2004 Summer Institute : Final Report

Howevery day ICT consumer products can be developed to enhance the participation of people with disabilities?

Why is ICT Developed

• The majority of new products are developed to provide financial returns to the stakeholders investing resources into the project.
• This value proposition is likely not going to change.
• The “How” is not a Technical Barrier but a Market Barrier.

“How” –A Two-Stage Process

• Stage One –Identify the value proposition
• Stage Two –Communicate the value proposition, and support the application

Stage One –Value Proposition

• Two arguments can be presented to industry that support the development of ICT that includes people with disabilities based on increased financial returns:
  1. “Triple Bottom Line” accounting. (Financial, Social and Environmental)
  2. Market opportunities

Triple Bottom Line Accounting

• Encourage Industry to consider a wider range of values to stimulate financial performance.
• A recent global survey by PricewaterhouseCoopers in conjunction with the World Economic Forum found that more than two thirds of 1,100 CEOs polled believe proper exercise of corporate social responsibility is important to profitability and can prevent the loss of customers, shareholders and even employees.
• Consumers care about CSR. EnvironicsInternational's 2002 global polls confirm that citizens' expectations about CSR and concerns aboutglobalization are rising around the world. Over 50% of North Americans say they have punished companies seen as socially irresponsible in the last year by refusing to buy their productsor speaking critically about them.
• Investors benefit from CSR. A 2001 Conference Board of Canada report shows that investment portfolios composed of companies committedto sustainable development have matched or outperformed their benchmarks.

Market Opportunities

• The larger a market segment, the more likely it is developers will be interested in ensuring product reaches the market.
• People with disabilities can greatly increase their market size with an association with the aging population.

Relationship between aging and disabilities

Chart 1: Disabilities Increase with Age. Canada

Chart 2: Percentage of Overall Population
Comprised by Seniors by Age. Manitoba 2000 - 2020

Chart 3: Percentage Population Growth for People with Disabilities
Against 2000 Data by Age. Manitoba. 2010 and 2020

The aging market is lucrative

• The over 50 market is huge representing 28% of the American population;
• Incredibly wealthy representing more then $2 trillion in income;
• More than half of the U.S. population’s discretionary spending power –2.5 times the average per capita;
• 80% of personal wealth in financial institutions;
• Half of all household discretionary income;
• Own more then 70% of the financial assets in America;
• Control nearly $9 trillion in net worth, 70% of all US households; and
• Own almost half of all credit cards in the US

Market Opportunity

If industry recognizes that the wealthy and growing seniors market has similar user needs to people with disabilities, the market size becomes enviable.

Review Stage One

1. ICT development is driven by financial returns
2. Developing ICT to include people with disabilities can produce needed financial returns when two perspectives are considered: (1) Triple Bottom Line Accounting; and (2) Market Size.
3. Therefore, the value proposition decision-makers require is present.

Stage Two -Application

• Communicate the value proposition in a manner that decision-makers will receive the message.
• Ensure that “infrastructure” is present to help incorporate the “disability lens” into the product development process (e.g. a source of consumers to provide user feedback; proactive messages to ICT companies identifying issues and providing possible solutions).
• Work with partners and champions in industry segments.
• Celebrate successes.