Consider this statistic: 80 percent of Americans feel that advertising underrepresents certain groups, in particular individuals with disabilities and special needs, according to research from Voya Financial. Moreover, 78 percent said they were more likely to do business with a company that uses diverse advertising.
These findings are the basis behind Voya’s commitment to serving these groups in recent years, which has helped it carve out a niche that’s reaped rewards. We spoke with Paul Gennaro, Senior Vice President, Chief Brand and Communications Officer at Voya Financial, about how the brand is supporting individuals with disabilities and special needs both within the organization and externally through its marketing initiatives and financial solutions.
Chief Marketer: For context, how did your passion for marketing to people with disabilities and special needs come about?
Paul Gennaro: It came from our chairman and CEO, Rod Martin. Towards the end of 2015, Rod communicated to the leadership team …