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BRANDS CAN TAKE A STEP FURTHER INTO INCLUSIVITY BY CONSIDERING PEOPLE WITH DISABILITY

We have seen a shift in the beauty, entertainment and fashion industry regarding people of colour, fat-shaming, religious stereotypes and a number of other minorities. Recently, brands have begun to redefine social construct by involving and allowing people participate in whatever they choose to regardless of their being; a great example is Halima Aden, the first woman to wear a hijab in a pageant in the USA.

The inclusivity movement is most prominent in the beauty industry; beauty brands now produce a wide range of shades for their product which in turn enables them to have a wider audience reach. This has turned out to be a win-win for both the manufacturers and the consumer.

An article on Sumaira Latif, the Inclusive Design Consultant at Procter & Gamble, who is also blind and passionate about her role, was published recently on Ovy. The article tells the story of how Sumaira got decision-makers at ‘P&G’ to experience disability for a short time as a means of convincing them to look into creating products with people living with disabilities in mind. She was successful with this exercise and since then they have redesigned the bottles of ‘herbal essence’ products, the brand is also working with the ‘be-my-eyes’ app.

There is “An estimated 15 per cent of the world’s population is disabled, and as societies everywhere age, that number is forecast to rise.” Apart from taking this on as a corporate social responsibility, the market is a relatively new and untouched one.