VIBRE – Visible or Invisible?

Representation of people with disabilities in European social media brand communication

A SEED project by

Despite growing attention to diversity, people with disabilities remain one of the most underrepresented groups in brand communications. This invisibility contributes to exclusion from cultural narratives and market discourses. Our project addresses this challenge by examining how brands portray disability, and by centring the voices of people with disabilities in evaluating these portrayals. Their interpretations and lived experiences will form the core of our insights. The project has been developed in consultation with organisations supporting people with physical disabilities, ensuring its relevance and responsiveness to real needs. To increase impact and raise awareness among business actors, we will present the findings during the Inclusive Visibility Forums - high-profile dissemination events designed to highlight the social and strategic importance of authentic inclusion in brand messaging and to promote sustainable change in communication practices.