Fact: At least one-third of Nordstrom’s advertisements feature models of color and/or models with disabilities.
For Nordstrom, this isn’t just a commitment to diversity—it’s a commitment to accurately reflecting its shoppers. It’s also a smart move.
According to Meg O’Connell, a partner at the consulting firm Global Disability Inclusion, people with disabilities represent a significant marketing opportunity, with $225 billion in discretionary spending.
“Companies that understand this will have an advantage,” she says. “[Nordstrom] is a leader in this space and has been a long-standing supporter of disability inclusion not only in their advertising but also in employment and accessibility in their stores.”
The company has been using models with disabilities since 1997 and regularly advertises in minority publications including Essence, Latina, and Ability magazines.