Consumers with disabilities across the UK continue to face significant barriers to accessing products, services and customer support, according to new research published today by the Business Disability Forum (BDF).
The results, based on a survey of over 1,000 disabled adults, show that more than a third (37%) believe their experience as customers would be improved if staff had a better understanding of disability and how different conditions impact their needs. The study highlights persistent gaps in accessibility, awareness and service design, despite years of campaigning and advice.
The research shows that three in ten disabled people (30%) say they still find it more difficult to find and purchase products or services that meet their needs compared to customers without disabilities. Another 22% report difficulty accessing good customer service, reinforcing concerns that many companies are still not meeting basic accessibility expectations.
Diane Lightfoot, chief executive of the Business Disability Forum, said the findings should prompt companies to rethink how they serve almost a quarter of the UK population.
“These results show the difference product and service providers can make to disabled consumers when they are inclusive,” she said. “With one in four people in the UK having a disability, it is in the business interest to make disabled customers feel welcome by offering them the adjustments they need. Those who do not risk missing out on a huge economic opportunity.”
Lightfoot added that accessibility should be viewed not just as a compliance issue, but also as a reputational benefit. “Inclusive brands are seen as ethical and socially responsible, which strengthens customer loyalty,” she said. She pointed to previous BDF research, “What Disabled Consumers Choose to Buy and Why,” which shows disabled shoppers are more likely to support companies that communicate their commitment to accessibility.
What disabled consumers say would improve their experience
Respondents identified several changes that would make the biggest difference in their daily interactions with brands and service providers. 29% cited easier access to support, while 21% said providing multiple customer service contact options – such as live chat, email or video calls – would significantly improve accessibility. Nearly one in five respondents (19%) said companies should prioritize inclusive design from the start.
For many organizations, understanding what effective inclusion looks like remains a challenge. To address this issue, the Business Disability Forum uses its annual Disability Smart Impact Awards to showcase best practices. Last year’s winners included Alexandra Palace for transforming its heritage-listed cultural center into an accessible space for visitors of all abilities and Unilever for the use of accessible packaging technologies, including scannable QR codes that provide spoken product information.
Submissions for the 2026 Disability Smart Impact Awards are now open and BDF encourages organizations to submit examples of innovation in the areas of inclusive customer experience, product design, technology and communications.
