Here are some insights from a deaf entrepreneur on fostering inclusion in businesses

In the fast-paced business world, recognising untapped markets is essential for sustained growth and success. One such market with immense potential is the deaf community, which faces significant communication barriers and information gaps in a world dominated by spoken and written language. Embracing inclusivity is not just a moral obligation, it is a strategic imperative.

The deaf community comprises an estimated 1.5 billion people worldwide, representing a substantial consumer base that has large untapped potential. By recognising and addressing these barriers, businesses can unlock the immense potential of the deaf community as both consumers and valuable contributors to the business ecosystem.

Embrace inclusion

About ten years ago, accessibility was often overlooked, but times have shifted, and the benefits of inclusion cannot be ignored by businesses willing to adapt. According to an Accenture report, companies that have improved their inclusion of persons with disabilities over time were 4 times more likely than others to have total shareholder returns.

Therefore, developing products and services that address the diverse needs of individuals with disabilities, including the deaf community, sets businesses apart in a competitive landscape.

Train employees for inclusive customer care

In today's interconnected world, negative feedback spreads rapidly. Treating customers poorly, even in a single instance, can have far-reaching consequences, and mistreating an entire community, such as the deaf, can be detrimental. Therefore, to establish an empathetic workforce, businesses should invest in training employees about deaf culture, effective communication strategies, and sign language. Ideally, these trainings should be carried out by deaf individuals who possess a comprehensive knowledge of feaf culture.

Accessible solutions for the deaf

Consider a deaf customer dining at a restaurant, where communicating dietary restrictions like a nut allergy becomes seamless and dignified. Rather than relying on potentially uncomfortable written notes, with the use of software like AMSAAN, customers can simply scan a QR code through a video-relay app and connect to a sign language interpreter.

This connection allows them to engage in a smooth conversation ensuring their needs are accurately conveyed and understood. These technologies enable deaf individuals to overcome barriers and experience newfound freedom in their daily lives.

Partnering with deaf advocacy organizations

Collaborating with advocacy groups focused on the deaf community can bridge many business gaps. For instance, the upcoming hosting of the World Federation of the deaf Conference in 2027 by Abu Dhabi in the MENA region presents a remarkable market opportunity for inclusive businesses. In addition, partnering with deaf organizations allows businesses to improve their ESG index, which tracks companies based on their environmental, social, and governance practices.

Leveraging user testing and feedback

Research from Return on Disability reveals that individuals with disabilities report a failure rate of 75 – 80 per cent in their customer experiences. Incorporating individuals from the deaf community in user testing and actively seeking their input on products, services, and accessibility features can give valuable insights into potential obstacles or difficulties experienced by the deaf.

This feedback plays a vital role in allowing businesses to demonstrate their dedication to inclusivity and fostering consumer trust.

Promoting inclusive hiring

Implementing inclusive hiring practices that actively recruit and hire deaf individuals can lead to increased innovation, enhanced decision-making, and contributes to a stronger brand reputation. Shockingly, the National Deaf Centre reports that only 43 per cent of deaf individuals are employed compared to 72 per cent of hearing individuals.

Hiring deaf employees can have a direct positive impact on businesses that serve deaf clients. When communicating with and receiving support from employees who understand their unique needs and experiences, improves customer satisfaction and loyalty.

This aspect should serve as a motivation for companies to actively seek out and hire deaf individuals, as it aligns their workforce with the customer base they serve and enhances their overall business performance in a socially conscious marketplace.