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Invisible no more: Why disability inclusion is key for brands

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Invisible no more: Why disability inclusion is key for brands

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Brand disability inclusion

Marketing Mag Contributor: Simone Eyles When it comes to representing people with disabilities, the barriers aren’t what you think they are. Brands are eager to be inclusive and want to showcase representation across their channels. They understand why inclusion matters, but how do they actually achieve it?

The disability community is ready to be included. According to the latest stats from the ABS, there are more than 5.5 million Australians with a disability – that’s a massive market. People with disabilities are individuals first. They belong to families and communities and are consumers of brands, with spending power just like everyone else.

We’re at a critical juncture where we’re slowly starting to see more representation of people with disabilities in the media. I’m aiming for the day when creative work comes from a disability point of view. For example, my son eats meat pies every night.

Brand disability inclusion Josh and his pies!

 

It’s his safe food, just like how we’re loyal to certain brands – even going out of our way to find those limited-edition releases – yet no one is marketing to him. Meat pies are synonyms with ‘footy’ and yet I don’t see him represented in any marketing or advertising. He would love meat pies just as much as any ‘footy fan’ – and that is the creative I desire to see.

But let’s talk about the dreams of individuals with disabilities. Many aspire to walk runways, create content or start podcasts, yet their pathways to education and opportunity are often limited. While we see a sprinkle of ‘influencers’, it shouldn’t be just a rare exception for a few.

When discussing representation, we must remember that it goes beyond what’s visible. While we often see creatives with visible disabilities, about 90 percent of disabilities are invisible. Brands need to think bigger than just representation. Having talent on set with invisible disabilities transcends mere visibility; it opens doors for those who desperately want opportunities – not because they’re disabled, but because, like their peers, they dream of being stars.

So how can brands become more inclusive?

It starts with empathy and education. This isn’t just another checkbox on your to-do list – it’s a journey worth taking, and not just because it’s the right thing to do, but because the data shows it’s great for business.

Inclusion isn’t just beneficial for brands – it’s also about the businesses behind those brands. There’s immense social capital in inclusion, and the beauty of it is that accessibility helps everyone, not just people with disabilities.

Digital inclusion is crucial, too. From website accessibility statements to widgets, we have Global Accessibility Awareness Day (GAAD) each year to highlight what digital access looks like and the common pitfalls. Low contrast and alt text are often the top two issues – both of which are easily fixable. Don’t even get me started on how alt text can impact your SEO.

This isn’t just a passing trend. Digital inclusion is already integrated into major platforms, from Apple products to AI-generated captions on Instagram and LinkedIn. Tools like Canva can automatically generate alt text and you can easily apply alt text to images across all social media apps.

Remember, alt text isn’t merely an image description for comments – it should be embedded directly into the image itself. This way, screen readers can accurately convey the image’s content, no matter where it’s viewed on the internet.

Want to up your inclusion game?

Influencer marketing is hot right now. Take Jess Otter from @aussieautismfamily, who has a highly engaged audience with more than six million monthly views. Her rates start from $700, and clients are seeing incredible ROI with real-time analytics and insights. This is where marketing dollars should be going.

Otter also did a story about her son Jacob and his ‘safe food’. That reel went viral and now has more than 5M views and 44,000 ‘likes’. These are numbers I am sure brands would dream about getting. 

Brand disability inclusion

If it all seems daunting, never fear. Disinfluencer just launched the ‘Disinfluencer Bundle – an inclusive stock library featuring stunning professional Australian photos, coupled with three 10-minute e-learning modules. These modules empower marketing teams to understand disability and digital inclusion and help them effectively market their disability efforts.

Change begins with each of us. Captioning videos on social media is crucial – not only for accessibility but also because many viewers watch videos on mute. We’ve all seen the graphic illustrating UI versus UX, and accessibility is fundamentally about UX. It ensures that everyone can engage meaningfully, fostering inclusivity for all.

Brand disability inclusion UX vs UI

Are you tuned in to the conversation? I challenge you and your teams to embrace creativity in advancing disability inclusion in advertising and marketing. Creativity has the power to change perceptions and dismantle stigmas, allowing brands to take the lead in making a meaningful impact.

In a world overflowing with noise and stimulation, bold and brave creativity stands out. Together, let’s break down barriers and pave the way for a more inclusive future.

Simone Eyles is the founder of Disinfluencer, a platform that offers ‘disinfluencer bundled’ – the world’s first inclusive stock library paired with e-learning modules to help businesses and brands improve their inclusive marketing. With a background in graphic design and personal experience as a mother of a disabled child, Eyles leads with empathy and a ‘GSD’ attitude, empowering brands to authentically embrace inclusion in their marketing efforts.

Also, read about why the time is now for brands to embrace inclusion.

     
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