Making the Business Case for Disability Inclusion

While the ethical case for disability inclusion should be clear, the founder of a disability-focused startup needs to be able to persuade perspective board members and investors of the business case for disability inclusion and the benefits of allocating capital and other resources to recruiting employees with disabilities, incorporating accessibility into the company’s products and services and purposefully engaging with the disability community as part of the company’s marketing and communications activities.  To present a compelling business case, the founder should focus on the following:

Expanded Talent Pool and Diverse Perspectives

By embracing disability inclusion, the company can tap into a vast, underrepresented talent pool. Individuals with disabilities represent an enormous segment of the workforce and by actively recruiting, hiring, and retaining talent with disabilities, the company can access a wealth of skills, experiences, and perspectives that drive innovation and creativity.  This is particularly true when the company works on developing products and services focused specifically on customers with disabilities.  In that case, the insights of employees with disabilities gathered during their participation in user centered design programs will be invaluable.  Surveys have also confirmed that companies that have deployed robust disability inclusion initiatives perform better on key financial metrics such as revenue, net income and profit.  Easy initial steps that the found can take including partnering with organizations that specialize in disability employment services to facilitate the recruitment process and ensuring that company develops and implements inclusive hiring practices from the beginning including training programs for recruiting personnel to recognize and eliminate biases.  Progress should be monitored by tracking the number of hires with disabilities and their retention rates and conducting surveys on a regular basis, perhaps quarterly, to gather feedback from employees with disabilities and identify areas for improvement.

Enhanced Employee Engagement and Retention

A diverse and inclusive workplace fosters higher levels of employee engagement and satisfaction. Employees who feel valued and included are more likely to be motivated, productive and loyal, and creating an inclusive environment that supports and accommodates employees with disabilities promotes a culture of trust, respect, and collaboration.  Companies that have implemented disability inclusion programs have reported improved employee morale, increased employee engagement and reduced turnover.  Founders need to implement accessible workplace accommodations and provide training to managers on inclusive leadership.  These steps are surprisingly affordable and companies, including startups, should not delay or reduce disability inclusion based on cost.  As the company grows, employee resource groups (“ERGs”) for individuals with disabilities should be established and relationships should be forged with outside groups to provide further support and advocacy.  Employee engagement and satisfaction levels should be monitored through regular surveys and feedback mechanisms and steps should be taken to measure the participation and impact of ERGs on employee morale and retention.

Market Expansion and Stronger Customer Loyalty

Incorporating disability inclusion into a company’s product and marketing strategies allows it to cater to a broader audience.  While estimates vary, 15% to 20% of the global population live with some form of disability, and companies need to recognize the significant size and economic impact of the disability community and their caregivers.  The community has considerable purchasing power and is expected to grow due to factors such as longer life expectancies and increased environmental risks.  Companies that are able and willing to design products and services that are accessible and inclusive can tap into a significant market segment and enhance their brand reputation.  For example, Apple has reported that introducing accessibility features on its iOS devices has increased customer satisfaction and sales among customers with visual impairments.  Two important steps need to be taken.  First, companies should conduct an accessibility audit of their current products and services to identify areas for improvement and select and implement impactful development and design initiatives.  Second, companies should develop marketing campaigns that truthfully and authentically highlight their commitment to inclusivity and feature individuals with disabilities.  Companies should track sales and customer feedback from the disability community, monitor engagement metrics for inclusive marketing campaigns and adjust strategies based on performance.

Regulatory Compliance and Risk Mitigation

Investing in disability inclusion ensures compliance with relevant laws and regulations, such as the federal Americans with Disabilities Act (“ADA”) and similar state and local laws. Proactively addressing accessibility requirements reduces the risk of legal disputes and penalties and demonstrates a commitment to social responsibility and ethical business practices.  Creation and execution of the company’s business model should be conducted in line with a comprehensive review of compliance with relevant accessibility laws and development and implementation of a plan to address any identified gaps in accessibility.  Compliance audits should be conducted regularly to monitor compliance status, and the company should commit to reporting on compliance status and any actions taken to address non-compliance.

Positive Public Image and Enhanced Brand Equity

By promoting an inclusive culture, the company can enhance its public image, attract socially conscious employees and consumers and strengthen its brand equity.  Companies should launch public initiatives and partnerships with disability advocacy organizations to demonstrate their commitment to inclusivity and highlight their disability inclusion efforts in reports and other communications to stakeholders.  Plans should be made to track media coverage and public perception of the company’s disability inclusion initiatives and measure the impact of the company’s disability inclusion initiatives on brand reputation and stakeholder engagement.

Additional Benefits

Beyond the points discussed above, disability inclusion brings other noteworthy advantages. It fosters a more innovative and adaptive organizational culture by promoting diverse problem-solving approaches. Moreover, it encourages stronger community engagement and partnerships with various stakeholders to create positive societal impact. Inclusive practices also enhance employee well-being and productivity by creating a supportive environment that accommodates diverse needs.

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Stating the business case for disability inclusion is essential; however, the founder must demonstrate a commitment to be held accountable for achieving the promised benefits from inclusivity initiatives.  The founder should take steps to identify and recruit qualified individuals with disabilities for positions as board members and advisors and create dedicated roles with the company’s organizational chart, such as chief diversity officer and disability inclusion specialist, to lead and coordinate inclusion efforts.  Each of the roles should have clearly defined responsibilities and measures goals related to disability inclusion.  Comprehensive training programs should be required for everyone in the organization covering topics such as disability awareness, inclusive practices and accessibility.  Board members and investors should receive regular progress reports including relevant data and metrics and presentations should be scheduled at which employees with disabilities will have the opportunity to present their experiences and contributions to the board, offering valuable insights and perspectives.  Finally, the business case should be shared with everyone in the organization and made available in alternative formats, such as accessible PDFs, captioned videos, and screen reader-friendly documents, to accommodate diverse needs.

This article is an excerpt from my new chapter on Ethical and Business Cases for Disability Inclusion. 

Sources: A Hidden Market: The Purchasing Power of Working-Age Adults With Disabilities | American Institutes for Research (April 17, 2018), 8 facts about Americans with disabilities | Pew Research Center (July 24, 2023), Population and Prevalence (Center for Research on Disability), Making the case for disability inclusion - Business Disability Forum and Business Case for Disability Inclusion - Disability:IN.