What is ‘Purple Tuesday’?
Purple Tuesday is an international call to action to celebrate the purple pound – the spending power of disabled people and their families. It’s a milestone awareness moment for an issue that is relevant 365 days a year.
By signing up to Purple Tuesday for free, businesses can learn how to commit to actions that will improve the customer experience for disabled people.
When is it?
Tuesday, 12 November 2019.
What’s it all about?
Worldwide, the Purple Pound – the consumer spending power of disabled people and their families – is worth a staggering £2.25 trillion, yet less than 10% of businesses have a targeted plan to access this disability market. This alone highlights the commercial opportunities available for organisations and highlights the lack of accessibility currently in place for disabled people.
The aim of Purple Tuesday is to make customer-facing businesses more aware of these opportunities and challenges, and inspire them to make practical changes to improve the disabled customer experience.
Who’s behind it?
Purple Tuesday is co-ordinated by Purple, a disability organisation committed to support businesses to realise the disability opportunity.
Purple is working with a planning group, which includes: Argos, Barclays, British Retail Consortium, Contacta, Landsec, Marks & Spencer, Revo, Sainsbury’s, The Crown Estate and many more to ensure the needs of businesses are met.
What are participants being asked to do?
Every participant must commit to at least one action aimed at improving the customer experience for disabled people.
The exact nature of the commitment is up to each individual business, depending on their specific resources and needs. However, examples include an on-line and/or physical access audit introducing regular ‘quiet hours’ for those with sensory issues, introducing disability-related customer service training or introducing more inclusive marketing and product photography.
What resources will be made available?
All participants of Purple Tuesday will be provided the resources needed, which will include:
• The Purple Tuesday brochure
• A branding toolkit
• Online accessibility assignment guide
• A site accessibility assessment guide
• A customer service guide
• Various template letters to promote Purple Tuesday.
The option to purchase merchandise from the online Purple Tuesday shop is also available.
Who can get involved?
Any business or organisation that interacts with disabled customers or clients, either at a physical location or online, the more the merrier!
Does my business need to be a Purple Member or Partner?
No, you just need to be committed to becoming more accessible. However, we would encourage participants to consider signing up to the Government’s Disability Confident scheme as part of their Purple Tuesday commitments.
What difference will it make to my organisation?
By participating in Purple Tuesday and committing to just one action, your organisation will open its doors to a wider audience. Additionally, making a commitment to your disabled customers will show your customers, existing and new, that you are an advocate for equality.