Interbrand Launches Inclusive Design Practice

Interbrand Group has announced it will roll out a dedicated Inclusive Design practice to pursue barrier-free brand experiences, following the finding that that between 75% – 80% of customer experiences are failing disabled people.

The Interbrand Inclusive Design practice will be led by Marianne Waite through Interbrand’s London office.

The new practice will aim to combine disability-centric insights with brand thinking to help brands create barrier-free experiences for underserved audiences.


According to the World Health Organisation, around 15% of the world’s population live with disabilities, making it the world’s largest minority group.

In the past, Interbrand has worked with a number of brands to develop inclusive propositions and the offering is a natural progression from its inclusive design projects with brands including GlaxoSmithKline, Jaguar Land Rover, and The Valuable 500.

“The pursuit of barrier-free brand experience has a very simple goal: to create experiences that work for as many people as possible, for as long as possible. Interbrand want to help brands move from ‘passive’ to purposeful in their inclusivity efforts,” said Waite.


“The reality is that most people are not ‘normal’, they are just temporarily non-disabled. This means that we will all experience some form of disability at some point in our lives. This could be through chronic illness or health challenges, temporary disabilities like poor mental health or a short-term injury, or a situational disability – like the exclusion we’ve all experienced through lockdown restrictions. Brands need to do more to meet, and exceed, the expectations of this underserved audience.”


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