Research Highlights Benefits of Disability Inclusion in Advertising
Disability inclusion in advertising can build stronger brand affinity
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New research from Bayes Business School and others reveals that featuring people with disabilities in advertising enhances consumer attitudes toward brands. Despite concerns about tokenism, over 80% of participants responded positively, indicating that inclusive representation can strengthen brand affinity and promote social inclusivity.
- 01The study involved six experiments with over 2,000 participants, testing various advertisements featuring models with visible and invisible disabilities.
- 02Participants preferred brands that included people with disabilities, even in anonymous settings, for products like shower gels and energy drinks.
- 03The research found that portraying individuals with disabilities as capable advocates rather than vulnerable figures significantly improved perceptions of inclusivity.
- 04Concerns from marketing managers about alienating mainstream consumers due to disability inclusion were found to be unfounded.
- 05The paper suggests that accurate representation of individuals with disabilities in advertising can lead to greater social inclusivity and support for employees with disabilities.
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A recent study co-authored by Zachary Estes, Professor of Marketing at Bayes Business School, highlights the positive impact of disability inclusion in advertising on brand affinity. Published in the Journal of Marketing, the research involved six studies with over 2,000 participants, demonstrating that consumers respond favorably to brands featuring models with disabilities. Despite the fact that 1 in 7 people globally live with a disability, they remain underrepresented in marketing. The findings indicate that participants preferred brands that included individuals with disabilities in advertisements for products like shower gels and energy drinks, showing a strong inclination towards social inclusivity. The research also revealed that portraying people with disabilities as capable advocates rather than vulnerable individuals enhances the perception of inclusivity. Marketing managers' fears of consumer backlash against disability inclusion were deemed unfounded, with over 80% of participants showing positive responses. The study advocates for greater representation of individuals with disabilities in marketing to foster inclusivity and support for employees with disabilities.
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Incorporating disability representation in advertising can lead to stronger consumer connections and promote a more inclusive society.
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