Marketing to People with Disabilities: Resources

How are brands depicting and including individuals with disabilities in their communications?

How can brands make their websites and digital content more accessible?

Marketing to people with disabilities starts with creating content and campaigns that resonate with them using real-life stories and situations. Below are case studies and campaigns that are inclusive to people with disabilities.

Parkinson’s disease is a nervous system disorder with one of the highest rates of sexual dysfunction. But sexual wellness is rarely discussed in the Parkinson’s community.

ANA Nonprofit Federation award winners Amy Bobrick of ABD Direct and Tracey Burgoon of DAV took different paths to success but they are equally committed to seeing the sector grow.

Amazon undertook to attract the autistic community to dramedy series featuring themes and experiences they would be familiar with.

Detergent company Vanish created a campaign aimed at people with autism, with an emphasis on promoting visibility for girls with autism. The campaign focused on how the detergent can help clothes stay clean and fresh.

Matt Brutocao, VP of Barbie global brand marketing at Mattel, discussed how the Barbie marketing team continues to push this iconic brand forward through its foundation in toys and then builds purpose and meaning through licensing and brand partnerships.

Cheryl Guerin, EVP of global brand strategy and innovation at Mastercard, presented on the brand’s Touch Card, an innovative concept striving to make bank cards more accessible for the visually impaired.

By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.

System1 analyzed creative that showcases the experiences of typically underrepresented groups, including Black Americans, Asian Americans, people with disabilities, members of the LGBTQ+ community, Hispanics, women, and those who are 55 years and older.

Sometimes, you see a commercial or video clip that warms your heart, makes you laugh, brings tears to your eyes, and/or may feel like a punch to the gut. Sometimes, all these things happen at the same time. Portraying real people and their stories, or highlighting an underrepresented perspective or issue, can change people’s lives.

Degree hosted a disability-friendly marathon in the metaverse to raise awareness around the need for more inclusivity and accessibility for people with disabilities.

To drive greater understanding and inclusion of people with disabilities, the International Paralympic Committee partnered with Meta and five Paralympians to share their stories of being a disabled athlete in an immersive VR experience on Oculus.

Among other vital efforts, LEGOLAND Resorts discussed how it has been developing rides thinking about the importance of kid accessibility.

Over one billion people — approximately 15 percent of the total world population — live with some form of disability. Hear from the brands and companies that have led the charge in establishing an unwavering, authentic commitment to the inclusion of people with disabilities both internally and externally.

How are brands depicting and including individuals with disabilities in their communications?

Ads that connect people to each other, and themselves, set an example and standard for all brands to show an array of how different people live. Creating and fostering inclusivity, instead of showing sameness, is a brand strategy that isn’t just about business, but human progress.

Degree created its Trainers for Hire program, a database of differently-abled trainers, to foster inclusivity and representation for disabled people across the fitness space.

Toyota celebrated the story of Paralympian Brian McKeever and his brother, Robin, whose love and assistance helped make Brian’s athletic achievements possible despite his visual impairment.