Up to 98% of disabled consumers don’t see their experiences consistently depicted in media and marketing – this stark finding from our representation whitepaper, published earlier this year, highlighted the urgent need for change. 2024 marked a significant shift in how companies and media responded to this challenge and sought to improve disability representation across their media, marketing, and product offerings. From groundbreaking casting decisions to innovative product design across entertainment, technology, toys, and gaming, here’s our round-up of the year’s representation wins that put disabled voices at the heart of development and decision-making processes.
Google’s Super Bowl Moment
Valuable 500 Iconic Partner Google used its coveted Super Bowl spot to showcase accessibility technology, partnering with blind filmmaker Adam Morse to tell the story of Javier using the Pixel 8’s Guided Frame feature.
Barbie’s Inclusive Line Expansion
Mattel partnered with the American Foundation for the Blind and National Down Syndrome Society to create Barbies with visual impairment and Down syndrome, developed with extensive community input.
Learn more about Barbie’s inclusive line expansion.
Channel 4 Takes Action on Representation
The UK broadcaster and Valuable 500 company made significant moves in 2024: setting new “floor level” representation targets across its content while working directly with the disability community to evolve their Paralympics coverage into a fresh rebrand that better reflects athlete achievements. New research published by the broadcaster shows that 94% of viewers felt the Paralympics helped positively shift perceptions of disabled people.
Read Channel 4’s equity strategy.
Learn about Channel 4’s Paralymics coverage research.
Assume That I Can Campaign’s Global Impact
This World Down Syndrome Day campaign starring actor and activist Madison Tevlin won a Gold Lion at Cannes, reaching over 150 million views and challenging stereotypes about disability through authentic representation.
Sony’s Inclusive Design
Valuable 500 Iconic Partner Sony expanded accessibility features across its product range, from enhanced audio descriptions on BRAVIA TVs to the innovative HX99 RNV camera for visually impaired users.
Learn more about Sony’s inclusive design and accessibility initiatives.
Disney+’s Out of My Mind
The streaming platform’s adaptation of “Out of My Mind” stars Phoebe-Rae Taylor as Melody Brooks, a quick-witted 12-year-old with cerebral palsy fighting for inclusion in mainstream education, featuring Jennifer Aniston as her internal voice.
Watch the trailer for Out Of My Mind.
A Different Man’s Bold New Perspective on Facial Difference
Aaron Schimberg’s “A Different Man” stars Sebastian Stan and Adam Pearson in a nuanced exploration of disability, appearance, and self-acceptance, pushing boundaries in disability storytelling.
Watch the trailer for A Different Man.
Xbox’s Accessibility Push
Microsoft, a Valuable 500 Iconic Partner, saw its gaming division unveil major accessibility advances including a new $29.99 Adaptive Joystick, customisable 3D-printable thumbstick toppers through Xbox Design Lab, and partnerships with 8BitDo and ByoWave for specialised controllers – creating over 100 million possible configurations for disabled gamers.
The Sims 4 Representation
The Sims 4, played by millions worldwide, expanded its health representation significantly by partnering with model Winnie Harlow to introduce vitiligo options with 61 customisable patterns, while also adding hearing aids and glucose monitors as character features to reflect real-world medical devices.
Learn more about the devloper’s collaboration with Winnie Harlow.
Wicked’s Groundbreaking Casting
Universal Pictures’ “Wicked” made history by casting wheelchair user Marissa Bode as Nessarose and Cesily Collette Taylor as baby Nessarose – the first time the role has been played by a disabled actor – while incorporating accessible design throughout the production to authentically represent disability.
Strictly Come Dancing’s Historic Season
Another Valuable 500 Iconic Partner, the BBC, made history with its flagship dance competition as blind comedian Chris McCausland won the 2024 series with partner Dianne Buswell, proving dance knows no barriers.
Learn more about Chris McCausland’s win.
LEGO’s Sunflower Initiative
LEGO introduced the first toys featuring official Sunflower lanyards across DUPLO, Friends, and Icons sets, while adding Sunflower designs to Minifigure Factories worldwide.
Learn more about Lego’s Sunflower Lanyard initiative.
Kokuyo’s Commitment to Inclusive Product Design
Japanese Office Supply Leader and Valuable 500 company Kokuyo committed to incorporating inclusive design in at least 50% of new product series by 2030, setting a new standard for corporate accessibility targets.
Read about how Kokuyo hosted a Valuable 500 event on inclusive design.
Representation in 2025 and Beyond
These examples demonstrate what’s possible when businesses prioritise authentic disability representation from the outset. Those who achieved genuine progress this year all share one common thread: they put disabled voices at the centre of their work, from initial concept through to execution.
Their approaches align with our Key Principles for Authentic Disability Representation – from “Nothing About Us, Without Us” to measuring impact and improving iteratively. The challenge now is to turn these individual wins into systemic change.
The milestones achieved in 2024 show that meaningful innovation and authentic representation aren’t just “nice to have” – they’re fundamental to business success. As we approach SYNC25, we hope to see more businesses following these examples and embracing disability inclusion as core to their success.
Read our Authentic Representation Whitepaper.
Discover our Key Principles for Authentic Disability Representation.
