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Why DEfy Social

With 60% of Gen Z’s saying they’re more likely to buy from brands that represent diverse and minority identities and experiences in their adverts and on social media, it’s time that you thought about truly diversifying your campaigns (Source: The Drum)

Ethnic Groups


People from ethnic minorities now account for up to 14% of the UK population, with a purchasing power of more than £300 billion and rising.
Yet only 34% of consumers from ethnic minority backgrounds agree the way people from their ethnic group are portrayed in advertising has improved in recent years.
‘BAME’ groups are almost three times more likely to feel under-represented or not represented at all in advertising (66%) than white consumers (23%).

Source: The Guardian & Advertising Standards Authority

Visible & Physical Differences


The total spending power of families with at least 1 disabled person is estimated at £274 billion a year in the UK.

Despite this, only 0.06% of adverts in the U.K. feature individuals with disabilities despite accounting for 20% of the nation’s population.

Source: Scope



Between 30% and 40% of the population are thought to be neurodiverse, which equates to an estimated UK spending power of £492 million.

Yet to date, media portrayals of neurodivergence have perpetuated negative and positive assumptions and have disproportionately extended stereotypes about neurodivergent characteristics.

Only genuine and authentic representation will put an end to this.

Source: Statista & ADHDaware

LGBTQIA+ Landscape


An estimated £70 billion Pink Pounds are earned and spent by LGBT people in the UK every year.

Whilst representation amongst the LGBTQIA community has improved in recent years, there is still a long way to go in order to ensure the intersectionality of this group is truly seen. Visibility matters and it’s time that we heard the underrepresented voices of LGBTQIA groups.

Source: We are Family Magazine

This is why we do what we do

Brands are starting to realise their responsibilities when it comes to making their campaigns more diverse but there’s still a long way to go.

There’s still a lack of representation of intersectional diversity and when it comes to people with physical and neurological differences, most brands and businesses still aren’t getting it right.

We represent the real and our aim is to make sure that all media is truly representative of real diversity.

And who are we?

We are DEfy Social

Candice Headshot

Meet Candice

“In the 15 years I’ve been working with people learning and physical disabilities, I’ve met so many amazing people. Every single one of them has inspired me to want to do whatever I can to support people with disabilities to have a voice and access to the same opportunities as everyone else.

Being of mixed heritage and a member of the LGBTQIA+ community, I have experienced my fair share of people making wrong assumptions about me and I know how it feels to be misunderstood and underrepresented both in the workplace and in society.

For me, DEfy Social is about addressing the inequalities I’ve seen and experienced. It’s about making sure that the people who are like me, and the people who are important to me, have the chance to be represented in mainstream media. It’s about making sure that all of us are seen for who we are and the rest of society appreciating us for our difference.”

Destiny Headshot

Meet Destiny

“Being Dyslexic, my creative brain has always liked to run wild. But rather than being taught to harness my creativity, I was always made to feel different; broken somehow. I went to schools full of White children and I struggled to be seen and heard for anything other than the difficulties I faced and the colour of my skin.

I was labelled as “naughty” and “disruptive” and people took one look at me and assumed I was aggressive and rude. In the workplace I was labelled as “insubordinate” and not able to work well with others. I’ve been called a liar by one of my bosses when reporting sexual harassment and had another one ask me to get them drugs when she barely even knew my name. My whole life I’ve been defined by societal stereotypes that I couldn’t escape even when I worked 10 times harder than the White women around me.

For me, DEfy social is about smashing stereotypes and normalising difference. I want to open people’s eyes to difference and make them realise that while we’re all different, we’re all human. I want to help people have their voices heard and make a safer and more understanding world. I want to work with brands and the media to showcase us all for our strengths and the valid contribution we all have to make.

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