Creating a more inclusive world: disabilities and the role of brands
DecodingsDisabilities can touch anyone at any age, and they are increasingly common. Problems with sight, hearing and mobility are especially widespread in France with its aging population. In addition to these physical impairments, cognitive difficulties also exist, and mental health issues are particularly prevalent among the young.
Psychological problems affect one in five French people, and between 5% and 15% of the 15 to 20 year age group requires psychological treatment (sante.gouv, March 2023). Around 20% of the French population is impacted by handicaps, 700,000 people have been diagnosed as being on the autism spectrum, and 65,000 have Down syndrome.
During the Special Olympic Games in Paris this summer we’ll be confronted with divisions in our society and the privileges valid people enjoy. It is not only crucial, it is urgent to find solutions to better live together.
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But with a multitude of better, more authentic and sincere representations as well as positive spokespeople and actions, we don’t need to wait for the Olympics to build a more inclusive world! NellyRodi, a B Corp certified company, has studied ways to create a society that’s more respectful of everyone. Vincent Grégoire, NellyRodi’s Consumer Trends & Insights Director, lists the actions that make a difference.
Our new “Life & Style 2026” trendbook interprets new consumer behaviors as well as emerging attitudes, values and lifestyles. The publication introduces the Freethinkers profile, a group that prioritizes social change, human rights and inclusivity. Freethinkers endorse the CSR processes that treat social concerns as fundamental.
The movie “A Little Something Extra” by French actor and director Artus was a clear success with over five million tickets sold. It was lauded for its authentic presentation of the daily lives of adults with special needs and for placing them on equal footing with people without disabilities. Unfortunately, as soon as we leave the world of fiction, discrimination resurfaces. At Cannes, the famous red-carpeted steps were not adapted (Artus had to carry one of the actors so he could attend the Festival), and the major luxury brands refused to dress the actors, until Kering finally recognized them as the stars they were.
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The Café Joyeux coffee brand supports the professional inclusion of people with mental illness and cognitive disabilities in a world where that population is three times as affected by unemployment as the rest of the population and where only 0.5% of them work in ordinary environments. Café Joyeux now includes 14 restaurant-cafés across the globe, from Angers to New York, a collaboration with Nespresso and around 200 team members with permanent work contracts.
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To adapt to people with special needs (who are always adapting to our world), some supermarkets are dimming the lighting in their stores during specific hours so everyone can do their shopping in the best possible conditions.
Peruvian brand Sightwalks produces urban paving with Braille to indicate shops along the street and let everyone find their bearings in a city.
Citroën has created Ami for All, an electric mobility solution that doesn’t require a driving license and helps paraplegics enjoy an active life without relying on third parties or public transportation. The car is equipped with driving assistance as well as ways to easily load and transport a wheelchair.
In fashion as well, innovations for facilitating everyday life are multiplying. Tommy Hilfiger has launched the Tommy Adaptive line with clothing designed by and for disabled persons: zippers that can be worked with just one hand, magnetic buttons and seams that open for prosthesis. Menswear brand Jules also creates inclusive capsule collections and has named Roro le Costaud spokesperson of these evolutions.
And these muses are increasing in number! Ellie Goldstein, who has Down syndrome, made the cover of British Vogue in May 2023 after having worked as a model for Gucci Beauty. Lauren Wasser had both legs amputated after tampons caused toxic shock syndrome, a life-threatening complication that is still little understood (but that’s another subject). With her golden prosthesis, she has become an icon for people with disabilities and a champion for minority rights. She has also been on the catwalks for Chloé and Vuitton and graced the covers of the world’s major fashion magazines. Aaron Philip, a black, transgender model born with cerebral palsy, has also been in fashion shows for the biggest houses.
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Representation is important, especially for the youngest members of society who are building their identity. In 2020 Mattel presented a more diversified Barbie collection so girls could identify with their dolls. The effort was awarded the CSR Award at the most recent French Licensing Awards ceremony. Along with eight different morphologies, 23 skin tones and 94 hairstyles, the Barbies also had vitiligo (an autoimmune disorder causing loss of skin pigment) or prostheses or were in wheelchairs. The American brand also announced that by 2025 80% of its toys would adhere to strict inclusivity norms, making them more accessible for visually impaired people.
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As part of the fight for more inclusivity, South Korean brand Steady provides mobility assistance for pets. Today huge numbers of “man’s best friend” are abandoned every year, often due to health problems that make caring for them complicated. Steady is part of a larger effort to live together and accept each one’s differences, no matter which species.
Steady from Chaewon Lee on Vimeo.
