Lessons for Brands: Creating Inclusive and Accessible Advertising

Image: Tonny Huang via Unsplash

Sarah is your potential customer.  

She is a vibrant social media influencer who happens to be blind. Sarah loves sharing her daily experiences, tips on living independently, and product reviews with her followers. Despite her active presence on social media, she often feels left out of the conversation when it comes to advertisements. Most ads she encounters are heavily visual, lacking the necessary audio descriptions or alternative text, making it impossible for her to fully engage with the content.

One day, Sarah missed out on a fantastic promotion for her favourite organic cleaning products because the ad was purely visual, with no accompanying description. This wasn’t an isolated incident. From missing out on limited-time food offers to not knowing about the latest hair care products, Sarah’s experience underscores a significant gap in how brands reach their audiences.  Sarah’s story highlights a crucial point: when brands fail to make their advertisements accessible, they exclude potential customers like her.

Sarah doesn't want your pity. She wants to be your customer. Her story highlights a crucial point: when brands fail to make their advertisements accessible, they exclude potential customers like her. It’s a missed opportunity that brands can no longer afford. Inclusive and accessible advertising isn’t just a moral imperative - it’s a smart business move that can drive meaningful engagement and loyalty.  

Only 1% of advertising is truly representative. Most ads are made for the average. But today, there are no averages. In a world where over a quarter of the population identifies as having a disability, the vast majority of advertisements still fail to authentically represent this significant demographic. Disabled individuals in the US and Canada hold a staggering $13 trillion in buying power, yet they remain one of the most underrepresented groups. It’s time for brands to rethink their strategies and embrace inclusivity and accessibility in their advertising. But where do they start?

1. Implement Inclusive Design Practices

One starting point is to implement inclusive design. This will help create content that everyone can use, regardless of their abilities. It’s about starting with accessibility in mind from the very beginning. Less of a check list and more of way of working, this is an important first step to creating messaging that reaches everyone.

Key Principles of Inclusive Design:

• Compliance with industry Guidelines: Following the Web Content Accessibility Guidelines (WCAG) ensures your digital content is accessible to all users.
• Alt-Text, Video Descriptions, Captions: Adding text descriptions for images, providing video descriptions for those with visual impairments, and including captions for the deaf and hard-of-hearing are fundamental practices.
• Broader Tech Enablement: Leverage technology to enhance accessibility in innovative ways.

Example: Procter & Gamble (P&G) P&G leads the way with their integration of audio descriptions in video ads, making their content accessible to around 30 million visually impaired individuals. This commitment to inclusivity sets a high standard for other brands to follow.

Watch P&G’s Accessible Ads here.

2. Engage with Disability Advocacy Groups

Representation is critical. Collaboration with disability advocacy groups is essential for creating truly inclusive advertising. These people  provide invaluable insights and ensure your campaigns resonate with the disability community.

Best Practices for Engagement:

• Gather Feedback from Disabled Individuals: Conduct user testing with disabled individuals to gather authentic feedback.
• Partner for Insights: Work with advocacy groups to gain a deeper understanding of the needs and preferences of the disability community.

Example: Microsoft Microsoft’s Xbox Adaptive Controller campaign is a stellar example of successful collaboration. Partnering with the Cerebral Palsy Foundation and Warfighter Engaged, Microsoft developed a product that meets the needs of disabled gamers, demonstrating the power of inclusive design.

Watch the Xbox Adaptive Controller Campaign here.

3. Include Authentic Representation

Representation matters. Authentic representation in marketing campaigns is crucial for connecting with disabled audiences. This means casting individuals with disabilities and telling their genuine stories without resorting to stereotypes.

Key Considerations for Authentic Representation:

• Casting Individuals with Disabilities: Make sure people with disabilities are visible in your ads.
• Telling Genuine Stories: Share real experiences and avoid clichés or stereotypes.
• Design for the Masses, Not the Average: Move beyond creating ads for the "average" person and recognize the opportunity to reach a broader audience.

Example: Apple Apple excels in showcasing individuals with disabilities using their products, highlighting how their technology empowers users of all abilities.

Watch Apple’s Accessibility Features here.

4. Don’t Forget About Media Accessibility

Ensuring your ads are accessible to all is essential. This includes making sure ads are accessible to deaf and blind audiences by implementing best practices and leveraging technology.

Best Practices for Media Accessibility:

• Lean into Technology: Use the latest tech solutions to enhance accessibility.
• Acknowledge Mistakes and Improve: Understand that mistakes can happen but commit to continuous improvement.

Example: Google Google’s efforts in accessibility, such as adding automatic captions to YouTube videos, ensure that their content is accessible to deaf and hard-of-hearing users.

Accessibility in advertising is a continuous journey, not a one-time goal. By adopting inclusive design practices, collaborating with advocacy groups, ensuring authentic representation, and making media accessible, brands can lead the way in making accessibility the standard. This approach not only fosters innovation but also helps create a more equitable world for everyone. And one final point to consider: no single group, agency, or organisation has all the answers. The essence of inclusivity is to begin with the right mindset and a commitment to continuous learning and improvement.