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. What if we could guarantee We want to hardwire that commitment to inclusive design into every difference transcended mere brand and make life easier representation in campaigns, for everyone. instead aiming to make life better for consumers? Consider how Exceptional environmentalism is now insight firmly in our individual and community conscience, + creativity business objectives, and international political + scale agendas. We need to approach disability inclusivity = better brand in much the same way. experiences This means strong strategies, board-level investment, measuring and long-term commitment.

12 What's covered in brand experience?

We know that the Interbrand defines landscape of modern the make-up of brand marketing is now about experience in their delivering broader brand Quadrant Model. experiences with the At the core, is the consumer at the heart. brand’s purpose Therefore, there are and identity. This more opportunities then influences than ever to effect Products & Services, huge-scale change People & Behaviours through the delivery (who you hire and of these experiences. who you represent), Environments & Channels (on and offline) and Communication (tone of voice, advertising, etc).

13 Think Designable Inclusivity: the new sustainability?

Here are a few examples of mainstream brands that are starting to tackle disability across the different quadrants of brand experience.

As a consequence of their potential to change the lives efforts, brands like these of disabled consumers, by are starting to experience looking at every aspect of some of the key benefits how people interact with of connecting with a wider their brand – from products spectrum of human need. and services, to physical and These include: digital environments. Every touchpoint of a customer • better consumer loyalty journey has the potential to • greater differentiation make life better. • enhanced credibility So on behalf of the 53% of people affected by disability • expansion into new areas globally, we need you to start • increased brand putting inclusive design at awareness the heart of your brand. That We know that it will take way, we can work towards a brands time to address more inclusive world. every quadrant of the brand experience (shown opposite), but seeing the big picture will allow us to start spotting more opportunities to innovate. Now it’s time to build on this and do more in every sector: technology, fashion, FMCG, banking, hospitality and retail. Each has the

14 Products & Services Environments & Channels

Brand Purpose

Looking to the future, we’ll be by your side

People & Behaviours Communications

15 Think Designable Inclusivity: the new sustainability?

Where are you on the journey?

Our Inclusive Brand Experience Maturity Model examines performance across the quadrants, categorising efforts in four stages. We can use this to gauge where your brand is in its inclusive design journey. 2. Progressive STAGE 1. These brands are enlightened about the issue and look to Passive raise the profile of disabled The majority of brands only people through media just meet the minimum representation. Success mandated requirements relies on insight from and for catering to the needs of collaboration with disabled disabled people. Most see talent. The output may be disability inclusivity as campaigns or communications complicated & unnecessary. which attempt to champion Those who do not actively and connect with the 1 billion attempt to remove barriers disabled people and their disable by default. families worldwide.

CONSUMER • Limited participation • Greater social understanding IMPACT • Lack of choice & dignity • Heightened confidence

EXAMPLE 96% of all brands Think of all that opportunity! The most successful disability campaign in the UK.

16 4. Purpose-driven 3. A select few brands have placed inclusivity so much at Pioneering the heart of their experiences, that there is no distinction in Pioneering brands invest the provision for disabled and beyond campaigns to non-disabled consumers. provide augmented products and services for The ambition of these disabled consumers. brands is deeply embedded in their business functions They invest heavily in and strategy. It is also becoming aware of any evidenced in their brand strengths or weaknesses definition and purpose. across the customer journey, before innovating The commitment to and in a way which makes a responsibility for radical & tangible difference to the sustainable innovation is day-to-day lives of disabled shared in every area of the consumers. organisation. When done successfully, Campaigns are backed up with this activity drives brand the certainty that the entire differentiation, loyalty customer experience has been and awareness. reviewed and enhanced.

• Easier living • Social integration • Enhanced quality of life • Enhanced autonomy • Greater participation

The first razor to be Technology designed designed with the intent for everyone. to shave someone else. 17 Think Designable Inclusivity: the new sustainability?

How inclusive are you? For starters, ask yourself these five questions:

Are you aware of how your brand tests and 1 measures accessibility with disabled consumers? Would you be able to state which aspects of your 2 brand experience outperform competitors in terms of meeting the needs of disabled consumers? Do you know which aspects of your brand 3 experience disabled consumers find particularly challenging? Would you feel comfortable pushing out a disability 4 focussed marketing campaign tomorrow? Are you clear on where the inclusive design 5 innovation opportunities are for your brand?

If you answered no to one To start the conversation, or more of these questions, get in touch with Think we have exciting news for Designable and along with you. There are plenty of our specialist partners, untapped opportunities for we’ll help you become a you to connect with a much life-changing brand. wider audience. We invite you to talk to us about your current brand experience in order to clarify where you are on the journey to inclusivity.

18 If you want to become a life-changing brand, send Marianne an email [email protected]

Let us know if you’d like this in another format such as larger print, word document or audio file. Contributors Mike Alhadeff, David Ormondroyd, Marianne Waite and Róisín Waite. Special thanks to Interbrand and The Minister of State for Disabled People, Health and Work.

19 Inclusivity: the new sustainability?

Thinkdesignable.com The alliance for inclusive brand practice. 20