“If you are going to use the image you have to back it up in the way you do business”

In a TikTok video posted in March, viewed 4.7 million times, Stef Reid, a former Paralympian medal-winner who represented both Canada and Great Britain, accused Nike of failing to live up to the values of diversity and inclusion that it is promoting through its para-athlete models by refusing to sell single shoes.

A follow up video revealed that Allyson Felix footwear brand Saysh had introduced an amputee policy in just weeks. As Reid noted change is possible, but it will take more than just one viral video.

Yet in a world in which 20% of the world’s population is disabled, but less than 1% of adverts showcase disability, that change is vital. Representation matters because by not showing people’s lived experience they are by default not valued. Invisible.

One of the primary obstacles for Paralympic athletes in obtaining sponsorship is the lack of visibility compared to their Olympic counterparts. Media coverage is often skewed towards able-bodied events, leaving Paralympic sports underrepresented. Media coverage is commercial oxygen.

So when the sugar rush of the games is over what will have really changed in the long term? With this in mind, we asked industry experts how the 2024 Paris Paralympics can be a springboard for greater representation of disabled people in advertising?

The Paralympics are not just about challenging our perceptions of people with disabilities. They’re about showing the world the full breadth of humanity, both emotional and physical.

I worked on the London 2012 Olympics from the initial bid phase in 2003, all the way through to last light post Games-time. Without question, it was the Paralympics that made more of an impact on me. The sheer power, drive and physicality of every single athlete was overwhelming to witness.

The Paralympics helps to shine a light on what makes us all human. And it’s this humanity that brands need to be better at both seeing and showcasing. In the years since the 2012 Paralympics, it’s been refreshing to see brands starting to increase the breadth of representation in their marketing campaigns.

But it goes without saying that we could all be doing better. Brands need to be more courageous and unapologetic about representation. To recognise that an ad doesn’t need to be about people with disabilities to feature someone with a disability. That the Paralympics is a seminal moment, but that is but a moment.

Don’t limit your marketing by capturing true representation only once every four years. Bake inclusive marketing into your brand’s strategy each and every year, and let’s work to push that percentage point up together.

It’s Paralympics season, a time when brands momentarily scramble to showcase their ‘inclusive’ side. But here’s the kicker: less than 1% of ads actually feature disability. One percent. That’s not a showcase; that’s a cameo.

Brands have to be willing to dive deeper than the superficial, once-every-four-years nod to athletes who challenge not just records, but societal expectations. As the medals are handed out and the Paris Paralympics come to a close, most marketing campaigns will likely return to the usual able-bodied norm.

So, what’s the fix? First, brands need to understand that inclusivity isn’t seasonal, it’s a commitment to representation that spans the entire year. It means scheduling disabled sporting fixtures year-round, in prime media slots alongside able-bodied competitions.  It means hiring disabled creatives behind the scenes, not just in front of the camera.

Authenticity is the key. Audiences are savvy, and they can spot tokenism from a mile away. Inclusive marketing needs to be rooted in real stories, real people, and real commitment. It means considering accessibility from the ground up—whether that’s in the design of products, the layout of stores, or the very foundation of brand values.

And let’s not forget: inclusivity is good for business. Disabled people, their fans and families have increasing impact, influence and spending power, and they’re more likely to support brands that support them. When brands show up authentically and consistently, they don’t just gain a customer; they gain a community of forever fans.

In today’s world, it is more important than ever for brands to be inclusive, and the Paralympics demonstrates perfectly why this matters. Consumers have always been diverse but today they rightly expect brands to reflect that diversity in their messaging, products, and values. The Paralympics, with its celebration of athletes excelling in such extraordinary ways, is a powerful reminder of the importance of representing every member of society.

It goes without saying that in 2024 brands that fail to embrace inclusivity risk being seen as out of touch or, worse, discriminatory - particularly in the UK, where society is increasingly multicultural and diverse.

Inclusivity is not just a moral responsibility; it is also good business. Diverse marketing campaigns, such as those inspired by the Paralympics, are more likely to build loyalty, trust, and engagement, driving stronger customer relationships.

The Paralympics shines a much needed spotlight on an incredible group of people, reminding the world that disability need not be a barrier to competing at the highest level, but if we are to eradicate discrimination - however unconscious - we need that message to be always on.

By being inclusive, brands can not only stay relevant, resonate with modern consumers but, perhaps most importantly, do something meaningful to contribute positively to societal progress.