DEI&A National Study Research

Client :Designsensory Intelligence (DSI)

Designsensory is committed to integrating the insights and practices we advise our clients to employ, one of which is inclusive marketing. To educate the marketing world on the importance of inclusive marketing, and help them understand and embrace it, we needed to gain a thorough understanding of its intricacies.

  • Roughly 66 million adults in the U.S. have a disability
  • In Tennessee, there are 1.2 million disabled adults
  • It is essential to implement Diversity, Equity, Accessibility & Inclusion (DEI&A) best practices into all campaign elements
  • Designsensory’s core values are rooted in human respect
  • 60% of adults wanted to see an improvement in the way people with disabilities, etc. are represented

Although societal empathy is growing and we continue working to achieve equity and representation of all individuals, there is still a lot of progress to be made. To change human and industry behavior, we first need to fully understand rich audience demographics using up-to-date insights. So what’s the big IDEA? I.D.E.A. is an acronym appearing more and more frequently which stands for Inclusion, Diversity, Equity, and Accessibility.

We focus on the marketing implications associated with IDEA, so we can implement inclusive advertising through communication, design, and every touchpoint of the consumer journey. To maintain a constant flow of relevant information, we use a combination of primary and secondary data on the representation and perceptions of individuals from different ethnic and racial groups, ages, genders, and abilities. We gather this quarterly national data from qualitative and qualitative studies, publish them, and make them available to the public for free. Additionally, we review monthly secondary trend reports to deepen our understanding and knowledge.


We strive to take it a step further and not just check off procedural boxes, instead integrating human-centric behavior into the core of our marketing initiatives, activations, and organizational culture. Prioritizing equity, accessibility and respect, we continue to learn new ways to achieve this through representation, advocacy and inclusivity in our work and our clients’.

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The people who made it happen.
  • Joseph Nother
    Chief Creative Officer, Co-CEO
  • Chris Wise
    VP, Insights and Strategy
  • Ryan Lee
    Sr. Manager, Strategy & Account Planning
  • Cole Pawlaczyk
    Intelligence Strategist