Empowering Authentically and Shifting Public Perceptions

Karim: Do you think brands have improved representation of People with Disabilities in their marketing efforts?

Kayla: Absolutely! Every year, we see more representation in the media, advertising, television, etc. Just this year, at our 2024 gala, we honored trailblazers with Down syndrome in the media industry who are paving the way for greater representation. But this is just a start.

Kandi: However, just because we are seeing people with disabilities increasingly represented in the media, that doesn’t mean our work here is done. Bias and negative perceptions still limit the Down syndrome community in all walks of life, whether that is in education, employment, healthcare, and so many other areas. That is why the work that NDSS does, as well as other disability organizations, is so important. NDSS works to spread awareness to continue to push boundaries and shift perceptions of Down syndrome and other disabilities.

Karim: Why does disability representation matter in media?

Kandi: Disability impacts everyone! 1 in 4 people in the U.S. have a disability. That means that there are millions of people in the U.S. with disabilities, but why are so few represented? Disability representation matters because everyone wants to feel heard and represented. Everyone wants to see someone like themselves achieving great things to envision a future, goals, and dreams. Disability representation allows for greater awareness and inclusion.

Kayla: For example, consider our partnership with Barbie in creating the first Barbie Doll(s) with Down syndrome. You see these new dolls in the toy aisle, hopefully sparking a conversation with your child, family, and friends. These conversations allow for a greater understanding of disability, extending to the classrooms, workplaces, and everywhere in between. Exposure like this, particularly at a young age, has an incredible purpose. It may help set children on a course for success by allowing them to develop empathy – fueling social skills needed to excel as they imagine their futures with an equal playing field.

Karim: What are some of the challenges that People with Disabilities still face in advertising and media?

Kandi: Bias is everywhere. NDSS is constantly fighting to shift perceptions of Down syndrome and disabilities because there is so much emphasis on what the disability community CANNOT do instead of what they CAN do. Sometimes, individuals with disabilities may need accommodations to be successful in their roles. Most accommodations cost $0 so having a team that is willing to create a supportive environment is essential. This can be hard to achieve when businesses have many other competing priorities and businesses are weary of making accommodations.

Karim: How can we get more marketers to understand the importance of People with Disabilities representation? 

Kandi: I would ask them this – have you met someone with Down syndrome or another disability? People with disabilities enrich our lives in so many ways. They are a fantastic asset in their schools, workplaces, and friendships. Disability representation involves hiring more individuals with disabilities, and having people with disabilities is good for business. 78% of customers prefer spending their money at a company with a disability employment focus. Statistics also show that companies report 28% higher revenue if they focus on disability-inclusive hiring. Hiring people with disabilities is an untapped market, and it’s good for business. Employees and customers become more loyal to organizations that are authentic and consistent in disability-inclusive messaging.

NDSS is a founding member of the CEO Commissionfor disability employment. The CEO Commission for Disability Employment was founded by Voya Financial, the Society for Human Resource Management (SHRM), and the National Down Syndrome Society (NDSS) to advance disability-inclusive employment by inspiring and engaging business leaders to drive change through policy, practice, and culture. The CEO Commission has a CEO Commission Playbook exclusive to CEO Commission partners with a chapter dedicated to inclusive marketing.

Kayla: NDSS also has an Employment program that seeks to increase the access to the workforce for people with Down syndrome!

Karim: What are some of the best practices for authentic representation of disability in content Marketing?

Kandi: NDSS prioritizes people with Down syndrome. They are regularly put in speaking and interview roles, and their stories are told on social media. You rarely see members of our staff on our socials.

Michelle:When it comes to your campaigns, they must be executed authentically and central to the organization’s culture. Nothing should be done that doesn’t actually exist within the organization or isn’t true to its culture. If you have individuals with disabilities in your campaigns, you must be prepared to answer questions about how your company supports people with disabilities in other facets of your work.

Kayla: NDSS advocates for disability employment, and 1/3 of our staff has Down syndrome. It’s important to walk the walk and talk the talk.

Kandi: Additionally, you must accept that you are not the expert, which is okay! Engage other resources, such as non-profits or groups specializing in disability inclusion and individuals with disabilities themselves. They can help shape your work and ensure it is as authentic as possible.

Michelle: Also, make sure you have a plan to message your campaign internally. Share with the internal team and boost morale for this project. You’ll also want the excitement and buy-in from your staff to help propel this project forward.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.