Are you my brand?

Integrated marketing agency partners with global accessibility initiative to create a call to action from disabled people to all organisations.

If you haven’t heard of the Purple Pound, you probably should. The consumer spending power of disabled people and their families stands at a staggering $13 trillion worldwide, and that’s a figure that’s rising at 14% per year. Despite this, fewer than 10% of businesses have a strategy to tap into this consumer group.

Purple Tuesday is a global social movement and the number one brand for improving the customer experience for disabled people, anchored in the lived experience of disabled customers, the issues they face every day, and the solutions needed. It’s more than just a brand, it’s also a celebratory day that promotes accessibility and inclusivity. Last year’s Purple Tuesday reached 23 million people globally, garnering over 6,000 participating organisations and 7,000 commitments from companies to improve*.

This year, Wunderman Thompson has partnered with the organisation to create a Piccadilly Lights takeover, which will air on 7th November and give often unseen disabled consumers a spot on the largest out-of-home site in Europe. The spot will highlight the power of the Purple Pound, and challenge organisations with Purple Tuesday ambassadors asking: ‘Are you my brand?’

Purple Tuesday first approached Wunderman Thompson through their employee resource group, Access All Areas (AAA), which exists to improve their work and workspaces for those with and without disabilities. The film they have produced for Purple Tuesday spotlights the personal experience of disabled people and focuses on how shopping does, and should, make them feel.