Disability representation still lackluster in marketing

Many marketers routinely target people with disabilities with “one size fits all” ad campaigns or exclude them altogether.

An October 2019 survey by iProspect found that just 15% of marketers worldwide recalled people with disabilities being portrayed positively in their recent campaigns, putting it at the bottom of the list.

US adults with disabilities make up 26% of the population, according to 2018 data from the Centers for Disease Control and Prevention.Their disposable and discretionary income varies by disability type and they often have wide support networks that include family members, friends, caregivers, and allies that influence their purchases. Marketers are missing important opportunities to connect with them.

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