National Institutes of
Health, more than 20 million Americans suffer from osteoarthritis so we are not talking about a tiny market. By the year 2030, 20% of Americans will be older than 65; this means that 70 million Americans will be at risk for osteoarthritis, a disease that is common with the elderly
(National Institute of Arthritis and Musculoskeletal and Skin Diseases, 2002). Folgers introduced a canister for its coffee that won an ease-of-use commendation by the Arthritis
Foundation. This canister is not only for disabled people but anyone who finds it difficult to open a traditional coffee jar or container. Gardening tools and scissors that are made so that
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the disabled can use them may also be of interest to people who have mild cases of arthritis in their hands. Left-handed people are not disabled, but still prefer products that are leftiefriendly. There are a number of websites selling products for them.
Extreme obesity is a physical disability. There are, however, a large number of obese people
(65% of American adults are overweight or obese according to the National Center for Health
Statistics) who are not disabled and have no problem working. They might very well be interested in products targeted to the very obese. These might include bathing suits that are figure flattering, herbal supplements, special bathtubs, etc.
In order to illustrate the scope of the issues involved in multicultural group marketing to the disabled, this paper examines several broad categories of disability: disabilities due to limitations in vision, hearing, speech, learning, mobility, and mental /emotional functioning.
Marketing to the Visually Impaired
There are more than 10,000,000 people in the United States who are either blind or visually impaired (American Foundation for the Blind, 2006). Age-related diseases such as macular degeneration are the major cause of visual impairment. Unfortunately, this means that the number of visually-impaired individuals will increase dramatically as the 77 million baby boomers in the United States become elderly. While age-related macular degeneration and diabetic retinopathy can cause widespread low vision problems and can result in depression and social isolation, there are a number of lifestyle adaptations, adaptive devices, and rehabilitation services that can help improve functioning and productivity (Brody, 2006). The
American Foundation for the Blind Technology and Employment Center tests products for companies and provides them with valuable information as to their suitability for the visually impaired.
Cantley-Falk (2004) describes the types of problems that arise when a firm ignores the needs of the visually impaired. Some products, such ovens with flat touch screens rather than knobs, are nightmares for the visually impaired. Many products require very slight modifications to make them visually-impaired friendly, e.g., a talking watch or a big button telephone; adding a tiny number that can be felt by the fingertips is also a big plus. Voting machines are being modified so that the visually impaired will be able to vote. The computer industry has done a great deal to make the computer accessible to the blind and visually impaired. In fact, a large number of blind and visually impaired individuals work in the computer industry. They use the Internet and computers to the same degree as the general population American Foundation for the Blind. The major modification is not being able to see the cursor. Of course, the computer keyboard can easily be made usable for the blind via raised letters and numbers that can be felt by the fingertips. Voice recognition software is also making it easy for the visually impaired to work in numerous industries. Those who have vision problems have difficulty with cell phone buttons since they are so small. Some are interested in pre-programmed phones with only a few buttons: one for a relative and one for
911 to be used in an emergency (Wildstrom, 2005).
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Schools are legally required to provide classrooms that allow children with vision problems and dyslexia to have access to computers. A number of companies have solved the problem using devices that include screen magnifiers and speech synthesizers (that convert text to speech). There are “screen reading” programs for those whose vision is so poor that screen magnification is insufficient. These text readers allow individuals with vision impairments to surf the web. Books have evolved from analog representation – i.e., where a real human being reads the book – to a digital format. Digital talking books (DTB) offer many advantages over the analog media which are linear presentations from first to last page. DTBs allow readers to skip around the way people read articles in a journal or magazine. They also allow highlighting and enable the reader to check footnotes and references selectively. There are scanners and machines made for the visually impaired that read printed material; simply place the document or book on it and it will read it.
Marketing to Individuals with Hearing Impairments
According to the National Center for Health Statistics (2006), 32.5 million adults (15% of adults) have hearing problems. There is great demand for, e.g., cell phone and land phone AT products for the hearing impaired. There are alarm clocks that shake the bed and also have an adjustable volume control that makes a very loud sound. Closed-captioned television allows the deaf to watch and enjoy television. Doorbells are a problem for the deaf and there are various door sensors that use lights as well as sounds when someone presses the bell. The same problem exists with smoke detectors; light is essential in addition to sound for the hard of hearing or deaf. The Rochester Institute of Technology’s (RIT) National Technical
Institute for the Deaf is targeted to the hearing impaired who are interested in learning IT and is among the top technical schools in the United States. Being deaf is not much of a disadvantage in IT since most communication is via e-mail.
