THE DISABILITY INCLUSION EFFECT

Summary from the TLDR Marketing newsletter

In tests with more than 4,500 participants, Ads featuring a model with a disability made people 33% more likely to choose the product. The lift holds even when people are told the brand cast a wheelchair user only to meet regulations. However, it disappears when the ad calls attention to the disability or portrays the person as vulnerable, since the benefit comes from treating a stigmatized group as ordinary customers.