After a tough pandemic year, brands cannot afford to ignore the shopping challenges faced by customers with disabilities, who have a spending power of trillions of dollars. There’s an opportunity for brands to build back better by making their web designs and in-store experiences more accessible.

With the launch of Tommy Adaptive, Tommy Hilfiger has joined those clothing companies designing products for people with disabilities. The line can adjust to disabled customers’ measurements and needs, opening up new possibilities with regards to business and professional style.

Getting shoes on and off can be a struggle for most young kids, particularly those with disabilities. To help kids get down to playing more easily, Nike’s Dynamo Go footwear uses the brand’s Flyease technology, developed with the disability community, to better serve all children.

With fashion in flux, people are looking for alternative leaders to initiate meaningful change. Bethany Williams’ approach, which goes beyond sustainable fabrics to encompass social enterprise, is a lesson for all sectors in how to create a truly human brand for the pandemic age.