NOTHINGABOUT USWITHOUT US

The path to sustained progress andaccountability in inclusive disability
representation

NOTHING ABOUT US WITHOUT US

Contents
Foreword  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 2Executive summary  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 3Introduction  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5Uncovering the truth••  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5What does “better” look like in disability representation, and how do we get there?  .  .  .  .  .  . 7Perspectives from the global disability community  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8

Accessible experiences  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10
A brief business case for accessibility  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10
Economic implications of inaccessibility .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 11

Accurate representation  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 14
Types of accurate representation: striking a balance  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 14
The return on accurate representation  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 16

Authentic storytelling  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 18
One-dimensional storytelling perpetuates misconceptions . . . . . . . . . . . . . . . . . . . . 19
Addressing the lack of intersectional storylines  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 20
The case for diverse and inclusive casting  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 21
Ensuring cultural visibility for disabilities across the spectrum••  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 23

Progress achieved, barriers remain  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 24
The way forward – next steps  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 26
Our call to action  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 29
Acknowledgements  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 30
Appendix A - case studies  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 31
Literature  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 42

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NOTHING ABOUT US WITHOUT US

FOREWORD

Foreword
Dear Colleagues, Advocates, and Allies,
Today, I am proud to present the findings of oneof the world’s most comprehensive, inclusive,and representative market studies on disability
representation in media and branding. This white
paper serves as a compass for a two-year roadmap
in Inclusive Representation and a resounding
call to global business: underperforming andunderserving the disability market is neither
ethical nor sustainable.
In my professional journey, spanning three decades
in advertising before assuming the role of CEO at
the Valuable 500, I have seldom encountered workas important and potentially transformative as this.
Reflecting on my tenure as a global advertising
executive, one pivotal campaign stands out:
Maltesers’ “Look on the Light Side” in 2016.1 This
campaign marked the brand’s pioneering useof humour, candour, and authentic, everyday
portrayals of disabled individuals. The purpose wasto better reach the disabled consumer segment
which had previously been a critically untappedmarket. We worked directly with disabled young
women and asked them to tell their stories. We
cast disabled talent and created ads that were
funny, inclusive, and relatable, as well as producing
Britain’s first fully signed TV ad. The results were
outstanding, and the impact was both immediate
and profound:• 1.5 million social media impressions within
24 hours.
• A 7% sales increase.
• A survey revealing that 44% of disabledconsumers felt the campaign altered national
perceptions of disability.

This endeavour, and the positive change it
instigated for both our client (Mars Wrigley
Confectionery) and the disability community, lit thefire in me that led me to my current role. Inclusive
disability representation, authentic storytelling,
and creating accessible content matters. They
are not just proven business strategies but potent
catalysts for systemic and societal change.
Unfortunately, too many companies falter whenapproaching inclusive representation and creating
accessible content. There are many reasons for
this, and our research suggests that companies
are either overwhelmed by fear of the unknownor hindered by socio-cultural factors. Whatremains largely obscured is the pervasive impact
of inadequate representation and accessibility on
disabled consumers and job seekers worldwide.
At the Valuable 500, we recognised the needfor a global picture of how products, media andmarketing communication can work together toform an ecosystem of inclusive representation.
The objective of this project is to encouragecompanies to put disability inclusion andaccessibility into all external communications,branding, media, and consumer products. Not
only is this a moral imperative, but it makes soundfinancial sense.
Let the data presented here guide our collective
journey toward a future where all products,
services, experiences, messages, and spaces are
inherently inclusive and accessible. Together, let us
champion the end of disability exclusion.
Warm Wishes,

Katy Talikowska,
CEO of the Valuable 500
1Maltesers - “Look on the Light Side”.

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NOTHING ABOUT US WITHOUT US

FOREWORD

Executive summary
People with disabilities continue to be underrepresented andinauthentically portrayed across mainstream media, marketing
communication, and the global marketplace. We know that creating
disability-inclusive and accessible places, products, and communications
drives greater social inclusion and access to untapped markets. Yet
global business remains inconsistent in meeting access needs andaccurately including disability in their communications and outputs. In
many cases, companies lack the confidence, competence, and strategic
vision to systematically embed disability inclusion and accessibility as
core business processes.
The journey to achieving more widespreadand positive disability representation begins
with developing a compelling, data-driven
case for companies to understand why andhow to improve. It is important that companies
realise that this journey can be undertaken
regardless of their industry, size, or geography.
While previous research has explored disability
representation in specific media, markets andcultural contexts, important questions haveremained unanswered. How might products,
media, and marketing communications
interconnect to create an ecosystem ofinclusive representation? And how could
this ecosystem become truly beneficial
for disabled consumers, businesses, andbroader society?
In 2023, the Valuable 500 partnered with
Open Inclusion and Yale University on an² Focus groups were carried out in the US, UK, India,
Japan, Australia, Kenya, and South Africa.

3

ambitious research project. The objective of
this project was to develop a consumer-driven
imperative for companies to mainstream
disability inclusion and accessibility into all
external communications, branding, media, andconsumer products. Our survey engaged over1000 disabled individuals across 15 countries
and 6 continents, encompassing diverse agegroups, genders, and types of disability. Our
focus groups brought together esteemeddisability advocates and thought leaders fromseven regions2 around the world to gather
unique insights and perspectives that cannot
be captured by quantitative data alone. Finally,
this report also includes case studies frompartner companies of the Valuable 500, which
offer tangible examples of best practices
from companies who are leading the charge
in inclusive representation across a range ofindustries.

NOTHING ABOUT US WITHOUT US

This comprehensive approach has created adata-backed narrative which uncovers systemic
barriers and identifies opportunities forcompanies to drive positive change for people
with disabilities. We paint a clear picture of
how disabled people around the world define,experience, and value disability representation.
Moreover, the report highlights how thebusiness community as a whole continues tomiss the mark in including disabled people inthe media and consumer products.
It is clear that the status quo needs to change,
and this research makes an emphatic case that
confident, consistent, and authentic disability
representation delivers strong commercial
returns alongside social impact.
This whitepaper issues an imperative tothe Valuable 500 and the broader business
community, urging collective commitment
and mutual accountability. This approach willachieve an elevated standard of performanceacross three key pillars:
1. Accessible experiences
2. Accurate representation
3. Authentic narratives
By offering concrete examples ofrecent successes and providing clear
recommendations for improvement, weare laying the foundation for Synchronised
Collective Action on Inclusive Representation.
We are calling on companies to join us indeveloping a shared, global standard and setof practices that can be applied across a wide
range of organisations and industries.
Authentic disability representation matters.

4

EXECUTIVE SUMMARY• Disability representation in media andmarketing matters, yet brands often
fall short. Our global survey of disabledconsumers found overwhelming demand
for more inclusion and accessibility.
Over 90% agreed brands should ensurecommunications are accessible andreflect disability accurately (92% and
91% respectively).
However, current media portrayals exhibit
substantial gaps:• Accessibility barriers persist, withover half (56%) of respondents
regularly encountering inaccessible
communications across news, TV/film,ads, and other media.
• Accurate disability representation israre. Just 10% felt their own disabilities
were portrayed appropriately, withgeneral disability depictions only
marginally better at 12%.
• Authenticity matters most. 76% said
casting actors with disabilities and 78%
said presenting authentic narratives arevital for getting representation right.
Brands have an obligation, and a major
opportunity, to lead on disability inclusion.
This requires accessible, accurate
communications reflecting real experiences
With great care and collaboration with thedisability community, brands can makeprogress toward. representation that
respects and empowers.

NOTHING ABOUT US WITHOUT USINTRODUCTION

IntroductionThe global movement in authentic disability representation in media,
marketing, and product design is advancing. There is a nascent but
growing contingent of companies that have begun to systematicallycreate products, media, services, and marketing campaigns that areinclusive and accessible by design. Emerging market research points to a
general uptick of activity within the global business community to makemedia and branding both disability inclusive and accessible. These recent
developments mark the continuance of a much-needed global shift inbusiness as usual, but they are just the beginning.
Uncovering the truth
This publication is a direct result of significant
research, study, and collaboration. In 2023, theValuable 500 partnered with Open Inclusion
and Yale University on a global study to shed
new light on the current state of play regarding
disability representation and accessibility inmedia, branding, and product design. The study
sought to create a global snapshot of how
authentic disability representation is defined,
experienced, and valued across geographic
and cultural boundaries to better understandhow the business community is succeeding andwhere progress must be made in this area.
Our research displays a significant disparity indisability representation and genuine portrayal
in media and the marketplace and indicates awidespread lack of authentic storytelling andaccessibility.

5

The data also sheds light on:• Stark differences in experience andperspective across regions.
• The compounding effects ofintersectionality on lacking media
representation.
• Differing understandings of inclusion
among various disability subgroups.

84%
62%

of surveyed individuals
do not feel frequently andappropriately represented
in advertising.
of respondents indicated that
their specific disability was
rarely or never appropriately
depicted in TV and film.

