This episode is one that hits close to home for many working in creative production and marketing: representation. What does it truly mean and why, in 2025, are so many brands still getting it wrong or avoiding it altogether?
To unpack that, we sat down with Laura Winson, CEO and Co-Founder of ZBD Talent, the global agency representing disabled, visibly different, trans, and non-binary models and actors. With offices across London, Europe, New York, LA, and Brisbane and over 1,000 talents placed on tens of thousands of jobs, Laura is reshaping what representation looks like, not as a one-off campaign moment, but as an everyday practice.
Let’s get into her biggest takeaways.
Takeaway 1: Inclusive Casting Needs to Be Built Into Everyday Workflows
When it comes to inclusion, Laura says the problem usually isn’t intent, it’s infrastructure.
“Casting is often the very last thing anyone thinks about,” she said, reflecting on years of seeing briefs land only after everything else was locked in. “When casting happens at the very end, all the creative and logistical decisions are already made, and inclusion doesn’t really have a chance to shape anything.”
For Laura, inclusion isn’t a side project; it should be embedded in the brand DNA. It has to start at the beginning: during concept development, in early conversations with clients, and throughout pre-production. When you bring inclusion into those first steps, it becomes a natural part of the process instead of a “special consideration” later on.
She points out that many brands treat diversity as something to “add” rather than something to integrate. “If you start thinking inclusively from day one, it becomes normal, not notable.
That perspective comes from experience. At ZBD, Laura and her team have worked to make representation as practical as possible, from introducing access riders that outline each model’s needs to helping brands learn what questions to ask. “Sometimes people just don’t know what they don’t know,” she shared. “The fear of getting it wrong can stop people from even trying, but there’s no silly question. It’s always better to ask.”
For Laura, inclusion starts small and that’s the point. It’s the daily, consistent habits that move the needle, not one-off “inclusive” campaigns.
Takeaway 2: Inclusive Representation Isn’t Just the Right Thing — It’s Smart Business
What if we told you that inclusive representation isn’t just the right thing to do from a moral standpoint, it’s actually just a really good business move!
“Disabled people make up about 20 percent of the global population,” she explained. “That’s 13 trillion dollars in annual spending power and most brands aren’t even talking to them.”
The numbers speak for themselves, but the impact runs deeper. Brands that feature disabled or visibly different talent tend to see not just spikes in engagement, but in customer loyalty and brand perception. “We’ve seen a direct commercial benefit,” she said. “When people see themselves represented, they remember the brand. They build a relationship with it.”
She points to companies like Gucci Beauty and Target, who’ve made inclusion a long-term commitment rather than a seasonal stunt. “The business case is there and it’s strong,” Laura added. “But the industry needs to move past the idea that inclusion is difficult. It’s not, it’s just different.”
Representation broadens your audience, deepens authenticity, and gives creative teams richer stories to tell. “When you include a broader range of people,” she said, “you open up a broader range of creativity.”
It’s a reminder that inclusion shouldn’t be about tokenism or ticking boxes, it’s should be about storytelling that reflects reality and business strategy that reflects opportunity.
Takeaway 3: Brands Don’t Need to Be Perfect, They Just Need to Start
Of all the insights Laura shared, one hit particularly hard: perfectionism is one of the biggest barriers to progress. “Doing something imperfect is better than doing nothing at all,” she said plainly. “Brands get so caught up in the fear of backlash that they end up doing nothing, but that’s not helping anyone.”
In her experience, even imperfect action can create powerful momentum. “We’ve seen brands hold back because they’re scared of saying the wrong thing,” she explained. “But for every one negative comment online, there are five people thanking you for showing up.”
For Laura, the real danger isn’t getting it wrong; it’s staying silent. She urges teams to bring people with lived experience into the room, ask questions, and learn together. “You don’t need permission to start,” she said. “You just need to care enough to take that first step.”
Bottom line: We found ourselves in conversations that felt like the hardest ones to start, but also the most necessary. There was a lot to learn, and even more to sit with.
One of the biggest takeaways was that authentic inclusion isn’t a one-size-fits-all solution. It requires openness, adaptability, and a willingness to be transparent about the process.
As she put it, “The change we’re all hoping for isn’t going to come from one viral campaign. It’s going to come from people in everyday roles making inclusive choices—over and over again.”
Connect with Laura Winson on LinkedIn and to hear the whole episode, listen on Spotify and Apple Podcasts.