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Inclusivity: the New Sustainability? an Introduction to Inclusive Brand Practice

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Inclusivity: the New Sustainability? an Introduction to Inclusive Brand Practice November 2018 Inclusivity: the new sustainability? An introduction to inclusive brand practice. 1 Think Designable Inclusivity: the new sustainability? Disability has never had it so good. Kind of. 2 In the UK at least, the 2012 Paralympics was truly a watershed moment. Encouraging people to consider disabilities in ways they had never before. disabled people in all aspects of society. Not congratulate ourselves on how much we all enjoyed the 2012 Paralympics. Such focus will enable inclusive, life-changing brand experiences: Marianne Waite from retail access and Founder & Director, product development to Think Designable employee engagement. Disability is now way The key to these experiences more likely to appear on is inclusive design. our screens, in the form A term defined by the UK of presenters, actors or in Government as “products, advertisements. It is also services and environments more likely to be discussed that include the needs openly in the workplace, of the widest number or down the pub between of consumers”. Put simply, friends. And consequently, inclusive design is good the pace of change over just design. And insight from a few years has helped disabled consumers break down barriers that will drive much needed have held disabled people innovation, creating back for centuries. meaningful experiences for But in many ways, as many people as possible. significant challenges This guide is an introduction remain. Challenges that go to innovation within beyond on-screen diversity inclusivity, outlining and communication. the benefits of marrying We now need to focus inclusive design with more on how we accommodate mainstream brand practices. 3 Think Designable Inclusivity: the new sustainability? What does good look like? Here are two of our all-time favourite examples of inclusive design. Both were inspired by disability but work for a much broader group of people. The Eone Bradley timepiece; tell time by touch or sight. Perfect for surreptitiously checking the time in meetings… The Under Armour MagZipTM designed for foolproof zipping, even with one hand. 4 A message from the Minister of State for Disabled People, Health and Work. As a brand, you are in This isn’t about a niche the privileged position of customer base, this is about having significant influence one billion people worldwide, in today’s society. In the and their families and carers. same way that consumers By using disabled insight as look to brands to promote your creative starting point, environmental concerns, you can improve products they also now look to brands and services for the masses. to do more for humanity, This short-hand guide to and for inclusion. inclusive brand practice is Brands have the power to a great launch pad for any change the way that society brand that thinks it has the thinks about disability. By potential to do more. collaborating with disabled Think Designable’s mission people, by considering is commendable, and will their needs in your product hopefully inspire more brand design, and by reflecting experience and innovation their lives in your campaigns, specialists to think more you have the power to deeply about inclusivity. make sure that no disabled consumer is left behind. I urge you to consider how you can improve your This isn’t just the right thing customer experience for to do for disabled people, or more people, and how you for our society as a whole. It can use your influence to also makes the best business make real change. sense. In order to promote sustainable growth, brands need to be connecting with as many customers as possible, and this has to include disabled people. Sarah Newton MP 5 Think Designable Inclusivity: the new sustainability? Why bother being inclusive? Catering to the needs of disabled people is not just about doing the right thing as decent human beings. Although providing human rights through consumer rights seems like a pretty strong reason in itself. Inclusivity is becoming an increasingly important business driver, and therefore, imperative to brands: 6 1. Disabled 2. Disabled people are part people spend of a growing money like the consumer base.* rest of us. Shocker. Disability comes in all shapes The global spending power and sizes. It can cover of disabled people, their everything from physical carers and families has been and cognitive impairments calculated by the report at to mental health. It can range $8 trillion. And like the rest from the temporary to the of us, disabled people want lifelong. And it’s the only to spend their money on minority any of us can find the products they want, the ourselves a part of, at any services they need and the point of our lives. brands they love. Such variety means there However, many disabled are one billion disabled people are prevented from people in the world and getting in on this action. counting. As the Return on And failure to meet their Disability Report puts it, needs is currently costing that’s an emerging market UK business to the tune of the size of China. £420m a week. This lack of Now consider that figure provision is currently won’t include those who costing all of us: consumers, fear prejudice from disclosing business and wider society. their condition. Now add friends, family and carers into the equation. Throw in ageing populations of many developed countries, and it becomes obvious that disability touches around 53% of people. And it becomes even more obvious that this disability is a section of society we can touches no longer overlook. “ around 53% *that you’ll likely be part of people.” of one day 7 Think Designable Inclusivity: the new sustainability? Let’s figure this out. $ $ Only 4% $ of businesses are focused on making $ offerings inclusive $ (Return on Disability $ Report) $ Spending power of $8 trillion (Return on Disability Report) 91% of leading UK high street retailers provide no accessibility information about their stores or websites. (Disabled Go) 8 Only 17% of people are born with their disabilities (Disabled Living One billion Foundation) disabled people globally (The UK has 13.9m disabled people) (The World Bank) Only 5-7% of disabled people in the UK use a wheelchair, despite public perception and the wheelchair being the symbol for accessibility. Over 80% (Disability Sport) of disabled customers will spend their money, not necessarily on the website that offers the cheapest products, but where fewest barriers are placed in their way. (Click-Away Pound Report) There are more clothing lines for dogs than for disabled people. (The Guardian) 9 Think Designable Inclusivity: the new sustainability? Disabled by default. Most of us negotiate We know what you’re the world on autopilot. thinking. “2018 is an era We get dressed, we make a of innovation, empathy cuppa, we travel to work, we and enlightenment. go to the pub etc., etc. How is this still happening?”. No trouble at all. All part of Well, the reason these a subconscious process barriers persist is mostly we take for granted down to legacy. throughout our daily lives. The historical hangover It is not like that if you have a of our environments and disability. Imagine inhabiting infrastructures coupled a world that simply isn’t with outdated ideals designed for you. Each and a fear of disability, day being confronted with has meant change has environments, interactions, often been slow and hard. and experiences, that all present physical or attitudinal barriers. These barriers aren’t always related to explicit accessibility issues like whether there’s a lift or not. They’re often smaller, more discrete exchanges …People are that knock confidence therefore and hinder participation. “ disabled by And it’s this lack of consideration and provision the society that makes an experience they live in, exclusive. So unless brands actively consider how to not directly remove these barriers, by their they disable by default. impairment.” Dr Graham Pullin, ‘Design Meets Disability’ 10 You have the ability to drive change. Thankfully we have a new But so far, the efforts hero on the horizon. of mainstream brands We know that people look to tackle disability have to brands to effect positive been superficial and at social change. And as times, tokenistic. A few someone with the power however, have become to influence brands, shining beacons of hope; our hero, is you. demonstrating how brands can create impactful change. Whilst governments and Their success demonstrates associated organisations any efforts must go will never be replaced, their beyond regulatory box- roles are limited. Increasingly ticking and trend following. brands have become drivers Change must be achieved for change, harnessing as part of a long-term millennials’ willingness to programme which shifts invest in those they believe not only attitudes but also will help fight for the causes fundamental behaviours. they care about. Brands have become vehicles through which consumers can make their voices heard. …so far, the efforts of mainstream “ brands to tackle disability have been superficial and at times, tokenistic.” 11 Think Designable Inclusivity: the new sustainability? Going deeper than diversity. Diversity is incredibly Some brands have made important. Creating a start. For example, workplaces and campaigns the likes of M&S and Tommy that are more reflective Hilfiger have developed of society is beneficial to all clothing lines specifically of us. These initiatives have for people with disabilities. the power to reposition While Under Armour have disability and broaden created a new zip designed the minds of the masses, for easier use with one arm, as well as improve which has become a huge business performance. selling point for cyclists But wouldn’t it be great who understandably often if we could go even further? have their hands busy.
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