Valuable 500 has launched its groundbreaking Authentic Representation Tool (ART), providing organisations with the first comprehensive roadmap to transform disability representation across all marketing and media touchpoints.
Despite 16% of the global population being disabled, disability only appears in 1% of advertising, while 98% of disabled people say media and marketing don’t reflect their reality. This stark disconnect leaves much of the estimated $18 trillion in annual disability spending power untapped.
ART addresses this critical gap through a comprehensive self-assessment framework that evaluates organisational performance and suggests an action plan for improvement across three key pillars:
- Accessible Experiences: Ensuring disabled people can access and engage with content.
- Accurate Representation: Reflecting the true prevalence and diversity of disability.
- Authentic Narratives: Moving beyond stereotypes to stories shaped by disabled voices.
Most brands want to do better, but don’t know where to start. Until now, disability inclusion has often been siloed into DEI teams. ART shifts the responsibility into the hands of marketing teams – equipping them a shared language, a benchmark, and a clear way to track progress.
1 out of 3 stories
Commercial and Social Impact
Valuable 500 research demonstrates that 54% of disabled consumers are more likely to purchase from companies that authentically represent disability, highlighting ART’s dual social and commercial value proposition.
The release of ART builds on Valuable 500’s momentum following last month’s successful launch of the Nothing Without Us Awards at Cannes Lions. While the awards celebrate campaigns that authentically portray disability, ART shifts the focus behind the scenes—helping organisations assess how deeply disability inclusion is embedded in their systems, practices, and people. It offers a clear, actionable roadmap for building inclusive brands, not just inclusive moments.
The Nothing Without Us Awards celebrate campaigns that get it right. ART helps everyone else get there. July is a time to celebrate disabled identity and spotlight the achievements of the disability community. By launching ART now, we’re giving the industry the tools to ensure that pride and authentic representation continue year-round.
Industry Support and Development
Developed collaboratively with disability experts, leading marketing agencies, and companies across multiple sectors, ART provides organisations with tailored roadmaps including priority actions, resource guides, and curated expert connections to implement meaningful change.
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.
Building Toward SYNC25
The launch of ART builds momentum toward SYNC25, the world’s first accountability summit on disability inclusion taking place in Tokyo this December. At SYNC25, Valuable 500’s partners and companies will showcase their progress towards ending disability exclusion in their businesses. The event will mark the start of a decade of action and accountability for business.
ART is available free of charge to all organisations at art.thevaluable500.com.
