When we think of underserved markets in the U.S., we often overlook one of the most significant and opportunity-rich segments: working-age adults with disabilities. According to a recent report from the American Institutes for Research (AIR), approximately 20 million working-age Americans with disabilities possess both the purchasing power and the talent to drive innovation and growth in today’s economy.
A Market Hiding in Plain Sight
The data speaks volumes:
- The total after-tax disposable income for working-aged people with disabilities is estimated at $490 billion—on par with African American ($501B) and Hispanic ($582B) consumer segments.
- Even more striking, their discretionary income—the money available after necessities—totals $21 billion, which is greater than the combined discretionary income of the African American and Hispanic populations.
- Income levels vary by disability type and geographic location, offering businesses a nuanced look at how to engage specific segments within this broader market.
Beyond Buying Power: A Strategic Workforce Advantage
This population doesn’t just represent a powerful consumer base, they also offer businesses a valuable, often overlooked talent pool. People with disabilities bring unique skill sets, perspectives, and problem-solving approaches that can improve team performance, inspire product innovation, and enhance customer experience.
Despite historically lower employment rates, there is growing momentum among companies to recruit and retain workers with disabilities, especially as labor shortages persist across industries. Federal and state incentives further support these efforts, making inclusive hiring both a socially responsible and economically smart decision.
Why Consumers Care
Today’s consumers are paying attention to more than just products and prices; they’re watching the values behind the brands they support. A study by Siperstein et al. found that:
- 92% of consumers feel more positive about companies that hire people with disabilities.
- Over one-third said they prefer to buy from such businesses.
Inclusive employment not only boosts morale and diversity within organizations—it also improves public perception and consumer loyalty.
A Ripple Effect
It’s important to remember that people with disabilities are not a standalone market. They are surrounded by families, friends, and caregivers who also seek out businesses that prioritize inclusivity. This expands the market impact exponentially, making it even more worthwhile for companies to consider inclusive design, marketing, and workforce strategies.
Looking Ahead
This report from AIR offers a powerful call to action for business, industry, and community leaders:
- Understand the economic potential of the disability community.
- Invest in inclusive hiring and product development.
- Engage this diverse market with intention and authenticity.
As more companies begin to recognize the value of serving—and employing—people with disabilities, those who act early will find themselves at a competitive advantage. The opportunity is not just to do good—but to do well by doing good.
