Trudie Hills has been appointed as one of eleven Sector Champions who will drive forward the Government’s ambition to tackle the issues disabled people face as consumers, the Minister for Disabled People, Work and Health announced today.

Trudie Hills, Customer Disability Manager for Lloyds Banking Group, is the Sector Champion for banking.

The Champions, who represent a range of different sectors and businesses, from banking to retail, will use their influential status as leaders in their industries to promote the benefits of being inclusive to disabled people.

There are currently more than 11 million disabled people in the UK and the spending power of their households – ‘the purple pound’ – is almost £250billion. But many businesses are missing out on this potential customer base by having everyday products and services which aren’t available to disabled people – who, as a result, are regularly excluded from experiences and opportunities that many others take for granted.


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The sector champions will amplify the voices of disabled customers and employees within their own industries, increasing accountability and challenging inequality. They will also be able to highlight specific changes and improvements that will make a difference to the millions of people who often miss out.

The Minister for Disabled People, Work and Health, Penny Mordaunt, said:

“As a public advocate for accessibility, Trudie Hills will help businesses realise the value of disabled consumers and the importance of catering to every customer’s needs.

“These industries must become fully inclusive. Not being able to access the high street, products and services, transport or simply to access a loo jars with our national values: it must change.”

The new sector champions will drive improvements to the accessibility and quality of services and facilities in their sector, helping to showcase best practice and show other businesses the merit of making disabled customers a priority. 

The Sector Champion for banking, Trudie Hills, said:

“At Lloyds Banking Group, as part of our commitment to help Britain prosper we are dedicated to championing disabled people and improving services for both our colleagues and customers. This commitment has provided opportunities – not challenges.

“I look forward to sharing best practice and addressing the opportunities with my peers and empowering disabled people in the banking sector.”

 Trudie is the Customer Disability Manager for Lloyds Banking Group and is passionate about improving products and services for disabled customers. She was responsible for building the business case for driving the customer agenda in her organisation, Lloyds Banking Group, and was then appointed to carry out the Customer Disability Manager role in 2012.

She is also currently looking at additional formats outside the normal braille, large print and audio to make services in the banking sector more accessible. She was involved with the cross sector Dementia Friendly Financial Services Charter and more recently with a cross sector Vulnerability Round Table.