Inclusion of People With Disabilities in Marketing

Abstract

Whether mobility, auditory, sensory, visual, cognitive, or other types, living with a disability is a challenging experience. The individual dimension of this phenomenon is complemented by the social experience. In fact, as compared to individual experiences, social and political structures are considered as the leading cause of disability perception in society. Meanwhile, people with disability constitute a meaningful consumer segment with considerable purchasing power. However, extant literature indicates that the marketplace strategies are not friendly with people with disability in many areas. Hence, this chapter presents a conceptual and robust synthesis of these challenges and strategic directions for addressing the imbalance in relation to the equity and inclusion of people with disability in the marketing system. By and large, the chapter presents a paradigm shift on this phenomenon.