A World for Everyone: The Need for Inclusive Marketing
“If they don’t see themselves, how will they ever believe they belong?”
Marketing goes beyond merely selling an item—it creates society’s vision for the world
around them. The companies we know by their logos, the clips we watch, and the stories they
try to sell us are the ones that define what we integrate and become daily accustomed to and
consequently value. However, a critical omission is quite evident when discussing the
subject of representation: Where are the differently abled children?
We present diversity and inclusivity in ads, movies, and different social
campaigns—everything accommodating regarding ethnicity, gender, and body types.
However, the images shown by children’s brands profoundly focus on homogeneity. The
“ideal child” appears almost invariably in commercials as someone neurotypical, having all
the abilities, and looking like society’s conventionally acceptable person. But what about
those other kids who aren’t like that? Why are not our children with down syndrome,
autism, or physical disabilities getting the same representation as everyone else in the
media? Yes, we might have seen them, but only in content, sympathizing with them covered
in the name of corporate social responsibility.
Beyond Profit: The Social Influence of Marketing
Marketers have always played a critical role in molding cultural perspectives- they don’t just
sell products; they sell perceptions through the content of ads and billboards we consume.
When we see diversity in representation, we embrace them all. But when they fail to do so,
they reinforce exclusion. A child with Down syndrome will feel recognized if they see
someone like them in that ad they are watching, and parents seeing this in malls while
shopping for their children will not think that fashion is curated for the ‘perfect’ kids only. It is
important to understand that inclusion is not a favor but a right.
Read More: Are You the Real You? The Journey towards Self-Discovery
Shaping New Perceptions Through Equal Representation
When commercial content does not include differently-abled children, it is hard to take it
casually because their preference already makes a statement. It tells that these children do not
belong to the normal society and are a special case, pushing them aside into social isolation.
The same point applies to education, employment, and social activities, where their absence
is normalized. We do not expect them to have standard education, engage in social activities or design products, experiences or environments to cater to their needs. They have become
non-existent for us in every walk of life, and we have shut doors to almost all opportunities
for them, denying them entry into most public spaces!
“Representation is not about tokenism; it is about reshaping what is considered ‘normal’ in
the first place.”
Visibility Matters: What We See Becomes What We Accept
The world has already witnessed the power of representation-driven change. Not many years
back, there was no racial diversity in advertisements. Still, the representation of these ethnic
groups in commercials today has fostered a culture where this diversity is being accepted and
celebrated- may it be skin tones, races, languages, traditions, genders, or body types.
Similarly, brands can lead in making society more inclusive for differently-abled children and
play a pivotal role in improving their inclusion. These brands serve the children; children are
the future, and hence, they are serving the future- they may not realize the responsibility they
have to lead by example for a more progressive future marked by equality, inclusivity and
empowerment of all.
Toys, cartoons, or story characters should also represent differently-abled children so they
can relate to them and feel their acceptance and acknowledgment of their existence.
Moreover, children’s clothing brands should also showcase models with Down syndrome in
their campaigns. Furthermore, TV programs should also cast these children- but as part of the
regular cast, not as an exception. When this happens, it will no longer be a question of
inclusion—it will simply be the norm.
Brands That Lead with Inspiration
Some global brands, like Nike, Tommy Hilfiger, and Lego, have already made moves in the
right direction and launched lines for differently-abled individuals. Some international brands
have cast children with Down syndrome in their advertisements — but these efforts are few
and far between and often limited to “special” campaigns instead of a business model and
practice integrated into a brand strategy.
Read More: Lego’s “Brick-by-Brick” program for Neurodivergent Children
However, Pakistan’s advertising industry is yet to make this shift. Despite taking pride in
cultural inclusivity and integration, our marketing campaigns continue to project a one-
dimensional idea of childhood. If brands in Pakistan truly believe in the values they talk
about in their visions, it must reflect this change they must make.
Beyond Buzzwords: Marketers, Do Better
Brands, advertising agencies, and media organizations must reconsider their narratives. Each
marketing campaign presents an opportunity to establish the presence of all children as a
standard rather than only a select few. Every advertisement can either perpetuate exclusion or
foster a sense of belonging.
To the Marketers of Pakistan:
When you talk about children, talk about all children.
When you show family-oriented ads, show families with differently-abled kids, too.
When you create a campaign about education, include the differently-abled, too.
When you celebrate achievements, highlight the triumphs of children who defy the odds
daily.
Brands can influence perceptions, alter attitudes, and contribute to a society where every
child is acknowledged, valued, and celebrated. The pertinent question remains: will they
responsibly exercise this influence?
Maryam is an aspiring entrepreneur, activist, and critic of traditional and conventional norms, committed to challenging barriers that hinder progress. As she approaches graduation, she blend business expertise with a passion for social justice and equality, actively challenging systems that uphold outdated limitations. Through her work, she strives to create impact-driven solutions that empower individuals and communities to break free and move forward.
