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NBDC Launches “Marketing Anthropology Project”

November 18, 2013

The National Business & Disability Council (NBDC) at The Viscardi Center today launched its "Marketing Anthropology Project" (MAP), which is the first-of-its-kind in the disability market. It will offer companies a platform to understand better the pockets of the global disability culture that influence consumer attitudes. Numerous studies have demonstrated that the disability market is the most untapped group of potential consumers.

NBDC’s Marketing Anthropology Project guides companies in developing marketing strategies and tactics to reach people with disabilities (a trending market segment that has tremendous spending power) as well as creative messaging that will resonate with the disability community. Some possible key components include:

• Disability Marketing Index;
• Executive Marketing Management advisory group for peer to peer strategy;
• 'Disability Market' advertising guidance for developing/reviewing creative executions;
• Disability advertising resources for talent casting/focus groups to test creative campaign; and
• Disability-Focused Advertising & Marketing Blog providing helpful tips, insights, data, trends.

"The aggregate income of people with disabilities living in the United States alone tops $1 trillion," explained Laura M. Francis, Executive Director at the National Business & Disability Council at The Viscardi Center. “According to the U.S. Census, approximately 56 million people in the U.S. have a disability, representing a combined $300 billion in discretionary spending power. Older individuals are more likely to have a disability and also tend to have larger discretionary incomes, and as the population ages, it is increasingly important that companies work to ensure that they are accessible to everyone.”

Francis further explained that MAP is modeled after what companies are already developing with specific marketing efforts – such as reaching the LGBT market or Latino market – to show the disability community as just another potential, untapped market segment.

MAP is free with NBDC’s gold membership and higher, offering a holistic and tangible business strategy for companies eager to invest in this growing untapped market.

"Companies often express an interest in marketing their products and services to consumers with disabilities, but also acknowledge that they need a better understanding of the market itself," added John D. Kemp, President and CEO of The Viscardi Center. "NBDC’s MAP now offers a solution for chief marketing officers, marketing managers and coordinators, social media directors, market researchers and analysts and advertising agency representatives."

Projected Growth of Disability Segment:

• In the next 10 years, the number of Americans over 50 will increase by 40%.
• Between 2000 and 2030, the numbers of Americans over age 65 will more than double, from 34.8 million
  to more than 70.3 million.
• Americans 50 and older represent 25% of the population, but control 50% of the nation’s buying power and 75%
  of its assets, representing $150 billion in annual discretionary income, and billions more for necessities like
  housing and food.
• About 30% of all Americans become disabled prior to retirement age.
• More than 7 out of every 10 Americans will acquire some sort of disability by the time they reach the age of 75.

For more information about this service, contact Brandon M. Macsata by phone at 516.465.1596 or email at bmacsata@viscardicenter.org

NBDC’s services are offered through tiered membership levels or on a consultant basis and assist businesses in developing strategies to implement, grow, measure and create solid disability programs. These include talent acquisition, advancement and retention strategies; customized training seminars and workshops; facility and IT accessibility surveys; and an information hotline for disability-related employment issues. Its initiatives to assist employers with expanding their recruiting of people with disabilities include Job Postings Services that aid in attracting qualified people with disabilities to their companies, the NBDC National Resume Database® that provides access to resume listings 24/7 and the Emerging Leaders summer internship program for college students with disabilities.

Founded by Dr. Henry Viscardi, Jr., who served as disability advisor to eight U.S. presidents and became one of the world’s leading advocates, The Viscardi Center provides Pre-K through High School education, school-to-work transition services, vocational training, career counseling and placement, assistive technology and workforce diversification assistance to children, adolescents, and adults with disabilities and businesses. A global leader, it employs more than 300 professionals, including experts in education, human resources and technology. 



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