Sensory inclusion in marketing campaigns for people with disabilities through inclusive neuromarketing

Abstract

Marketing campaigns face barriers to connecting emotionally and sensorially with diverse audiences, particularly individuals with sensory or cognitive disabilities, which limits their access as consumers. This study aimed to analyze how inclusive sensory elements are integrated into advertising campaigns, proposing a more empathetic and accessible marketing perspective. A qualitative, interpretative documentary methodology was applied, using thematic content analysis on 72 specialized documents, from which 29 were selected as core literature and 14 as complementary sources. The topics addressed included sensory marketing, accessibility, neuromarketing, universal design, and functional diversity. The results reveal progress toward more inclusive strategies, although sensory integration remains partial and fragmented. Initiatives such as IKEA’s ThisAbles and the accessible campaigns by Coca-Cola and Pepsi demonstrate innovations in adapting visual, tactile, and auditory stimuli, yet these remain isolated efforts rather than consolidated policies. The discussion underscores the need to systematize sensory inclusion through universal design and specialized professional training, leveraging the potential of neuromarketing to better understand how people with disabilities process stimuli. The study concludes that sensory inclusion benefits these audiences, enhancing overall communication effectiveness.