Digital marketing tools for the integration of people with disabilities into economic activity

Abstract

Current research shows a growing interest among marketers in the issue of disability. Increased attention to inclusion in marketing over the past decades is due to changes and developments in the concept of inclusion, the nature and scope of research related to it, as well as the methods and approaches adopted, and changes in the attitude of public policy towards people with disabilities. With this in mind, both public policy and marketing professionals began to look for ways to ensure the participation of people with disabilities in the social system. Inclusive marketing began to point to the need to provide people with disabilities with the same rights as everyone else, including the right to access the market and other services, not just medical ones. Inequalities in access to education, healthcare, employment and other resources can lead to social and economic exclusion of certain groups of people. There is a need to create a barrier-free educational space that takes into account the peculiarities of building relationships with people with special needs. This will help to eliminate barriers, both physical and moral and psychological, prejudice and unfounded conclusions of socially successful people, economic, professional, social, pedagogical, etc. The current academic literature on this sub-topic emphasizes a certain overlap between different categories of barriers based on the social model of disability, as physical barriers that create accessibility problems are often exacerbated by information barriers. The issue of access to information is linked to the development of technology, which is even more important in light of the ubiquity of the Internet in people's lives. The article points out that due to the growing proliferation of technology, scholars have begun to draw attention to the design and implementation of digital systems and communications that meet the needs of all users. People with disabilities can use technology to access online content and services, and virtual communities of people with disabilities and digital communication channels can be used to help peers and share their life experiences. There is great hope for artificial intelligence to provide solutions that can make life easier for people with disabilities. Thus, inclusive digital marketing tools can help to promote the integration of people with disabilities into economic activity. The focus of inclusive marketing has gradually shifted from public policy and welfare to socially transformative innovations that guarantee more systemic change and active participation of people with disabilities in society.