Shifting the Narrative on Disability: The Role of Marketing in Building a More Inclusive Workplace
Awareness to Action: Leveraging Marketing to Build a More Accessible and Inclusive Workplace
Did you know that only 20% of people with disabilities are employed, compared to 68% of non-disabled people? Building an inclusive workplace is more important than ever in today’s world, and marketing can play a crucial role.
Marketing has surfaced as an indispensable instrument in constructing a more inclusive and equitable workplace. Indeed, marketing can be a key that unlocks the door. Although marketing conventionally pertains to promoting products and services, it can also be a potent influence for social change, as employers seek to attract and retain talent from diverse backgrounds, including people with disabilities.
For years, disability rights activists have been at the forefront of the movement to build a more accessible and inclusive society. Their advocacy and tireless efforts have helped raise awareness about the importance of disability inclusion in all aspects of life, including the workplace. In this post, I have quoted four disability rights activists — Haben Girma, Judith Heumann, Vilissa Thompson, and Alice Wong — each of whom brings a unique and valuable perspective to disability inclusion. By including their insights, I hope to highlight the importance of building an accessible and inclusive workplace that values and supports employees with disabilities.
According to disability rights lawyer Haben Girma, marketing can play a critical role in raising awareness about the importance of accessibility in the workplace. Her assertion finds reinforcement in a recent survey conducted by the Disability Equality Index, which found that 60% of people with disabilities would be more likely to purchase goods and services from companies that employ people with disabilities. By showcasing their commitment to disability access, employers can signal that they value and support employees with disabilities and create a culture of inclusion that benefits everyone.
Lifelong disability rights activist Judith Heumann considered the “mother” of disability rights, stresses that including people with disabilities in all aspects of society is essential for building an inclusive community. According to a study by Accenture, companies that prioritize diversity and inclusion see a 36% higher return on investment than those that don’t. One way that employers can demonstrate their commitment to disability inclusion is by featuring employees with disabilities in their marketing materials. By highlighting the contributions of disabled employees, employers can send a powerful message that they value diversity and are committed to creating an inclusive workplace.
Marketing can also be used to attract candidates with disabilities who are looking for an employer that shares their values. As disability rights activist and writer Vilissa Thompson notes, “Marketing towards disabled candidates should show that the company is intentional about inclusion, and that the company values the unique perspectives and contributions that disabled candidates bring to the table.” By emphasizing the organization’s commitment to accessibility and inclusion, employers can attract and retain top talent and build a diverse and inclusive workplace that benefits everyone.
But it’s not just the words of these activists that hold importance. Marketing can be leveraged in various ways to promote and foster disability inclusion within the workplace. The impact of marketing is vast, and it is a tool that can create a culture of inclusivity that benefits all employees.
Marketing can transform the narrative surrounding disability. For too long, disabled people have been excluded and disregarded by society, including in the workplace. One way to counter this pervasive stigma is by showcasing disabled people in marketing materials in a positive and empowering light. For instance, a company can feature an employee with a disability who is excelling in their job or a person with a disability who is benefiting from the company’s products or services. By shifting the perspective on disability constructively, marketing has the power to break down barriers and foster inclusion.
Through compelling marketing campaigns about disability inclusion, companies can inspire a societal shift in attitudes and help break down barriers for people with disabilities, promoting a more inclusive and accepting culture about disability inclusion. For example, a company might run a social media campaign that highlights the importance of accessibility or create a video that features disabled people discussing their experiences in the workplace. By utilizing marketing to advance inclusion, employers can foster a paradigm shift in attitudes and promote a more welcoming and accepting workplace culture.
Moreover, marketing can create a sense of community and belonging within the workplace. By highlighting the contributions of disabled employees and showcasing the company’s commitment to inclusion, employers can message that everyone is valued and supported. This can be particularly important for disabled employees, who may feel isolated or overlooked in the workplace. By using marketing to create a culture of inclusivity, employers can help build a more supportive and collaborative workplace where everyone can thrive.
Ultimately, marketing has emerged as a powerful tool for building an inclusive workplace that values and supports employees with disabilities. By showcasing their commitment to accessibility, featuring disabled employees in marketing materials, attracting and retaining top talent, changing the narrative around disability, raising awareness, and creating a sense of community, employers can help create a more equitable and just society for all. With the power of marketing, we can help build a world where everyone is valued and included.
Disability rights activist and author Alice Wong sums it up well, “Disability is part of human diversity, and we need to embrace it in all its forms. By promoting disability inclusion, we can create a more equitable and just society for all.” With the power of marketing, employers can help build a more inclusive world where everyone is valued and supported.
