July is Disability Pride Month, a time to celebrate the diversity and strength of the disability community. With over 1 billion people worldwide living with disabilities - about 15% of the global population - this month provides a crucial opportunity to raise awareness, challenge stigma, and promote inclusion.
At CRAFTSMAN+, we believe that blending inclusive practices with high-quality advertising is not just the right thing to do – it's a valuable performance strategy that can significantly boost your brand's success.
In this blog, learn the value of inclusive advertising and how to craft creatives that raise awareness, challenge stigma, and promote inclusion.
The Power of Inclusive Advertising
Inclusive advertising is more than just a smart strategy; it's a necessity in our increasingly diverse world. By representing a wide range of people in your ads, including those with disabilities, you're not only acknowledging your entire audience but also tapping into a significant market segment.
Consider these statistics:
- Over 1 billion people worldwide live with some form of disability, representing about 15% of the global population
- The disability market influences over $13 trillion in annual disposable income.
- 64% of consumers are more likely to purchase from a brand after seeing an inclusive ad.
These numbers underscore the immense potential of inclusive advertising, both in terms of social impact and business growth.
Why Inclusive Ads Matter
Inclusive advertising leads to tangible benefits for brands:
- Increased Brand Loyalty: When consumers see themselves represented in ads, they develop a stronger connection with the brand. This representation fosters loyalty, with 69% of consumers more likely to purchase from brands that feature diversity in their ads.
- Higher Purchase Intent: Inclusive ads create a sense of belonging, encouraging customers to stick with brands that align with their values. According to Harvard Business Review, purchase intent among Black customers increased from 17% to 40% as their perceptions of brand inclusion increased. Perceived inclusion also played a primary role in purchase decisions for 87% of consumers who identify as nonbinary, 61% of Black consumers and plus-size consumers, 63% of Gen Z consumers, and 38% of white consumers.
- Boosted Revenue: Inclusive marketing strategies have been shown to drive revenue growth. Brands with the highest diversity scores see an 83% higher consumer preference.
Best Practices for Crafting Inclusive Ads
To create truly inclusive ads, consider these best practices:
- Authentic Representation: Ensure that your ads feature genuine diversity, including people with disabilities, various ethnicities, ages, body types, and gender identities.
- Avoid Stereotypes: Steer clear of harmful stereotypes and portray individuals as multi-dimensional characters.
- Consult with Communities: Engage with diverse communities to gain insights and ensure accurate representation.
- Inclusive Language: Use language that is respectful and inclusive of all groups.
- Accessibility: Ensure your ads are accessible to all, including those with visual or hearing impairments.
GLAAD's Guidelines for Inclusive Advertising
GLAAD is the world’s largest LGBTQ+ media advocacy nonprofit that consults with brand and agency leaders to bring LGBTQ+ visibility into their marketing campaigns. GLAAD develops a scorecard that grades advertisements on a 5-point scale, from “failing” to “excellent” when it comes to LGBTQ+ representation.
While GLAAD's guidelines were developed for LGBTQ+ inclusive advertising, many of these principles can be applied to create inclusive ads for any minority group:
- Do Your Homework: Research the community you're representing to ensure accurate portrayal.
- Be Inclusive of All Identities: Represent the full spectrum of diversity within minority communities.
- Avoid Stereotypes and Tropes: Present individuals as multi-dimensional characters.
- Make It Clear: Don't rely on subtle hints or coding to indicate diversity.
- Check Your Blind Spots: Be aware of unconscious biases and work to overcome them.
- Go Beyond Marketing: Ensure your company's practices align with your inclusive messaging.
By applying these guidelines broadly, brands can create truly inclusive campaigns that resonate with diverse audiences.
Blending Inclusivity with Interactive Content
At CRAFTSMAN+, we specialize in creating interactive and playable ads. By combining inclusive practices with this engaging format, brands can create powerful, memorable experiences that resonate with a diverse audience. Here's how:
- Customizable Characters: Allow users to choose from a diverse range of avatars in playable ads, including characters with disabilities.
- Inclusive Storylines: Develop interactive narratives that feature diverse characters and experiences.
- Accessible Design: Ensure that interactive elements are usable by people with various abilities, including options for alternative controls or audio descriptions.
Examples of Inclusive Ads
Several brands have recently launched compelling inclusive ad campaigns:
- Microsoft: Their "We All Win" campaign showcased how their adaptive controller makes gaming accessible to players with limited mobility. This included Integrating sound and vibration cues for players with blindness and translating audio cues into visual formats for players who are deaf or hard of hearing.
- Dove: Dove’s "Real Beauty" campaign, first launched in 2004, made a ground breaking commitment to forgo professional models in order to feature women of varying sizes, ages, and ethnicities. This year Dove marked the 20-year anniversary of the Real Beauty campaign by making a commitment to never use AI-generated models rather than real people in advertising.
- Nike: Nike’s 2020 "You Can't Stop Us" viral campaign featured a split-screen that seamlessly merged diverse athletes, including Black, White, Asian and Muslim athletes and Paralympians.
These campaigns demonstrate how inclusive advertising can be both impactful and commercially successful.
Crafting a Future Where Everyone Belongs
At CRAFTSMAN+, we believe that inclusive advertising is not just a moral imperative but a powerful strategy for brand success. By combining inclusive practices with our innovative interactive and playable ad formats, we help brands create engaging, memorable experiences that speak to all audiences. As we celebrate Disability Pride Month, let's remember that inclusivity should be a year-round commitment. By embracing diversity in our advertising, we not only reflect the world as it is but also contribute to shaping a more inclusive future.
Are you ready to take your advertising to the next level with inclusive, interactive content? Contact CRAFTSMAN+ today to learn how we can help you craft ads that truly resonate with your entire audience.