“In an environment or society that takes little or no account of impairment, people’s activities can be limited
and their social participation restricted.
People are therefore disabled by the society they live in,
not directly by their impairment.”
Disability makes a lot of us uncomfortable. But it’s an important topic. Up there with gender, sexuality and race. And while it’s nice to talk about equality - that just isn’t how the world works. Yet.
The way we see it.
What we believe.
We believe people look to brands to affect positive social change. We believe organisations should represent our full community. And we believe creative thinking can go a long way.
But, the issue of equality needs to extend beyond tokenistic attempts to be inclusive.
This is considered, sincere, intelligent product and service development. This is breaking down social barriers between those with and without disabilities. This is a huge problem, inspiring some great solutions. And this is leaving the world a little better than how we found it.
WHAT WE DO.
We want to educate brand managers and their agencies on the benefits of ‘equitable customer experiences’.
So through research, publications, and events, we provide thought leadership to those in a position to affect positive change.
We know that by catering to exceptional human needs, brands can create exceptional experiences for EVERYONE - while simultaneously destigmatising difference.
WHY IT'S IMPORTANT.
There’s a growing number of life-changing brands already taking a long look in the mirror in order to test their business commitments, set and pursue significant targets, while adapting their internal and external experiences.
This is a bandwagon you definitely want to jump on.
And here’s why.
To put it simply, ensuring your products and services are available to as many customers as possible equals more money. There are so many arguments for the business benefits of inclusion, it’s more pertinent to ask ‘how can you justify not doing this?’.
Why be a brand, when you can be a life-changing one? Awareness, loyalty, a positive reputation, and industry differentiation, are all by-products of inclusive brand practice.
And while there are plenty of enhanced products and services out there, it takes engaged marketing and brand teams to connect them to the right people with truly compelling stories.
FOR ALL OF US
From text messages originally designed for deaf people, to lifts and escalators for those that physically couldn’t take the stairs: when we design inclusively, we all benefit.
The social model of disability says that a person is not limited by their impairment, but by the environment in which they live. So in a world that is governed by corporations, it stands to reason that if they removed as many barriers as possible, people with impairments would be Enabled. And then who knows how the rest of us could benefit.
“The veneer of advertising is no longer opaque enough for brands to hide any elements of their culture. To attract the next generation of employees and consumers, they must take an inside-out approach to marketing and
shine from their core.”
Rebecca Coleman, Marketing Magazine