There is a growing market for talking ATMs (using earphones, for security). Fleet bank spokesman, Steven Lubetkin, said: “There are approximately 54 million Americans with disabilities... Web sites that shut out people with disabilities are tuning out a huge part of the consumer market, the people who could benefit from online services the most” (Stravelli,
2004). There are a number of disabled employees working in Fleet’s Diversity Resource
Group. They help the company make better products that are accessible to the disabled. They also help Fleet find and retain employees with disabilities. Fleet ensures that its telephone banking is accessible to those who are hearing impaired by offering a TDD
(Telecommunications Device for the Deaf) line.
Marketing to Individuals with Speech Impairments
Among children under the age of 18, 4.7% of gilrs and 7.5% of boys have speech impairments
( Jans and Stoddard, 1999). There are numerous possible causes of speech impairment. They include: injuries to the brain, brain tumors, mental retardation, cleft lip or palate, Parkinson’s disease, hearing impairments, stroke, MS, psychological problems, Down’s syndrome, throat
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cancer, and laryngectomy. Speech computers are basically computers with special software to help individuals with speech impairments communicate. Some people with speech impairments simply use a laptop computer as a communication device.
Marketing to Individuals with Mental Illness and Mental Retardation
There are many problems in measuring the incidence of mental retardation in the United
States. A reasonable estimate is that 1% of the people who are not institutionalized are mentally retarded (Kraus, Stoddard, and Gilmartin, 1996). This would translate to about 3 million people. Worldwide, the percentage is between 1% and 3%; it is more prevalent in developing countries because of public health problems such as oxygen deprivation at birth
(World Health Organization, 2001).
A cell phone that only has a few buttons to be used only to reach relatives and 911 would be very helpful for the mentally disabled. One company has a phone that contains a GPS receiver so that its position can be determined (Wildstrom, 2005).
An astounding 28.1% of Americans (this includes those in institutions) had a mental disorder other than retardation in any typical year. However, only 1.8% of Americans have what is considered a serious mental illness (Kraus, Stoddard, and Gilmartin, 1996). These mental disorders include the following: Anxiety disorders (12.6%), substance abuse disorders
(9.5%), affective disorders (9.5%), cognitive impairment (2.7%), antisocial personality disorder (1.5%), schizophrenic disorders (1.1%), and somatization disorders (0.2%). The
World Health Organization (2001) provides charts indicating the prevalence of many diseases, including psychological ones, by gender and for the world, Africa, and the Americas.
Depression is sometimes referred to as the “common cold of mental illness.” According to the National Institute of Mental Health (2006), about 19 million adult Americans
(approximately 10%) suffer from depression each year; this includes those suffering from bipolar (manic-depressive) and dysthymic disorders. Nearly two-thirds do not go for help.
Yet, 80% can benefit from having the illness treated. Worldwide, about 5.8% of men and
9.5% of women will suffer from depression in a typical year. This translates to 121 million people with the depression (World Health Organization, 2001).
Most of the products targeted to those suffering from depression are drugs and herbal cures.
However, there may be other possibilities. Studies show that people who go on frequent vacations are less likely to become depressed or stressed out (Chikani et al., 2005). How about vacations targeted to those prone to depression? What about cruises for those who feel stressed out that also serve foods that are thought to be beneficial to mental health (e.g., fatty fish) — a spa for the mind.
Marketing to Individuals with Dyslexia
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Dyslexia is the most common of learning disabilities with approximately 5 to 17% prevalence among school age children (Shaywitz and Shaywitz, 2001). It is sometimes referred to as the
“hidden disability.” Those with dyslexia typically have difficulty with reading, writing, and spelling. Schools generally provide special education classes for students with dyslexia.
Dyslexia can be a serious problem in the workplace as well (Bartlett and Moody, 2000). For example, following written instructions from a supervisor can be quite difficult for an employee with dyslexia. There are a number of products that can make life easier for a dyslexic (Dyslexia Adult Link, 2006). One product, for example, is a “reading pen” that reads a selected word out loud.
Software that provides the user with a multisensory experience is very helpful for those with learning disabilities. Kurzweil 3000 was developed by Kurzweil Educational Systems to help students with learning disabilities such as dyslexia. The software displays scanned text on the computer. The words are read aloud and the reader can adjust the reading speed. As the words are read aloud, they are also highlighted to help the reader focus on each word. A demonstration of the system is available at: http://www.sightandsound.co.uk/pages/Kurzweil_3000.htm
Technology of this type can also be modified to help learning disabled individuals perform various reading tasks in the workplace. Click N’ Read Phonics (http://www.clicknkids.com/Index.asp) is a tutoring program that is sold online and teaches kindergarten to 3 rd
grade phonics. It is especially useful for children with learning disabilities.
