AI Insight
Research co-authored by Bayes Business School, published in the Journal of Marketing, finds that advertisements featuring people with disabilities significantly improve consumer attitudes toward brands and their products. The study examines what the authors call the "Disability Inclusion Effect," suggesting that disability representation in advertising generates measurable positive shifts in brand perception. The research also evaluates the effectiveness of diversity regulations and indicates that regulatory compliance in this area yields tangible benefits for brands.
Why it matters
These findings provide evidence-based guidance for marketers and policymakers seeking to promote disability inclusion, suggesting that representation in advertising is both a socially responsible practice and a commercially viable strategy.
Adverts that feature people with a disability greatly enhance consumer attitudes towards brands and their products, according to new research co-authored by Bayes Business School that also shows the effectiveness of diversity regulations and the benefits of compliance. The paper, “Beyond Visibility: The Disability Inclusion Effect in Advertising” is published in the Journal of Marketing.
Source: Disability inclusion in advertising can build stronger brand affinity