Segment Marketing Should Go Beyond Just Ethnic Segments
March is National Disability Awareness Month, a celebration established in 1987 to encourage discussion among this large group. The month also aims to help our society become more inclusive of the 61 million adults with disabilities in the United States. To put that number in perspective, the Centers for Disease Control and Prevention (CDC) estimates that one in four adults over the age of 18 and two in five over the age of 65 have mobility, cognition, and vision or vision problems. , among other problems. hearing impairment.
Over the last decade, the distinction between cultural diversity and diversity marketing has been merged under a broader umbrella that advocates for the evolution of our marketing from a targeting approach based solely on demographics or purchasing patterns to that of the attitudes, values and behaviors of people who involve people. For example, organizations like the Association of National Advertisers (ANA) have expanded multicultural marketing discussions to include people with disabilities as an important segment.
To learn more about this topic, I spoke with Storm Smith, a marketing and advertising executive and DE&I attorney who was the first deaf judge at the prestigious Cannes Lions creative festival. I have the privilege of working with Storm on an industry DE&I board and below is an edited version of our exchange.
Isaac Mizrahi - Tell us about your journey to where you are today.
Hurricane Smith - My life has undergone two major changes. Originally from Los Angeles, my educational and professional journey began as a student at Gallaudet University in Washington, DC. At that time, I did not see many possibilities in the creative and media area of BIPOC+ for the deaf. So I chose psychology, which seemed safe and practical, and aimed for a career as a school counselor or community therapist. Despite my commitment to psychology, my passion for film and creative media continued to ignite in me.
My teacher, Dr. When I met Jane Norman, my life took a new turn. As a teacher, founder and curator of the National Museum of Deaf Life, he saw my future in front of me. He saw my potential as a storyteller and encouraged me to pursue my dream of doing film or media. I decided to change my program and embarked on a career in Marketing, Communications and Media at Gallaudet University. Six years later, the award-winning global advertising company BBDO Worldwide hired me as their art director, making me the first deaf woman to work for BBDO.
My journey has taught me the importance of following my passions, rotating when necessary, and having a strong support system. As I continue to learn, as the nature of work in the industry evolves, as a deaf Black woman, I am committed to changing the way disability is told, particularly for BIPOC+ and intersectional communities to bring those stories together and ensure it is focused. . they are about human truths that drive positive change in advertising, film, media and digital. Through visual storytelling, we can influence and affect individuals, communities, nations, and the world. Everyone has a story worth telling and we all care.
Misrahi Do people with disabilities want brands to directly target this segment? Smith: It depends on the person and the context. Some people with disabilities may feel more included and represented when a brand directly targets them as a segment because it acknowledges their existence. Others may prefer to present it more holistically, normalizing disability as part of the human experience rather than delineating it as a separate segment.
In general, brands should work with people with disabilities and seek their input and opinions. This can help brands create more authentic and effective messages that resonate with the disability community. Brands should also strive to avoid stereotyping or figurative representations and instead focus on portraying people with disabilities as uniquely connected/multidimensional individuals with unique experiences and perspectives.
Mizrahi: How do you think the advertising industry will respond to the needs of the industry?
Smith – It's great to see more technology, fashion, advertising and entertainment brands promoting disability inclusion in their media. For too long, the mainstream media has underestimated and misrepresented people with disabilities, perpetuating harmful stereotypes and erasing their experiences.
The benefits of including disability in advertising and marketing go beyond promoting social responsibility. It can build brand loyalty and trust among consumers who value inclusion and diversity. This will provide high-level solutions and close the gap for more equitable and inclusive work.
Furthermore, the inclusion of disability in advertising and media is not only a representation issue but also an accessibility issue. Brands must ensure that their products and services are designed to be accessible so that people with disabilities can access and use them. By promoting the inclusion of people with disabilities in their advertising and media, brands can create a more inclusive and just society for all.
Mizrahi: What advice would you give to brands looking to explore this segment from a marketing perspective?
Smith - While progress has been made in recent years, full inclusion of disability in advertising and media remains a distant goal. While some brands have made efforts to showcase talent with disabilities on screen and behind the camera, many still lack true representation and participation in decision-making processes.
To promote the mutual inclusion of people with disabilities, brands must involve people with disabilities, especially BIPOC+, in all phases of the creative process, from idea to execution. This requires recruiting disability talent and advisors, listening to their voices and perspectives, and working with disability organizations and stakeholders to ensure authenticity and cultural sensitivity. While some brands have taken positive steps in this direction, many have yet to make progress.
Achieving the full inclusion of people with disabilities in advertising and media requires a multifaceted approach that includes the active participation of people with disabilities at all levels of the creative process. Brands must also promote diversity and inclusion by recruiting, supporting, and promoting people with disabilities to leadership positions.
Mizrahi – How is our industry doing? How was your experience in our industry? What training can agencies, production companies and the media have if they want to increase the number of people with disabilities on their teams?
Smith: I see the number of talented people with disabilities working in front of and behind the camera growing rapidly, and many want to work with big brands. For example, C Talent Agency has the largest pool of disabled talent and has helped bring many disabled people into the mainstream media. Some of the talent is people from Gallaudet University, one of whom won an Oscar. Although we are now everywhere, the current understanding is that bringing the only talent with a disability into the room is not enough; It takes a variety of talents to bring about positive and noticeable change.
In addition, the hiring and promotion of people with disabilities to leadership positions in organizations and teams can have a significant impact. Having people with disabilities in influential roles can help normalize the representation of disabilities and create a more diverse and inclusive work environment. For us, it's a way to celebrate seeing a broader range of people in the media, including people with disabilities. It is important to remember that in our daily lives we deal with the effects of trauma while being shunned and rejected by society. By working honestly and deeply together to bring about meaningful change, we can come together and move toward healing.
I think it's time for retailers to make people with disabilities a big part of their programs. Not only is that true, it's also good for business, as according to the US Department of Labor, people with disabilities generate $490 billion in revenue. Additionally, the value of the broader American Sign Language (ASL)-based economy is estimated to be at least $3 billion, or possibly as much as $10 billion, according to Gallaudet faculty.
To achieve greater parity with this segment and grow their business, it's important for brands to surround themselves with subject matter experts like Storm. They will benefit when true inclusion is achieved and everyone's needs and wants reflect how we do business, Gallaudet professors say.
At the end of this article, we look back on the tremendous influence that people like Judith Human have had on shaping the world in which we live. His tireless advocacy for the rights of people with disabilities left an indelible mark on our society and his legacy will continue to inspire generations to come. We dedicate this article to Judith and express our gratitude for her remarkable career and legacy. May your passion and ongoing commitment to equality be our guide.
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