At a glance

Microsoft, the technology giant, is pursuing a strategy based around inclusive marketing, which delivers products, services and marketing campaigns that are accessible to all consumers.

Why it matters

Until the recent past, many brands failed to consider the needs of people with a variety of disabilities, from vision and hearing impairments to mobility limitations.

Correcting this sub-optimal situation is not only desirable from an ethical perspective, but can also open up new markets and ways of thinking.

Takeaways

  • Innovating for consumers with disabilities can follow the traditional playbook of spotting and resolving unmet consumer needs, but also encourages fresh problem-solving mindsets and strategies.
  • Creating ads that tell the real-life stories of disabled people can enable brands to connect directly with this community, while also tapping into deeper human truths with universal resonance.
  • Removing barriers to accessibility, such as by making websites or video content easily accessible to people with visual or hearing limitations, is an important goal.