The lack of representation of the disabled community in advertising is a significant issue, given that they comprise 24% of the UK population. In 2022, only 4% of UK TV ads featured a disabled person. Despite their considerable spending power, the disabled community is often overlooked, leading to lost revenue opportunities for brands. Inclusive advertising is not only ethically vital; it yields commercial benefits, with statistics showing improved sales and customer loyalty. Brands must focus on authentic representation to engage effectively with this demographic and avoid tokenism.
Research consistently demonstrates that all groups of people respond well to inclusive advertising. The positives are not just for minority groups. According to Saïd Business School at the University of Oxford, inclusive advertising leads to 16.26% higher sales long-term and 15% higher customer loyalty.
In the UK, almost a quarter (24%) of the population is disabled. While disabled people make up such a large portion of society, they account for a much smaller fraction when it comes to being represented in advertising.
The disabled community has huge spending power, and many want to spend their money with brands who value the community. Families of disabled people in the UK spend an estimated £274bn per year.
When it comes to featuring people from the disabled community in advertising, brands and marketers must prioritize authenticity, proper representation, and avoid tokenism to truly resonate.
#disability-representation #inclusive-advertising #marketing-strategy #consumer-behavior #market-value
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