Business Disability Forum research shows that disabled customers continue to experience barriers
Over a third of disabled people said their consumer experience would improve if staff had a greater understanding of disability and how it affects their needs as a customer, according to research published by the Business Disability Forum (BDF).
The BDF, the leading business membership organisation in disability inclusion, carried out an Opinium poll of 1,073 disabled adults in the UK.
Its research found that three in 10 disabled people believe it is harder for them to find and buy products or services that meet their needs compared to someone without a disability. One in five say they find it harder to access good customer service compared to someone without a disability.
Diane Lightfoot, CEO of BDF, said: “These findings show the difference product and service providers can make to disabled consumers when they are inclusive.
“With one in four people in the UK having a disability, it is in all business interests to make disabled customers feel welcomed by offering the adjustments they need. Those that don’t risk missing out on a massive economic opportunity.
“Accessibility isn’tjust about compliance – it’s a reputational advantage. Inclusive brands are seen as ethical and socially responsible, which strengthens customer loyalty. The findings of BDF’s previous research ‘What disabled consumers choose to buy and why’ are compelling.
“They illustrate the importance of inclusive design and user involvement in the design not just of products and services themselves, but in information about them. A product may be brilliantly accessible – but if you don’t tell your customers that, or they can’t find the information they need, they won’t buy it.”
Nearly two in five disabled people said improved understanding of disability amongst staff and how it affects their needs as a customer. Nearly three in ten disabled people said having easier access to assistance when needed.
Around one in five disabled people said companies offering different ways to contact customer services. A similar number wanted to see ‘products and services being designed with my needs in mind’.
Understanding what an inclusive approach to customer experience looks like in practice can be difficult. Each year, Business Disability Forum hosts its Disability Smart Impact Awards to showcase and share examples of inclusive customer, product design and communication practices that have made a tangible difference to the experiences of disabled people.
2025 winners included Alexandra Park and Palace for turning their Victorian Grade 2-listed building into a hub of accessibility for all visitors, and Unilever for making their packaging accessible through a new scanning technology and accessible QR code that can be scanned from a distance and voices the information written on packs.
The 2026 awards are now open for entries. Visit the Business Disability Forum’s website to find out more about the 2026 awards and for guidance on inclusive customer service.
In recent news, the BDF called on private sector organisations to recognise the business imperative of providing accessible customer experiences and service delivery.
