Beauty is in the eye of the beholder. We have all heard that old saying, which first appeared in that form in an 1878 book titled “Molly Bawn,” written by Irish writer, Margaret Wolfe Hungerford. A book review referred to the main character like this: “Molly Bawn is so beautiful, so perfect in face and figure that all men fall in love with her instantly upon meeting.”

Beauty doesn’t actually exist as something tangible, but is a very real thing when seen or heard through our individual eyes or ears. We decide if it is beautiful. Example: My first trip though the Sandhills of Nebraska was a bit startling, as one can see nothing but gentle rolling hills of grass from horizon to horizon. No trees, nothing but grass. I saw no beauty in that at all.

My second trip was with someone from Michigan, someone to whom I tried to explain what they were going to see, and, as I did, I found myself describing this vast expanse as something so unique it has a beauty all its own. My second look was more intense. I could see the grass moving in great currents as it was touched by the prairie winds. I could see the abundance of birds overhead and others resting on the taller shoots of grass. I could see the weatherworn cedar fence posts diligently holding up their barbed wire, all lined up, wandering as far as the eye could see. And, as the sun gave up for the day, it cast shadows behind the hills and through the grasses, creating a ground-sunset like you have never seen before.

It’s true of people, too. At first glance, we may not see the beauty, but, as we get to know what’s in their heart and mind, we begin to appreciate the beauty of their soul. Nowhere is that more evident than in the disabled community. I have been blessed to witness it firsthand, as granddaughter Maddie was born with Down syndrome.

To many, she may look different, speak differently, act differently than others. But, don’t we all?

The difference in Maddie is that she sees the beauty in all of us, and, after that “second glance” and a tiny bit of conversation, her beauty reaches out of that tiny body and grabs you right by the heart.

You may see a child in a wheelchair, a child with dismemberment or disfigurement, or hear a child with speech difficulties. Many of you know exactly what I am writing about, as you know individuals with disabilities and have seen thr miracle of beauty yourselves.

Now comes along an organization called Changing the Face of Beauty, and it is dedicated to doing just that by encouraging businesses to adopt disabled people into their marketing campaigns. They have been highly successful, and the impact has been real.

The disabled community has a buying power exceeding $200 billion. Behind every disabled child, there are parents and families, all who want to do business with organizations that also see the beauty in all individuals. I see their ads featuring models in wheelchairs and with Down syndrome, and I know firsthand that means a lot to consumers who live with, work with, and appreciate the entire disabled community. The marketing makes a difference on where those families choose to spend their disposable income.

If you own or are involved in a business that would like to attract that market along with your existing customers, you need to check out the Changing the Face of Beauty community influencer program. You can go to changingthefaceofbeauty.org/become-a-ctfob-community-influencer and find out how you can become a partner in that growing retail market.

Businesses exist to make money, for sure, but so many of them also want to make a positive difference in their communities, as they do every day with their donations of time and money to worthy organizations. I cannot think of any more worthy than the children and the families needing a little more attention because of a disability. They have to make decisions and sacrifices we seldom think about, while dreaming about how or if we will include them in our hearts as much as they do.

Changing the Face of Beauty is making a difference by showing the real meaning of “Beauty is in the eye of the beholder.” If you are a business and would like to be a community influencer, Dr. Jamie McClintic, an occupational therapist out of Ossineke, has made a sizable donation to cover all the membership expense for the first five businesses to contact her at jamieawtry@gmail.com .

Let me know if you are more likely to buy from a business that includes disabled persons in their marketing.

Greg Awtry is the former publisher of the Scottsbluff (Neb.) Star-Herald and Nebraska’s York News-Times. He is now retired and living in Hubbard Lake. Greg can be contacted at gregawtry@awtry.com.