Inclusivity cannot be considered an âoptionalâ consideration, bearing in mind the fact that around one billion people in the world are living with a disability. Whether you have started a new brand or you are aiming to add a more diverse flair to your current brand, what considerations should you keep in mind?
Around 69% of brands with representative publicity enjoyed stock gains of 44% in 2019 (Heat Test Report) and some 64% of people said they took positive action after coming across an inclusive or diverse ad (Think With Google). Inclusivity cannot be considered an ‘optional’ consideration, bearing in mind the fact that around one billion people in the world are living with a disability—as reported by the World Health Organization. Whether you have started a new brand or you are aiming to add a more diverse flair to your current brand, what considerations should you keep in mind?
Building an Inclusive Website
One of the most important components of any company’s brand strategy is its website. As defined by the Web Accessibility Initiative, authentic web inclusivity incorporates a broad range of issues—including accessibility for people with disabilities, education, culture, age, language, and more. Your website should comply with the stipulations set out in the Web Content Accessibility Guidelines (WCAG), which covers subjects such as providing text alternatives for the visually impaired, providing pre-recorded captions, and providing more than one display orientation.
Inclusivity in Publicity
Many companies—for instance, the home security, vehicle, or entertainment industry—design and manufacture products for different markets. Inclusivity in branding means appealing to each of these markets so that they know there are certain product lines and campaigns aimed at them. For instance, companies can provide disabled customers with home safety advice that takes into account their specific needs—including any cognitive and self-care needs that may be unique to some clients. This can be made available via dedicated blogs, sections on a company’s website, or campaigns that highlight how a company’s products can transform the lives of those with disabilities and adapt to their needs over time. For instance, seniors with dementia have symptoms that progress over time. Companies should see to it that customers are aware that security and other systems can be designed with the long-term effects of this disability, not just the client’s immediate or present needs.
Investing in Variety
It’s one thing to present diversity in your advertising and quite another to provide real, practical solutions for clients of different demographics, geographics, body types, and the like. Brands like Third Love (a fashion brand selling “everyday essentials for everybody”) does exactly what it purports to, selling items in an array of sizes and styles and regularly posting inspiring messages. Just recently, their Instagram page featured Emma Stone’s well-loved quote, “I can’t think of any better representation of beauty than someone who is unafraid to be herself.” The brand goes beyond manufacturing items in various sizes. It provides useful information on aspects such as bra size changes women can experience over a lifetime, donates over 40 million items to women in need, takes part in upcycling programs, and provides detailed size charts that go way beyond traditional waist/hip/chest measurements.
Inclusivity is a key quality that should be included in the branding strategies of companies wishing to last long-term. Just a few qualities to hone include website accessibility, inclusive advertising, and making authentic investments in variety. Ethical practices and sustainability are also highly valued by customers worldwide, so make sure your company truly stands by the values it proclaims.
