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Expanding Markets

Inclusion Solutions for Business

By Kelly Burgess

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Jones insists her clients follow a five-pronged approach that includes the following:

  • Senior leadership commitment. Without that, points of contact can come and go, and commitment can waver accordingly.
  • Accessibility. Making sure that people with visual, hearing and mobility and cognitive disabilities are able to access services both online and in the physical structure.
  • Take a look at employment. When companies understand that they can employ people with disabilities, the transformation occurs from the inside out.
  • Marketing. We start our customer outreach with market research to see how consumers perceive this company to make informed decisions.
  • Messaging. This is based upon the previous four factors.

"This is no different than when a makeup company changes its marketing for Latin women or women of color," Okamoto says. "It's merely integrating that inclusive mindset into the company philosophy."

Affordable Inclusion Solutions

What Jones does can involve the revamping of a company's entire philosophy as well as its physical structure, and it can be pricey. But even small businesses can become more accessible and attractive for their customers with disabilities with the help of businesses like Inclusion Solutions. Patrick Hughes founded the company after a long history of working with people with disabilities, and of connecting them to the mainstream community in a variety of ways.

However, as an entrepreneur himself, he also recognizes that small businesses often operate on a shoestring budget. Not only do his products take that into account, they also recognize how important it is for the disabled customer to have accesses that include independence and dignity. A good example is OrderAssist, an affordable, easily-installed system that offers the more than 28 million deaf and hard-of-hearing people in America a dignified solution to drive-thru access communication problems, by alerting the clerk in advance that a customer with special needs is approaching the window.

"So much about accessibility is a communication, but what we need to achieve is accessibility without being patronizing or making someone stand out," Hughes says. "Systems like BigBell and OrderAssist alert the people inside that there's someone who needs special assistance, without that customer having to draw attention to themselves."

The general focus of Inclusion Solutions is that complying with ADA regulations doesn't have to involve expensive remodels. Sometimes a simple solution can bring a company into compliance while preserving the dignity of an important class of customer.


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