Invisible No More: Why Disability Inclusion Is Key for Brands

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 statistics from the Australian Bureau of Statistics (ABS), there are more than 5.5 million Australians with a disability – a massive market. People with disabilities are individuals first. They belong to families and communities, and they are consumers of brands with spending power just like everyone else.

We are at a critical juncture where we’re slowly starting to see more representation of people with disabilities in the media. However, the creative work we need goes beyond just showing representation – it needs to come from a disability perspective. For example, my son eats meat pies every night. It’s his “safe food,” much like how we’re loyal to certain brands and even go out of our way to find those limited-edition releases – yet no one is marketing to him.

Brand Disability Inclusion: Josh and His Pies

My son’s love for meat pies should be a part of the marketing conversation. Meat pies are synonymous with ‘footy’ in Australia, yet I don’t see my son represented in any marketing or advertising. He would love meat pies just as much as any ‘footy fan’ – this is the kind of creative I want to see in the market.

But it’s not just about food – it’s about representation across all areas of life. Many individuals with disabilities aspire to walk runways, create content, or start podcasts, but their pathways to education and opportunity are often limited. While we see a sprinkle of influencers, it shouldn’t be a rare exception. Everyone deserves a chance to pursue their dreams.

Representation Goes Beyond What’s Visible

When discussing representation, we must remember that it goes beyond what’s visible. While we often see creatives with visible disabilities, about 90% of disabilities are invisible. Brands need to think beyond just visible representation. Including talent with invisible disabilities opens doors for those who desperately want opportunities – not because they’re disabled, but because, like their peers, they dream of becoming stars.

How Can Brands Become More Inclusive?

It starts with empathy and education. Disability inclusion 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 about the businesses behind those brands as well. There’s immense social capital in inclusion, and the beauty of it is that accessibility helps everyone, not just people with disabilities.

Digital Inclusion: A Key to Accessibility

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. And let’s not forget 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 just 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 hotter than ever. 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 directed.

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

Disinfluencer’s Role in Driving Change

If all this seems daunting, fear not. Disinfluencer just launched the ‘Disinfluencer Bundle’ – an inclusive stock library featuring stunning professional Australian photos, paired with three 10-minute e-learning modules. These modules empower marketing teams to understand disability and digital inclusion, helping them market their disability efforts more effectively.

Captioning Videos: A Simple Step Toward Inclusivity

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 vs UX, and accessibility is fundamentally about UX. It ensures that everyone can engage meaningfully, fostering inclusivity for all.

Embrace Disability Inclusion in Marketing and Advertising

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 offering 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.