Lewis Capaldi may not have had the Glastonbury Pyramid gig he had envisioned, but he may have created one of the most memorable and enchanting performances Worthy Farm witnessed earlier this summer.
He has shown the world the reality of living with a disability and proven that a disability does not prevent you from succeeding. Capaldi’s Tourette’s condition has received attention and the response has been phenomenal. Similarly, global superstar Billie Eilish and Gogglebox star Scarlett Moffatt have also publicly revealed that they have Tourette’s and both have received similarly supportive responses.
Glastonbury, UK – June 24: Lewis Capaldi performs at the Pyramid Stage on day four of Glastonbury Festival… [+] Festival 2023 in Glastonbury, UK, June 24, 2023. The Glastonbury Festival of Performing Arts brings together musicians, performers and artists over three days of live entertainment. (Photo by Leon Neal/Getty Images)
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Representation of people with disabilities has been progressing, especially in popular culture. However, one in six people in the world has a disability. While representation of people with disabilities is becoming more frequent in popular culture, it is still uneven. There is still a lot of work to be done.
LONDON, UK – APRIL 4: British Vogue Editor-in-Chief Edward Enninful attends a private view of… [+] The Crown to Couture show at Kensington Palace in London, England on April 4, 2023. (Photo by Hoda Davaine/Dave Bennett/Getty Images)
Hoda Davanne/Dave Bennett/Getty Images
The immense influence that media and the creative industries have on perceptions and attitudes is perhaps unparalleled. Vogue’s May 2023 issue, “Reimagining Fashion: Dynamic, Bold and Disability,” was phenomenal. With a masterful editorial, Edward Enninful showed how the fashion industry and business leaders can use their power to change the way things are represented.
High-quality, authentic representation of people with disabilities and their experiences is not only a social justice issue, it’s also a necessary business strategy. As long as discrimination against people with disabilities persists, companies must do more.
A 2021 Nielsen report explored this issue in detail. The report found that while content depicting disability has increased by more than 175% over the past decade, the majority of those roles are played by non-disabled actors, perpetuating the idea that people with disabilities are incompetent and should not be publicized, displayed or represented.
The recent announcement of a collaboration between Reese Witherspoon’s Hello Sunshine and Making Space Media, a disability- and women-led media company focused on producing film and television shows that center disability voices, is fantastic news.
Chicago, IL – November 12: Reese Witherspoon attends Hello Sunshine x Together Live at… [+] Roosevelt University Auditorium Theatre, Chicago, Illinois, November 12, 2018. (Photo by Robin Marchant/Getty Images for Hello Sunshine x Together Live Tour)
Getty Images for Hello Sunshine
The deal will see the Candle Media division partner with Making Space Media co-founders Sophie Morgan and Keeley Cat Wells on projects that centre the lived experiences and voices of the disability community.
Advertising reflects and shapes cultural norms and values. It is powerful and often subtle. According to Channel 4’s Mirror on the Industry study in 2022, only 4% of UK TV advertising features people with a disability, and despite 22% of the UK population being disabled, the proportion of people with a disability in leading roles has fallen to 1%. Advertisers have a responsibility to portray people with a disability accurately and positively. It is an obligation that advertisers must act.
The Apple logo is projected onto the exterior of the Bill Graham Civic Auditorium before the event begins… [+] In San Francisco, California. (Josh Edelson/AFP) (Josh Edelson/AFP via Getty Images)
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Two examples of first-rate advertising that accurately portrays people with disabilities have been created by Apple and Reckitt. Apple is a leader in inclusive design and the resulting accessibility of its products. Their “The Greatest” campaign won an industry award for a two-minute look at the accessibility features of Apple products from the perspective of people with disabilities. Similarly, Reckitt’s “Me, My Autism and I” focuses on the daily life of a teenage girl with autism. It’s powerful in its sensitivity and will leave a lasting impact.
Expression goes hand in hand with accessibility. From subtitles to alternative text, it’s essential to ensure that all your content is accessible. The content itself may be expressive, but if it’s not accessible, it’s a waste of effort.
Accessibility ensures that products, services, environments and information are usable and inclusive for everyone, regardless of ability or disability. This includes everything from ramps to flexible working. Too often accessibility is limited to physical facilities. But accessibility extends to digital platforms, technology and marketing communications. Take Procter & Gamble’s inclusive advertising as an example: since 2017, the company has committed that the majority of its advertising is inclusive for visually impaired consumers.
On-screen representation can often feel performative and empty. Purple Goat Agency is a marketing agency where over 50% of employees identify as disabled. Dom Hyams, head of strategy at Purple Goat, cleverly surmises what needs to happen to change the situation: “Disrupting the stereotypes that are often seen as disability tropes and actually starting the conversation that disabled people can have relationships, disabled people can make friends, disabled people can be employed.”
Purple Goat’s business model allows the company to start an awkward conversation that doesn’t happen often enough: There’s a lack of disabled talent in the creative industries, which is one of the biggest systemic barriers to cultivating authentic portrayals of individuals with lived experiences.
Rotterdam, Netherlands – 2020/06/11: The Unilever logo can be seen on a building in the UK. (Photo by Robin) [+] Utrecht/SOPA Images/LightRocket via Getty Images
SOPA Images/LightRocket via Getty Images
It’s also important not to underestimate the impact of off-screen representation, as it has a huge impact on the creative direction of advertising, such as initiatives like Unilever’s Inclusive Set Commitment, where the company pledged to feature people with disabilities behind the camera in at least 70% of Unilever’s brand advertising.
The benefits to society at large are endless: from an education perspective, the more representative the portrayal of the lived experiences of people with disabilities, the better the public will understand the diversity of disability and the accommodations that disability may require.
Following extensive research with disability communities around the world, The Valuable 500 will launch a synchronized collective action for inclusive representation later this year to help define the KPIs the 500 companies should work towards.
These are measurable, transparent and strategic KPIs that focus on increasing authentic representation of people with disabilities in advertising and media, creating inclusive advertising campaigns and ensuring all content is accessible to everyone within the disability community. However, ensuring diverse and authentic representation of people with disabilities requires collaboration with the disability community to achieve the gold standard of inclusion that the Valuable 500 strives for.
This will hold the Valuable 500 accountable for their impact. The power of this synchronized movement is significant because these 500 companies are the largest and most influential in the world. At the Valuable Accountability Summit in Tokyo in 2025, the 500 will be asked to report on their progress.
Ultimately, it is a shared responsibility to create a world where people with disabilities are not just included, but welcomed, accepted, valued and celebrated for their unique contributions. Recent progress has been positive, and the cultural moment for sharing authentic and genuine representation is truly welcome, but now is the time for businesses to align with this cultural change.