Just Say No to Separate But Equal

By Kurt Ronn

Treating the 50 million Americans with disabilities separately from the general population is unacceptable, illegal and bad for business.

The third point may be surprising to some employers, but here are the facts: People with disabilities are an important part of the workforce, comprising about 13 percent of the total working age population, according to the U.S. Census Bureau. They are also valuable consumers with disposable income. Indeed, people with disabilities have more than $1 trillion in buying power, nearly $220 billion of which is in discretionary income.

People with disabilities represent significant portions of our population, but are disproportionately unemployed or under-employed. And all too often, despite federal mandates, people with disabilities are denied equal access in many aspects of their lives, including jobs and buildings.

So what can and should we, as business people and HR directors, do about it?

Fairness Is Also Good Business

While the current economy is in turmoil with market volatility at historically high levels, and the stock market is capricious, not everything is difficult to predict. Consider this fact: 78 million baby boomers are alive in the U.S., they are living longer than ever, and as time passes, more and more of them will suffer some form of disability. As the population ages, the boomers’ mobility, visual and auditory acuity will become more limited. They also plan to continue to work past traditional retirement age because of tough economic times and their desire and ability to do so.

Accommodating the needs of these Americans is critically important for the future performance of your business. Employers need to consider accommodations within the workplace to keep all employees productive, as well as to tap into the available and underutilized workforce of people with disabilities. Most accommodations are not expensive and could even be offset by tax credits or help from government or charitable organizations. The Department of Labor’s Office of Disability Employment Policy (ODEP) provides significant resources and knowledge to help employers overcome limitations to productive employment.

On the revenue side, the enormous annual buying power of people with disabilities is an opportunity for businesses seeking to cater to the needs of this important market segment. Imagine a situation where a product is available for sale online via a fully accessible website, versus a similar product that is only available in a store that is not accessible to someone who is visually impaired. The fully accessible item has an advantage that can be fully exploited.

Clearly, accessibility isn’t just a matter of convenience or heeding obligatory requirements. It’s an economic necessity, too. People cannot purchase what they cannot access.

Universal Design, a Business Goldmine

Universal design is an approach to the design of all products, services and environments so they can be accessible and beneficial to all individuals, with or without disabilities. In addition, universal design recognizes the importance of ascetics as well as accessibility.

For instance, an elderly person with arthritis, a mother with a small toddler trying to juggle shopping bags and a person with a physical handicap all win when we design items that can be opened with one hand.

HR leaders who advocate equal access for all need to practice what they preach. That can mean ensuring that an employer’s career website and application process are fully accessible; not only will this ensure that all potential candidates have a positive impression of the company because they can easily navigate the Web site, but it will also enable you to reach a broader and more diverse pool of job applicants.

Sometimes the difference between being considered as a prospective employer, and being overlooked, is quite subtle. For instance, nearly one in four people is color blind. A color-blind candidate who is able to easily review the legible contrast of Web site text and graphics may be willing to apply for a position with your firm, rather than turn away from you in frustration. And that can be the difference between a talented professional working for you or working for your competition.

HR Can Lead the Way

Change and opportunity demand decisive leadership. Act now to address accessibility issues by identifying internal “champions” to promote the competitive advantage of treating all applicants, customers and employees fairly. You can justify this focus on designing and implementing universal accessibility by calculating the internal return on investment via increased productivity, lower turnover and a more diverse workforce. You can also assess the financial benefit of increased sales and market share in a growing, economically powerful demographic.

Moreover, a focus on designing and implementing universal solutions that benefit everyone, whether they possess a disability or not, is simply the right thing to do. The business case for “separate but equal” is flawed; it didn’t work before and it isn’t going to work now or in the future.

Companies that win will always find innovative ways to incorporate the needs of an ever-changing workforce demographic, as well as those of consumers who are loyal to those who care about them. An open mind, and some simple changes, can reap long-lasting rewards.

WP

Kurt Ronn is the president and founder of HRworks, a national recruitment firm that helps companies acquire talent to build their organizations.