NOTHING ABOUT US WITHOUT US

The lack of representation
underscores a broader
call to action, with 86% ofrespondents emphasisingthat commercial businesses
bear a significant
responsibility to advancedisability inclusion throughconsistent and appropriate
representation.

59%
56%

of respondents recognise
some improvements indisability representation
across media and marketingmessaging within the past
5 years.
of respondents suggested
that some progress has beenachieved in making products
and experiences moreaccessible within the past 5
years.

INTRODUCTION

Crucially, our research highlights the immense
unrealised opportunity that businesses cancapitalise on by prioritising accessibility
and authentic inclusion across the brandexperience. Businesses risk losing out on
the global disability community’s $13 trillion
estimated annual spending power.3 The
business case and opportunity for organisations
to improve their performance (and to betransparent in their progress and efforts) has
never been clearer.
Whilst we understand that there is a need forcontinued improvement, we are heartened thatthe majority of respondents from the Valuable
500 survey believe there has been some
progress.
Data from our survey points to a discernible
shift in positive disability representation inmedia and marketing. Participants in our
survey, focus groups and interviews cite notable
examples of increased visibility of disability
issues, a wider range of portrayals, and moreauthentic casting and scripts that better reflect
lived experiences – as evidenced in productions
such as Apple’s The Greatest and The Lost
Voice campaigns, 37 Seconds, or Raja theGreat.
There also have been wider commitments toadvance accessibility and inclusivity as corebusiness objectives within the global business
community. Organisations have displayed theircommitments to the Valuable 500, ILO GBDN,
and other global and regional business anddisability partnerships. Evidence of increased
investment in accessibility in recent years
suggests the beginning of a shift away from a3

6

The 2022 Valuable Truth Report by the Valuable 500.

NOTHING ABOUT US WITHOUT US

purely legal (or reactive) approach to addressing
accessibility. Instead, there is evidence of ashift towards a more intentional and proactive
approach to meeting customer access needs.
For example, in a global survey of more than 500
companies from around the world, Forrester
found that 60% of executives have committed
to creating accessible products. 27% of design
professionals said their teams were going tohire roles in accessible and inclusive design inthe next year.4 This proactive stance suggests
a growing recognition of the importance ofintentional efforts to meet the needs andexpectations of a diverse customer base, butthere is still work to be done.
What does “better” look like in disability
representation, and how do we get there?
This paper paves the way for companies tomake meaningful and measurable progress on
disability inclusion and representation acrossall industries. The Valuable 500 is positioned
to be a driving force and convener of expertiseand thought leadership from disability andbusiness for the work ahead. We are committed
to supporting the global business community
to improve their understanding, performance,
and accountability in this space throughSynchronised Collective Action.

INTRODUCTION

We define inclusive disability
representation in the media andmarketplace as the systematicand genuine portrayal of disability
across all media, communications,and consumer touchpoints. These
portrayals authentically reflect the
lived experiences, intersectional
identities, and access needs ofpeople with disabilities.
Disability must be depictedaccurately by casting disabled talent
in meaningful and non-tokenisticroles, co-creating narratives withdisabled communities that movebeyond reductive tropes andstereotypes.
Inclusive representation also means
making consumer-facing products,
services, and packaging inclusive
and accessible, ensuring they are
representative of the diverse needsof disabled consumers.
Fundamentally, inclusive
representation involves systemic
efforts to shift entrenched norms
and unlock the $13 trillion disability
market for the benefit of society as awhole.

42023 Bright Spots and Opportunities in a Year of 		
Accessibility Research.

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NOTHING ABOUT US WITHOUT US

This paper is our first step on this journey; init, we recommend actions and strategies forbusinesses to mainstream authentic disability
representation as a scaled and sustained
standard practice. We also provide casestudies of world-leading examples of productinnovations and branding campaigns which
focus on authentic disability portrayals andaccessibility.
Lastly, this whitepaper is a call to action to the
Valuable 500, the disability community, and thebroader business sector to work together andhold each other to account to achieve a higher
standard of performance in this area. We invite
our partners to join us in producing a global
standard for inclusive representation to informcompanies on how to systematically improve
performance across three key pillars:• Accessible experiences.
• Accurate representation.
• Authentic narratives.
Perspectives from the global disability
community
Despite evident signs of progress and isolated
examples of best practice in authentic disability
representation, the global business community
as a whole is lagging in its understanding andperformance in this space. The Valuable 500’s
study paints a picture of how the disability
market remains largely unaccounted for in thedevelopment of products, branding, and media.

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INTRODUCTION

The insights gathered from the study
point to three pillars of inclusive disability
representation:
ACCESSIBLE EXPERIENCES refers toaccessible communications, products andphysical spaces which promote equity
through inclusive design. Without access,any representation is meaningless. Accessenables direct experience, without which
value is lost along with any sense ofinclusion or belonging.

ACCURATE REPRESENTATION focuseson accurately reflecting the prevalenceand diversity of disabilities in society inbranding and product design. Specifically, it
does so by focusing on how individuals withdisabilities interact with brands or products
as mainstream consumers rather than in
tokenistic representations.

AUTHENTIC NARRATIVES explore
attributes, stories, and lived experiences ofpeople with disabilities depicted in media
and advertising. More authentic narratives
can powerfully usher in new attitudes anda deeper understanding of disability insociety.

NOTHING ABOUT US WITHOUT US

In the following sections, we provide an overview
of the state of play within the global inclusive
representation ecosystem. We unpack thesystemic barriers which prevent the widespread
adoption of authentic disability representation inmedia, marketing communication and inclusive
experience design.
Our research delves into how the global
disability community experiences disability
representation in mainstream media (TV, film,
news, and current affairs) and consumer brands(advertising, business communications andproducts). In particular, we sought to understandhow representation and accessibility (or lackthereof) affects brand value. We also reflect
on how effective representation conditions theinteractions disabled consumers and jobseekers
have with brands, media, and products.

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INTRODUCTION

NOTHING ABOUT US WITHOUT USACCESSIBLE EXPERIENCES

Accessible experiences

Ensuring that all consumers have equal access to experiencing a product orservice along with its related marketing media and messaging should be thecornerstone of any company’s disability inclusion journey. Nevertheless,our research reveals that accessibility is an ongoing challenge for mostdisabled people around the globe. Over six in ten (63%) respondents to oursurvey encounter obstacles preventing access to marketing communication
preventing meaningful consumer engagement and harming both individuals
and businesses alike.

Accessibility issues were pervasive acrossall forms of media:• 54% of respondents encounteredbarriers accessing, perceiving, orunderstanding news and current affairs
content at least some of the time.

• 57% experienced accessibility obstacleswith TV and film.

• 53% struggled with inaccessible
advertising.

• Brand communications posed evengreater challenges, with 63% facing
barriers at least occasionally.

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Respondents also expressed the urgent needfor improvement when it comes to accessible
practices in corporate communication, as wellas the critical role of accessibility in building
truly inclusive brand experiences and furtheringa sense of belonging. 92% of respondents
believe that brands have a duty to ensure
accessible communications.
A brief business case for accessibility
The case for businesses to invest inaccessible design for products, services,and communications is compelling andmultifaceted. Accessibility – in its various forms
and meanings – is not only a fundamental rightbut also a key driver of market expansion andcustomer satisfaction. Pervading researchsuggests that there is a significant, yet largely
untapped, market for accessible products. The
Return on Disability Group’s 2020 Annual report
estimated that the global disability market
controls $13 trillion of disposable income,NOTHING ABOUT US WITHOUT US

and that the disability community, immediatefamily, and friends make up 73% of the global
population.5 Similarly, a US-focussed study
conducted by the American Institutes forresearch conducted in 2018 states working-age
Americans with disabilities command about$490 billion in expendable income.6
While this market remains largely untapped,
research points to the steady demand foraccessible products from consumers, financial
ROI companies realised from developing
accessible products and spaces, and increased
brand affinity for companies who prioritise
accessibility. The State of Digital Accessibility
2022 – a global study on current trends andoutcomes in the accessibility industry - foundthat 74% of respondents prioritise buying a
product or service because of its accessibility.
2018 research from Forrester Research
estimates that for every dollar spent onaccessibility features and inclusive design,companies see an average revenue returnof over nine dollars.7 Making products andmessaging universally accessible opens up theexperience to all consumers, increasing the
likelihood that consumers will remain engaged
and loyal to brands.
Reaching and retaining consumers withdisabilities is one compelling case, yetanother overlooked benefit is the bottom line.
Developing communications, products, andservices that are accessible by design has thepotential to streamline and save on operating

ACCESSIBLE EXPERIENCES

costs. Many companies taking a proactive,
built-in approach to accessibility in productdevelopment and corporate communications– including utilising accessibility design
standards and consistently testing through thedevelopment cycle – will yield products that are
made accessible by design. This saves both thetime and cost of having to retrofit or remediate
an inaccessible product and gets it to themarketplace faster.
This data highlights the potential financial andsocial benefits of making digital and physicalproducts, services, and messaging accessible
to all by design. Rather than catering to only
a niche market, accessible design opens
organisations to a customer base of over 1.3
billion people with disabilities worldwide.
Economic implications of inaccessibility
The inaccessibility of digital spaces, products,
and advertisements has real consequences
for businesses and consumers alike. 71% ofdisabled people say they have abandoned a
website due to excessive barriers,8 costing
businesses potential customers and market
reach. In the UK alone, businesses lose an
estimated £17 billion annually in revenue by
failing to accommodate disabled customers.9
Studies also suggest that improving theaccessibility of e-commerce sites for disabledusers could contribute £420 million in newrevenue for UK businesses.10

⁵ Return on Disability Annual Report 2020.
⁶ A Hidden Market: The Purchasing Power of Working-Age Adults with Disabilities.
⁷ The Billion Customer Opportunity: Digital Accessibility.
⁸ The Click-Away Pound Report 2016 (PDF document).
⁹ The Click-Away Pound Report 2019 (PDF document).
10
Inaccessible Websites Cost Businesses £412m During Pandemic.

