As the curtain closes on current Olympics campaign, Tracey Corbin-Matchett, CEO of Bus Stop Films and convenor of the Driving Change Summit looks at what brands can learn from our most inclusive Olympics.
The Paralympics have long served as a global platform that challenges perceptions about disability and showcases the extraordinary talents of disabled athletes. Yet, from a marketing perspective, these Games offer brands something even more valuable—a masterclass in the power of visibility and inclusion.
The Paralympics provide a real-world demonstration of the capability, determination, and excellence of people with disabilities, offering brands and marketers an unparalleled opportunity to connect with an underrepresented audience. If the old marketing adage is “If you can see it, you can be it,” then in today’s commercial landscape, the message has shifted to “If you can see it, you can buy it.”
Those of us living with a disability represent 20% of the population and a global spending power of over USD 8 trillion. This group, often referred to as the "purple dollar," remains largely untapped by many brands that either overlook or inadequately represent people with disabilities in their advertising. Those who ignore this cohort are not just missing a moral obligation—they are losing a substantial commercial opportunity.
Recent research highlights the tangible value of inclusivity in marketing. According to a 2023 Forbes report, brands that overlook the disabled communities risk missing out on over USD 1 trillion globally in spending power. This is a massive market that is increasingly becoming more visible, engaged, and vocal about its purchasing power. Consumers with disabilities are seeking out brands that reflect their values and their realities. In fact, research from Kantar Australia shows that 65% of Australians expect brands to promote diversity and inclusion, and campaigns that fail to do so often face backlash.
The 2024 Paralympics have offered brands an extraordinary chance to show their commitment to inclusivity. One standout example is Toyota, which launched its "Start Your Impossible" campaign during the Olympics. This campaign not only highlighted the remarkable abilities of Paralympic athletes but also demonstrated Toyota’s commitment to creating mobility solutions for all. By placing disability and accessibility at the heart of their advertising narrative, Toyota effectively positioned itself as a brand that values innovation, determination, and inclusion. For Toyota, this wasn’t just a branding exercise—it was a strategic alignment with its broader vision of mobility for all.
Similarly, Qantas has also embraced the opportunity to align itself with the Paralympics. As one of Australia’s most iconic brands, Qantas has featured Paralympic athletes in its advertising for years. These campaigns showcase the spirit of resilience and ambition that defines both the airline and the athletes. By including Paralympians in its brand story, Qantas does more than just sponsor an event—it fosters a deep connection with audiences who value inclusivity, authenticity, and representation. The Paralympics present an opportunity to not just be a backer but to authentically align with a cause that resonates with millions.
One of the most promising developments in inclusive advertising comes from Bupa, the global healthcare company, which recently received Inclusively Made certification for its latest campaign. The certification is awarded to campaigns that have been created and produced with the active involvement of people with disabilities, both in front of and behind the camera. This recognition not only highlights Bupa’s commitment to inclusivity but also sets a new standard for how brands can authentically represent disabled communities in their marketing.
Bupa’s campaign isn’t just a superficial attempt at inclusivity—it’s a deep, thoughtful effort to ensure that people with disabilities are part of the entire creative process. This holistic approach to inclusivity ensures that the portrayal of disability is both authentic and empowering. More importantly, it opens up opportunities for people with disabilities to work across various roles in media production, not just as the subjects of campaigns but as the creators behind them.
Receiving the Inclusively Made certification is not just a feather in Bupa’s cap; it’s a powerful message to the broader advertising industry that inclusion isn’t just about representation—it’s about full participation. As a result, Bupa has effectively aligned itself with a growing demand for campaigns that not only include but are shaped by people with disabilities. The campaign’s success demonstrates that when brands genuinely engage with the disabled community, the results resonate with a broad audience, generating both social impact and commercial success.
Extending this, broadcaster Nine also earned Inclusively Made certification for their coverage of the Games, by partnering with Bus Stop Employment to engage our members in production team. This opened employment of people with disability on both sides of the camera and underpinned a commitment from the channel to value the contribution of people with disability both in the visual storytelling and the creative team behind it.
One of the most significant lessons from the Paralympics for brands is the importance of authenticity. Disabled communities are becoming more vocal in their demand for genuine representation in advertising. Tokenism no longer cuts it, and audiences can easily discern when a campaign is simply checking a diversity box. Brands that integrate inclusivity into their core values and marketing strategies will stand out in a competitive landscape where consumers value authenticity more than ever before.
This is where the work of the Driving Change Summit, held in November 2024, becomes vital. The summit will bring together leaders from the disability, commercial advertising, and media sectors to explore how brands can better employ people with disabilities both in front of and behind the camera.
As we look to the future, it is clear that the disabled community is no longer content with being sidelined in advertising. They are vocal, engaged, and ready to support brands that reflect their values and experiences. The Paralympics have underscored the importance of visibility, and brands that take these lessons to heart will find themselves ahead of the curve in a marketplace that increasingly values authenticity and inclusion.
For those brands that are still hesitating, the message from the Paralympics is clear: It’s time to step up, or risk being left behind. The "purple dollar" is powerful, and brands that fail to embrace inclusivity will not only miss out on a significant market but also risk their relevance in an increasingly diverse world. The time for change is now, and those who lead the way in inclusivity will reap the rewards—both socially and commercially.