Marketing to Individuals with Mobility Impairments
Mobility impairment is a term which covers a wide range of disabilities. Mobility impairment could be congenital, caused by an accidents, or may be due to such illnesses as cerebral palsy, multiple sclerosis, polio, strokes, diabetes, and muscular dystrophy. Spinal cord injuries that may result from automobile accidents and diving accidents can also cause mobility impairment. According to the National Center for Health Statistics (2006), 14.9 million adults (7.0% of the adult population) find it difficult or impossible to walk a quarter of a mile. More than 19 million adults have trouble climbing a flight of stairs (Centers for
Disease Control, 2001). The market for AT in this area is huge. Getting in and out of a car is difficult for many people, not only those in wheelchairs. A number of automobile manufacturers are offering inexpensive attachments making it easier for those with disabilities to get in and out of a car. One company markets a portable ramp that can be used to enter and exit automobiles or homes and offices with steps.
Many mobility impaired people use their voice to control a computer. There are, however, some exciting developments using implants in the brain. Pollack (2006) describes an experiment in which a paralyzed person with a sensor implanted in his brain was able to use his thoughts to control a computer. He was able to play Pong, move a cursor, open e-mail, and even draw a circle on the screen. This device also gave him control over a television set and a prosthetic hand.
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Consider something as simple as a basic wheelchair. There are approximately 100 to 150 million people in need of wheelchairs worldwide (Wheelchair Foundation, 2005). Because of landmines and unexploded ordinance, the number is expected to grow by about 29,000 people per year. Most people in developing countries cannot afford the cost of a wheelchair; an inexpensive wheelchair would be very popular worldwide. In the United States, about 1.6 million people are permanent users of wheelchairs (either manual or motorized) or scooters.
About 1.5 million people use manual wheelchairs; about 2.9% of senior citizens (older than
65) use wheelchairs (Kaye, Kang, and LaPlante, 2002). The airlines accommodate those in wheelchairs and approximately 1.2% of their passengers use wheelchairs, not an insubstantial market. As noted above, as the 77 million baby boomers become senior citizens, the use of wheelchairs will skyrocket. Businesses that want to attract this market, will have to become wheelchair friendly. Many American firms do not have a choice because of the ADA.
Ray and Ryder (2003) studied the travel needs of individuals who were mobility impaired.
They found that the mobility impaired are definitely interested in travel and sports and do not sit at home; moreover, they were quite skeptical of travel agents who did not truly understand their needs. This is why it is important to hire disabled people to market one’s products and services. The disabled use the Internet and word of mouth to make travel plans.
The Ahnafield Corp. modifies vans so that disabled individuals including quadriplegics may easily get in and out of them and also drive them. The vans can be modified with voiceactivated mechanisms so that individuals without the use of arms and legs can drive them.
Remote controlled ramps and dropped floors permit easy access to those in wheelchairs. The firm also manufactures a “drive by wire” joystick so that a disabled person with the use of only a hand can control a vehicle; zero-effort steering wheels are made for those with limited arm use (Donhardt, 2005).
Conclusion
The demographics of America are rapidly changing and it is estimated that by the year 2050, approximately fifty percent of Americans will belong to various ethnic groups, mainly
Hispanic/Latino, African American, and Asian American. Many U.S. companies are aware of this and are targeting ethnic groups using multicultural marketing (Burton, 2005). The disabilities market is another story. This paper focuses on this market and demonstrates the importance of paying attention to this market. The best way to create products for individuals with disabilities is to ask the disabled directly what they need. This is one reason companies must hire the disabled (Friedman, Lopez-Pumarejo, and Friedman, 2006).
Greg Smith, a radio host who has been in a wheelchair since the age of 13, and subject of a
PBS documentary (“On a Roll”) made the following observation: ''The difference between racial discrimination and disability discrimination, is that racial discrimination is based more on hate, and disability discrimination is based more on fear, awkwardness, stigma, coming to terms face to face, flesh to flesh, with your own mortality, your own vulnerability to becoming
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one of them” (Gates, 2005).
Companies must understand that diversity goes beyond women and ethnic minorities. To be truly diversified, firms have to be concerned about the needs of the disabled. This includes those in wheelchairs, the deaf, the blind, and the mentally ill; true workforce diversity is vital for firms that desire to thrive well into the future. Ideally, every product or service should be tested by every kind of disabled person, i.e., those with mobility, vision, hearing, or speech impairments and the obese, and the mentally challenged. Those who were not born with a disability should bear in mind that they have a very strong chance of developing a handicap before retiring. In theory, we are all an accident away from becoming disabled. Even without an accident, old age can easily make many of us disabled. Thus, helping the disabled may be another way of helping one’s self.
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