What businesses often get wrong about disability (and how to do better)

Many businesses genuinely want to be more inclusive, and lots have already taken positive steps. But even with the best intentions, there are still common gaps in understanding that can lead to disabled and neurodivergent people being unintentionally excluded.

Here are some of the most common pitfalls, and practical ways to do better for your team, your customers, and your business.

Assuming disability is always visible

Around 70–80% of disabilities are invisible, meaning many people you work with or serve may have support needs you can’t see. That’s why inclusive design—everything from quiet spaces to flexible hours—should be standard, not something added only when someone asks for it.

Treating neurodivergence as an afterthought

Neurodivergent people, including those with autism, ADHD, dyslexia and other conditions, often face significant barriers to employment. But with the right support, they bring incredible strengths to a team—creativity, focus, and fresh ways of thinking. Small changes like flexible working, clear instructions or alternative interview formats can make a huge difference.

Using outdated or unintentionally harmful language

Language evolves, and it’s easy to accidentally use phrases that feel outdated or offensive. Listen carefully to how individuals refer to themselves and mirror their preferred language. Some prefer identity-first language (“disabled person”), others prefer person-first (“person with a disability”). When in doubt, ask people how they prefer to be described.

Overlooking unconscious bias

Bias isn’t always obvious, but it can influence decisions like who to hire or promote in subtle ways. Taking time to reflect on assumptions about professionalism, behaviour, or communication styles is an important part of building a truly inclusive culture.

Forgetting disabled customers

The spending power of disabled households, known as the Purple Pound, is worth £274 billion in the UK. Yet many disabled customers say their experiences of businesses fall short. Making your services accessible (online and offline) is not just inclusive, it’s a growth opportunity. Read our article on how to be an accessible business.

Relying on disabled team members to lead the conversation

Disabled and neurodivergent staff often have valuable insight, but they shouldn’t be expected to educate everyone or lead inclusion efforts on their own. Inclusion is a shared responsibility, and bringing in external expertise can take the pressure off individuals while building better outcomes.

Next steps

Becoming a more inclusive business is an ongoing journey, not a one-off task. Start by reviewing your policies and practices with fresh eyes—especially around recruitment, language, and accessibility. Talk to your team, seek feedback, and don’t be afraid to bring in external support where needed. Small, consistent changes can have a big impact—and help create a business that’s better for everyone.

Read next:

Why hiring disabled staff will boost your business, and how to do it well

Beyond the flags: why disability & LGBTQ+ intersectionality matters in business