The Purple Pound

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.

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About Daniella-Jade Lowe

Hello everyone! Welcome to my page. My name is Daniella Jade Lowe. I am a university graduate with a BA degree focused on History and Politics from the University of Bradford, England. Journalism and Politics are my passion. I have even represented Bermuda at the London 2012 Paralympic Games as a reporter for Bermuda’s Paralympian Jessica Lewis. During the games I also assessed the level of Wheelchair Accessibility at the event. I am an emerging Journalist, Politician and Disability Advocate. My motive behind doing this was to be an advocate for people with disabilities. I have a disability. It does not completely define me; it just enhances me in a way which differentiates and strengthens me. My disability should be viewed as an ability: to see the world in a different way. As a wheelchair user, I have advocated for Wheelchair Accessibility in Bermuda, by writing various articles for numerous publications on the subject. I also have a blog where I also write about various disability related issues. During Middle School and High School, I used a Garaventa StairTrac to navigate the school for classes. In fact, one of the reasons why I pursued further education and started my career in England was due to Wheelchair Accessibility. During College, I became the Disability Officer for the Students’ Union and I advocated for the students with disabilities. On July 27, 2007, I was invited by former Premier of Bermuda Dr. Ewart Brown for a ‘Brown Bag Lunch’ to discuss issues like Wheelchair Accessibility amongst other things. I have also been sporadically involved with WindReach since I was young. This is how I amplify my voice for Wheelchair Accessibility! I am also skilled in Politics, Microsoft Excel, Customer Service, Microsoft Word, and Strategic Planning. Strong media and communication professional with a BA focused in History and Politics from University of Bradford.