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NOTHING ABOUT US WITHOUT US

There are also considerable legal
ramifications for companies who choose toignore accessibility in their products andcommunications. This is particularly true in theinformation and communication technology(ICT) industry - there are many countries andregions around the world that have legislation
requiring ICT product manufacturers to create
accessible products. Websites, including
e-commerce marketplaces, branding spaces,
applications, and video streaming services inthese countries are subject to these laws.
The cost of non-compliance is often substantial.
In the United States, the cost of litigation canrange from the tens of thousands of dollars
into six figures.11 In 2023, there were more than
4,600 ADA digital accessibility suits filed acrossthe United States alone, with the vast majority
being filed against consumer goods, retail andservices sector.12

11
12

A Recap of 2022 Website Accessibility Lawsuits.
ADA Accessibility Lawsuit Tracker.

12

ACCESSIBLE EXPERIENCES

Accessibility enables equitable participation
and acts as the gateway for authentic
disability inclusion across the consumer
journey. If customers cannot access a physicalor digital space and experience products
and services, all other inclusion efforts ringhollow. Companies must acknowledge theopportunity that accessibility offers. They
must also understand the consequences of
inaccessibility. There must be a shift from acompliance-driven approach to a proactive
accessibility culture to design and produce
products and communications more efficiently
and for all consumers.

NOTHING ABOUT US WITHOUT USACCESSIBLE EXPERIENCES

We gathered several examples of innovative practices and campaigns from Valuable 500
partner companies in the space of accessibility and inclusion. More detail about each ofthese companies’ efforts can be found in Appendix A.
Jaguar Land Rover: Innovative inclusive
mobility
JLR’s inclusive vehicle design initiative,
developed in collaboration with injured
veterans and individuals with complex
health issues, has led to innovations suchas emergency autopark assist and adaptive
interiors. Their commitment to inclusive
mobility is reshaping the automotive
industry.
Lancôme (L’Oreal): Revolutionizing beauty
accessibility with HAPTA
Lancôme’s HAPTA, a device designed forpeople with limited dexterity, stabilises
beauty tools and counteracts tremors.
Prominent disabled brand ambassadors
and a strong marketing campaign havepositioned Lancôme as a leader inaccessibility, with HAPTA winning accolades
for its innovation and social impact.
Procter & Gamble: Pioneering accessible
advertising
Seeing a need for equal access toadvertising that shapes choices, Procter& Gamble launched the Advertising
Accessibility Alliance to progress toward
100% accessible ads through descriptions
and captions, collaborating with disability
organizations on implementation bestpractices, running an audio-described Super

13

Bowl ad, and working with media partners
on digital accessibility features, while also
engaging with European broadcasters,
agencies, and associations to raiseawareness and set new inclusion standards
across the industry value chain.
Sony: Inclusive design in techSony is committed to incorporating inclusive
design in its products by fiscal year 2025,
focusing on extensive employee training
and fostering a diverse workplace culture toaddress the needs of users with disabilities.
This initiative has already led to innovative
features in products like cameras andsensor devices for mobility aids, signallingSony’s progress towards a more inclusive
product range.
Zalando: Advancing adaptive fashion andonline shopping accessibility
Zalando enhances its online fashion retailby integrating adaptive clothing and utilizing
machine learning for detailed productdescriptions. This innovative approachcaters specifically to the needs of visually
impaired customers, providing them witha clearer understanding of products.
By focusing on digital accessibility andresponsive feedback, particularly from thedisabled community, Zalando is redefining
inclusive fashion standards.

NOTHING ABOUT US WITHOUT USACCESSIBLE EXPERIENCES

Accurate representation

Accurate representation in media, marketing and product design strives
to mirror the actual prevalence and diversity of disabilities in society.
This means moving beyond tokenistic representations that generate an
impression of inclusion and instead depicting individuals with disabilities
as they truly are - mainstream consumers with unique lived experiences
who interact with products and services on a daily basis. This involves
capturing the diversity within disability communities in a way thatauthentically reflects their everyday experiences and resonates with how
disabled consumers engage with brands and products.
Types of accurate representation: striking
a balance
Accurate disability representation in media andmarketing comms can be categorised into three
distinct approaches:• Incidental representation sees theinclusion of disabled individuals without
explicitly highlighting their disability. This
helps to mainstream disability within media
and marketing contexts, but care should betaken to avoid tokenism that overlooks thenuances of lived experience.
• Integrated representation involves thevisible presence of disabled people, withaspects of their disability reflected incontexts that are relevant to the narrative.
Moving beyond visibility and avoiding
tropes and stereotypes fosters greater
representation and understanding of
the diversity of disabled experiences
while ensuring accurate and respectful
portrayals.

14• Integral representation places disability
at the centre of the narrative andensures that the experiences of disabledindividuals are the focal point of the story.
This highlights and prioritises disabledperspectives, which in turn fosters
understanding, empathy and inclusivity
within broader social perceptions of
disability.

I want to see myself inthe brands I want toinvest in.
Mike Adams, CEO of Purple,
Valuable 500 focus group
participant (2023)

NOTHING ABOUT US WITHOUT US

These approaches should be thoughtfully
considered and used in careful balance toensure the authentic and respectful depictionof disability that recognises the diverse
experiences of the disabled community. Most
importantly, it is crucial to consult disabled
people, embrace lived experience, and cocreate with communities to ensure accurate
and meaningful representation.

ACCURATE REPRESENTATIONThe stark reality of underrepresentation
Both our survey results and recent market
data reveal that there is a consistent lack of
accurate representation across all media
types, including marketing communication,
TV and film, and news media.

• 46% said disability overall was
rarely or never appropriately
represented in news.

• 60% said their own disability

It’s so extremely
important that there isa true representationon television, as you
would [see in] outside
in the world. Where
there’s variance,
there’s difference.
It’s important thatpeople see themselvesrepresented for social
cohesion.
Tarryn Tomlinson, South Africa,
Valuable 500 focus group
participant (2023)

13
14

was rarely or never appropriately
represented in news.

• 46% said disability overall was
rarely or never appropriately
represented in TV and movies.

• 62% said their own disability

was rarely or never appropriately
represented in TV and movies.

This is consistent with recent market research
published by Valuable 500 companies. A Channel
4 study found that only 4% of UK TV ads in 2021
featured disabled characters, and a mere 1%of these spots were prominent.13 An Annenberg
Inclusion Initiative study of 1,300 popular U.S.
films from 2007 to 2019 found that only 2.3%of speaking characters were depicted with adisability.14

Channel 4 challenges UK advertisers to improve disabled representation in advertising campaigns.
Inequality in 1300 Popular Films (PDF document).

15

NOTHING ABOUT US WITHOUT US

Channel 4, a Valuable 500 partner, has

set a benchmark for authentic disability
representation in media, from including
programming like the Paralympics
to innovative marketing campaigns
featuring disabled people in dynamicroles. Channel 4 has doubled down on
disability inclusion through initiatives
like:• Committing to employing 50% moredisabled presenters and creatives.
• Consulting with disabled audiences
to develop inclusive content,
policies, and terminology.
• Launching the £1 million Diversity
in Advertising Award, aimed at
encouraging inclusive portrayals inadvertisingThis multi-pronged approach has
catalysed a cultural shift, with Channel
4 leading by example to show thatauthentic representation requires a
move beyond tokenism to empower
disabled voices across all aspects ofbusiness.
Adding to these efforts, Channel 4also recently launched an industryfirst Code of Portrayal focusing on
disability representation in media.
Developed in close consultation withdisabled viewers, the Code establishes
clear guidelines for portraying disability
across Channel 4’s commissions in anauthentic, respectful manner.

15

Seen on screen: The importance of disability representation.

