While the United States stands as one of the globe’s most ethnically diverse nations, the world of mass media has often lagged in echoing the true complexion of our nation. Regrettably, advertising and marketing seem to remain a notable instance of this disparity.
The US is commonly likened to a cultural melting pot, where many backgrounds combine to create a vision of diversity. In advertising and marketing, however, this rich mixture has historically been depicted through the lens of Caucasian individuals.
Contemporary understanding reveals that American society defies homogeneity; our towns and cities are vibrant homes to a multitude of individuals who have proudly preserved their cultural identities. The fabric of American society stretches far beyond the boundaries that advertising and marketing have historically portrayed. This divergence has become increasingly apparent in recent years. To cultivate a thriving brand in the present era, marketers must wholeheartedly embrace diversity, ensuring their campaigns mirror the richness of their audiences’ experiences and backgrounds.
In a constantly evolving world, the concept of inclusion continues to transcend its earlier niche—it is blossoming into an even larger force that is driving change across various aspects of society. Brand marketing is a key arena where the call for inclusivity has grown louder and more resonant than ever before.
The rationale underscoring the crusade for inclusion is rooted in a blend of ethical and realistic understandings.
From an ethical vantage point, inclusion is an acknowledgment of every individual’s inherent dignity and worth, irrespective of their abilities. Yet, it transcends mere ethical obligation; it’s an intelligent strategic move.
Cultivating diverse teams and fostering inclusive workplaces encourages creativity, innovation, and empathy and enhances an organization’s productivity and competitive edge. In addition, embracing inclusion aligns seamlessly with the principles of corporate social responsibility, unleashing a brand’s influence far beyond the boundaries of profit margins.
Within the context of corporate Diversity, Equity, and Inclusion (DEI) endeavors, it’s crucial to recognize that people with disabilities, who represent nearly a quarter of the population, aren’t a minimal segment.
Defining disabilities
At the heart of any meaningful dialogue about inclusion lies a fundamental comprehension of the current landscape. Disabilities, as outlined by the World Health Organization, span a spectrum of physical, sensory, cognitive, and intellectual impairments.
According to the Americans with Disabilities Act, an individual is classified as having a disability if they possess a mental or physical impairment that significantly restricts one or more major life activities. However, this definition only provides a partial glimpse into the intricate levels of disability. It’s important to acknowledge the comprehensive spectrum that encapsulates disability.
Disabilities can reveal as apparent or concealed, congenital or acquired at any stage of life. While many might immediately conjure the image of a wheelchair when pondering disability, the reality is far more diverse.
Disability encompasses a wide range of variations far beyond mobility impairment. When we talk about disability, it’s vital to comprehend that this comprises but is by no means confined to mental health conditions, chronic illnesses, intellectual disabilities, and hearing and vision impairments.
Venturing beyond prevailing stereotypes and debunking misconceptions is not just essential, it’s the bedrock upon which genuine inclusion thrives. The recognition of disabilities carries profound social and economic ramifications, paving the way for equitable opportunities and tapping into an invaluable demographic.
Brand marketing: consumers and employees as agents of change
In our contemporary landscape, consumers and employees wield unprecedented influence as catalysts propelling the paradigm shift toward inclusion in brand marketing. Driven by heightened consciousness and a desire for authentic representation, these stakeholders demand brands that mirror their values, prioritizing diversity as a central tenet.
Statistical data and research findings underscore this demand, with an overwhelming majority of consumers expressing a preference for brands that weave diversity into the fabric of their marketing endeavors. This highlights the affirmative impact of embracing inclusivity—not merely in terms of brand perception but also in nurturing enduring brand loyalty that transcends mere transactional relationships.
Research has also delved into employee perspectives concerning diversity priorities and inclusion, as well as the effectiveness of communication regarding organizational initiatives. In 2020, the US Bureau of Labor Statistics reported a significant employment gap, with 17% of individuals with disabilities in the workforce compared to 61% of those without disabilities.
Notably, a study by Bentley University revealed that over two-thirds of disabilities remain “invisible,” eluding direct observation or visual detection. Within this context, the same study uncovered a striking disparity: while most workplace leaders believe their technological setups and cultures foster an environment inclusive of employees with disabilities, less than half of those with disabilities share this sentiment.
