CMO – How to include disabled communities in marketing

Disabled Australians eat fast food, wash clothes using laundry powder, and even drive cars. But looking at the people used to promote these products in advertising shows not a single disabled person in sight.

The tendency towards only featuring able-bodied people in advertising might be defended based on the law of averages (as the average Australian person is not likely to be visibly disabled), but this runs against the spirit of inclusivity that many brands preach. It also ignores the reality that one in six Australians have a disability.

In this article for CMO Australia I had the chance to explore the topic of representation for disabled Australians in mainstream advertising, and speak to some of the marketers that are working to bring greater representation to a diverse group of Australians.

You can read more by clicking here.