As more organisations tout their commitments to diversity, some face accusations of “purple washing” as they are publicly claiming to support disability inclusion without putting in the real work.
This concept is explored in a new discussion paper and podcast from the Business Disability Forum (BDF), part of its Disability Today series. BDF’s discussion paper accompanying the podcast highlights the impact of ‘purple washing’ and ‘purple hushing’ and the value of disability-inclusive policies to businesses and employers. It highlights that:
- Purple washing can make businesses look inauthentic and mean the needs of disabled people are overlooked. Purple hushing can prevent disabled people from accessing good services and applying for jobs. Both can negatively affect a business’s productivity and revenue.
- As Accenture’s 2023 Getting To Equal: The Disability Inclusion Advantage report shows, disability-inclusive organisations achieve an average revenue increase of 28%.
- More than three out of four job seekers prefer companies that have a diverse workforce, according to Glassdoor’s 2021 What Job Seekers Really Think About Your Diversity and Inclusion Stats report.
PURPLE WASHING MATTERS
Purple washing occurs when companies make visible promises around disability inclusion but fail to take meaningful action, turning inclusivity into a branding exercise rather than a genuine commitment. The BDF paper, Disability Inclusion in Business: Is It Just Purple Washing?, also introduces the concept of “purple hushing”, where companies actively avoid sharing their disability inclusion efforts, even when those efforts are positive. Both practices harm not only disabled employees and customers but also damage the company’s authenticity and brand reputation.
According to BDF’s CEO Diane Lightfoot, purple washing can make businesses appear inauthentic and risk alienating the very audiences they’re trying to attract. “When companies fail to back up their commitments, it’s not only harmful to disabled people but also undermines trust in the brand,” noted Lightfoot.
INSIGHTS FROM DISABILITY INCLUSION EXPERTS
In the latest episode of Disability Today, Lightfoot hosts a conversation with two experts; Peter Torres Fremlin, author of Disability Debrief and a consultant focused on disability employment, and Birgit Neu, an experienced DEI leader and former Global Head of Diversity and Inclusion at HSBC. Together, they tackle important questions around disability inclusion and authenticity in business, including:
- Does improving a company’s image justify small gains in inclusion? Is it acceptable if businesses use disability inclusion as a branding tool, as long as it’s making some positive impact?
- How can we drive real, meaningful change in disability inclusion? What steps should businesses take to avoid superficial, performative actions?
- Should businesses wait for “perfection” before sharing their progress? Or is it better to be open about the journey, even if there’s more work to do?
Torres Fremlin warns against the risks of purple washing, pointing out that disability inclusion can sometimes be used to enhance a company’s image, even if the commitment isn’t fully there. “We need to look critically at promises that aren’t backed by the lived experiences of disabled people,” he said. “As a community, we often see a gap between what’s been promised and what actually happens on the ground.”
Neu agrees that building a culture of authentic disability inclusion is essential. “Companies need year-round policies, practices, and engagement – supported by leadership commitment at every level,” she explained. “It’s about embedding inclusion into the business, not just as an initiative but as an integral part of company culture.”
HOW TO AVOID PURPLE WASHING/HUSHING
BDF’s paper provides clear guidance on avoiding purple washing and purple hushing. For companies that want to demonstrate genuine disability inclusion, it advises focusing on these actions:
- Start with concrete actions: Build and implement real, effective policies before focusing on external promotion.
- Hire disabled employees across all levels: Ensure that employees with disabilities have access to necessary support and accommodations to thrive.
- Share progress when ready: Communicate openly about what’s working while being honest about areas that need improvement.
- Stay transparent and consistent: Authenticity in business is about long-term commitment, not one-off initiatives.
THE PUSH FOR AUTHENTIC PROGRESS
Diane Lightfoot encourages companies to focus on continuous progress rather than waiting for everything to be perfect before sharing their journey. “Don’t let ‘perfect’ be the enemy of ‘good,’” she shared. “Too often, companies avoid speaking out on disability inclusion because they’re afraid they’re not doing enough. But staying silent or merely ticking boxes isn’t the answer. We need to keep moving forward, even if it means acknowledging there’s more work to be done.”
BDF’s Disability Today series brings fresh perspectives to issues that impact disabled individuals in the workplace and beyond. With each episode, experts dive into complex topics and provide actionable insights to help businesses become more inclusive and equitable.
The message to businesses is clear. Real, consistent commitment to disability inclusion will always be more valuable than superficial displays of diversity. In today’s landscape, only those organisations willing to put in the work will stand out as true leaders in inclusion.
Click here to access the Disability Today series.
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