The Goldilocks Dilemma: Navigating Disability Representation in the Workplace

A photo of confident businesswoman sitting on wheelchair. Portrait of confident female professional is in board room. She is in smart casuals at creative office.

In the realm of business, the dialogue around disability inclusion often mirrors a well-rehearsed play: grand declarations of commitment to diversity, equity, and inclusion (DEI) are made, yet the curtain falls before any meaningful action takes place. This dissonance between words and actions reveals a profound misunderstanding of what authentic disability representation entails. It's not just about filling quotas or showcasing diversity for marketing purposes; it's about fostering an environment where every individual, regardless of their abilities, can thrive.

The concept of the "Goldilocks nature of disability" in the workplace is a testament to this misunderstanding. On one hand, individuals perceived as "too disabled" are often overlooked, based on the erroneous belief that they will require excessive accommodations or will not be as productive. On the other hand, those who excel, thanks to necessary accommodations, face skepticism and accusations of exploiting their disability for benefits like telework. This paradox highlights a glaring issue: many companies want disabled employees to be just disabled "enough" to benefit the company's image but not so much that understanding and meeting their needs becomes a priority.

Caroline Casey, in her Forbes article, underscores the imperative of authentic disability representation noting, "Piecemeal efforts like basic accessibility compliance or tokenistic representation fail to shift norms: what’s needed is a seismic culture change in how disability representation is understood and embedded across organizations from media and marketing to product design and accessible retail spaces." This sentiment is echoed in the recent initiative by Starbucks, as reported by Axios, where the opening of their accessible store in Union Market is not just a nod to accessibility but a step toward setting new standards in how businesses can and should integrate accessibility into their core operations.

However, as someone who has advocated for accessible entrances at my local Starbucks for nearly a decade, with success only coming in January 2024, I can't help but view this development with a mix of appreciation and irony.

True inclusion requires a shift in mindset—from viewing accommodations as a burden to seeing them as an investment in a diverse workforce reflecting the world we live in. It's about recognizing that every employee brings a unique set of skills and perspectives that, when harnessed, lead to innovation and growth.

As we navigate the complexities of disability inclusion, let us challenge ourselves and our organizations to move beyond performative actions. Let's commit to listening, learning, and adapting. Let's strive for a workplace where everyone is not just accommodated but truly included and valued.

Authentic Disability Representation Is A Business Imperative

Our Stories, Our Images: The Quest for Authentic Disability Representation

The CPSC commissioned new stock photos showing Americans with disabilities using a variety of home safety devices, including portable generators.

As a disabled person, I’m often searching for my reflection in brand messaging. Companies like SKIMS, Gap, Mattel, Inc. and Apple have set benchmarks. Now, the U.S. Consumer Product Safety Commission joins this move toward inclusivity—a cue for all brands to follow.

As The American Association of People with Disabilities President and CEO Maria Town told NPR, the move “brings us closer to embracing that disabled people are everywhere."

"There was a real sense of helping right a wrong and delivering something important for a community that's too often left out of many important conversations." added CPSC Social Media Specialist Joseph Galbo.

And we are.

In our visual-centric world, images mold our perceptions and beliefs. With AI-generated photography, we can portray even more diversity. However, we must avoid compromising authenticity, especially when representing diverse groups, including disabled people. Authentic representation also leads to brand connection and creates job opportunities for disabled models.

Tokenism isn’t the answer. It's not about sporadically featuring a disabled person but about consistently recognizing our existence and contributions. Our lives are a tapestry of unique experiences deserving visibility.

Brands, when you incorporate authentic representation, you're not merely acknowledging us—you're validating us. You're sending a strong message—we matter, we’re a part of society, and our experiences and perspectives are valuable.

This inclusivity encourages other businesses to follow suit. It might inspire a young disabled individual to dream bigger and see limitless possibilities. It could spark conversations about accessibility and inclusivity, nudging society toward equal representation.

So, let's challenge the status quo. Brands, mirror CPSC’s initiative. Show us in your advertisements, not as charity, but as an acknowledgement of our existence and value. Use AI responsibly to assist and amplify authentic representation, not to replace it.

Ultimately, we don’t want special treatment; we want equal treatment. We crave representation that mirrors our diverse experiences authentically. We are more than a checkbox on the diversity and inclusion agenda—we are threads in the intricate fabric of humanity, and it's time our representation reflected that.

It's not just about seeing disabled people in advertising. It's about seeing us as we are. This is our call to action for brands everywhere. Are you listening?

People with disabilities aren't often seen in stock photos. The CPSC is changing that