Google’s KR Liu on advocating for disability innovation marketing to drive cultural change

Ad Age is marking Women’s History Month 2024 by publishing a series of guest essays from women industry leaders who share their personal journeys and career lessons. Today, KR Liu, head of disability innovation, Google Brand Studio, writes about embracing a world “where everyone, regardless of disability, feels seen, valued and empowered to thrive.” Ad Age Leading Women Luncheon Join us Aug. 7 in New York as we recognize this year’s honorees Buy your ticket today For as long as I can remember, the world around me has rarely reflected the full spectrum of my identity. As a queer disabled woman, I felt relegated to the margins, unseen and undervalued. It wasn’t simply the lack of technical accessibility options, like captioning or hearing devices, but the absence of authentic representation in media that fueled a sense of isolation and otherness. By never seeing people who had identities like mine represented authentically on TV, in magazines or through other media, it made it much harder to feel like I belonged. This is why I’ve spent over two decades advocating for a shift in disability representation not only in product design but in culture. Consider this: 1.5 billion people globally identify as disabled, wielding a collective spending power of $8 trillion. Yet, their stories, their desires, their complexities remain largely absent from the narratives woven by brands. We are often reduced to symbols of struggle, defined by limitations rather than our diverse strengths and aspirations. This isn’t just an oversight; it’s a complete gap in understanding that perpetuates harmful stereotypes and fosters exclusion. But the tide is turning. Disability marketing isn’t just about highlighting accessible products, though that remains crucial. It’s about challenging the underlying cultural lens through which we view disability. It’s about dismantling the “disability narrative” built on tropes of pity and limitation, and instead weaving authentic, nuanced stories that celebrate the richness and diversity of our lived experiences. By embedding disability innovation marketing as a foundational practice, we can begin to highlight how technology isn’t only helping people who need it most, but also represent disabled people in their everyday lives. Read more essays from women advertising leaders At Google, we’ve worked to incorporate this through campaigns like “A CODA Story,” which showcases the multigenerational journey of Tony Lee, an Asian American Googler and a child of deaf adults (CODA) that aired during the Oscars in 2022, as well as “Javier in Frame,” our 2024 Super Bowl spot, which tells the story of Javier, a man who is blind, capturing important life moments with Google Pixel’s “Guided Frame” feature. In both these cases, we do not simply tell a story about overcoming communication barriers. Instead, we aim to showcase the tapestry of family dynamics, cultural exchanges and personal triumphs, painted with the vibrant colors of disabled life. This is the kind of representation that fosters empathy, breaks down stereotypes and paves the way for a more inclusive and equitable world. It’s also about including and elevating disabled creative talent in front of the camera and behind the camera. Together, let’s embrace the transformative power of disability marketing and create a world where brands don’t just reflect our identities but celebrate them in all their multifaceted glory. A world where everyone, regardless of disability, feels seen, valued and empowered to thrive. This is the cultural shift we must strive for—not just for ourselves, but for generations to come. Ad Age Leading Women and Rising Stars Last call for the annual awards Enter here

Google’s KR Liu on advocating for disability innovation marketing to drive cultural change

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