Elise Whitworth, co-founder of Eventida, has proposed a new industry category with this definition:
Inclusion Marketing refers to marketing activity that targets group(s) of individuals based on their need for accommodations, either proactive or reactive.
Proactive accommodations marketing means that the provider has decided to include accommodations marketing as part of the marketing strategy.
Reactive is when a request for accommodations is made and an expense is incurred - and the provider starts engaging in accommodations marketing, to either recoup the cost or attract more attendees now that the accommodation is available for that target segment.
Businesses and event hosts everywhere are often requested to accommodate special requests due to a disability, food allergy, or other situation - over 35% of the population in the United States alone.
It is expensive and/or time consuming to accommodate. Many refuse to do so when they find out what it will cost, or do not have the time to coordinate, especially with something new they are not familiar with.
In some cases providers are legally required to accommodate. We believe that by establishing an industry category of inclusion marketing, the ability to target market segments based on access needs will become easier, making accommodations a high-value investment one can achieve a return on.