A Market Too Large to Ignore

In the United States, there are more than 70 million families, and the Census Bureau continues to show that about one-third of these households are touched by disability. That means more than 20 million families include someone with a disability — whether a parent, child, or sibling. The numbers are also shifting: the CDC now estimates that 1 in 36 children are diagnosed with Autism Spectrum Disorder (ASD), doubling from the “1 in 68” statistic of less than a decade ago.

Inclusive outreach is more than a strategy for engagement; it is an intentional commitment to ensure that people who are often overlooked—such as individuals with disabilities, older adults, rural residents, low-income households, and communities of color—are meaningfully included in shaping programs, services, and solutions. At its core, inclusive outreach requires building trust, removing barriers, and creating authentic partnerships that honor lived experience.

Across the United States, nearly 60 million people live in rural areas. These residents represent the backbone of our nation — farmers, small business owners, caregivers, veterans, and families — yet they often face greater challenges in accessing the health care and social supports that urban and suburban communities may take for granted.

For decades, disability inclusion in the workplace has been framed as a matter of compliance. Employers worked to meet the requirements of the Americans with Disabilities Act (ADA) and other regulations by providing reasonable accommodations, ensuring physical accessibility, and avoiding discrimination. While essential, these measures are just the baseline. True inclusion requires a cultural shift — one that embeds disability into the core values, strategies, and innovations of an organization.

Reaching diverse communities has never been more important — or more challenging. From rural residents facing persistent health and digital access gaps, to older Americans navigating ageism, to people with disabilities who continue to be overlooked, too many stories are told about these groups rather than with them. True impact comes when organizations move beyond transactional outreach and embrace storytelling that is authentic, inclusive, and grounded in lived experience.