By: Daniella Jade Lowe
Disabled shoppers now have equality in business called the ‘Purple Pound’. The Purple Pound represents the spending power of the disabled household. A disabled household is a household in which at least one of the members has a disability.
The Purple Pound here in England is equivalent to the Black Dollar in America. This is England’s way of ensuring Inclusive Marketing for the disabled population.
Organisations are missing out on the business of disabled consumers due to poor accessibility (both physical and digital) and not being disability confident in their customer services approach. Out of this came ‘The Purple Shopper’.
The Purple shopper was created to make the disabled person’s shopping experience a personal one, where stores are accessible at their convenience. No more queuing at checkouts, no over bright and loud environments.
Businesses can join this initiative and become a Purple Shopper by signing up on their website at http://www.purpleshopper.co.uk.
The Power of the Purple Pound
In the UK, it is thought that some seven million people of working age have a disability, which all adds up to an awful lot of spending power.
It is reckoned to be worth around £249 billion to the economy.
According to statistics, 75% of disabled people have left a store or website due to inaccessibility. To combat this, ‘Purple Tuesday’ came into effect.
Purple Tuesday 2020 is a change programme for organisations of all sizes from all sectors to get involved in, with the common goal of improving the customer experience for disabled people 365 days a year.
Purple Tuesday is about creating a step change improvement in the awareness of the value and needs of disabled customers. It is about making the customer experience accessible.
Participating organisations will make public commitments (a minimum of one new activity or initiative) to ensure sustainable changes are made. For organisations, this will result in the opening up of products and services to the disability market.
I like these initiatives because they tackle isolation while promoting independence. Bermuda is a Purple Tuesday campaigner which makes me happy: https://bernews.com/2019/11/bermuda-joins-global-purple-tuesday-campaign/. For more information about this go to http://www.purpletuesday.org.uk.