Disabled consumers across the UK continue to face significant barriers when trying to access products, services and customer support, according to new research published today by the Business Disability Forum (BDF).
The findings, based on an Opinium survey of 1,073 disabled adults, reveal that more than a third (37%) believe their experience as customers would improve if staff had a better understanding of disability and how different conditions affect their needs. The study points to persistent gaps in accessibility, awareness and service design, despite years of campaigning and guidance.
The research highlights that three in ten disabled people (30%) say it remains harder for them to find and purchase products or services suited to their needs compared with non-disabled customers. A further 22% report difficulties accessing good customer service, reinforcing concerns that many businesses still fail to meet basic accessibility expectations.
Diane Lightfoot, chief executive of the Business Disability Forum, said the findings should prompt businesses to rethink how they serve nearly one-quarter of the UK population.
“These findings 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 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.”
Lightfoot added that accessibility should be viewed not only as a compliance issue but as a reputational advantage. “Inclusive brands are seen as ethical and socially responsible, which strengthens customer loyalty,” she said. She pointed to BDF’s earlier research, What Disabled Consumers Choose to Buy and Why, which shows that disabled shoppers are more likely to support businesses that communicate their commitment to accessibility.
What disabled consumers say would improve their experience
Respondents identified several changes that would make the biggest difference to their day-to-day interactions with brands and service providers. Easier access to support was cited by 29%, while 21% said offering multiple contact options for customer services—such as live chat, email or video calls—would significantly improve accessibility. Nearly one in five respondents (19%) said businesses should prioritise inclusive design from the outset.
Understanding what effective inclusion looks like remains a challenge for many organisations. To address this, the Business Disability Forum uses its annual Disability Smart Impact Awards to showcase best practice. Last year’s winners included Alexandra Palace for transforming its Grade II-listed cultural venue into an accessible space for visitors of all abilities, and Unilever for deploying accessible packaging technologies, including scannable QR codes that provide spoken product information.
Entries for the 2026 Disability Smart Impact Awards are now open, and BDF is encouraging organisations to submit examples of innovation in inclusive customer experience, product design, technology and communication.
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Disabled Customers Still Face Major Barriers, New BDF Research Warns