Take the Survey: Shift 20 Calls on Industry to Help Measure Progress on Disability Inclusion
Eighteen months ago, the advertising and marketing industry came together to tackle the lack of disability representation in brand communications, launching the Shift 20 Initiative. Now, as the initiative moves into its next phase, the team is calling on the industry to help measure its impact by completing a short survey.
Why does the Shift 20 Initiative exist?
Despite 20% of Australians living with a visible or non-visible disability, only 1% of advertising represents this community. The Shift 20 Initiative was created to close this gap—pushing for greater visibility and authentic representation in the industry.
Where are we now?
While there has been clear momentum, the question remains: is it working? Without big budgets or econometrics tools, Shift 20 relies on the industry’s engagement to gauge progress. That’s where you come in.
By taking just two minutes to complete the survey, you’ll help provide a clearer picture of the state of disability inclusion in Australian advertising.
Why is it important to complete the survey?
Advertising has long portrayed an idealised version of life, but in recent years, the push for authenticity and diversity has gained traction. However, research by TRA (Q4 2024) found that Australians estimated just 7 in 100 ads featured someone with a disability—a figure unchanged from the previous year.
There’s still work to do. But beyond being the right thing to do, disability inclusion makes business sense. This audience represents 20% of the population with an estimated $40 billion in disposable income—a significant and underserved consumer base.
By sharing your thoughts through this survey, you’re helping shape the next steps in making the industry more inclusive.
For questions about the Shift 20 Initiative, please reach out to Priya@dylanalcottfoundation.com.au.