What is Purple Tuesday? And Why Smart Brands Are Paying Attention

What is Purple Tuesday?

Purple Tuesday is a global movement dedicated to improving the customer experience for Disabled people. It happens annually in November and brings together businesses, organisations, and communities to take practical steps towards greater accessibility and inclusion. More than just a single day of awareness, it is a catalyst for long-term change.

The Origin of Purple Tuesday

Purple Tuesday was launched in the UK to address the widespread challenges Disabled people face when accessing products, services, and experiences. From digital barriers to physical accessibility issues, the campaign aims to reduce inequalities and highlight the value of inclusive practices, not just for Disabled customers, but for everyone! 

Who Started Purple Tuesday and Why It Matters

Purple Tuesday was founded by Mike Adams OBE, CEO of Purple, an organisation committed to changing the conversation around disability inclusion. The movement exists to shift accessibility from being a compliance obligation to being a core part of customer service and brand culture. It matters because it recognises Disabled people not only as equal members of society but also as powerful consumers.

Key Facts About Purple Tuesday

• It began in 2018 in the UK and has since expanded internationally.
• It takes place the first Tuesday of November every year.
• Businesses of all sizes can participate by making accessibility commitments.
• The movement focuses on practical, sustainable actions rather than one-off gestures.
• Its name comes from the association with the “Purple Pound,” the spending power of Disabled people and their families.

Why Purple Tuesday is So Important

Shining a Light on Accessibility and Inclusion

Accessibility isn’t just about compliance, it’s about ensuring everyone has equal access to opportunities, products, and services. Every year, Purple Tuesday highlights how systemic barriers can exclude millions of people, while also showcasing positive steps brands can take to change this. With 24% of the UK population being Disabled, there’s a high likelihood businesses are missing out on plenty of customers because of lack of accessibility.

The Link to the Purple Pound

The Purple Pound, the spending power of Disabled people and their households, is worth $8 trillion globally every year. Many brands underestimate the commercial impact of excluding Disabled customers. Learn more about the Purple Pound here.

Accessibility as a Competitive Advantage

Companies that prioritise accessibility often outperform their competitors. Accessible websites, inclusive store designs, and staff trained in disability awareness create better experiences for all customers, not just Disabled ones.

The last couple of years we’ve created a series for Purple Tuesday highlighting the access issues to hospitality venues in London and Manchester, while sharing important insights for businesses wanting to improve. Check them below!

How Businesses Can Support Purple Tuesday

Commitments You Can Make as a Brand

Participation starts with a commitment! This could mean improving your website’s accessibility, training customer service staff, or reviewing product design. The key is to pledge realistic, measurable improvements.

Quick Wins vs Long-Term Inclusion Strategies

Quick wins, like updating alt text on images or adding captions to videos, can have immediate impact. But long-term strategies, such as embedding inclusive design into product development and creating inclusive ads, are what sustain meaningful change.

Examples of Impactful Actions for Organisations

• Introducing quiet shopping hours for neurodiverse customers – Purple Goat worked with Currys to highlight this fantastic feature in their stores! 
• Providing accessibility statements on websites.
• Training frontline staff to feel confident around disability.
• Partnering with Disabled professionals to design inclusive services.

The Role of Inclusive Marketing in Purple Tuesday

Why Inclusive Marketing Matters Every Day

Inclusive marketing ensures campaigns reflect the diversity of real life. It goes beyond representation, ensuring language, visuals, and experiences resonate with Disabled audiences. Read more about why inclusive marketing matters here.

Measuring the Impact of Inclusive Marketing Campaigns

Success can be measured through engagement rates, customer feedback, brand sentiment, and increased reach among Disabled communities. Brands that authentically commit to inclusion see long-term loyalty and advocacy. Inclusion is a fantastic growth asset for businesses.

Benefits for Brands Engaging with Purple Tuesday

Connecting with the Disabled Community

By engaging with Purple Tuesday, brands show they value and respect Disabled customers. This builds trust and opens doors to new audiences.

Strengthening Brand Loyalty

When customers feel seen and included, they are more likely to become repeat buyers. Inclusion fosters loyalty across all demographics, not just among Disabled people.

Driving Innovation and Business Growth

Accessibility often drives innovation. Many solutions designed for Disabled people, such as voice assistants like Alexa or Siri, benefit everyone. By embedding inclusion, businesses spark creativity and new growth opportunities.

Making Every Day Purple Tuesday

Beyond a Single Day: Embedding Inclusion in Your Brand

True change happens when accessibility becomes part of a brand’s DNA. Businesses that go beyond performative action and embed inclusion into daily operations will see the biggest long-term benefits.

The Role of Agencies in Driving Inclusive Change

Agencies specialising in inclusive marketing and strategy can help brands identify gaps, design impactful campaigns, and measure success. With expert support, businesses can avoid tokenism and create authentic connections.

Ready to Champion Inclusion?

Partner with Purple Goat to Build an Inclusive Brand

If your brand is ready to embrace accessibility and inclusion, Purple Goat is here to help. As the world’s first and only inclusive marketing agency, we specialise in helping brands connect meaningfully and authentically with Disabled communities.