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HLabs Meets Purple Goat
This all started with a brief. A client came to us looking to better represent people with disabilities in their campaigns, which led us to meeting with Purple Goat Agency.
One conversation with the team, and we knew this was bigger than the project itself. So we invited them to speak to the HLabs team to unpack what inclusive marketing really looks like, and to spotlight the work they’re doing to get it right.
The problem with how disability is represented
Most brands think they’re being inclusive. But when you look closer, the same patterns show up again and again.
- The same stock images
- The same “inspirational” tone
- The same visual shortcuts (yes… the wheelchair one)
Here’s the reality: Only 8% of disabled people are wheelchair users, yet it’s still the most overused symbol in marketing. It’s not just inaccurate — it flattens an incredibly diverse community into a single, recognisable trope. And audiences notice.
Authenticity isn’t a nice-to-have. It’s the whole thing.
Inclusive marketing doesn’t work without lived experience behind it.
What stood out in Purple Goat’s approach is how closely they work with disabled creators and communities, ensuring the work reflects reality rather than assumptions. It’s a shift from creating about people to creating with them.
When that step is skipped, the cracks show. Campaigns can feel staged, overly polished, or built around outdated narratives that don’t resonate anymore.
Authenticity isn’t something you add at the end. It’s the foundation everything else is built on.
This isn’t just ethical. It’s commercial.
This isn’t just a “do better” conversation. It’s a “why aren’t you already doing this?” moment. The global spending power of disabled people and their families, often called the purple pound, is estimated at $18 trillion. And yet:
- Only 0.9% of ads include disabled people
- Just 16% of that shows normalised representation
That’s not just a representation gap. It’s a missed business opportunity. And the data backs it up:
- Inclusive campaigns see +3.5% short-term sales uplift
- +16% long-term growth
- 64% of consumers are more likely to act on inclusive ads
- Over 80% prefer brands that align with their values
Put simply: Inclusion isn’t a risk. It’s an advantage.
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Static and dynamic content editing
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Inclusion is a system, not a campaign
One of the biggest takeaways from the session was that inclusion isn’t something you switch on for a single campaign.
It needs to be built into the way teams think, create, and collaborate. Purple Goat’s work spans social activation, insight, and consultancy — but what ties it all together is a consistent, long-term approach rooted in understanding and accessibility.
They’re also clear on where they stand. If a brand is approaching inclusion in a performative way, prioritising visibility over real impact, they won’t move forward.
Because ultimately, inclusion isn’t about saying the right thing. It’s about building something that actually reflects the world we live in.
If you’re thinking about how your brand shows up, and whether it truly reflects the audience you’re speaking to, it might be time to rethink the approach.
At HLabs, we design and build interactive stories that don’t just look good, but resonate. If that’s something you’re exploring, let’s talk.
We’ll show ours if you share yours.
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