The Next Growth Market:

Inside the $675 Billion Consumer Opportunity

Consumers with disabilities are earning, saving, investing, and making purchasing decisions across every industry. Yet many organizations continue to overlook this powerful market segment.

New research from Disability:IN and the American Institutes for Research (AIR) reveals a rapidly growing market opportunity that should influence how companies think about innovation, customer experience, technology, and growth. 

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The Numbers Business Leaders Can't Ignore 

Discover what these numbers mean for product innovation, marketing strategy, customer experience, technology, and long-term growth.

$490B
Consumer market opportunity in 2018
$675B
Consumer market opportunity in 2026
$107B
Discretionary spending power 
1 Question 
How much of this market is your business capturing? 

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Access the full report to explore the data, business implications, and opportunities shaping the next growth market.

The Next Growth Market: Inside the $675 Billion Consumer Opportunity  

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Insights and Considerations for Business Leaders

The disability consumer market represents a significant opportunity for organizations seeking new avenues for growth. Use this activation toolkit to share the findings with your team and elevate considerations for your go to market strategy.

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FAQs

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What is the purpose of this report?

This report examines the purchasing power of working-age adults with disabilities in the United States. It updates and expands upon earlier research to analyze both disposable and discretionary income, providing an up-to-date picture of the economic influence of people with disabilities as consumers and economic contributors. This report is provided for informational purposes only and is based on aggregated data and research methodologies described herein. It does not constitute legal, financial, or business advice.

Who conducted this research?

This study was authored by researchers at the American Institutes for Research (AIR), in partnership with Disability:IN. AIR led the analysis, while Disability:IN contributed subject matter expertise and supported the interpretation of findings for business and policy audiences. Please note that such collaborations do not imply endorsement of any specific organization, product, or service.

How can I share these findings with my team?

Help your team understand the size, influence, and business implications of the disability consumer market with a concise executive brief designed for leadership discussions, strategic planning, and internal presentations. This report is intended for:

  • Executive leadership teams
  • Marketing and communications professionals
  • Product development, transformation, and innovation teams
  • Accessibility, customer experience & design teams
  • Economists and business strategists
  • Researchers and analysts interested in labor market and consumer trends

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Who is included in this study?

The analysis focuses on working-age adults (ages 16-64) in the United States. It includes individuals who identify as having at least one disability, based on the definitions used by the American Community Survey (ACS).

How does this report define disability?

This report uses the American Community Survey (ACS) definition of disability, which focuses on functional difficulty rather than medical diagnosis. Disability categories include:

  • Cognitive
  • Ambulatory
  • Vision
  • Hearing
  • Self-care
  • Independent-living

This report also acknowledges that disability is complex and multidimensional and may be experienced differently depending on environment and support. 

What data sources were used?

The analysis draws on multiple national data sources, including:

  • The American Community Survey (ACS)
  • Bureau of Labor Statistics Consumer Expenditure Surveys (CEX)
  • Federal and state tax data from the Tax Foundation
  • Medical Expenditure Panel Survey (MEPS)

These datasets were combined to estimate income, taxes, and essential expenses at both individual and population levels.

This study updates AIR’s 2018 landmark report A Hidden Market using newer date and refined methods. It reflects recent labor market trends and provides a more detailed analysis.

How can companies use this research?

Companies can use this research to:

  • Improve inclusive marketing and product strategies
  • Identify geographic or demographic opportunities
  • Support the business case for disability inclusion
  • Guide policy and investment decisions
build your disability go to market strategy

How Are You Winning this Business?

Understanding the opportunity is only the first step- the next question is how your organization taps into this business.  

With Disability:IN, organizations can conduct custom research, focus groups, consumer panels, product testing, and market studies to better understand customer needs, validate ideas, and uncover new opportunities for growth.

Explore Disability:IN Insight Lab
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