In a business landscape increasingly driven by diversity and inclusion, one demographic is often underrepresented yet wields considerable economic power: the Disability Market. Indicating a buying power of over $2 trillion, this market includes people with disabilities and seniors, making it a significant, potential segment for businesses seeking growth. Angela Fowler, CEO of Real Life Access, is leading the charge for accessibility in this space. Through her innovative approach and deep understanding of user-centered design, Fowler champions the importance of accessibility—not just as a legal obligation but as a strategic opportunity for businesses.
Fowler highlights that businesses often overlook the Disability Market due to a limited perspective, shaped primarily by personal experience. “People look at things through the lens of their own experience until and unless someone comes along and broadens that lens,” Fowler explains. This mindset leaves many companies unaware of the potential in this market. Recognizing these opportunities, Fowler advocates for a conscious, intentional shift in how businesses view accessibility—moving from compliance-based strategies to an inclusive approach that values the economic and social benefits of accessibility.
One key insight Fowler offers is that engaging the Disability Market is beneficial for both businesses and consumers. “The buying power of people with disabilities is much larger than most realize,” she notes, emphasizing that companies ignoring this market may be missing out on a substantial opportunity. This demographic represents a broad spectrum of needs that, when met, can create loyal customers and meaningful connections, supporting long-term business growth.
Organizations like the U.S. Department of Veterans Affairs (VA) serve as examples of how prioritizing accessibility can be successful. By integrating user research and consulting professionals with disabilities, the VA has built inclusive digital platforms accessible to a wide range of users. This approach demonstrates how businesses may benefit from accessibility experts and user feedback, which can contribute to customer satisfaction and inclusivity. Fowler cites the VA’s example to show how companies that value accessibility not only fulfill ethical obligations but also have the potential to enhance their brand reputation.
In today’s digital-first environment, where online shopping and services dominate, digital accessibility is no longer optional. Fowler points out that despite the vast economic power held by people with disabilities, most websites remain inaccessible, deterring potential customers. She identifies frequent barriers—such as inadequate labeling and poor keyboard navigation—that make digital experiences frustrating or unusable for people with disabilities. Fowler stresses that addressing these issues isn’t just about ticking boxes to meet ADA compliance but about creating an environment where all customers can engage comfortably and confidently.
While laws like the Americans with Disabilities Act (ADA) provide essential guidelines, Fowler argues that companies should consider going beyond minimum legal requirements. Instead, she advocates for accessibility to be embedded as a core value within companies’ missions and strategies. This approach can help prevent misunderstandings that may lead to fear-based decisions about accessibility. Misconceptions about disability laws often discourage companies from engaging in meaningful accessibility initiatives, distracting from the fact that accessibility can contribute to positive customer experiences and business outcomes.
The aging population presents both challenges and opportunities for businesses, further magnifying the need for accessible solutions. As society ages, an increasing number of consumers will require accessibility adaptations. Companies that proactively adapt to meet these needs position themselves to potentially capture a share of this expanding market. Fowler encourages businesses to view these demographic changes not as hurdles but as opportunities for growth and innovation.
Fowler’s commitment to advancing disability rights is fueled by her personal experiences navigating societal misunderstandings about disability. This perspective informs her leadership at Real Life Access, where her mission is clear: equip businesses with the insights, tools, and motivation they need to engage meaningfully with the Disability Market. Her message is straightforward but powerful—embracing accessibility is both ethical and strategically sound.
Angela Fowler’s work reveals a broader truth: accessibility should not be viewed solely as a legal requirement or moral imperative but as a valuable business advantage. With over $2 trillion in estimated purchasing power at stake, companies that invest in accessible design principles may gain a competitive edge over those slower to adapt. They not only unlock potential revenue but also contribute to a more inclusive society.
By embracing expert advice, listening to user feedback, and committing to true inclusivity, businesses have an unprecedented opportunity to create welcoming environments for all. In doing so, they align themselves with a market eager for accessible products and services, building brand loyalty while making a positive social impact. Fowler’s vision calls for a reimagining of accessibility, one that aims to transform business practices and ultimately fosters a society where diversity in ability is celebrated and embraced.
Connect with Angela Fowler on LinkedIn to learn more about Real Life Access and accessibility insights.
Published By: Aize Perez