16

ACCURATE REPRESENTATION

Despite recent examples of films andadvertisements that have prioritised disability
inclusion, statistics point to an actual declineof disability representation in TV and film
proportionally to the amount of new content
being generated on an annual basis since 2019.15

In the case of advertising, inclusion andaccurate representation have a notable
impact:• 56% said they would be more likely

to recommend an inclusive, disabilityfriendly company or brand to theirfriends and family.

• 54% reported being more likely topurchase a product or service if its
advertising represented disability
appropriately.

• 34% said appropriate disability

representation in brand advertisingwould make them more likely to seek ajob with that company.

The return on accurate representation
Our research indicates that disabled audiences,consumers, and job seekers are more likely
to positively interact with a brand, show, or
product if they see themselves portrayed inthem.
The effectiveness of diverse advertising is
supported by System1’s research. Their “FeelingSeen” study in the USA found that diversity-

NOTHING ABOUT US WITHOUT US

themed ads scored an average of 3.8 Stars on
a 5-Star scale, significantly higher than the
2-Star average for US ads.16 These trends extend
beyond traditional media and branding mediums
as well - Nielsen’s 2023 analysis of branded
Instagram posts revealed that content creatorswith disabilities outperform and provide morevalue than their non-disabled counterparts.
Posts from creators with disabilities scored21.4% better in average media value than posts
from creators without disabilities and drove
20.5% more interactions.17
When done thoughtfully, accurate
representation fosters feelings of belonging,inclusion, and community. It does this byshowing disabled individuals as valued
members of society whose needs andperspectives matter. Making disabledindividuals feel recognised and seen inmarketing and branding helps to createa culture of belonging where disability is
accepted, understood, and incorporated into
how companies approach consumers andcommunities.

16
17

ACCURATE REPRESENTATION

We are going to be
your customers. Ourfamilies are going to becoming to support yourrestaurant and watch
your movies. There ismoney there, but it’s
bigger than that. You’recreating awareness andmaking new role models.
Emma McKinney, South Africa,
Valuable 500 focus group
participant (2023)

Feeling Seen: Getting Inclusive Advertising Right.
With limited inclusive content in traditional media, brands and people with disabilities are finding representation on social 		
media.

17

NOTHING ABOUT US WITHOUT US

ACCURATE STORYTELLING

Authentic storytelling

Aside from appropriate and proportionate depictions of disability, it
is crucial to consider the authenticity of storytelling about disabledcharacters in media and marketing communication. The telling ofstories is one of the most powerful tools used to educate, persuade, andinfluence society. Providing authentic portrayals of lived experience instorytelling can be transformational, especially in the case of individuals
with disabilities and others who historically have sat on the margins ofmainstream media and advertising.
Despite progress, the need for a coherent
standardised approach to authentic storytelling
has never been more evident.
Our global focus groups and surveys
consistently referenced deep-rooted
cultural biases and stereotypes, highlighting
significant barriers to implementing scalable
and sustainable practices for authentic
disability representation.

76%
98%
18

of survey respondents
emphasise that authentic
storytelling andrepresentation should be a
top priority for corporations.
of these respondents feelthat their experiences aren’t
consistently and accurately
represented in current media
and marketing narratives.

Our research also points to vast disparities
in the way authentic disability storytellingis defined and how it appears in media andbranding across geographical and culturalbarriers. These differences are often tiedto pervading cultural norms and the degree
to which disability rights and inclusion areentrenched as social tenets. In some culturalcontexts, for example, it is customary to view
disabled people as objects of pity or charity
rather than complex, independent individuals. In
others, disability discourse may have advanced
to enable more nuanced and holistic depictionsof disability. Multinational brands and media
content producers must consistently consult
with local disabled advocates and content
creators to fully understand current language
usage, variation in preferences and attitudes
and other relevant nuances on disability in orderto portray disability in a way that is authentic
and culturally appropriate.

NOTHING ABOUT US WITHOUT US

Disability doesn’t look
like one thing. Not thesuperhero or tragedy
narrative. Nothingsensational. Just me
as I live my life.
Tiffany Yu, USA,
Valuable 500 focus group
participant (2023)

One-dimensional storytelling perpetuates
misconceptions
In many societies across the globe, disability
storytelling is centred on one-dimensional
stories and over-simplification of the disabled
lived experience to elicit a range of emotions
from audiences including pity, fear, sympathy,
or over-hyped admiration/inspiration. On one
end of the spectrum, disability is portrayed in a
harmful manner that either hyper-medicalises
disability or relies on outdated tropes andstereotypes about the bodies, behaviour, andlived experiences of disabled people. Disabled
people are also portrayed variously as ‘objectsof pity’, as ‘vengeful villains’, or as the ‘sweet
innocent’. In some contexts, negative culturalbeliefs, or fear of disability lead to overtly
negative or evil character portrayals of disabledcharacters.

19

AUTHENTIC STORYTELLING

On the other end of the spectrum, there is atendency to place individuals with disabilities
on pedestals, depicting them as inspirational
superhumans and aligning them with so-called‘inspiration porn’. While well-intentioned, thisonce again reduces disabled people to onedimensional symbols of triumph over adversity
without acknowledging the very complex lived
experience each individual has.
For most disabled people, the authentic realityof their life lies somewhere in the middle
and somewhat removed from this spectrum.
Authenticity is nuanced, unique for eachindividual and doesn’t exist to seek validation
because of an emotional response. Many of our
focus group participants felt that the storylines
they most connected with were those thatcelebrated the complex, yet ordinary lives of
disabled people rather than the superhero or
charity tropes.
To move beyond harmful portrayals and foster
authentic representation, it is crucial tochallenge the impulse toward these kinds ofsimplistic narratives. Raising the standards ofrepresentation not only benefits the disabledcommunity but also contributes to a morecomprehensive understanding of disability
for society as a whole. Authentic disability
narratives need to be informed by disabled
people. For media production companies,
this means hiring disabled talent and behindthe-camera personnel, as well as prioritisingaccessible and inclusive production settings to
be able to retain disability informed talent andensure they can be equally effective and thrivein their roles.

NOTHING ABOUT US WITHOUT US

The rise of streaming series has brought
more diverse disability portrayals into
mainstream storytelling. Acclaimed
shows like Sex Education (Netflix)
and CODA (Apple TV+) are stand out
examples in this realm. Sex Education
features meaningful representation
across multiple disabled characters over
several seasons, played compellingly bydisabled actors themselves.
Likewise, CODA tells the story of ayoung woman who is the only hearing
member of a deaf family. The story’s
unique authenticity comes from bothits relatable storyline and the fact thateach of the actors playing the main
character’s deaf family members had
lived experience.
Both avoid stereotypes or ableist
tropes, emphasising the fully realised
humanity and complex identities ofthese individuals. Rather than confining
disability to inspirational tragic sideplots, Sex Education and CODA makeit a consistent thread and fact of life
interwoven into each show’s fabric.

AUTHENTIC STORYTELLING

Addressing the lack of intersectional
storylines
Current approaches to disability representation
often treat the disabled community as ahomogeneous group. These approaches neglect
the nuanced experiences and challenges faced
by individuals whose experiences intersectwith various identity factors like race, gender,
sexual orientation, and socio-economic
status. Recognising and respecting thismultidimensionality is crucial in understanding
the full scope of an individual’s identity and therichness of the disabled community.

I’m 36 and I’ve only everseen 5 disabled peopleof colour on my screen.
I know the difference
it would have madeto me to see accurate
portrayal of disabledstories, intersectional
stories.
Dr. Shani Dhanda,
Award-winning disability
rights advocate and social
entrepreneur (2023)

20

NOTHING ABOUT US WITHOUT US

Narratives about disability, as well as the people
who shape them, need to mirror our society’s
diversity and the kaleidoscope of intersectional
identities therein. For example, research showsthat only 7% of TV characters with disabilities
in 2020 were LGBTQIA+, while Black charactersaccount for just 16.1% of disabled TV roles,
despite black Americans facing disability at
twice the rate of white Americans.18 Embracing
intersectionality in disability representation
contributes to a richer and more inclusive
cultural landscape, not only providing morecompelling storylines for audiences and gaining
crucial buy-in from marginalised groups whoseek authentic portrayals of their identity
groups in the media.
In 2019, Netflix produced Special, a semiautobiographical comedy series based on
the memoir of Ryan O’Connell, a gay man
with cerebral palsy pursuing independence,romance, and friendship. O’Connell portrayshimself in the show and also served as theshow’s executive producer, ensuring that boththe storyline and character’s portrayal wereauthentic to both his identities as both a gay
and disabled man. The series won an Emmy
nomination and acclaim from the disability
community for its authenticity.

