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In the world of advertising, where brands constantly compete for consumer attention, a significant yet often overlooked market remains untapped. Approximately 20 percent of the Australian population lives with a disability, making them a substantial portion of the consumer base that marketers can no longer afford to ignore.
Globally, this community wields a collective spending power of more than $8 trillion USD ($12 trillion AUD), often referred to as the ‘purple dollar’. For brands and marketers, the time to focus on inclusivity is now, and failing to do so could have far-reaching consequences for their bottom line.
If doing the right thing isn’t compelling enough, brands that overlook this market are missing out on significant economic opportunities. In recent years, the advertising landscape has begun to shift – reflecting a growing demand for diversity and inclusivity.
Australian consumers are increasingly vocal about their expectations, with data from Kantar Australia revealing that 65 percent believe it’s important for companies to actively promote diversity and inclusion in their campaigns. This isn’t just about social responsibility – it’s about smart business. Brands that embrace inclusivity are not only enhancing their public image but also connecting more deeply with a broader audience.
A greater level of representation
Take, for instance, Toyota and Qantas, both of which featured Paralympians and athletes with disabilities in their advertising campaigns, with Qantas even engaging Bus Stop’s unique ‘set trained’ support workers to ensure the production was supportive for disabled talent. These ads do more than just promote the airline, they resonate with values of resilience, determination and the celebration of diversity.
By showcasing these athletes, both businesses not only enhance their brands but also tap into a market that values authenticity and representation. Advertising is often leading the way of the film industry on the power of representation. If advertising is the head, the screen industry is the body, and we know after all that it’s the head that moves the body. The sector is ripe for creating social change – in just 60 seconds.
The Channel Nine broadcast of the Olympics and the Paralympics now features commentary by people with disabilities across both sets of games. Consumers are now far more comfortable with diversity and we expect authenticity in our presenters.
The significance of these actions is underscored by the growing visibility of disabled individuals in mainstream media. The Paralympics represent a unique opportunity for brands to align themselves with the principles of inclusivity. Last month, we had Paralympians such as Ellie Cole and Dylan Alcott also stepping into the commentary box during the Olympics for the first time, starting conversations in households across the country.
Additionally, with the support of Bus Stop’s unique employment service, Bus Stop Employment (BSE), Nine’s Paralympic broadcast also included people with disability behind the camera as well. BSE has supported a group of young adults with disability – five neurodivergent and one deaf person – into paid employment with the post-production team at Nine in Sydney. Working around the clock, the group are ensuring the broadcast of the games is fully inclusive, in keeping with Nine’s foundational partnership with Inclusively Made.
Further afield, Keely Cat-Wells’ LA-based company Making Space has supported disabled talent to present the US’s Paralympic broadcast to NBC.
Inclusion is the expectation
This increased exposure offers brands an unparalleled opportunity to embrace inclusion, demonstrating their commitment to diversity while reaching a global audience.
The purple market is not just a niche market but a powerful and active group of consumers. The mantra ‘if you can see it, you can be it’, – often associated with representation, translates in the world of commerce to be ‘if you can see it, you can buy it’. This shift in perspective is essential for brands looking to connect with consumers with disabilities, particularly as global giants like Unilever commit to eliminating stereotypes from their advertising.
Unilever’s commitment to inclusive marketing is setting a new standard, one that Australian brands would do well to follow. When the megabrand launched its Inclusive Set Commitment, it did so after working with Bus Stop Films to develop its Inclusive Production Toolkit. The strategy means wherever the brand is producing content, to win the bid, production companies must include a person with a disability on the crew. Unilever trialled the strategy in Australia with Bus Stop’s support, around a Rexona TVC made in partnership with the Dylan Alcott Foundation. Now they have employed multiple disabled people around the world through this practice, including in this year’s Super Bowl TVC ‘Hellmann’s Mayo Cat’.
The impact of Bus Stop’s work with Unilever and other brands was shared by me at the Global Summit of the Unstereotype Alliance at the United Nations in New York, earlier this year. The urgency for brands to embrace inclusion has never been greater. This moment represents a crucial opportunity to not only enhance brand loyalty but also drive sales by connecting with a market that has historically been underserved.
What will brands do to keep the momentum going?
The upcoming Driving Change Summit in November is poised to be a pivotal event in this ongoing conversation. The summit will bring together leaders from the disability and commercial advertising sectors to discuss the future of disability and neurodiversity representation in media. The event will focus not only on representation in front of the camera but also on creating opportunities behind the scenes. By doing so, the summit aims to challenge outdated perceptions and foster a more inclusive industry.
As the advertising industry evolves, the importance of inclusivity cannot be overstated. Brands that fail to recognise the value of the disabled and neurodivergent communities are not just missing out on a market but risking their relevance in an increasingly diverse world. The next few months will be crucial for brands looking to position themselves as leaders in inclusivity. As global trends move towards more inclusive marketing practices, Australian brands must ensure they are not left behind.
My work with the Driving Change Summit is a call to action for the entire industry. By bringing together key players from across the sector, the summit aims to elevate the conversation around disability in media and create lasting change. For Australian brands, the message is clear: the time for inclusion is now, and those who fail to embrace this shift may find themselves on the wrong side of history. The stakes have never been higher, and the rewards for those who lead the way in inclusivity will be significant, and everlasting.
Tracey Corbin-Matchett OAM is the CEO of Bus Stop Films and founder of the inaugural Driving Change Summit. Held over two days on Monday 18 and Tuesday 19 November, the summit will bring together the disability and commercial advertising, broadcast and production sectors to explore the employment of people with disability across the screen industry, on both sides of the camera and above and below the line. The summit will elevate and celebrate the people and purpose for driving change in policy, production, attitude and storytelling around disability.
Also, read about inclusive digital design for a more accessible future.
