Inclusivity isn't for everyone.

One size never did fit all.?

But before you go calling HR, hear me out.?

Diversity naturally means difference - non-homogenous - so whether it’s our offices or our campaigns, why do we think we can cram it all in one??

Obviously we can’t. Sadly, plenty still don’t even try. That could be overwhelm or not knowing where to start - as well as plain old, knee-slapping, not giving a damn.?

Marketing is often targeted and excludes people in order to reach others, to resonate with the most desirable and therefore profitable (in one way or another) audience. Of course, a particular demographic group still isn’t a homogeneous group.????

Despite data-driven action and behavioural science being early founding pillars in our discipline, subjectivity often still reigns supreme. And creative subjectivity is like no other.?

That doesn’t change the fact that 28% of the global population is visually impaired, though. Nor does it change that at least 7.3 million people in the UK are dyslexic. Or that nearly 1 in 7 people in the UK are neurodivergent.?

It’s all worth thinking about when it comes to creative. Why are you telling me to think about it, when you’ve literally said ‘inclusivity isn’t for everyone’, I hear you wail. Well, best will in the world, you cannot make something that will work for absolutely everyone in one format on a social channel, for example.?

Perhaps you’re using high contrast colours that work for some sight issues - which is great - but then you’re actually excluding other sight issues and conditions triggered by visual stress.?

Maybe you’ve added captions and signing. Maybe in doing that, you’ve made it too cluttered, and hard for people to view.?

Maybe, then, ‘different formats’ shouldn’t just mean do we need this asset in 1:1 and 9:16, but should there be, for example, an audio described version and a captioned version? Sure, lots of clients aren’t there yet in terms of budget and thinking. But starting to have the conversation or finding ways to make it work means it can start to become a normal part of the thinking and workload on both sides.?

Some of the easiest ways to design for inclusion and accessibility are to use plain, simple language (George Orwell really did know it all, eh?) and to avoid clutter. Using alt text is also a great way to include people using assistive technology in a smooth and seamless experience for all - if done right (pledge to use alt text in your campaigns and we’ll help you - check out our #AccessAlt campaign with Sightsavers for further information.)?

What about in the workplace, then??

Again, the vastness of human experience and need cannot be contained in one little space!?Again, that does not mean do nothing.

The nature of differing conditions needing different adjustments and having different ways of communicating and learning means that these can clash. Sometimes, it might seem easier to keep those with ‘clashing’ needs or styles away from each other. Which, to be clear, is not me saying ‘don’t even try’ or ‘congrats! You’re off the hook!’ Segregation has never been the answer.?

Universal design is the design and make-up of an environment so that it can be used to the greatest possible extent by absolutely everybody; designed to meet the needs of all the people using it. It’s not a magic answer, but it’s a start.

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So, communicate with your teams, figure out what’s needed, keep having the conversations, agree things with them - not for them - and review things regularly, to see what’s working and what needs adjusting. Allow for spaces where people can share their needs and experiences with each other.??

If we build change into everything we’re doing as an ongoing process, it doesn’t seem like such a scary or huge process.?Plus you get to say 'nailed it!' more often.

We work in making change and in communicating. Let’s make change and communicate!?