AUTHENTIC STORYTELLINGThe case for diverse and inclusive casting
In front of the camera, practices like “CrippingUp” (where non-disabled actors play disabledcharacters) and “Hear-Washing” (involving
hearing actors in Deaf roles) remain prevalentglobally. This often leads to the watering downof lived experiences of disability, as well as
the derogatory mimicry of physical or vocal
aspects of an impairment by those with little
or no real-world experience. This not only blurs
the line between role-playing and authentic
representation but also overlooks the wealth of
disabled performers who have frequently been
overlooked for roles that depict aspects of theirown lived experience.
As of 2020, in the Oscars’ 93-year history,
there were 61 nominations for actors playing
characters with disabilities, with 27 winners.19
Notably, only two of these winners had adisability. Moreover, a third of all lead actor
Oscars have been awarded to non-disabled
actors portraying disabled characters. Troy
Kotsur’s 2023 Oscar win for his role in CODA
marked him as only the third disabled actor toreceive this accolade.20
Another prime example is Adam Pearson, who
was overlooked for the role of Joseph Merrick
in a planned BBC adaptation of The ElephantMan, despite having a personal connection to
the condition that Joseph Merrick had. The roleinstead went to a non-disabled actor.

Where We Are on TV Report – 2020.
Time for Hollywood to make disabilities more than just Oscar material.
20
Disabled actors in disabled roles should be a given – why is Hollywood still getting it wrong?
18
19

21

NOTHING ABOUT US WITHOUT US

The Ruderman White Paper on Authentic
Representation in TV revealed that in the top
100 films of 2019, only 22% of characters withdisabilities were portrayed by actors withdisabilities. This underscores the need for morediverse and inclusive casting practices, where
disabled actors are considered for both disabled
and non-disabled roles, to ensure authentic
representation of disability on screen.21

76%

of respondents to our survey
felt that casting people withlived experience of disability
is one of the most important
aspects for getting disability
representation right.

Behind the camera, there is a concerning
lack of meaningful engagement with disabledcommunities across content development
and creative processes. A 2023 survey by
the 4A’s revealed most advertising agencies
fail to even track disability status in diversity
data. Separate research from All In found that
only 11% of nearly 19,000 surveyed marketing
professionals identify as disabled, with just
8% in senior leadership roles.22 Making spacefor stories written by and centred on thereal lived experiences of disabled creatorsand cast members ensures more authentic
representation.

21
22

The Ruderman White Paper on Authentic Representation, 2018.
Disability in the advertising industry: Where are we in 2023?

22

AUTHENTIC STORYTELLING

If we want the world
to be accessible to thedisability community,
then let’s make the ideas
and the experiences
surrounding disability
more accessible to theworld.
Emily Ladau, as quoted by Tiffany
Yu in the USA,
Valuable 500 focus group
participant (2023)

NOTHING ABOUT US WITHOUT US

Ensuring cultural visibility for disabilities
across the spectrum
Often, there is a skewed emphasis on visible
disabilities, which are easier to depict, whileless visible disabilities go underrepresented.
This imbalance is further compoundedby the over-reliance on disability symbols
like wheelchairs and white canes, which
represent only a small segment of the disabledcommunity.
Storytelling efforts should reflect the broad
spectrum of disability experiences including
neurodivergence, intellectual/developmental
disabilities, chronic illness, and mental healthrepresentation. To truly reflect the diversity
and richness of the disability community, media
and marketing must strive to capture a morecomprehensive range of disabilities.

23

AUTHENTIC STORYTELLING

Achieving authentic disability representation
requires a multifaceted approach centredon elevating diverse disabled voices andempowering disabled people to shape thecultural narratives about their communities.
The impact of raising these standards goesbeyond compelling storytelling – it fosters
empathy and catalyses social change.
Authentic representation matters because
it has the power to transform attitudes andadvance disability rights globally.

NOTHING ABOUT US WITHOUT US

PROGRESS ACHIEVED, BARRIERS REMAIN

Progress achieved, barriers remainWhile notable strides have been made, the path to a universal
understanding of the value of disability representation and accessibility,
as well as the establishment of standardised approaches to highperformance in this space, is marred by lingering challenges. Here aresome of the systemic barriers that remain in our collective journey:
Limited presence of disabled people inproduction and design processes
The greatest challenge facing businesses andthe disability community today is that decisionmakers, creatives, producers, and creators
simply lack in their understanding of thedisabled experience. This is in large part due tothe absence of disabled people throughout thedesign and production cycle of brand campaigns
and media content. The Diamond Disability
Deep Dive Report of 2022, for instance, reportsthat representation of disability in both on andoff-screen roles remains significantly below
10%,23 less than half of the disability prevalence
rate in the UK. The absence of disabledperspectives suggests that they are either being
misunderstood and misrepresented, left out
entirely, or treated as a tick-box exercise, which
can yield more harmful portrayals than simple
omission.

23

The Fifth Cut: Diamond at 5.

24

Few standardised approaches to creating
inclusive content exist
There are precious few companies that havecreated internal guidelines or standards toserve as guideposts for creating inclusive
content. Examples of such resources like
Google’s All In Inclusive Marketing Insights
or Current Global’s Accessible by Design
Guidelines provide the right guidance but often
are either overlooked or do not make it into
the hands of decision-makers and content
producers. This lack of available guidance forcreators and producers to use in developing
branding or media content creates a vacuumof competence, practice, and accountability
in getting inclusive representation right.
Such standards not only ensure that products
and campaigns being produced today are
made inclusively, but they also allow for thisknowledge to be transferred to others and forpractice to be sustained over time.

NOTHING ABOUT US WITHOUT US

Improvements and consistency are needed inworkplace inclusion efforts
The physical accessibility of a workplace, howprospective or current disabled employees
are supported while at work, and how yourorganisation chooses to celebrate or encourage
disability identity are three of many importantfactors which dictate a company’s ability tohire and retain disabled talent. Poor workplace
accessibility and inclusion remain major barriers
for disabled content creators and professionals
in the media and marketing industries. For
instance, production sets, writers’ rooms, andexternal agencies often lack basic accessibility
features, accommodations, and inclusive hiringand retention practices. This forces disabledcreators and talent to navigate inaccessible
environments and advocate for their own
accommodations. To improve representation
on screen and behind the scenes – andacross business in general - organisations
must prioritise disability accessibility,
accommodations, hiring, education, andretention across all levels - from executives
to hourly workers and suppliers.
Pervasive disability-related stigma affects
business decisions
In certain markets, deep-rooted culturalbiases and stereotypes create significant
barriers to the implementation of scalable andsustainable practices for authentic disability
representation. Our focus groups and surveys
conducted in India, Japan, and South Africa
provide evidence of societies that are still
grappling with charity-based or medical-based
portrayals of disability. This reality affects
businesses’ willingness to portray disabilitybased imagery in their advertising and alsoenables sometimes problematic portrayals of
disability in film and television.

25

PROGRESS ACHIEVED, BARRIERS REMAIN

Lack of nuanced understanding of thespectrum of accessibility needs
Diverse needs across different disability
categories demand nuanced understanding. The
absence of knowledge or expertise on accessneeds further widens representation gaps.
Even within the deaf community, varied typesof hearing loss require different modes for
optimizing comprehension - with a combinationof signing and captioning needed to equitably
serve broader preferences.
Internal accessibility knowledge andcompetence gap
Despite the economic impact or legal mandates
to improve digital or product accessibility, manyorganisations often lack the internal expertiseto consistently create scalable and accessible
products by design. The State of Accessibility
Report states that, out of the companies andorganisations surveyed, over half (53%) report
not having sufficient accessibility competence
within their engineering and development teams
to make their products accessible. This resultsin companies often having to hire external
consultants to remediate or redesign products
to comply with accessibility standards.

NOTHING ABOUT US WITHOUT US

THE WAY FORWARD - NEXT STEPSThe way forward – next stepsIn response to the urgent need for the disability community to be
counted in mainstream media and the marketplace, as well as thenumerous rationales for companies to act, the Valuable 500 is
outlining a set of harmonised strategies aligned with our 3 identified
pillars - accurate representation, authentic narratives, and accessible
experiences.
1. Build awareness and set intent• Understand the need: Recognise theimportance of disability representation
and accessibility in reaching a diverse
audience and its impact on both businessand broader society.
• Set clear goals: Establish clear,measurable objectives for integrating
disability inclusion and accessibility into
marketing strategies and product design.
• Adopt a positive attitude: “Just startsomewhere,” advises a Valuable 500
focus group participant, emphasising
the importance of initiating the process.
“Be brave, not stupid,” suggests anotherdisability advocate, highlighting the needfor a balanced and informed approach.
• Enlist Executive-level support:
The majority of successful and sustainabledisability inclusion and accessibility
strategies or initiatives involve C-Level
buy-in.

26

2. Engage and empower the right people• Start small: Initiate the journey with asmall, highly engaged group to champion
disability inclusion and accessibility.
• Empower affinity groups or disability
ERGs: Disability ERGs are a great sourceof subject matter expertise, feedback, andoverall direction in improving accessibility,
representation, and inclusive design.
ERGs can also be powerful allies in raisingawareness of a specific accessibility or
inclusive programme or product.
• Employ and empower disabled people:
Actively recruit and consult withindividuals with disabilities, ensuring theirperspectives are integral to marketing anddesign strategies.
• Know your scope: Emphasise theimportance of understanding yourcapabilities and where external support
might be needed.

