- Valuable 500 unveils new research exposing critical gaps and untapped opportunities for businesses in achieving inclusive disability representation and unlocking $13 trillion in annual disability spending power.
- Over 50% of disabled consumers surveyed face barriers to accessing content and products, with a mere 2% feeling accurately portrayed in media and marketing.
- Significant missed opportunities are highlighted, as 54% of disabled consumers are more likely to favour companies that represent disability authentically.
- The paper issues a rallying cry for Synchronised Collective Action on accessible experiences, accurate representation, and authentic narratives to end entrenched exclusion.
- Clear recommendations are provided for businesses to champion inclusive disability representation.
The Valuable 500 today launched its white paper Nothing about us without us: the path to sustained progress and accountability in inclusive disability representation during a press conference at the World Economic Forum Annual Meeting in Davos. The publication serves as a launchpad for the organisation’s third and final Synchronised Collective Action (SCA) on Representation, following previous actions on Reporting and Leadership. Together, the SCAs provide a framework for companies to address the main barriers to disability inclusion in the business landscape. In December 2025, Valuable 500 companies will be invited to report on their progress at the SYNC25 Accountability Summit in Tokyo.
Developed in partnership with Open Inclusion and Yale University, the white paper offers a global snapshot of the current state of disability representation across 3 key pillars: Accessible Experiences that serve the disabled community, Accurate Representation of the prevalence and lived experience of disability in media and branding, and Authentic Narratives that move beyond outdated tropes and stereotypes of disabled people.
Insights were gathered from over 1000 disabled consumers and thought leaders in 15 countries across 6 continents. The results show that only 2% of disabled consumers feel their lived experiences are consistently and accurately represented, and over 50% have encountered barriers to content, products, and physical and online retail services.
This translates to significant missed opportunities for businesses: $13 trillion in annual disability spending power is overlooked, while 54% of disabled consumers are more likely to purchase from companies that adopt disability-inclusive values and represent disability authentically.
The whitepaper sheds light on opportunities for progress by illuminating what authenticity means to underserved communities, why gaps endure despite the growing visibility of the issue, and how intentional efforts paired with a standardised approach can drive better resonation and business growth. The paper also features case studies showcasing best practices from companies leading the charge in inclusive representation across various industries, including Jaguar Land Rover, L’Oreal, Procter & Gamble, Sony, and Zalando.
Showcasing world-leading examples of inclusion-led innovations, inclusive marketing, authentic portrayals, and accessible content, it provides clear recommendations for businesses to right systemic wrongs and champion disability inclusion through more authentic portrayals and the adoption of universal accessibility principles.
“This groundbreaking research highlights significant gaps in disability representation and accessibility that have endured for far too long,” said Valuable 500 CEO Katy Talikowska. “Our white paper provides clear guidance for businesses to evolve representations, empower disabled talent, and make accessibility non-negotiable from the outset. We urge companies to answer this timely call to action so disabled individuals are no longer left behind in the marketplace, on screen, in the studio, in the board room, or at the design table.”
Caroline Casey, Valuable 500 Founder commented: “Inclusion without authenticity and accessibility is exclusion. To tap into the $13 trillion spending power of the disability market and the unmatched insight it brings to innovation, businesses must make accountable, measurable concerted commitments, in partnership with lived experience to make authentic representation and universal design the norm. However, just as no one business can capture the full potential of the disability market alone, no one company can shift the status quo either. By working collectively to shift entrenched inequities and systemic barriers, we can create more just and prosperous societies.”
Pascal Brun, VP Sustainability, Diversity and Inclusion at Zalando, comments: “What makes me so excited about our adaptive wear collections, is that we consider fashionability right next to functionality and affordability. With this initiative we are hoping to drive diversity and inclusion holistically and by doing so, we want to inspire other brands and platforms to join us. It’s a movement, not a moment, therefore accessibility and disability inclusion are everyone’s responsibility and opportunity. We extend a hand, just like this whitepaper does, to do better together. And while we’re proud of our offering, we also realise there’s still a way to go in making our customer experience more accessible. And that’s why we want to collaborate and learn from other Valuable500 members.“
Christine Hemphill, Managing Director of Open Inclusion said: “Through a multilingual, culturally aligned and inclusive survey, and focus groups with experts in seven countries, we deepened our understanding of current customer experiences, challenges and opportunities for brands who are wishing to progress their connection to this very significant global market. In addition to generating greater brand loyalty, word-of-mouth recommendations, share of wallet, and talent attraction, more consistent, delightful, and authentic disability representation can also shape social attitudes, helping to progress the communities we operate within positively. It has been a pleasure working with the team at The Valuable 500, Yale University and our partners worldwide on this exciting, timely and we hope, very practically useful study.”
Mary Davis of Yale University commented: “This whitepaper is a call to action to the Valuable 500 and the broader business community to work together towards a global standard for inclusive representation. By rallying businesses to improve representation through nuanced storytelling, proportionate casting, and mainstreaming accessibility features, this white paper marks a critical milestone in the Valuable 500’s mission toward global disability inclusion. Companies are encouraged to embrace the power of partnership to combine knowledge, resources, and influence to achieve systemic transformation. This paper equips businesses with a direction for the collaborative work ahead – promising more inclusive, innovative, and financially flourishing business landscapes.”
