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AAA24: Shaping Positive Representation for Disabled People Through Marketing and Advocacy

A man in a powered wheelchair smiles warmly as he engages in conversation with another person. He is wearing a maroon sweater with orange and yellow stripes and has a drink with a straw in front of him. In the background, part of a screen is visible, displaying the words ‘WECIL Activities.’ The atmosphere is relaxed and friendly.

At this year’s Access All Areas event, Martyn Sibley, CEO of inclusive marketing agency Purple Goat, captivated attendees with insights into his work reshaping disability representation in media and advertising. His message was clear: authentic, positive stories of Disabled people have immense power, and the right campaigns can create lasting change.

Who is Martyn Sibley?

A long-time advocate for Disability Equality, Martyn Sibley has lived experience as a wheelchair user from a young age due to spinal muscular atrophy. His journey has been driven by encounters with exclusionary barriers, both physical and attitudinal. Starting in disability charity work, Martyn quickly realised that many of these obstacles stem from businesses designing goods and services without Disabled people’s input. This realisation motivated him to create Purple Goat, a marketing agency that bridges the gap between Disabled people and major global brands, pushing for inclusive products, campaigns, and representation that resonate with Disabled audiences.

The Purple Goat Approach

Purple Goat is more than just a marketing agency; it’s a movement to connect Disabled voices with the world’s biggest brands. Martyn’s team shows companies that authentic inclusion not only improves customer satisfaction but also boosts brand loyalty and corporate social responsibility. They speak the “language” of big business, connecting cultural and disability awareness to the business goals that companies understand.

One of Purple Goat’s game-changers has been the strategic use of influencer marketing. By working with Disabled influencers who connect with audiences on platforms like TikTok and Instagram, Purple Goat shares powerful stories that challenge stereotypes and bring authentic disability representation to mainstream media. As Martyn explained, this helps audiences relate on a personal level, drives awareness, and holds brands accountable.

Campaigns and Initiatives Making a Difference

Martyn emphasized that Purple Goat’s work isn’t just about business – it’s about societal change. Using the principle of “Nothing about us without us,” Martyn has expanded his efforts to influence policy and improve access. Recently, he co-founded the Purple Collective to push disability representation in politics, and he’s involved in the Rights on Flight campaign, which aims to address the accessibility challenges Disabled travelers face.

He also highlighted the role of social media in holding companies accountable. By sharing his own experiences – including difficulties while traveling – on social media, he has driven conversations and actions that bring awareness to real issues Disabled people face daily.

Shaping a New Era for Disability Representation

Martyn’s talk was a powerful reminder of the influence Disabled people can wield by sharing their stories and insights. From the corporate boardroom to government discussions, he’s ensuring that Disabled people are seen, heard, and valued. As he looks to the future, Martyn sees this advocacy expanding across sectors, helping build a world that is truly inclusive.

Martyn Sibley’s work through Purple Goat shows the way forward – a world where brands embrace and celebrate Disability Equality, creating inclusive spaces, products, and experiences that everyone can enjoy.

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