NOTHING ABOUT US WITHOUT US

3. Ensure inclusive casting andproduction environments• Ensure authentic casting: Cast individuals
with a lived experience of disability forroles that represent their experiences,
sometimes considering non-actors.
• Represent diverse disabilities: Aim
to depict a wide range of disabilities,
including physical, sensory, and cognitive
disabilities.
• Embrace diverse and inclusive casting:
Employ casting methods that disregard
conventional physical characteristics,
embracing diverse disability
representations.
• Employ disabled talent on and behind thecamera: Strive to hire crew members withdisabilities for various roles in production
to embed perspectives from the disability
community throughout the process.
• Adapt spaces to ensure accessibility:
Assess and modify filming and production
environments to ensure physicalaccessibility for talent with disabilities.
This includes providing necessary
accommodations, such as sign language
interpreters, assistive technology, andtailored transportation options.

27

THE WAY FORWARD - NEXT STEPS

4. Use processes and tools to embedcapability• Develop inclusive processes: Ensuredisability inclusion and accessibility arepart of every marketing and product design
process for consistency and effectiveness.
Many organisations have developed theirown inclusive design guidelines or haveused the aforementioned external guidanceas a means to standardise approaches toinclusion and accessible design.
• Building skills and knowledge: Provide
relevant accessibility and inclusion
training across the product or campaign
development cycle to ensure that allpractitioners and decision-makers areequipped to advance accessibility andinclusion at every design or planning stage.
• Make space for procurement andexpertise: Partner with specialised
agencies and experts in disability
representation for enhanced insights andcreativity.
• Create accessible content: Leveragetechnology and tools that facilitate thecreation of inclusive content.
• Build momentum: “By myself, I can go
fast. Together, we can go far,” reflects adisability advocate, underlining the powerof collective effort.

NOTHING ABOUT US WITHOUT US

5. Cultivate an inclusive culture• Assess and improve: Regularly assess theorganisational culture for inclusivity andmanage areas of weakness.
• Build on strengths: Utilise existingorganisational strengths as a foundation for
promoting inclusivity.
• Establish disability representation andaccessibility roles: Foster internal subject
matter experts and leaders to set strategy,
lead in creating supporting infrastructure,provide training to colleagues, deepen
the culture of inclusivity within thecompany, and hold all teams accountable toestablished goals.

28

THE WAY FORWARD - NEXT STEPS

6. Measure, test, and learn• Continually research and feedback:
Conduct ongoing research and testing
to understand the brand experience andperceptions among disabled customers.
Ensure that the involvement of any
disabled consumers or testers is done inan accessible and inclusive manner.
• Embrace iterative learning: Apply a testand-learn approach to refine strategies
based on real-world feedback.
• Track progress: Employ metrics to gauge
the effectiveness of inclusion strategies
and inform data-driven decisions.

NOTHING ABOUT US WITHOUT USOUR CALL TO ACTION

Our call to action


Systematically, sustainably, and authentically including disability
inclusion and accessibility into marketing, media, and the marketplaceis not just a moral imperative but a strategic business decision. By
fostering relevant education and professional development, refining
processes, driving cultural change, and continuously measuring
progress, organisations can make much-needed, meaningfulprogress. The journey towards holistic inclusion demands continuous
commitment, learning, and adaptability.
The Valuable 500 will be developing the Synchronised Collective Action on Inclusive Representationin the coming months based on our findings. This resource will be instrumental in educating leaders,
perpetuating good practice, and achieving greater consistency in performance in the corporate
world. It will emphasise the importance of weaving disability inclusion into all business activities anddecisions in order to make external-facing products, experiences, messaging and spaces inclusive
and accessible. This multi-level tool will also reinforce the need for continuous improvement while
also promoting sustainable and globally scalable progress. The collective work ahead promises toreshape the narrative of disability representation, benefitting the 1 in 624 of us with a disability andglobal society at large.

24

WHO Disability fact sheet (2023).

29

NOTHING ABOUT US WITHOUT USACKNOWLEDGEMENTS

Acknowledgements


The Valuable 500 would like to thank our research partners, Open
Inclusion and Yale University, for their outstanding contributions
and work toward making this report possible. The Valuable 500
commissioned Open Inclusion to design and conduct quantitative andqualitative research to identify and evidence the insights for this report.
The research included a pan-disability consumer survey of 1,000
people conducted across 15 countries and 7 focus groups held in sevencountries with experts in disability representation who each also havepersonal lived experience.
Open Inclusion is a disability and age-inclusive
research and design agency based in London andoperating globally. Research was designed with
input from team members with a diverse range of
disabilities and disability organisation partners ineach region. The regional partners helped to ensureboth linguistic and cultural suitability as well as
trusted local outreach. All participants engaged inthis research were compensated for their valuable
insights.
We also thank Dr. Mary Davis and her cohortof student researchers from Yale University’s
Jackson School of Global Affairs for their immense
contributions in supporting Open Inclusion’s
research analysis as well as conducting thefield interviews and writing our case studies.
This work was part of the students’ Capstone
Program, a signature of the Jackson School’s
curriculum, and is emblematic of its commitment
to training a new generation of leaders to tackle
the world’s most daunting challenges by crafting
thoughtful, evidence-based policy solutions. These
researchers included: Kaleb Assefa, Amy Brooks,

30

Kate Carmain, Pierce Daly, Faith Evanson, Grace
Freedman, Aditi Narayan, Mao Shiotsu, Bea Soto,and Edmund Zheng.
We would also like to thank Sony, Zalando, Procter &Gamble, L’Oréal, and Jaguar Land Rover for working
with us to develop case studies on their innovations
and best practices in including disability andaccessibility in their products, services, andmessaging. Their examples will help guide othercompanies’ future efforts and decision-making inthis space. We thank them for their contributions
and for doing their part to include people withdisabilities in everything they do.
Lastly, we would like to thank all of the disabled
people who supported our research by participatingin our survey or in one of our focus groups. Thiswork, and all of the work the Valuable 500 does,
is informed by and done in collaboration with thedisability community. We thank you for lending yourvoices and thoughts to this piece of research that
we serve as a seed for systemic change.

NOTHING ABOUT US WITHOUT US

APPENDIX A - CASE STUDIESAppendix A - case studies
Driving Inclusion:
Jaguar Land Rover’s Journey Towards Accessible Automotive Innovation
Overview
Driven by research from their customer
insights team calling to improve their productaccessibility and inclusivity, Jaguar Land Rover(JLR) has embarked on an ambitious initiative
to reimagine the development process of theirvehicles to better meet the access needs ofdisabled consumers. JLR partnered with theLondon-based Studio Exception Consultancy togather insights from consumers across a wide
spectrum of disabilities to make their vehicles
more inclusive and accessible to all.
Problem definition
JLR’s accessible product development journeybegan in 2015 in their Customer Insights
Team, who flagged the company’s need toaddress certain market segments, including
the disability community. The company
subsequently led an internal discovery process
through which it the discovered that productfeatures, retail experiences, and advertisingwere all areas in which disability inclusion andaccessibility could be better integrated ascore strategic elements. Without a systematicand streamlined approach to inclusion andaccessibility, the company risked leaving out amassive and untapped market.

31

Approach
One of JLR’s keys to success started with theirpartnership with the Invictus Games, withwhom they worked closely to gain valuableand diverse consumer insights from injured
veterans. The JLR Customer Insights andProduct Development teams invited disabledathletes from the Invictus games to provide
accessibility feedback by interacting with
their fleet of current and future vehicles. Morerecently the JLR Defender brand has worked
with trailblazers including disabled athletes aspart of its Rugby World Cup partnership.
Recognising the diversity in experience andaccess needs in the disability community,
JLR worked closely with Studio Exception
to identify individuals with multiple diverse
medical and accessibility considerations who
could provide additional feedback. JLR worked
with a 9-year-old boy with complex medical
needs and his family to test drive their vehicles
and offer insights into what considerations
would be needed to make providing consistentcare to a loved one in transit more seamlessand comfortable. They also worked with awheelchair user to prototype ways to control
their vehicles using different types of input
devices and controls and ensuring that theindividual’s end-to-end product experience wasinclusive and accessible. 		

NOTHING ABOUT US WITHOUT US

The result of these consultations was theideation of multiple, potentially groundbreaking features within JLR’s fleet of vehicles,
including features to assist drivers in medical
distress, car interiors that can detect andadapt to passengers’ stress levels, in-vehiclecommunication systems, and features foron-board storage for medications. Features
account for both visible and hidden disabilities,
with the goal of applying key learnings acrossmodels and categories.
Impact
The foresight of involving the disability
community in informing the development of
its new vehicles is a game-changer for JLR.
Not only has this feedback process generated
several features that can make JLR’s vehicles
more comfortable and accessible to all, but this32

APPENDIX A - CASE STUDIES

process also supports the JLR brand’s inclusion
objectives while pioneering an underexploredmarket. The team also recognised the needto holistically build accessibility across retail,advertising, and community engagement.
Weaving the Exception Method into JLR’s
product development process has also
guaranteed the long-term sustainability of thispractice.
Looking ahead
Leveraging platforms like the Rugby World
Cup Trailblazers and disability organisations
for continued co-creation is critical, asgroups’ needs evolve across geographies anddemographics. JLR is well-positioned to leadthe charge on inclusive mobility given current
momentum and executive alignment.

