Nearly half of disabled respondents also pay close attention to these ads, even though disability appears in just 0.06% of all advertising. Given that one in five UK residents identifies as disabled, the disparity highlights a missed opportunity for both social responsibility and commercial growth.
The research reveals a sharp gap in representation: 80% of disabled people say they rarely or never see themselves depicted in OOH campaigns. The findings suggest retailers are overlooking a significant market—the UK’s £274 billion “Purple Pound” economy, which represents the spending power of disabled consumers. The data indicates that inclusive advertising could drive both ethical progress and financial returns, while also supporting stronger emotional connections and trust between brands and consumers.
The report’s best practice guide outlines 10 specific adjustments to make campaigns more accessible. Recommendations include using high-contrast colors, clear fonts, and larger text, while avoiding flashing or fast-moving digital elements, features that can exacerbate sensory sensitivities for many disabled viewers. Screens should also be positioned at accessible heights to accommodate wheelchair users and those with limited mobility. The guidance strongly encourages brands to collaborate with disabled creatives and cast disabled talent, rather than relying on superficial or tokenistic representation, which can reinforce stereotypes and alienate audiences.
The data further shows that 78% of disabled respondents believe it is important to see disability portrayed alongside other aspects of identity, such as race, gender, and age. This highlights the need for authentic, intersectional portrayals rather than oversimplified depictions. The report argues that inclusive advertising must go beyond creative choices, brands should also ensure their products, services, and customer experiences are fully accessible to disabled audiences, from website navigation to physical store layouts.
The study was based on a survey of 200 disabled individuals, along with consultations from focus groups and specialist partners, ensuring the recommendations are grounded in lived experiences. The findings emphasize that representation is not merely a matter of fairness but also a strategic way to connect with a large, underserved audience in a more meaningful way. By aligning campaigns with the realities of their customer base, brands can tap into both ethical imperatives and untapped market potential.