Along those same lines, a recent study conducted jointly by the Institute for Public Relations (IPR) and Voya Financial found some frustrating inconsistencies. While an overwhelming 78% of employees (73% without disabilities and 83% with disabilities or caregivers) express a desire to see individuals with disabilities showcased in communications, advertisements, and marketing across social media platforms, the study reveals that merely one-third of these employees observe their respective organizations fulfilling this aspiration.
That disparity needs to change!
Pathways to inclusive brand marketing
The pursuit of inclusive brand marketing is a journey paved with actionable steps. At its core lies collaborating with people with disabilities and disability-related organizations. By affording these voices a platform, brands ensure the sanctity of authentic representation while sidestepping the perils of token gestures.
While the levels of success and prioritization may vary, there’s unanimous agreement that a robust corporate disability inclusion strategy is a coveted goal for most forward-thinking organizations. However, transforming this goal into reality often encounters intricate hurdles from multifaceted challenges.
Incorporating people with disabilities into corporate advertising and marketing endeavors—whether through television campaigns or social media initiatives—presents a noticeable avenue to showcase an open and inviting environment, not just to potential job candidates and employees but also to the cornerstone of business success: paying customers.
Disabled folks represent an untapped resource of talent, often with untapped potential. Integrating them into branding and marketing communications should be a straightforward victory for communication teams—a tangible win that dually aligns with ethical responsibility and strategic advantage.
Authenticity and inclusion in brand marketing
Inclusion isn’t a fleeting buzzword; it constitutes the cornerstone of authenticity, resonating deeply within the hearts of both consumers and employees. The power of representation in marketing cannot be overstated.
Brands that wholeheartedly embrace inclusivity tap into relatability, forging an authentic and often unbreakable bond with their audience. However, the pursuit of inclusivity is not devoid of challenges. Brands often grapple with the specter of tokenism, fearful of missing the mark or oversimplifying narratives.
Yet, through thoughtful campaigns and genuine, empathetic efforts, brands can avoid these hurdles, emerging as leaders of inclusivity, effectively amplifying messages that resound and inspire audiences.
But are brands and businesses doing enough? According to Nielsen data, I’d say the answer is no. When it comes to advertising featuring individuals with disabilities, there’s a discernible gap. To harness this potential, advertisers must seize the opportunity to engage with the disabled community and its allies, affirming that representation matters and inclusion is important.
Frequently, disability remains conspicuously absent from advertising, other than instances when the focus narrows to products catering to disabilities. Ads depicting individuals with disabilities engaged in everyday life—be it working, parenting, tackling household chores, or indulging in leisure activities are sadly lacking.
A closer look at the Nielsen data unveiled compelling insights. In nearly 450,000 primetime ads on broadcast and cable TV screens, a mere 1% managed to weave in any semblance of disability-related themes, visuals, or subjects. This statistic underscores the considerable discrepancy between the representation that’s urgently needed and the actual portrayal that’s currently prevalent.
These findings show just how much work is still needed when it comes to disabilities in advertising.
Inclusion within brand marketing for people with disabilities isn’t a mere option—it’s a resounding imperative. It transcends checkbox compliance; it’s the bedrock of a sense of belonging, the spark igniting transformative change, and the blueprint for redefining narratives.
By embracing inclusivity as a guiding principle, brands seize the opportunity to mold their identities, engage audiences on authenticity, and chart a course toward a world filled with empathy and inclusiveness.
Conclusion
Embracing life with a disability has become an increasingly integral part of our daily existence. Be it a disability that’s outwardly visible or concealed from sight, more than a quarter of the US populace shares a connection with this experience. Even those not personally affected by a disability probably have acquaintances, friends, or family members living with one.
The potential of media to reshape the discourse surrounding disability is substantial, encouraging a more authentic portrayal of the lives of individuals with disabilities. As evidenced by the surge in inclusive programming spotlighting disabilities and their themes, particularly in the past decade, film and television have made commendable strides in this direction. It’s time for brands to embrace disabilities with that same passion.
Burrelles’ media monitoring provides both automated, software-based measurement and the option for human-verified, qualitative coverage—both online and off. You can contact us here for more information and to discuss your measurement needs.