Why closing the disability inclusion gap makes ethical and financial sense for businesses

If you were told this morning that your company had just lost nearly 20 per cent of its potential customers, would you be happy about that? asks disability advocate Lisa Cox.

Well, you may not be told about it, but that’s exactly what’s happening in businesses all across Australia, and it’s because they do not include people with disabilities in their marketing or their businesses. That’s about 17 per cent of the global population they are alienating every day.

In fact, around the world, 1.3 billion people live with a disability. According to 2021 World Health Organisation data, it is the largest minority group on Earth. And yet, it remains one of the most under-represented.

But when asked if they are committed to diversity and inclusion, 90 per cent of international companies said they were. However, fewer than four per cent of those companies seemed to consider disability as part of their initiatives when more results came in.

Houston, we have a problem. Time and time again, disability is seen as the least palatable form of diversity.

What’s stopping the disability inclusion gap from being closed?

There are two forces at work – the first is simple ignorance. Many people have no idea how disability affects many lives. Others believe, usually incorrectly, that there are vast costs associated with being inclusive or that people with disabilities cannot contribute things of value.

Then there’s the simple historical legacy of long-term discrimination. People with disabilities typically find it harder to enter the workforce, and once they get there, they face additional barriers to promotion and equal pay.

Ninety per cent of Australian businesses claim to prioritise inclusion, but the reality is that only around five per cent of them are making genuine efforts to include people with disabilities.

And yet, the business case is clear – businesses that include the disabled community generate 28 per cent higher revenues than their competitors, see 30 per cent higher profit margins, and often double their net income!

So, how do we close the gap?

We don’t have a magic wand, and there’s no instant solution to closing the disability inclusion gap.

However, there are actions that any business can take to start the process and reap the rewards of being more inclusive:

Stop talking about ‘diversity’ generically; talk about including people with disabilities

Diversity is an all-encompassing phrase that gets a lot of lip service, but people with disabilities have not seen many benefits.

Talk specifically about disability; show your equal opportunity business policies where you can.

Illustrate that you’re inclusive

Share case studies and material that shows what your business is doing to bridge the inclusivity gap. Not only will this inspire people with disabilities to reach out to your company, but it can also help other companies see the importance of this approach.

Plus, it’s a great way to generate free PR. The PR industry knows how much benefit can be gained from inclusivity.

Work on closing the pay gap

Not tomorrow, right now. American studies show that a disabled person with a higher degree often earns up to $21,000 less than someone without a disability.

Close that gap with action. Please review the terms and conditions for every person in your organisation, and ensure they are fair and equitable.

Create an ‘inclusion board’ at work

You can’t easily focus on inclusivity without bringing people to the decision-making table who are impacted by those decisions. Let them focus on disability inclusion.

Work on your website

There are formal standards for accessibility on the web. Many countries require adherence to these standards by law, but almost no website meets the standards because these laws go unenforced.

You cannot be inclusive if you don’t make it easy for people with disabilities to access your site and get an equivalent experience to someone without a disability.

Final thoughts on bridging the disability inclusion gap

It’s time to end excluding nearly 20 per cent of your potential customer base. Disability inclusion makes financial, ethical and business sense.

Why not put some ideas above into practice today and show that you and your business will help close the inclusion gap?

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