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Reaching decision-makers requires more than impressions. Learn how association media helps B2B marketers boost credibility and engagement. Read more. Read the full article at MarketingProfs
Category:
Marketing and Advertising
Whirlpool has launched what it calls the most inclusive lower-level dishwasher rack design on the market, addressing a gap that affects one in four US households. The Spin&Load Rack features a 360-degree rotating design that eliminates the need for users to reach deep into dishwashers or reposition themselves while loading and unloading dishes. Priced at USD 149.99 and compatible with all 24-inch Whirlpool Corporation dishwashers manufactured after 2018, the accessory retrofits existing appliances rather than requiring consumers to purchase entirely new units.The development process offers a blueprint for inclusive design that goes beyond surface-level consultation. Whirlpool's employee resource group AVID sparked the initial concept through an intern challenge, but the company took feedback a step further by conducting consumer research with United Spinal Association members and usability studies with Corewell Health participants. Even the packaging received attention, featuring one-handed opening capabilities with an accessible pull-tab design.TREND BITEAs brands face growing pressure to demonstrate genuine inclusivity rather than performative gestures, Whirlpool's approach highlights how accessibility can drive innovation rather than constrain it. The spinning rack solves a practical problem while creating a potentially broader market appeal anyone who's struggled to reach the back corners of a dishwasher can appreciate the utility.With Tony Award-winning actress Ali Stroker partnering on marketing efforts and emphasizing "turning limitations into opportunities," the campaign positions disability accommodation as universal design improvement. As regulatory frameworks like the Americans with Disabilities Act continue evolving and companies recognize the purchasing power of the disability community, expect more brands to embed accessibility considerations from concept to launch rather than treating them as afterthoughts.
Category:
Marketing and Advertising
Evaneos has taken a stance against overtourism by removing Santorini and Mykonos from its summer offerings. The B Corp-certified company launched a provocative campaign across Paris, drawing parallels between overcrowded tourist hotspots and the chaos of rush-hour public transit. The ads juxtapose 'idyllic' destinations with sardine-packed metro carriages and compare the slim odds of snagging a table at an outdoor cafe in Mykonos in August to securing daycare for your toddler in Paris.The campaign aims to help travelers make more informed decisions that benefit both their own experience and local communities. Last year, Evaneos partnered with Roland Berger to develop an Overtourism Index tracking tourism pressure across 70 global destinations; the accompanying report proposes solutions, too. Founded in 2009, Evaneos connects travelers directly with local agents worldwide, ensuring at least 85% of trip costs benefit local economies.
Category:
Marketing and Advertising
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