Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. How To Create Inclusive Advertising That Is Effective At Engaging & Converting Diverse Audiences

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    How To Create Inclusive Advertising That Is Effective At Engaging & Converting Diverse Audiences

    Published Date January 8, 2021

    A recent article in eMarketer highlighted the importance of marketing to people with disabilities. Rarely adequately represented across advertising campaigns, people with disabilities appreciate inclusion and often spend with the brands that authentically engage them. 

    A study by the American Institutes for Research (AIR) in 2018, according to eMarketer reporter Victoria Petrock, found that the 20 million U.S. working adults (ages 16 to 64) with disabilities had a total disposable income of $490 billion, and their discretionary income averaged about $17,000 per person. Advertisers that want to reach the disability community must be authentic, inclusive and prepared to listen to people with disabilities in order to create the most compelling, effective and thoughtful campaigns.

    Be Authentic When Casting And Creating Advertising That Targets People With Disabilities

    According to experts, even when campaigns are inclusive of experiences that impact the disability community or include people with disabilities, they often miss the mark, either by casting people who don’t have disabilities or by creating messaging that doesn’t effectively resonate. Unfortunately, only “15% of marketers worldwide recalled people with disabilities being portrayed positively,” according to eMarketer, leaving many representations of people with disabilities low priority, stereotyped or misrepresented.

    As with all targeted audiences, advertisers must work to understand who they are engaging and who they are portraying. “There’s a lack of research about people with disabilities, so marketers must collect more data to understand their needs and wants,” said Michael Janger, assistant professor of marketing at Gallaudet University. “The more you know what they want, what they like and what their buying habits are, the better able you are to make your product, marketing efforts and communications accessible to them.”

    Avoid ‘One Size Fits All’ Advertising When Trying To Reach Audiences With Disabilities

    People with disabilities have wide-ranging needs and interests. As with any large audience, a one-size-fits-all approach isn’t going to work. Of the adults in the U.S. with disabilities, 12.4% have a mobility disability and 11.5% have a cognitive disability. These groups are likely going to have different needs and different outlooks on life. In some cases, advertisers should consider that they are advertising to caregivers or other support staff, and be sensitive to those issues as well. 

    Technology And Fashion Brands Offer Inclusive Advertising And Products For The Disability Community

    The Microsoft commercial “We All Win,” released during the Super Bowl in 2019, is an example of an effective campaign that included people with disabilities. The touching spot featured kids with missing limbs and other mobility differences playing video games with the Xbox Adaptive Controller. The commercial was very successful, because it was inclusive and authentic, designed to resonate with families of children with disabilities and garner empathy from all families with kids who love gaming.

    Other companies, including fashion brands like Tommy Hilfiger, River Island and Marks & Spencer (M&S), have created adaptive clothing and accessories for people with disabilities that are true to their brands and still fashionable. By listening to the disability community, these brands were able to add simple fixes to their products that make life easier for people with disabilities, without “othering” them. “Parents passionately told us that disabilities don’t define their children, so the adaptations shouldn’t define their clothes, it’s why all the products are inclusively designed and modelled closely on our main collection,” said Rebecca Garner, former M&S’s kidswear designer. M&S created a line of clothing that made dressing easier, quicker and more comfortable for children with sensory and physical disabilities. 

    It’s important for brands to follow through with promises made about inclusivity, providing the goods touted in advertising. However, inclusivity goes beyond just specialty items and also means showing people with disabilities in commercials and advertising for everyday products. By empowering and including the disability community in advertising, and following through with products and services when appropriate, advertisers can attract new consumers and work towards a more inclusive brand approach and community.

    Seeking New Ways To Maximize Your Customer Acquisition?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      Jewelry Advertising Should Engage Consumers Early & Often Ahead Of Valentine’s Day

      Jewelry Advertising Should Engage Consumers Early & Often Ahead Of Valentine’s Day

      By launching strategic digital advertising initiatives ahead of Valentine’s Day, jewelry brands are tapping into a reliable audience looking to make meaningful purchases.

    • Next Article

      Funny Tax Preparation Advertising Campaigns Highlight Ease Of Tax Preparation

      Funny Tax Preparation Advertising Campaigns Highlight Ease Of Tax Preparation

      Tax preparation brands that offer seamless services and create funny, relatable advertising are likely to appeal to taxpayers this year.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.