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The objective of this article is to give you key and tools so that your company contributes to increase the social inclusion, at the same time as it improves your competitive supply.

For it I am based on the pamphlet on “the rights regarding the consumption of the people with incapacity�, a work whom they published in 2013 between the Council of Consumers and Users, the ELEVEN, ELEVEN Foundation and the CERMI (Representing Spanish Committee of the People with Incapacity).


It is specify that you consider that the market of consumers with functional diversity we formed it in Spain almost 4 million people. it is necessary to add to others almost 8 million with more than 65 years, age from which they begin to undergo special functional needs. And to these two groups we must add other 4 million people who have temporary difficulties in some functional ability by diverse reasons (pregnancy, to carry carts of baby, suitcases, to suffer injuries…)

These three groups we are about 16 million consumers who we daily experienced barriers in our activities of consumption. A reality that little by little is having more visibility and than the intelligent companies you see as an interesting opportunity and not as a problem without importance.


As it is indicated in the mentioned work, also it agrees to remember that “all we are consuming and usuary. Therefore, the people with incapacity have as such, the same rights that the others. However, the day to day of this social group raises a series of problems that make difficult and in “occasions� they prevent the total benefit of the rights that attend to them�.


We will replace the term “problem� by “opportunity�, since I really believe that thus it is. To design surroundings, products and services that demolish the existing barriers of accessibility and solve the needs of this great market de facto supposes for the companies an opportunity to include to this enormous group between its satisfied clients.

But not only that, is multitude of examples that demonstrate that a universally accessible supply supposes a supply of greater quality, this one elevate the satisfaction of all the clients (with or without special needs) and thus facilitate enormously the longed for fidelity. And it is that the accessibility benefits us to all since increases the autonomy, the comfort and the security of the 100% of the population.

To know the more habitual barriers of accessibility and to provide a solution to them from marketing not only are a question of social justice, but also that supposes an interesting opportunity to do more competitive to the companies.

We see which are the main opportunities and how to go to by them.

OPPORTUNITY OF IMPROVEMENT 1: “Lacking of correct, sufficient and comprehensible information�.

For the adults or with functional diversity it is especially difficult, for example, to be able to read or to understand contracts of transaction, advertising pamphlets, manuals of use or instructions of products and services, to have a fluid communication with the personnel who sells or serves, to fill in forms… Since he is not habitual that these elements of the communication are universally accessible.

It thinks. How many are pamphlets of the super ones in sonorous format, how many contracts buying and selling are written in easy reading? How many are TV spots calld? How many does equipment of attention to the client know language of signs or has received formation to be related to people with functional diversity? I say it to you: very very few.


In order to take this opportunity improvement the pamphlet of the organizations of Consumption and Incapacity suggests the following attachment lines that can be absolutely manageable from any department of marketing:

• To recognize the necessity to introduce the perspective of the incapacity in products and services.

• To suppress to the barriers of communication in the services and products supplied by the companies that they prevent to clearly know the characteristics the same, promoting the use of language of signs or the system of lectoescritura in braille. (It would be necessary to add the so-called of advertising or demonstrative videos, and the use of the language of “easy reading�).

• To free serve of interpretation (in language of signs or it guides for people with loss or null vision) to the consumer or user.

• To offer services of attention to the client adapted to the consumers and users with incapacity.

OPPORTUNITY 2: “Lacking of accessibility in the surroundings, products, goods and services that the market offers�.

According to it is explained in the same work, “in many occasions exists a clear lack of accessibility in goods, products, services and surroundings that it prevents, it limits or it disables to the people with incapacity (and their companions) the access to the same and/or his benefit in equal conditions that the rest of consumers and users�.

Beam memory. How many stores, bars, restaurants, offices of attention you have seen with steps the entrance and without alternative inclines? How many toilets you have used that were narrow and lacked bars of transference for users of wheelchair? How many products you have seen without labeling in braille? How many times you have been in a shopping mall and informed you into have supplies and promotions only by the system of audio? How many times to open packaging you have had to resort to dangerous objects as scissors or knives? Lamentably many, truth?


• To indeed suppress the barriers of all type (physical, sensorial and mental) in buildings and surroundings, commerces, transports, etc…., including the architectonic barriers, harnessing the accessibility in buildings, means of transport, etc.

• To harness the accessibility of the services that are supplied through Internet and of the electronic commerce.

• To increase the security, quality control and adaptability of the products that leave to the market directed to people with incapacity.

• And I would add, to create products and services considering the criteria of universal design, counting on the future usuary from the beginning.

In this point we do not have to forget that the universal accessibility benefits all the population. As architect Enrique Rovira-Beleta says, “through where he passes a wheelchair, he passes anyone, and above with much comfort�. That is to say, from the universal thing the ends of the population benefit, but also the immense majority.

OPPORTUNITY 3: “Lacking or shortage of financial helps�.

“The lack or shortage of financial helps constitutes one of the main complaints for the people with functional diversity and its families, who, as a result of the economic cost overrun of the incapacity, have less capacity of saving in comparison with the rest of consumers and users�. >

This greater economic vulnerability is agravated with the circumstance that the rate of unemployment of the people with incapacity is of almost 10 points superior to the one of the rest of the population. According to the NSI, in 2013 it was placed in 35%, when the rate of the rest of the population grew until alarming a 26%.

And in case not outside little, it is necessary to consider that stops many people with functional diversity to accede to products and services are us more expensive than to the rest by two fundamental reasons: 1) because the accessible products and services usually are those that more price they have (are the case of the hotels, the technology…) and 2) because often we needed to go accompanied increasing therefore the cost (it is the case of the sport practice or the trips…).


• - To optimize the technical and economic resources available. (that is to say, search more efficiency with designed products and services all and to try to sensitize the prices – on everything in the services to the needs of this group).

• - To develop financial products adapted to the needs of the consumers and users in situation of greater vulnerability.


So that all these attachment lines that demolish barriers and improve the competitiveness of the supply of the companies are possible is fundamental that the strategy and the plan of marketing introduce the following ideas of inclusive marketing:

• To understand that the client is not standard, but is a diverse client.

• To apply in the I+D+I an approach of Universal Design with the diverse user as center.

• To especially train in diversity to the companies and to the people in charge of the attention the client.

• To take the opportunities that the technology offers to generate universally accessible products and services.

• And finally, as it is stressed the protagonist pamphlet of this post, to understand that “the improvement in the accessibility to the surroundings, products, goods and services for the people with incapacity as such consumers and users, is an important economic niche for the companies, reason why it does not have be conceptualizar as cost but as a true investment�. (It remembers: 4+8+4= 16 million direct beneficiary potentials of the universal accessibility).

I hope to have helped to you to know which are the main barriers of accessibility that exist in the market and that is to say how from the marketing department you can manage them for benefit of all (of the society, the consumers and the objectives of your company).

A hug and thank you very much to read and to share. To think and to include. Luis.

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