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:

1. Increased Brand Loyalty: When consumers see themselves represented, they develop a stronger connection with the brand. Roughly 69% of consumers are more likely to purchase from brands that feature diversity.

2. Higher Purchase Intent: According to Harvard Business Review, purchase intent among Black customers increased from 17% to 40% as their perceptions of brand inclusion increased. Inclusion also drives decisions for 87% of nonbinary consumers, 61% of plus-size consumers, 63% of Gen Z, and 38% of white consumers.

3. Boosted Revenue: Brands with the highest diversity scores see an 83% higher consumer preference.

Best Practices for Crafting Inclusive Ads

1. Authentic Representation: Feature genuine diversity, including various ethnicities, ages, body types, and gender identities.

2. Avoid Stereotypes: Steer clear of harmful tropes; portray individuals as multi-dimensional characters.

3. Consult with Communities: Engage with diverse groups to ensure accurate representation.

4. Inclusive Language: Use respectful language that is welcoming to all groups.

5. Accessibility: Ensure ads are accessible to those with visual or hearing impairments.

GLAAD's Guidelines for Inclusive Advertising

GLAAD develops a scorecard that grades advertisements on a 5-point scale. While specific to LGBTQ+ visibility, these principles apply broadly:

• Do Your Homework: Research the community you're representing.

• Be Inclusive of All Identities: Represent the full spectrum of diversity.

• Check Your Blind Spots: Be aware of unconscious biases.

• Go Beyond Marketing: Ensure company practices align with your messaging.

Blending Inclusivity with Interactive Content

By combining inclusive practices with playable formats, brands can create memorable experiences:

• Customizable Characters: Allow users to choose from a diverse range of avatars.

• Inclusive Storylines: Narratives featuring diverse characters and experiences.

• Accessible Design: Alternative controls or audio descriptions for interactive elements.

Examples of Inclusive Ads

• Microsoft: Their "We All Win" campaign featured the Xbox Adaptive Controller.

• Dove: The "Real Beauty" campaign committed to never using AI-generated models in place of real people.

• Nike: The "You Can't Stop Us" campaign featured a split-screen of diverse athletes and Paralympians.

Crafting a Future Where Everyone Belongs

At CRAFTSMAN+, we believe inclusivity is a powerful strategy for brand success. As we celebrate Disability Pride Month, let's remember that inclusivity should be a year-round commitment.

Are you ready to take your advertising to the next level? Request a Demo today.