NOTHING ABOUT US WITHOUT US

APPENDIX A - CASE STUDIES

Embracing Inclusivity:
L’Oréal’s Strategic Vision for Disability Inclusion in the Beauty Industry
Overview
As part of its long-term and comprehensive
commitment to Diversity, Equity & Inclusion,
L’Oréal embraces its role as a pioneer andleader in disability inclusion within the beauty
industry, implementing a wide range of disability
inclusion initiatives targeted internally at its
employees and workplace, and externally at its
consumers and external partners. L’Oréal has
notably developed (1) the #BreaktheSilence
campaign to dismantle stigma and raiseawareness surrounding disability byencouraging L’Oréal employees to disclose
if they have disabilities, (2) Beauty Tech,particularly under Lancôme with HAPTA, toleverage technology for good and make beauty
accessible for all, and (3) groups and events thatare intended to incentivize focus on disability
inclusion, such as the Beauty of Inclusion
Awards—a competition that recognises andcelebrates the most inspiring initiatives led by
L’Oréal’s teams worldwide in Diversity, Equity& Inclusion, including projects focusing on the
inclusion of people with disabilities, whether for
employees, consumers or communities.
Problem definition
The importance that L’Oréal assigns to authentic
disability representation stems primarily fromthe Group’s Sense of Purpose to Create theBeauty that Moves the World, and also froman aim of the industry more generally: tomake people feel beautiful. Given the current
social stigma and lack of understanding andawareness surrounding disability in society
overall, people with disabilities can feel

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excluded from existing beauty standards. As theglobal leader in Beauty, L’Oréal wants to lead byexample and call to action on the topic for the
public good.
L’Oréal is committed to creating a more
inclusive and diverse workplace and society,where people with disabilities are fully
empowered and valued. L’Oréal understands
that disability inclusion is not only a matterof social responsibility, but also a sourceof innovation and creativity. The Group has
therefore identified three main areas of action
to advance disability inclusion: increasing
disability representation within their workforce,enhancing the accessibility of their beauty
products for customers with disabilities,
and raising awareness of the challenges andopportunities faced by people with disabilities.
Approach
Recognising the need to address disability
inclusion internally to also successfully meetthe needs of customers externally, L’Oréal has
engaged in several workplace inclusion andawareness initiatives in the past decade andmore. The #BreaktheSilence campaign, rolled
out annually, encourages L’Oréal employees todisclose disabilities by raising awareness on the
topic. This initiative has created opportunities
for events, peer-to-peer learning and support,
and many other iterations, always adapted
to local specificities and workstreams inwhich disability inclusion and accessibility
are at earlier or more advanced stages ofunderstanding and adoption. #BreakTheSilence
has been rolled out globally and has acted as

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the main awareness-raising communication
campaign for employees, in addition tonumerous ongoing training and disabilityspecific hiring programmes.
From a product development and branding
standpoint, L’Oréal encourages its various
workstreams to boost creative thinking andinnovation on developing accessible andinclusive products through internal awards
and incentives. The L’Oréal Beauty of Inclusion
Awards is a global internal competition thatvalues and celebrates concrete actions
fostering Diversity, Equity & Inclusion. Oneof the winning projects in the 2022 edition
consisted in placing QR codes on productpackaging, identified by embossing or a relief
varnish, enabling audio reading of L’Oréal
websites using the Voiceover application on
iPhones, commonly used today by people
with visual impairments. This is a significant
initiative which demonstrates how packaging
can drive accessibility and inclusion. L’Oréal
actively pursues cross-brand and cross-region
knowledge sharing to accelerate learnings.
Impact
The impact of L’Oréal’s consistent investment
has been felt across the company: the numberof L’Oréal employees that identify as persons

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APPENDIX A - CASE STUDIES

with disabilities increased. In 2022, there
were 1,625 employees at L’Oréal who disclosed
their disabilities, and the proportion of L’Oréal
employees with disabilities in France has
increased from 4.33% in 2010 to 5.6% in 2022.
An extensive DE&I learning programme isavailable to all employees, including 14 specifice-learning courses on a selection of DE&I
topics as well as a selection of podcasts.
Specific DE&I modules are embedded in several
L’Oréal University programmes and othertargeted learning programmes (Management,
Marketing, Human Relations, Corporate Affairs &Engagement…).
An Inclusive Leadership programme waslaunched in 2022 and is currently being rolled
out across all Divisions, with the aim for all
members of management committees to be
trained by the end of 2024.
Hundreds of teams throughout L’Oréal
participate in the Beauty of Inclusion Awards,
promoting the most inspiring initiatives that
advance DE&I at the Group level.
One of the greatest success stories has been in
the development of the HAPTA technology under
the Lancôme brand.

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APPENDIX A - CASE STUDIES

Inclusive beauty revolution:
Lancôme’s HAPTA and the path to accessible makeup for all
Overview
Many people with limited mobility struggle
applying makeup, preventing individuals fromexperiencing independence in self-care andhindering self-confidence. Aligning to theirethos of inventing a powerful beauty experience
with a positive impact on women, Lancômecreated HAPTA - the world’s first handheld
computerized makeup applicator designed forusers with limited hand and arm mobility.
Applying makeup often requires a range ofmobility, strength and dexterity that many
individuals – with and without disabilities – do
not have. This is especially true for individuals
with limited mobility due to disability, ageing,
chronic illness, or short or long-term injury
rehabilitation. HAPTA provides a solution
which facilitates makeup application andpromotes independence and dignity forusers. Today, HAPTA helps stabilize lipstick
application, counteracting movements via
self-levelling technology. Lancôme prototyped
it extensively, putting users at the centre andconsistently testing and refining the technology
in collaboration with the disability community.
In early 2023, Lancôme revealed a brandcampaign for HAPTA, featuring real women fromthe disabled community, further representing
the vast diversity of the beauty consumer.
The message is simple: Beauty (if defined as“makeup”) should be universally attainable, andthus there should be no barriers to applying
makeup. The campaign was a smashing

35

success, generating 7 billion impressions andspotlighting how HAPTA empowers people toindependently enjoy beauty rituals.
HAPTA was named one of TIME Best Inventions
2023 based on consumer enthusiasm for boththe product and Lancôme advancing inclusion.
It cements Lancôme as an innovation leader
making beauty more welcoming through smart
design. There is clear demand for more tools
creatively tackling accessibility barriers.
Further research can uncover more needs,
seeding the next generation of inclusive beauty
inventions. Lancôme is committed to pushingboundaries on not only who engages withbeauty, but how.
Looking ahead
L’Oréal continues prioritizing productaccessibility innovation and championing theirinternal workplace inclusion initiatives. Theircontinued efforts have positioned L’Oréal
among disability inclusion leaders both globallyand within the beauty industry. With robust
infrastructure in place empowering brands,
L’Oréal aims to lead the way in developing
beauty products that embrace diversity andinclusivity.

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APPENDIX A - CASE STUDIES

Procter & Gamble’s innovative journey in disability inclusion and productdesignOverview
Procter & Gamble is a global company thatis focused on disability representation andaccessibility, with a decade-long track recordof disability-inclusive innovation, spanninginclusive and accessible advertising, accessible
product branding, employee recruitment,
and inclusive product development. P&G’s
efforts in this space are being driven by multifunctional teams as it embeds inclusive design
across marketing, research and development(R&D) and engineering – and this is manifested
through introduction of audio description andcaptioning in advertising, tactile, ergonomic andsensory packaging improvements, intuitive andeasy opening and usage, in-store navigation
technology assistance and digital accessibility
consultations.
Problem Definition
There are 1.3 billion people in the world witha disability and often products and services
are not designed with their inputs and needs.
They can spend an extra 30 minutes on
average buying a product; and that time does
not account for the associated challenges in
opening and using a product. This is a fact thatthe vast majority of able-bodied individuals are
not aware of but one that produces a complex
but solvable challenge: creating products andpackaging that are differentiated using tactile,ergonomic, sensory and cognitive cues, anddeveloping packaging that is easier to navigate
for consumers of all abilities.

