How inclusive advertising via disability representation can boost brand loyalty and social impact

New research led by Dr Zoe Lee at Cardiff Business School reveals that luxury brands embracing authentic diversity can enhance their brand image and deepen consumer connections.

While 15% of the global population lives with a disability, many luxury labels have been slow to include disabled models in their campaigns – missing out on the considerable influence and spending power of this group.

But as diversity and inclusion gain traction, luxury labels like Prada and Burberry are beginning to make strides, joining initiatives like The Valuable 500, which champions disability rights in the business world.

The new study also reveals that consumer reactions to disability representation in high fashion are more complex than expected. While inclusive advertising can signal social responsibility, consumers often associate luxury fashion with perfection and exclusivity. As a result, some consumers see disability representation as ‘woke washing’ or inauthentic.

A business case for inclusive advertising

The study highlights the importance of authentic storytelling in overcoming a potential customer backlash. When brands incorporate disability representation in a way that aligns with their core values, consumer perceptions shift positively. By transporting consumers into emotionally engaging stories and building advertising credibility, messaging can help normalise disability and strengthen brand loyalty.

Read the full paper.

Co-authors: Dr Zoe Lee (Cardiff Business School), Dr Sharifah Alwi (Cranfield University) and Rossella Gambetti (Università Cattolica del Sacro Cuore, Milan, Italy)