Marianne Waite, Director of Inclusive Design at Interbrand, argues that disability inclusion is not about doing the right thing, but about understanding human truths.

The past year has been a real turning point for businesses

Never has activism been so much a part of brand endeavour. From posting a black square to sharing a rainbow-coloured logo, from charity partnerships to executives discussing diversity, equity and inclusion, wherever we look, brand activism is hard to escape. And by some accounts, the push towards activism – thanks to consumers – has led to a number of changes. But true activism needs to be more than just a moment in time or jumping on a bandwagon to avoid losing customers. This is particularly true when it comes to inclusion and disability.

The 2016 Maltesers campaign is still heralded as one of the most successful examples of disability representation in the UK – and it was. But how many standout examples of disability representation within advertising have we seen since?

Imagine if the last time you saw an authentic...