The Purplewashing Paradox: Big Talk, Little Walk
How to avoid Purplewashing
You can listen to the main article in this newsletter (read by me).
Hello everyone,
The road to hell is paved with good intentions; sometimes, this road looks purple. In recent years, the colour purple has been used to highlight disability-related days and campaigns; e.g. the "purple pound" symbolises the buying power of disabled people, and there were building light-ups to mark the International Day of Disabled People in December. From airport towers to train stations, they were all purple for a night once a year.
There is so much symbolism around purple and disability that the actions behind the symbols are lacking. No purple lights will ever improve accessibility and inclusion. It might be well intended, but it often smells of "Purplewashing".
"Purplewashing" describes organisations' superficial or insincere efforts to present themselves as champions of disability rights and accessibility when they do very little for their disabled customers and employees. Much like "greenwashing" in environmental contexts, purplewashing refers to promoting initiatives and organisations as inclusive and accessible without making substantial and meaningful changes. In recent years, companies that create the most significant barriers for disabled people have had the most prominent purple buildings. This purplewashing approach leads to a false sense of progress and undermines genuine efforts to improve accessibility for disabled people.
Understanding Purplewashing
Purplewashing often manifests in structures that publicly support disability rights but take little to no real action to address accessibility issues. This can include token gestures, such as featuring disabled people in campaigns, very often in a pity-triggering context. Instead of improving their service or products to make them genuinely accessible, they put efforts into questionable campaigns. Another example might be an organisation celebrating some awareness month while lacking accessible facilities or policies that support disabled employees and customers with this condition or disabled people in general. I once got an invite to a tech event. On the invite, they tried to raise awareness for a condition that often leads to people becoming wheelchair users. When I arrived at the event in a brand-new company building, the entrance wasn't accessible, it was all very complicated, and at the end, I had to go through a loading bay and the building's basement and storage. So, all the awareness-raising and purplewashing in the invitation, but no actions to make their new office accessible.
The consequences of purplewashing are significant. It not only misleads the public but also maintains barriers for disabled people. When organisations do purplewashing, they miss opportunities to create genuine change that would benefit their customers and the company itself. At the end, it can damage their reputation.
How to avoid Purplewashing?
An authentic organisation avoids purplewashing. Accessibility and inclusion require meaningful actions. It's not just lighting up a head office in purple once a year. Here are some points to consider:
Engage with Disabled People: Consult with disabled people to understand their needs and challenges. This engagement should be ongoing, not just a one-time consultation. Listening to and valuing the input of those with lived experience of disability will help to create meaningful change.
Awareness is not enough: I don't care if people know what my impairment is or how it is called. Raising awareness about impairments alone is not good enough and far too medical. People need to understand how to remove barriers and their impact, as well as the fact that there are physical and cultural barriers. A process that doesn't expect disabled customers or employees is not inclusive and can become a barrier.
Implement Inclusive Policies and Processes: Develop and enforce policies that promote inclusion and accessibility within the organisation. This includes hiring practices, workplace adjustments, and accessible communication methods. Ensure that these policies are not just on paper but actively practised and reviewed.
Educate and Train Staff: Train employees at all levels on disability equality (not just awareness!) and accessibility best practices. This helps build a culture of inclusion. Use the social model of disability (the environment and culture are the problem, not the disabled person!).
Instead of engaging in purplewashing, organisations should focus on creating environments where accessibility and inclusion are integral to their operations. Ensure that marketing and communications authentically represent disabled people, not just as tokens, but as important parts of the organisation.
Accessibility and inclusion are work, not window dressing. They won't happen without action. And no, making buildings purple for a day is not action.
Some interesting links
Wheelchair user and member of the legislative assembly Andy Allen stranded on the tarmac of Birmingham airport after assistance didn’t turn up and he missed his flight.
BBC’s security correspondent, Frank Gardner had to crawl to the toilet on a LOT flight because they had no on-board wheelchair. This is a well-known issue that could be solved with legislation. No on-board wheelchair? No landings in the UK.
James Fremantle, senior manager of consumer policy and enforcement at the UK Civil Aviation Authority, gave an interview to Passenger Terminal Today to explore the current and future accessibility landscape of the UK airport industry.
The UK rail regulator wants Northern Trains to develop an improvement plan for their assistance provision. Which train operator is next?
Something to watch
What do you do if you’re a wheelchair user and you arrive at an airport that has no aisle chair or ambulift? This! I had to do this once in my life in India, and it was no fun.
Some final words
The Accessible Link is a reader-supported publication. So, if you like what you’re reading, consider to
As a paid subscriber you will receive an additional edition every two weeks with best-practice tips on improving accessibility in your organisation.
Who is writing this newsletter?
I’m Christiane Link, and I improve the customer experience in aviation, transport, and travel. I worked as a journalist for over two decades and travelled extensively for business and leisure. I’m a wheelchair user.
Work with me
Whether you're a Customer service director, a Head of Customer Experience, a corporate Accessibility manager, a DEI leader, a transport planner, or a disabled employee resource group member, I can help you to make your organisation more inclusive. You can book me for speaking engagements or hire me as a consultant for your accessibility or DEI strategy, communications advice and other related matters. I have worked for airlines, airports, train operators, public transport providers, and companies in other sectors.
If you want to read more from me, follow me on LinkedIn, Twitter, Bluesky or Mastodon. You can also reply to this email if you want to contact me.
.