22% of the UK population is living with a disability. 1.3 billion people globally have a disability. Those 1.3 billion people spend over $8 trillion a year in the market. Yet only 0.06% of advertisements feature disabled people. Martyn Sibley runs a marketing agency that is a vehicle for his life mission: the inclusion of disabled people.   Martyn is trying to wake businesses up to a world of marketing that they’ve been ignoring. In this episode of My Extra Mile, David T.S. Wood talks with Martyn about his disability, his mission and vision for the future, his love for travel, and how he’s changing the world. Don’t miss this educational and inspirational episode. You will want to hear this episode if you are interested in...   Martyn’s vision for a more inclusive world Becoming disabled versus being born disabled Thriving versus surviving: The ability to adapt What life was like for Martyn growing up How Martyn met his soulmate Martyn’s passion for traveling the world Martyn’s philosophy of life Moving outside of your comfort zone Disabled people get to dream, too   Martyn was born with a genetic condition called Spinal Muscular Atrophy. He was 3 when he was given his first power chair. It gave him freedom and independence. Living to adulthood wasn’t a guarantee for him. But his parents found support groups and answers to the barriers they were facing. They learned that those barriers are more cognitive than anything else.   Martyn points out that life will be different, but you should still dream for the biggest mountains for your children. It may take longer to get there. You may have to take different paths. But ultimately, you can still live out the dreams you have for your family. Martyn emphasizes that every life is valuable and there are beautiful experiences to be had regardless of your circumstances. Overcoming the barriers society has placed on the disabled   The biggest barrier Martyn faces is the fear of having disabled people in marketing and advertising. Why? Martyn points out that people are afraid to get it wrong. They’re afraid to have conversations altogether because they don't want to end up with their foot in their mouth. But Martyn would rather someone uses words or phrases that aren’t politically correct if they’re speaking from their heart and with good intent. He shares that “Language has a point and a place, but it’s more about connecting as people.”   The world has not been designed to include disabled people. Martyn notes that “The more disabled people are a part of designing the environment and attitudes and policies, the more the barriers they face are pulled down.” The ultimate goal is that he’ll just be a person—not a disabled person—with no more barriers out there. He notes that “It’s about changing the stereotypes of what someone can or cannot do based on a perception.”   20% of disabled people are born with a condition. 80% acquire a disability. As you get older, the incidence is higher. Martyn notes that another reason society is uncomfortable with disabilities is because it’s a glimpse into the reality that anyone might have to face that circumstance. Martyn’s message is one of inclusion   Consumers are looking for particular products and services that speak to their vision of sustainability. People want to buy from brands that are inclusive and care more about people than profit. Brands are taking notice and realizing that it’s time for a change. They are looking to employ more disabled people and to be more open and accessible. They are shifting towards inclusive marketing—but it’s a slow change. Ultimately, a world needs to be created to be inclusive for all people. And you have to have all of the different voices in the room in order to guide change.   Martyn’s journey is one of joy, passion, and inclusion. Listen to the whole episode to learn more about his life, his passion for travel, inclusive marketing, and how to build a world inclusive of all people. Connect with Martyn Sibley