Disability Pride Month: A call for more authentic representation of disabled Aussies

For making up twenty per cent of the population, disabled Aussies are some of the most overlooked participants in our economy. In fact, only only two per cent of the most downloaded visuals to be used for marketing and business communications reflect people with disabilities in everyday life and work, writes Kate Rourke, Head of Creative Insights APAC at Getty Images and iStock.

More than half of working-age people with disability are in the labour force, according to the Australian Institute of Health and Welfare, and globally control over $13 trillion in disposable income every year.

Despite nearly a quarter of adults having a disability, the unfortunate reality is that according to Getty Images and iStock’s VisualGPS research, only two per cent of its most downloaded visuals to be used for marketing and business communications reflect that reality. This showcases a massive discrepancy in representation and isn’t aligned with what consumers want. In fact, nearly 8 in 10 people expect the businesses they engage with to consistently commit to inclusivity and diversity in their visual communications.

How to select inclusive visuals for your marketing

We know that authentic visual content holds power in shaping and breaking stereotypes and with July marking Disability Pride Month, brands and businesses should equally celebrate people with disabilities, honour their inherent dignity and inalienable rights, and promote their visibility through authentic imagery.

Here are a few tips to keep in mind when selecting inclusive visuals this Disability Pride Month and beyond.

Showcase the full spectrum of human experiences

Disability is intersectional, so it’s important for businesses to intentionally include experiences that make up everyday life, across age, ethnicity, sexual orientation, gender, socioeconomic status, religion and cultural lines.

VisualGPS research indicates that nearly half of ANZ respondents (46 per cent) have experienced more than one form of bias across different identity factors – meaning that selecting visuals through an intersectional lens is therefore not only more inclusive and authentic, but speaks to people’s lived experiences by proving that disabled people’s identities go deeper than just one factor.

Represent real people

Representing real people also means breaking clichés and showcasing the broad range of life experiences that a person with disabilities may have. One such example includes disabled people almost always being shown on their own rather than with others. This clearly isn’t the case, and represents a dangerous perception of their lived experiences.

Instead, brands can counter narratives of ‘othering’ and exclusion by incorporating visuals of disabled people leading fulfilling lives, such as through socialising, working and studying.

Images that are traditionally used in the media – reflecting ‘heroic’ concepts or suggest ‘pitiful’ stereotypes of disability – truly miss the mark as to how disability is a natural part of someone’s identity.

Ensure there are multiple layers of D&I behind and in front of the camera

The interconnected nature of social categorisation creates overlapping and interdependent systems of discrimination or disadvantage. Unfortunately, one of the core issues when it comes to disability representation is that visuals only showcase disabled people in health-related or financial scenarios.

This doesn’t accurately depict the everyday lives they lead with friends and loved ones – at work, practising sport or hobbies. When visualising people with a disability, it’s also important to remember that disabilities are diverse, and don’t only include physical disabilities but also hearing, visual impairment and invisible disabilities.

For instance, about 15 to 20 per cent of the world’s population is considered to be neurodivergent, spanning different genders, ages, races and more. While in media and entertainment, autistic people are often infantilised or stereotyped as savants, bringing in content creators and photographers who identify as neurodivergent can help to visualise a space where individuals’ nuanced identities and lived experiences are validated.

Ultimately, in communicating with disabled people, authenticity should always be at the forefront of your campaign. It’s a continuous exchange whereby through listening, learning and adapting based on feedback from disabled individuals and your audience, you can build trust by empowering them.

By opting for imagery that speaks to a broader range of disabled experiences, you offer a content experience that shows your brand cares about more than its products. Through this approach, you create enduring connections not only with disabled people but much wider audiences that leave a lasting impact.

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