BUSINESSES can strengthen customer relationships and boost loyalty by using disability-affirming language and inclusive practices.
Acting CEO of People With Disability Australia (PWDA) Megan Spindler-Smith, speaking at a recent Serve Everyone: How Inclusive Businesses Win More Customers event as part of International Day for People with Disability celebrations, spoke on the topic.
Ms Spindler-Smith said inclusive communication was both a social and commercial imperative.
“Inclusive business practice isn’t just about ‘doing the right thing’, it’s about recognising people with disability – our families, carers and allies – as customers who can strengthen your business, amplify your reputation, and build real community belonging,” she said.
Ms Spindler-Smith highlighted that more than one in five Australians had a disability, making them a substantial and loyal customer base.
She explained that accessibility and inclusion were not niche concepts, but mainstream business considerations.
Using disability- affirming communication, designing sensory-friendly spaces, and involving people with disability in co-design sends a clear message: customers with disability matter.
The PWDA CEO cited the “Curb Cut Effect”, the principle that accessibility measures designed for specific needs often benefit the wider community.
“When you caption your videos or design accessible websites, you’re not just supporting people with disability – you’re improving the experience for everyone,” she said.
Practical steps for businesses include staff training in disability-affirming language, reviewing communication for clarity and accessibility, implementing sensory-friendly hours, and partnering with disability organisations for feedback.
Ms Spindler-Smith urged companies to shift from asking, “How do we help them?” to “How might we all be included?”
She stressed that inclusion does not require perfection, only progress.
PWDA
