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The Power of Inclusive Marketing

A Journey Towards Accessibility and Diversity

In a world where every fourth person faces accessibility challenges, inclusive marketing is no longer a mere option—it’s a necessity. This sentiment resonates strongly with our latest interviewee, Sabina Jasinska, a marketer and former lawyer who has seamlessly merged the realms of law and marketing. Currently serving as the Chief Growth Officer at Codec, a Cultural AI and consultancy firm, her journey highlights the profound impact of inclusive marketing on both business growth and social change.  

A Unique Path to Inclusive Marketing

Sabina’s professional journey began with a focus on financial regulations, which, while fulfilling in their own right, lacked the emotional resonance she later found in inclusive marketing initiatives. Her involvement with the Diversity Project, especially its Disability Workstream, was a turning point. This engagement, which started as a pro-bono effort, revealed a personal connection to disability through Sabina’s father, an amputee. This realisation fueled a passionate commitment to breaking down the taboos surrounding disability and fostering open discussions about the challenges faced by individuals with different abilities.

Promoting Accessibility in the UK Investment Management Industry

In the UK investment and savings sector, the Disability Workstream champions two primary goals: raising awareness about disability and inclusive practices, and encouraging organisations to join the Disability Confident scheme. This UK initiative is designed to help businesses become more disability-inclusive. By collaborating with various organisations and role models, the aim is to create a more inclusive environment within the industry.

The Business Case for Inclusive Marketing

The statistics are compelling: over 1.6 billion people worldwide face accessibility challenges, and in the UK alone, 17 million people live with disabilities. Inclusive marketing not only addresses a significant audience but also drives business growth. By making content and experiences accessible, businesses can attract and retain a larger customer base. A prime example is Siri, initially developed for people who are blind but now widely used across various applications.

The Future of Accessibility and Inclusivity in Marketing

 Sabina envisions a future where accessibility and inclusivity are integral to every marketing strategy. With the aging global population and increasing prevalence of disabilities, businesses must adapt to meet diverse consumer needs. AI technology will play a crucial role in creating personalised and adaptive solutions for individuals with specific needs and preferences. Moreover, there’s a burgeoning market for accessible fashion. Accessible fashion is an industry that reached $15B last year and is expected to exceed $19B in 2031, where designers create not only functional but also aesthetically pleasing clothing for people with disabilities.

Memorable Experiences and Cultural Contexts

A standout moment in Sabina’s career was partnering with the UNESCO International Year of Indigenous Languages in 2019. This project, which involved digitizing thousands of indigenous languages, underscored the importance of cultural diversity and inclusion. It was a journey filled with learning and deep cultural exchanges, highlighting the value of inclusive practices in global contexts.

Overcoming Challenges and Embracing Opportunities

While promoting inclusivity presents challenges, such as higher costs and the need for cultural intelligence, the rewards are significant. Inclusive marketing opens doors to underserved markets and fosters stronger consumer connections. However, achieving this requires diverse teams that can bring different perspectives to the table. 

Advice for Enhancing Cultural Intelligence and Inclusivity

 Sabina emphasises the importance of hiring people with disabilities and creating an environment that encourages the declaration of disabilities. This not only enhances workplace diversity but also contributes to a happier and more loyal workforce. Additionally, using AI technology to understand and cater to the specific needs of diverse audiences can greatly enhance marketing strategies.

Aspirations for the Future 

Looking ahead, Sabina aspires to collaborate with brands to create accessible services, products, and advertising using cultural intelligence AI. By understanding the specific needs of various cultural communities, brands can develop more inclusive and effective marketing strategies.

 The journey towards inclusive marketing is both challenging and rewarding. By embracing diversity and accessibility, businesses can not only drive growth but also make a meaningful social impact. As Sabina’s story illustrates, inclusive marketing is not just good practice—it’s good business.  

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