Photo credit Kekezza Reece

Boots singled out for “damaging stereotypes” on disability

Individuals and corporations still find it difficult to use the word “Disabled”, as this recent incident shows.

At the Boots Riverside Norwich store, staff recently installed a parking sign using the phrase “Less-Abled Parking”. On 13 April Kekezza Reece, who has neurodivergence and multiple dynamic disabilities posted the image on Twitter asking “The D word. What is it about the word disabled that makes people so uncomfortable?”

This is the disabled parking sign at my local @BootsUK in case people wonder what the blog post is about. This puts the onus on me as being faulty. The word DISABLED doesn’t. #disabilitytwitter #neisvoid #disabilityinclusion pic.twitter.com/DPPtaHPCEn

— Kekezza Reece 🧑🏽‍🎨🧑🏻‍💻🧑🏻‍🦼 (@KekezzaReece) April 13, 2023

Boots social media team asked Reece to send a Direct Message, which she, did but did not receive a reply.

This sparked outrage in a post on LinkedIn which has garnered over 100,000 views in less than 24 hours.

Emma Freivogel is the founder of Radical Recruit, a Community Interest Company which aims to break down barriers to getting into employment, for people marginalised by society.

Reece, who posted the photo of the sign on Twitter, posted her disgust on LinkedIn. “I am just so utterly appalled. I was lost for words on the day I went to Boots UK for some hair dye, but now I’m even more angry. How did this EVER pass sensitivity testing? Why wasn’t a single DISABLED person asked about this?”

In her post, Freivogel says:

The term “disabled” is NOT a dirty word.

And the term “less-abled” is simply UNACCEPTABLE .

Why?

Because ‘less-abled’ implies that people with disabilities are inferior, perpetuating negative and damaging stereotypes and attitudes that prevent them from being included and feeling like they belong.

This mindset also reinforces societal norms that prioritise and centres able-bodiedness.”

There was overwhelming support for the criticism on the social media thread, particularly from those who are disabled.

Sarah Park, The Disability Diva, is the leader of Disability Inclusion Vision Agency and is a mentor and passionate advocate for people with disabilities and chronic illness. When showed the sign she said “The term “less abled” can be considered offensive because it implies that a person with a disability is inferior or deficient compared to someone without a disability. This language can be stigmatizing and contribute to negative attitudes and misconceptions about individuals with disabilities.”

On the thread, many people questioned who, if anyone was consulted.

The only criticism of the post appeared to be from people who were not disabled and demonstrated the need to educate and discuss language.

Tansy Muller is disabled, with two disabled children, and coaches carers of people with disabilities. She says that “Language is very important as many believe that the ‘right’ thing will be done and the laws around disability such as the Equality Act and The Care Act can often be difficult to understand and implement (or discuss) confidently.”

Even the rare disagreement with the post agreed that the disabled community should be involved in changes.

The occasional comment was robustly argued sometimes with the occasional humorous rebuke:

On its web page about Accessibility, Boots states:

“At Boots, we are committed to customer inclusion and we want the experience of shopping at Boots, whether in-store or online, to be as positive and straightforward for everyone as possible. Whilst we try to make the online and in-store experience of shopping with us as inclusive as possible, we know we won’t always get it right so, if you notice anything we could do to improve, please contact us.”

Freivogel contacted the Boots Head of Talent about the issue yesterday but, as yet, no reply has been forthcoming. There is also nothing about accessibility on the company’s contact page.

However, there is some good news today. I contacted Boots regarding the issue and the sign has now been taken down. This would appear to demonstrate the strength of consumer power and social media pressure and the importance of companies listening to their customers would it not?!

We really need to see how this was allowed to happen and receive assurances that in future people with disabilities will be consulted and participate in decisions which are made that affect them.”

Today, 14 April, a spokesperson for Boots told me

“Thank you for bringing this to our attention. We completely accept and understand that this wording is not appropriate and can confirm that we are working to change this signage as a matter of priority. We sincerely apologise for any offence caused; Boots has always aimed to be inclusive to all and we will always champion this.”

Reece has responded, saying she remains concerned about “How this sign ever got made in the first place. Boots UK Where is your quality control?” Boots has not responded to this at the point of publishing.

Park says that Boots really should communicate with consumers before making decisions:

“Consultation is essential because it allows individuals with disabilities to have a voice and be included in decisions that affect their lives. When we consult with people who have disabilities, we gain valuable insights into their experiences and perspectives, and we can work together to create more inclusive and accessible environments.”

Freivogel says:

“I could rally a group of people with lived experience of disability to provide their thoughts very quickly if a brand wanted to pay for their expertise/insights and were willing to ask the question in the first place.

It’s not a difficult exercise

But why would you bother doing that, right?”

Perhaps Boots should get in contact…?

Boots has replaced the sign.

Update 14/04/23 Kekezza’s photo was taken and has been used elsewhere without credit given or given 24 hours later. Please note that I had full permission to use her photo and she has been fully credited.

Update 16/04/23 Kekezza tweeted:

Also Norwich isn't the only Less Abled sign. This is Mansfield St Peter. Photo by Google Streetview pic.twitter.com/LBZ7Yc5XOc

— Kekezza Reece 🧑🏽‍🎨🧑🏻‍💻🧑🏻‍🦼 (@KekezzaReece) April 16, 2023

A spokesperson for Boots said “We have initiated a full sweep of our estate to make sure that none of this historical signage appears elsewhere, and if it does, it will be replaced immediately.

We have reviewed the signage outside our Mansfield St Peter’s store, and it was removed and replaced in 2021. The Google image of the store is out of date, however we thank you for bringing it to our attention.”

This begs the question of course that if they realised there was a problem two years ago why didn’t it check all its stores then? There was no answer to the question around why it was allowed to happen or what it will be doing in future to ensure that people are consulted on decisions that affect them.

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