The Power of Family and Friends: Unlocking the Disability Market Today
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.
This growth has far-reaching implications. It demands greater infrastructure, inclusive education systems, and community supports to reinforce equity and opportunity. And for businesses, it signals something else: a powerful consumer market.
People with disabilities in the U.S.: nearly 61 million adults — about 1 in 4 Americans.
Disposable income: more than $490 billion (according to the American Institutes for Research).
Friends and family network: more than 100 million people with an additional $3.9 trillion in disposable income.
Why This Matters for Business
Families and friends of people with disabilities are not passive observers. They see firsthand the barriers, triumphs, and daily realities that shape the lives of their loved ones. That insight often transforms them into advocates and ambassadors for products and services that improve accessibility and inclusion.
For businesses, this means two things: 1. Sales growth: Inclusion translates directly into revenue by unlocking a massive, underserved customer base. 2. Brand loyalty: When companies demonstrate real commitment to accessibility, families and friends amplify that story — creating trusted word-of-mouth marketing that no ad campaign can match.
How Companies Can Engage This Market
Go where they are: Engage with school systems, disability-specific organizations, online communities, and non-profit networks. Social media and affinity groups have made it easier than ever to connect authentically.
Listen to what they need: Invest in qualitative and quantitative research. Go beyond compliance checklists to understand how your products, services, and experiences can truly enhance quality of life.
Design with inclusion in mind: Companies like Disney Parks integrate accessibility features into attractions and facilities, making them seamless parts of the guest experience. Royal Caribbean has earned recognition as an Autism-Friendly Cruise Line, showing how tailored design can expand both access and brand reputation.
Tell your story — repeatedly: Don’t stop at a press release. Share your accessibility innovations through disability media outlets, partnerships with advocacy groups, and direct outreach to communities. Repetition reinforces credibility and keeps your brand top of mind.
Empower representation: Include people with disabilities — and their families — not just as customers, but as employees, advisors, and storytellers in your campaigns. Authentic representation builds trust and strengthens your brand voice.
The Bottom Line
When companies engage people with disabilities and their networks, they don’t just earn new customers — they build lifelong ambassadors. Word-of-mouth from a parent who has found an accessible travel experience, or a friend who discovered a product that makes daily life easier, carries more influence than any ad spend.
The opportunity is clear: the disability market is not a niche. It is a core driver of growth and loyalty, ready to reward the businesses that invest in inclusion.
References
1. U.S. Census Bureau. Americans with Disabilities: 2010. 2. Centers for Disease Control and Prevention (CDC). Data & Statistics on Autism Spectrum Disorder. Updated 2023. 3. American Institutes for Research (AIR). A Hidden Market: The Purchasing Power of People With Disabilities. 2018. 4. Return on Disability Group. The Global Economics of Disability. 2020. 5. Centers for Disease Control and Prevention (CDC). Disability Impacts All of Us. Updated 2023.