Acknowledge and Engage People with Disabilities to Drive Momentum

Consumers with disabilities represent a powerful, yet consistently overlooked, segment of the American marketplace. Their lived experience shapes expectations for brands in ways that often go unmet—and that gap represents both a risk and an opportunity for marketers aiming to build cultural fluency and long-term brand resonance.

At a time when authentic representation is increasingly non-negotiable, consumers with disabilities continue to report inconsistent experiences across industries. Many feel that brands still default to surface-level inclusion or lean on outdated narratives that fail to match their realities. Yet within this segment lies a rich set of Group Traits—enduring attitudes and motivations—that can guide marketers toward deeper, more meaningful connection.

A segment defined by resilience and clarity

People with Disabilities are not a monolith, but common patterns do emerge. Their lived experiences often reinforce a strong sense of self-advocacy, heightened awareness of inequities, and a desire for brands to deliver more than symbolic inclusion. They want credible action, not performative messaging. They want experiences that reflect real accessibility, not just aspirational storytelling.

Our latest consumer insights reveal that this segment evaluates brands through a dual lens: emotional resonance and real-world support. When brands fall short on either, trust erodes quickly. When brands deliver on both, the payoff is significant—greater loyalty, stronger differentiation, and measurable momentum.

Why cultural fluency matters more than ever

Consumers with disabilities often view the country’s social landscape differently than the general population. Their direct experiences navigating systems, infrastructure, and social attitudes give them a nuanced perspective on fairness and belonging. As a result, they place high value on brands that demonstrate proven inclusion in how they communicate, operate, and innovate.

Brands that succeed with this segment tend to go beyond accessibility checkboxes. They invest in understanding disability-informed attitudes and behaviors. They reflect authentic voices. And they approach inclusion as an ongoing commitment rather than a moment-based response.

What’s inside the full report

Collage Group’s People with Disabilities Consumer Focus goes deeper—revealing:

• How key Group Traits shape expectations, trust, and purchase behavior
• Why cultural fluency is essential for reaching this segment in a meaningful way
• What separates the brands that win from those that unintentionally alienate
• How proven inclusion builds advocacy and long-term market advantage

This excerpt only scratches the surface. For brands ready to understand this segment—and earn their confidence—our full report offers the comprehensive, actionable insights you need.