International Day of Persons with Disabilities: observed December 3rd

December 3rd is the International Day of Persons with Disabilities! Celebrated worldwide, this day is an opportune moment to spotlight how brands have embraced inclusivity through a spectrum of adaptations and innovations.?

In addition to December 3rd, every year in July the U.S. celebrates Disability Pride Month, celebrating the passing of the Americans with Disabilities Act (ADA) in 1990, which gave Americans legal protections from disability-based discrimination.

Disabilities can range from, and are not limited to, developmental or intellectual disabilities. These might include autism spectrum disorder, cerebral palsy, Down syndrome and ADHD, as well as physical impairments including limb indifference, spina bifida, sensory impairments such as blindness and hearing loss, as well as anxiety, neurodevelopmental disorders and PTSD.

Companies that lead in disability inclusion drive more revenue, net income and profit, according to a new research report from Accenture (NYSE: ACN) in partnership with Disability:IN and the American Association of People with Disabilities (AAPD).

A need for representation?

In today's marketing landscape, the call for genuine representation and inclusivity has grown louder, particularly in the quest for disability inclusion. Consumers are increasingly seeking diversity, equity, and inclusion in brand communications, propelling a shift towards authentic portrayals of various ethnicities, body types, abilities, and family structures.?

?In fact, 38% of consumers are more likely to trust brands that do well with showing diversity in their ads (source:ethos). This demand emphasizes the necessity for accurate representation, especially for individuals with disabilities, steering away from stereotypes and recognizing their unique perspectives.?

In a recent analysis of branded Instagram posts between May 2021 and May 2023, Nielsen InfluenceScope assessed the performance of 24 creators with disabilities to determine their effectiveness and return on investment (ROI) when compared against posts from creators without disabilities. In aggregate, posts from creators with disabilities scored 21.4 percent better in average media value than posts from creators without disabilities and drove 20.5 percent more interactions.

Marketers are responding by diversifying their visual content, sourcing imagery that authentically mirrors real-life experiences for everyone, including those within the disabled community. This evolution echoes a pressing need for authentic representation, ensuring that all individuals, regardless of ability, are reflected in products they use, as well as the marketing messages they encounter.

Disability inclusivity through communication campaigns

To fill this need for genuine representation and inclusivity, communication campaigns centered on disability inclusion are indispensable.?

TikTok is actively supporting Disability Pride Month in July with the #DisabilityPride campaign . Encouraging creators to share content challenging stigma, the platform aims to celebrate and amplify the experiences of individuals with disabilities. TikTok invites its community to engage in educational conversations throughout July and beyond. The platform is also spotlighting creators who redefine self-pride and raise awareness, urging users to follow the #DisabilityPride hashtag to show support.

To promote voices from disability community, Twitter also empowers individuals with disabilities through inclusive hashtags like #GamingForEveryone , #DisabledAndCute , and #DisabilityPride . The platform urges that marketers should recognize the importance of genuine representation, sparking diverse conversations. A guide encourages brands to authentically represent the disabled community with accessible language and content. In virtual events, use live streaming, provide live captioning, and consider embedding a sign language interpreter.?

These campaigns promote awareness, empower creators, and encourage authentic representation. By fostering inclusivity, they contribute to breaking down barriers and creating a more accessible and understanding digital space for individuals with disabilities.

Brand innovation: inclusion of braille on beauty packaging

In a pioneering move toward inclusivity, brands like L’Occitane, Bioderma, and Dr. Jart are reshaping the beauty industry landscape by incorporating Braille on product packaging. This transformative step not only underscores these brands’ commitment to accessibility, but also sets a new standard for the entire beauty sector.?

Incorporating braille on packaging ensures that those with visual impairments can confidently and independently engage with beauty products. This progressive initiative addresses a significant gap in the market for inclusive beauty solutions.

Brand innovation — Rare Beauty

Rare Beauty is another brand taking strides to make their products more accessible. The brand has recently received praise for its innovative and highly accessible approach to packaging design. Recognizing the diverse needs of individuals with disabilities, Rare Beauty has introduced easy packaging solutions that prioritize accessibility without compromising style.?

For example, on Rare Beauty's base products, liquid highlighters, and blushes, there is a sphere on top of the applicator which makes it much easier to open and apply the product.?

Selena Gomez, founder and owner of Rare Beauty, has cited her own struggles with an autoimmune condition as a motivating factor in her decision to make her beauty products more accessible.

By blending functionality and aesthetics, Rare Beauty is crafting an inclusive experience for a wider range of beauty enthusiasts.?

Brand innovation — Tommy Hilfiger & SKIMS

Tommy Hilfiger made history by launching a line of adaptive clothing , becoming one of the first mainstream brands to embrace universal design. Inspired by Hilfiger's personal experience dressing an autistic child, the line features inclusive elements such as side zips and magnetic fastenings. The Iconic quickly followed suit with an 'adaptive edit,' showcasing local labels like Christina Stephens and Jam The Label.?

Following the step in the fashion industry, Kim Kardashian's shapewear brand, SKIMS, also has unveiled its Adaptive Collection , a line of underwear specifically designed for people with disabilities. The collection features a bralette and three types of panties with easy-access closures using hook-and-eye fasteners on the front or sides. The adaptive additions aim to provide comfort without adding bulk, and the collection includes a variety of styles and colors, offering choices from XXS to XXXXL. SKIMS' expansion into adaptive wear aligns with the brand's inclusive ethos, targeting the growing market for adaptive clothing.

Despite this progress, the fashion industry faces challenges in making adaptive fashion more accessible, with limited availability in traditional retail spaces and a need for increased representation. Nevertheless, these initiatives signal a positive shift towards a more inclusive and universally designed fashion landscape.

Innovations at a certain price?

Lanc?me has begun to feature ergonomic grip and cutting-edge “self-leveling” technology in their lipstick packaging.? As Cosmopolitan reports, initial projections suggest a ￡199 price point for this product. This is a great example of the intersection of modern technology and inclusivity.

Though this product promotes an increase in accessibility, Cosmopolitan highlights the perspective of Millie Flemington-Clare , founder of Human Beauty , who speaks as someone with a disability. Millie emphasizes the added expenses she incurs in her beauty routine as she seeks products that accommodate her needs. From specialized tools to magnetic closures, often associated with 'luxury' brands, the accessibility factor comes at a higher cost.?

Lanc?me’s lipstick is a step in the right direction, but being able to offer innovative products at low price points remains a struggle for brands across the industry.

Conclusion

As we commemorate the International Day of Persons with Disabilities, it is important to celebrate the inclusive strides that have been made in the beauty and fashion industries.

The business case for disability inclusion is compelling, with research indicating that companies leading in this aspect tend to see increased revenue, net income, and profit. The demand for genuine representation has driven brands to diversify their visual content, acknowledging the importance of authentic portrayals that resonate with diverse audiences.

Innovations in the beauty and fashion industries, such as incorporating Braille on packaging and launching adaptive clothing lines, showcase a commitment to universal design. Brands like Rare Beauty, Estée Lauder, Tommy Hilfiger, SKIMS, and Lanc?me are setting new standards by prioritizing accessibility without compromising on style.

However, it's crucial to acknowledge that while progress has been made, challenges persist. The expectation for the future is clear—genuine involvement from brands in the inclusion process, affordable products, and increased representation. It is important that communication campaigns accurately reflect the products brands create.

As we recognize the achievements so far, it's a reminder that the journey towards true inclusivity is ongoing, and there is still much progress to be made.