We have written numerous times about marketing influencers. As well as the value of niche marketing. In this post, we combine the two concepts; and examine an under-appreciated market segment. People with disabilities as marketing influencers.
A Key Niche: People with Disabilities as Marketing Influencers
Influencers are a core pillar for many brands’ marketing strategies. But advocates say more could be done to work with deaf and disabled creators. People with disabilities make up 15% of the population. Accounting for nearly 1 billion people. According to the World Health Organization. That represents a sizable market for brands to potentially connect with.
For many advocates, working with deaf and disabled creators is just good business. “I think brands still underestimate the buying power of the disabled consumer,” Von Harris, operations manager at TBWA\Chiat\Day, wrote in an E-mail. “Like most other consumers, the disabled are also brand loyal. If we see a brand that includes us in their advertising, we will support them. Why leave money on the table? It all boils down to dollars and cents.”
Seeing this opportunity led influencer agency Whalar to acquire C Talent. A disabled-led talent management and consultancy company representing high-profile deaf and disabled talent. Including actors, writers, and producers. C Talent has worked with brands including Hulu, Disney, Google Pixel, and Savage x Fenty. It also runs a consulting arm. In order to help companies incorporate more accessibility and disability efforts.
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