Riding the Digital Wave: How Large Enterprises Are Embracing Disability Inclusion in the Digital Era
Date of Award
Spring 4-29-2025
Document Type
Honors Project
Degree Name
Bachelor of Arts
Department
Communication and Digital Studies
Department Chair or Program Director
Zach Whalen
First Advisor
Emily Crosby
Major or Concentration
Communication and Digital Studies
Abstract
In today’s world, companies increasingly use disability inclusion within their branding and marketing strategies. This research examines whether these efforts represent authentic commitment or merely use the disability community for performative purposes. Using both a content analysis of social media campaigns and a quantitative survey of individuals with physical or cognitive disabilities, this study investigates perceptions of corporate disability narratives. Findings reveal that while some companies, such as Microsoft and Nike, are seen as making genuine connections with the disabled community, many others fall short, engaging only in surface-level inclusion without systemic change. The study highlights a persistent gap between visibility and authentic inclusion, calling on businesses to embed accessibility and genuine representation into their marketing strategies. These insights contribute to ongoing conversations around disability advocacy, corporate ethics, and the future of inclusive branding in the digital age.
Recommended Citation
Sheward, Amanda K., "Riding the Digital Wave: How Large Enterprises Are Embracing Disability Inclusion in the Digital Era" (2025). Departmental Honors & Graduate Capstone Projects. 637.
https://scholar.umw.edu/student_research/637
Rights
Included in
Communication Technology and New Media Commons, Disability Studies Commons, Social Media Commons