Category
Business
Assisted Conversion
Trend cluster
Category
Signed
Inclusion
Businesses increasingly accommodate people with hearing impairments.
2.3
Trend score
Trend
What is the Signed Inclusion trend?
Signed Inclusion: Whether for employees, customers or both, brands are better adapting to the needs of people with hearing impairments by creating environments in which employees and/or customers can communicate in sign language. By enhancing communication between employees and customers in this way, these brands are setting a precedent for how retail design can work to remove barriers to inclusion.
Insight
The consumer insight behind the Signed Inclusion trend
People with physical or cognitive disabilities and their allies are working as activists to promote their needs, and demand that they’re met. With these shifts in societal attitudes, brands have responded by providing services that allow inclusion. Brands that are authentically committed to inclusion will appeal to consumers who want to see themselves in the companies they support.
Trend themes
Themes within the Signed Inclusion trend
Three behaviours holding the trend together01
Inclusive Business
Businesses are adapting to the needs of people with disabilities contributing to an inclusive society
02
Accessibity Technology
Technology companies are creating software and products that can increase accessibility and remove barriers
03
Community Building
Organisations are fostering a sense of community centered on inclusion and accessibility
Industry implications
What the Signed Inclusion trend means for industry
Where the trend changes the playbookFor
Retail
Retail companies can make shopping accessible and inclusive for people with disabilities to better serve the community
For
Hospitality
Hospitality professionals in this industry are creating environments for inclusive dining and accommodation
For
Technology
Technology is being harnessed towards building more accessible platforms for people with disabilities
Workshop question
In what areas could your brand better prioritize inclusion?
Trend signals
Trend signals for Signed Inclusion
Trend score 2.3 out of 10, from popularity 31%, activity 29%, freshness 8%.
Popularity31%
Activity29%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Signed Inclusion trend
4 featured examples from Sep 30, 2017 to Jul 19, 2019CategorySocial Good
Sign Language Coffee Shops
The Starbucks Signing Store Further Validates the Deaf Community
Hotels, restaurants, and other hospitality establishments can seize the opportunity to integrate ASL and employ deaf staff to provide a more inclusive and accessible experience fo…
CategoryBusiness
Sign Language Grocery Stores
Signsbury’s will be Open for Four Days and Highlight Inclusivity
The retail industry can explore opportunities to create inclusive and community-focused shopping experiences.
CategorySocial Good
Hearing Impairment-Friendly Coffee Shops
Starbucks' Signing Store is Opening in Washington, D.C
The food and hospitality industry, specifically coffee chains and independent cafes, can create deaf-friendly stores by hiring employees fluent in sign language, locate near deaf…
CategoryTech
Ridesharing Signing Updates
Uber Offers Basic Sign Language Tips to Communicate With Deaf Drivers
Developing accessible communication technology within the transportation industry at large.
