From Emerging Giant -Big is Not Enough : The Global Economics of
The full report as PDF:The World is ChangingRepresenting a population of 1.1 billion, people withdisabilities(PWD) are making gains in the areas of education,employment, health and political representation. A naturalconsequence of these changes is PWD gaining higher degrees ofinfluence and decision-making power as employees, consumersand taxpayers.Opportunity from Demographic ShiftsSince 1972, G10 economies have implemented equal rights lawsthat have created a legal platform for PWD to become equalmembers in society's institutions. The most successful of theselaws are in education. The initial beneficiaries of these laws arenow entering the workforce.The demographics of an aging population has created a 'bulge' ofthe wealthiest generation in human history. As Boomers' physicalabilities change, their desire to remain active in society dovetailswith the demands of PWD.The result is three generations of skilled consumers who havesimilar needs, evolved identities and significant spending power.Sectors likely to benefit from these changes are health care,consumer products, retail, financial services and the public sector.Meshing Reality with Intention:translate talk into budget & process.Big is not enough.There exists very little research in the marketplace around how these consumers act relative to their disabilities. Existing research focuses on medical condition, rather than personal identity and common aspects that trigger buyingbehavior.