The Power Of Inclusive Advertising With Laura Winson
What does true representation in advertising really look like, and why are so many brands still getting it wrong or avoiding it completely? In this episode, Laura Winson, CEO and Co-Founder of ZBD Talent, shares her mission to bring disabled, visibly different, trans, and non-binary talent into the spotlight.
We discuss the business case for inclusive casting, why disability is so often left out of the diversity conversation, and what it actually takes to make your advertising inclusive in the long run. Laura also shares her thoughts on the impact of AI, where brands are getting stuck, and why starting small is still a big step in the right direction.
Whether you're a producer, marketer, or creative, this episode is packed with real talk, practical tips, and plenty of inspiration to help you move from intention to action.
Top takeaways:
Takeaway 1: Inclusive Casting Needs to Be Built Into Everyday Workflows
One of the biggest barriers to representation is not a lack of intention. It is that inclusive casting is often treated as a one-off rather than a regular part of the creative process. Laura points out that casting decisions are usually made at the very end of planning, which makes it easy to overlook inclusion. The solution is simple but powerful. Start thinking about inclusivity at the beginning of a project and build it into every step, from pre-production to final delivery.
Takeaway 2: Inclusive Representation Isn’t Just the Right Thing. It’s Smart Business
Laura makes a clear and compelling case for why inclusion is not only ethical but also profitable. Disabled people make up around 20 percent of the global population and represent 13 trillion dollars in annual spending power. Campaigns that feature disabled talent have been shown to boost sales, increase customer loyalty, and drive higher engagement. The numbers speak for themselves.
Takeaway 3: Brands Don’t Need to Be Perfect. They Just Need to Start
Many brands hold back from inclusive advertising because they are afraid of getting it wrong. But as Laura says, doing something imperfect is better than doing nothing at all. Ask questions. Include people with lived experience. Keep learning. Whether you are in production, marketing, or leadership, you have the power to make your work more representative. You do not need permission to get started.
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