Making Authenticity a Core Value in Disability Marketing

Including people with disabilities in a business’ marketing efforts and brand messaging requires tact and authentic messaging to avoid perpetuating stereotypes.

By Jeremiah Prince

People with disabilities have largely been excluded from the mainstream economy. They have had difficulty finding employment, have limited or no access to various venues, and must overcome cultural bias.

The Special Olympics games have become a catalyst for changing biases toward people with disabilities, but that is only recently. The Special Olympics were first held in 1968, and 50 years later businesses are only now beginning to regularly include people with disabilities in marketing campaigns.

The challenge is developing marketing campaigns that have accurate and authentic messaging rather than messaging that includes cultural stereotypes. There have been hits and misses already, and businesses can learn from both.

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