In today’s global marketplace 50% of disabled consumers encounter barriers when accessing content and products, while a mere 2% feel accurately portrayed in media and marketing. These figures from our global research with disabled consumers reveal the stark reality of a community and consumer group yearning to be seen, heard, and authentically represented. This disconnect not only affects the 1.3 billion people living with disabilities worldwide, but also leaves an estimated $13 trillion annual disability spending power largely untapped.
To address this critical issue, Valuable 500 is proud to announce the development of the Authentic Representation Tool (ART). The tool has been developed collaboratively with disability experts, leading marketing and advertising agencies, and companies from a range of sectors and geographies. This innovative solution is set to revolutionise how businesses approach disability representation.
ART is a cornerstone of Valuable 500’s Synchronised Collective Action on Representation. It will provide marketing and media teams with a self-assessment of their current performance, as well as recommending practical steps for improvement.
We are currently piloting ART with select Valuable 500 Partners and Companies, with plans for an official launch in 2025.
Find out more about the global research with disabled consumers.
Find out more about our Synchronised Collective Action on Representation.
About the ART:
ART is the first-of-its-kind tool in the marketing and media world designed to evaluate an organisation’s performance and provide tailored recommendations across three key pillars of disability representation: Authentic Narratives, Accurate Representation, and Accessible Experiences.
The tool enables companies to conduct a self-assessment of their disability representation performance, examining aspects such as workplace representation, leadership practices, creative content, accessibility of production facilities, and the integration of disability-specific research.
The ART assessment will provide marketers with customised roadmaps including:
- Tailored priority actions across Accessible Experiences, Accurate Representation, and Authentic Narratives. These actions will help marketers enhance their campaigns, content, and customer experiences to be more inclusive and authentically representative of people with disabilities.
- Resource Guide: Practical advice on implementing disability-inclusive resources and tools in marketing strategies. This will include guidance on adapting current marketing practices to be more accessible and representative.
- Tailored Expert Connections: A curated list of disability consultancies and organisations specifically aligned with your priority actions and goals. These connections will provide marketers with specialised support and expertise to implement inclusive marketing initiatives effectively.
During my career I’ve seen firsthand the power of authentic representation and the urgent need for change when it comes to disability inclusion in the marketing and advertising space. ART is a pivotal step in our mission to transform how we portray and engage with the disabled community in media and marketing. This is not just about doing the right thing – it’s about tapping into a vastly underserved market and unlocking creative potential. By providing practical tools and fostering accountability, we’re empowering the industry to move beyond token representation towards authentic, meaningful inclusion.
Impact:
The potential impact of ART extends far beyond individual marketing and media teams. With 54% of disabled consumers more likely to purchase from companies that authentically represent disability, ART isn’t just about doing good – it’s about driving innovation and opening new markets. By helping businesses tap into the vast annual spending power of the disability community, ART has the potential to transform both company practices and consumer experiences.
Looking ahead to 2025, we’re excited to announce that we’ll be expanding our partnerships with leading advertising agencies and industry experts to develop a Disability Representation Resource Hub and launching a global Disability Representation Advertising Campaign that will further revolutionise disability representation in marketing and advertising. These efforts will culminate in SYNC25, the world’s first accountability summit on Disability Inclusion, where companies will showcase their progress and commit to further action.
The ART is a groundbreaking tool and, when properly applied, the actionable insights and tailored recommendations will transform how organisations perceive disability representation. At Kearney, we are driven to ‘be the difference’. We are proud to have supported the development of the ART, which we believe will inspire action that significantly advances disability inclusion.
More information:
Read our disability representation white paper.
Read our key principles for authentic disability representation.
