Why DEfy Social

Did you know?

60% of Gen Z’s say 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.

Ethnic Groups

Ethnic Minority 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

People with Visible and 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


Neurodivergent Groups

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

The LGBTQIA Community

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

Enter DEfy Social

Our mission is to ensure these statistics become nothing more than memories of a near-distant past. We aim to improve inclusivity within brand marketing because the mainstream media needs better representation of diverse demographics with equal opportunities for all. 

Demonstrating the authentic lived experiences of diverse communities leads to those individuals feeling seen, which is imperative when encouraging them along the path to purchase. When people see themselves represented in advertising, it leads to a higher emotional response from such audiences and drives an uplift in sales performance. 

In the UK, social media is most popular amongst Gen Z and Millennials. Twenty-five per cent of all social media users are 25 to 34 years old; 90% of this age group have a profile on a social media network.

We recognise that the digital natives of today have short attention spans and garner product/service information rapidly before making a snap purchasing decision. Social media content with strong visuals is the most effective way to grab their attention, but it takes quality, highly relatable content to keep it. 

Understanding the buying habits of the audiences you are trying to reach is vital for brand development. DEfy Social assist you in finding the identity-based online communities you endeavour to market to by navigating different tactics to communicate with the various demographics you wish to resonate with. Knowledge of such preferences helps us tailor marketing strategies and allocate costs more effectively, improving audience interactions and, ultimately, increased revenue. 

It’s universally acknowledged that media consumption shapes how we see the world. Fictional or otherwise, on-screen images affect our view of reality, and therefore any erasure or negative portrayals of unique identities can adversely affect the lives of the individuals. The ubiquity of underrepresentation in the media we consume has cumulative effects on society. 

Equality of representation is crucial for a functioning democracy; promoting diversity is an investment in the future. Becoming a leader of progressive change will ensure your brand evolves with the markets of tomorrow. 

People who dare to behave and think differently are essential for progress. Success comes from thinking differently and challenging assumptions. We recognise that valuing diversity is not just a moral obligation – it’s critical for business.

Creating a tolerant society accepting of differences starts now. 

DEfy the norm and allow all voices to be heard.

About The Team


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


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.