The Inclusive Code
The Inclusive Code
With 25% of New Zealanders being disabled, the advertising landscape doesn’t currently reflect this reality. Despite $3.259 billion being spent on advertising in 2023, only 1% of primetime ads include the disabled community.
The Inclusive Code aims to help change that, challenging marketers to being thinking differently about disability, identifying and overcoming exclusionary practices that are often well-intentioned but problematic.
Great advertising can shape culture and perceptions. But many campaigns still miss a huge opportunity when it comes to disability representation, to help change those perceptions. There is a lot of potential for increased inclusivity in ad campaigns and hopefully The Inclusive Code will aid momentum in this area.
The Inclusive Code was co-created over two years alongside eight experts with lived experience of disability and working in the marketing industry. Thank you to all of our partners and co-authors, Fonoti Pati Umaga (QSM), Grace Stratton, Hope Cotton, Karen Pointon (QSM), Sean Prenter, Shane McInroe, and Thomas Chin.
We believe inclusivity isn’t just the right thing to do for society, it can magnify effectiveness. Consumers expect better visibility with only 75% of people thinking current levels are good enough. Research shows improved brand health and commercial outcomes when they embrace progressive advertising. And, of course, the spending power of underserved communities is significant. Inclusivity isn’t just a responsibility, it’s a major opportunity.
The Inclusive Code has been co-created, keeping disabled perspectives at the centre, and is built on, extensive research. It addresses common industry missteps, offering clear, actionable considerations. The first chapter, “Disability,” is just the beginning, with plans to expand the tool to include further chapters on Tāngata Whenua, Pacific Peoples, and LGBTQIA+ communities.
Special is committed to contributing to a better industry. We know first-hand, changing default, but dated ways of working isn’t easy. We hope this tool will support ourselves and others to navigate that change. We’re grateful to The Collective for running alongside Special, sharing their wisdom, and teaching us so much along the way.
The Inclusive Code was initiated by Special, with sector expertise from All is for All and digital support from New Territory, to support New Zealand businesses and organisations in building more meaningful, progressive advertising.
For more information on The Inclusive Code and how to get involved in shaping a more inclusive advertising landscape, visit https://the-inclusive-code.co.nz.
