A blog article on Socialcare.com.au reveals that American retailer K-Mart is alive and well in Australia, and leading the way with its inclusive marketing. In 2016 K-Mart Australia started featuring children with disabilities on a regular basis in its flyers and TV advertising. Children with Down’s Syndrome and kids using wheelchairs are now part of K-Mart Australia’s regular marketing efforts.
It is reported that one in five Australians live with a disability. But, if the images of society broadcast through the media and advertisers are to be believed, this sector of the population is vastly underrepresented. That was the case until recently, when some major retailers started featuring children with special needs in their commercials.