36

Approach
P&G’s Accessibility team sought to raiseawareness of this issue through experiential
learning opportunities, with leaders from all
the teams involved in the product life cycle.
Through the use of sight loss simulation glasses
and sensory deprivation gloves, members of
P&G’s R&D, Marketing, and Communications
teams, as well as senior leaders in theorganisation including the CEO, were able
to experience the vision, strength, dexterity
challenges many of the company’s consumers
face. This experience revealed a businesschallenge that many in senior leadership were
unaware of – their product offerings were notcreating an equal experience for all users.
In fact, those using the goggles and gloves
were unable to tell the difference between
P&G shampoo and conditioner bottles andstruggled to open packages of P&G’s Pampers
diaper brand. This experience helped spark acompany-wide sense of duty to make P&G’s
products more accessible for all users.
P&G introduced tactile labelling to create
additional differentiation through touch. That
was followed by scannable identification
barcodes on packaging, helping visually
impaired customers independently distinguishitems via audio guidance. Both required
extensive collaboration internally amongmarketing, design, and engineering functions,as well as direct input from consumers withdisabilities. It has evolved into design standards
and capabilities that will be embedded in theorganisation for years to come.

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Executives also witnessed first-hand challenges
faced through the experiential learning they
undertook as part of this initiative. This built
empathy and urgency to address unmet needs.
Ongoing training combats unconscious bias
while recruitment programs strengthen thecompany’s disabled talent pipelines.
Impact
The efforts that have been made by P&G haveincreased brand recognition and value among
the disability community, while allowing tobetter meet the needs of ALL consumers. As
new launches adopt tactile, scannable features,products provide more intuitive usage - fulfilling

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APPENDIX A - CASE STUDIES

ethical and business imperatives. Thoughspecific ROI is unclear, early indicators including
consumer feedback proved promising.
Looking Ahead
P&G expects to drive scale as more of theirproducts progressively integrate inclusive
design principles in packaging and digitalinterfaces. Continued R&D focus on assistancetechnologies can further ease shopping andusage friction. Ongoing internal educationsuch as an Inclusive Design Playbook, Disability
Confidence training and disabled community
engagement will inform efforts.

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APPENDIX A - CASE STUDIES

Envisioning a barrier-free world:
Sony’s strategy for inclusive design and accessibility
Overview
Sony’s Purpose, to “fill the world with emotion,
through the power of creativity and technology,”
has been the bedrock of their commitment toenhancing accessibility for both customers andemployees. In the fiscal year 2022, Sony tooka significant leap by implementing a policy toincorporate inclusive design into their productcommercialisation processes by the fiscal year
2025. This initiative is a part of Sony’s broader
commitment to providing equal opportunities
for collaboration and dialogue, especially for
individuals with disabilities. This ethos is deeply
rooted in the principles of Sony’s founder,
Masaru Ibuka, who established Sony/Taiyo,
where over 60% of the workforce comprises
persons with disabilities. Each group company
leverages the knowledge gained at Sony/
Taiyo and promotes employment for people
with disabilities. Sony’s approach to inclusive
design is comprehensive, cutting acrossvarious product lines and involving extensive
employee training and workshops to foster
an understanding and collaboration with thedisabled community.
Problem definition
Sony’s accessibility focuses on the universal
usability of their products, services, andcontent, irrespective of the user’s age,disability, or other personal characteristics.
Following Masaru Ibuka’s vision, Sony has been
dedicated to supporting people’s independence
and creating environments conducive to thisgoal. The company is acutely aware of the
global prevalence of disability and other limiting
factors and recognizes its responsibility as

38

a technology leader to drive innovation that
doesn’t exclude anyone from experiencing
emotion, or Kando, as they term it.
Approach
In response to these challenges, Sony initiated apolicy in the fiscal year 2022 to infuse inclusive
design into their product commercializationby the fiscal year 2025. This effort received
backing from accessibility promotion heads
appointed in each business segment, andsenior executives (, in charge of business,sustainability and quality). The strategy involved
consultations with Human-Centred Design
experts. Sony’s approach to inclusivity extends
beyond product design to its hiring practices,
as seen with Sony/Taiyo, and encompasses thedevelopment of a workplace culture that values
diversity.
To facilitate this, Sony organised inclusive
design workshops and e-learning courses,
engaging over 1,000 employees in hands-on
learning and over 50,000 in digital courses,
emphasising collaboration and understanding of
the needs of people with disabilities.
ImpactAlthough the full impact of Sony’s initiative
will be more measurable after 2025, earlysigns are promising. The company has alreadyintroduced inclusive features in products likeTVs, cameras, and smartphones. Feedback
from corporate events and exhibitions, notably
own Sustainability Meeting and CEATEC in
Japan, suggests a positive reception to these
initiatives and an anticipated increase in brand

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value. An innovative product in development
is the Going Out Walking Support Project, asensor device for walking canes designed toenhance the mobility of visually impaired users
through advanced sensing and communication
technologies.
Looking ahead
Implementing inclusive design across Sony’s
diverse product categories poses significant
challenges, particularly concerning time and

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APPENDIX A - CASE STUDIES

resource allocation across different businesssegments. However, Sony remains committed
to overcoming these obstacles and achieving
its inclusive design goals by the fiscal year
2025. As Sony continues this journey, thefocus will be on further integrating inclusive
design principles into their products, thereby
reinforcing their commitment to creativity andtechnology that elicits emotion and delivers
innovation for an accessible future.

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APPENDIX A - CASE STUDIES

Zalando’s journey in adaptive fashion and digital accessibility
Overview
Zalando, a prominent online fashion retailer,
has embarked on a transformative journey
to promote inclusive representation in the
fashion industry. Their endeavour focuses on
integrating adaptive fashion apparel into theiroffering, aiming to cater to the diverse needsof customers, especially those with disabilities.
This initiative transcends mere productofferings, as it’s part of a holistic diversity andinclusion strategy that also aims for a more
inclusive workplace beyond disability inclusion.
Problem definition
Zalando faces two primary challenges. The
first is raising awareness about their adaptive
clothing range. Despite offering a diverse
array of adaptive clothing, Zalando grapples
with the task of effectively communicating theavailability and benefits of these products tothe disabled community. The second challenge
is maintaining the accessibility of their digitalplatform. As an online retailer, ensuringthat their website and digital interfaces areaccessible and user-friendly for customers withvarious disabilities is paramount. This challenge
is not merely about complying with accessibility
standards but about creating a genuinely
intuitive and helpful online experience for users
with disabilities.
Approach
In response to these challenges, Zalando has
adopted innovative solutions and formed
strategic partnerships. They have implemented
continuous training for their productdevelopment teams, focusing on enhancing
digital accessibility. This includes workshops

40

and collaborations with experts in the field toensure a deep understanding and commitment
to accessibility principles.
A significant part of their strategy involves theuse of machine learning algorithms to create
detailed and meaningful product descriptions.
This technology is particularly beneficial for
visually impaired customers, as it provides themwith a clearer understanding of the products.
Actively seeking and integrating user feedback,particularly from disabled users, is anothercornerstone of Zalando’s approach. This
iterative process ensures the continuous
improvement of their website’s accessibility
features, aligning them with the practical needsof the disabled community.
After a successful launch campaign, Zalando’s
marketing and communications teams first
focused on informing the fashion industry about
their adaptive wear collections. Next, they’ll
integrate them in a cohesive way throughout
their various local activations across themarkets to reach the disabled communities.
Zalando’s partnerships play a crucial role intheir inclusive strategy. Their collaboration with
Ottobock, a leader in prosthetics and orthotics,
provides valuable insights into the specificneeds of customers with physical disabilities,
guiding the design and functionality of theiradaptive products. Additionally, partnerships
with organizations like All is for All help gather
feedback from a community of people with lived
experiences of disabilities, further informing
product design and functionality.

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Moreover, Zalando’s inclusion of high-profile
adaptive clothing lines, such as Tommy Adaptive
by Tommy Hilfiger, expands their product range
with options that are both fashionable andfunctional. The collaboration with The Valuable
500 assists in raising awareness among thedisabled community, addressing outreachchallenges and setting new disability inclusion
reporting standards.
ImpactZalando’s comprehensive approach to offer
customers stylish adaptive fashion across priceand functionality in one place is refreshing,with around 300 styles available. Throughtheir dedication to addressing the uniqueneeds of the disabled community, coupledwith their commitment to ensuring digitalaccessibility, Zalando hopes to inspire otherbrands and platforms that don’t yet cater tothe disabled community but also highlights
the economic potential within the adaptive

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APPENDIX A - CASE STUDIES

fashion market. Their initiatives reflect a blendof teams’ dedication to inclusivity and a keen
understanding of market opportunities.
Looking ahead
Looking to the future, Zalando is committed
to further enhancing their range of adaptive
products. In 2024, they are planning to expand
on their collections, adding new propositions
to their catalogue next to improving theaccessibility of their digital spaces. They aim
to strike a balance between functionality andfashion appeal, ensuring that their products arealigning with contemporary fashion trends, on
top of being accessible and affordable. Throughongoing research, continuous customer
feedback, and enduring partnerships, Zalando
is poised to redefine standards in inclusive
fashion, creating a shopping experiencethat empowers style and accessibility for all
individuals.

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LITERATURE

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