Why brands could be losing billions by failing to make their marketing more disability inclusive
Brands have made great strides in many areas of diversity in recent years yet disability representation and inclusion is often neglected. Accessibility is rising up the mainstream agenda – and brands are starting to pay attention.
A positive cultural change has emerged over the past 12 months, disability inclusion is starting to no longer be shoehorned into creative considerations. It is instead being thoughtfully considered and seamlessly integrated from the outset.
From British Vogue featuring disabled talent on its covers to Primark’s launch of an accessible range of lingerie, as well as the announcement that British Sign Language will be taught as a GCSE subject from September 2024.
It is a sure sign that attitudes and behaviours are changing among the general public and the media, and signifies a long-overdue turning point for the 1.3 billion people (16% of the population) who experience disability globally.
