Radical Normalisation – For Everybody and Every Body

What do underwear and the United Nations have in common? Discover the surprising journey behind the launch of the Primark Adaptive range – and how inclusive design became a catalyst for innovation, creativity and cultural conversation.

In this session, Primark shares how it built an adaptive range with and for disabled people, created a marketing approach rooted in authenticity and brought teams across the business on a transformational journey.

Join this session to hear what brands too often get wrong, why inclusive thinking drives better business and how small but meaningful changes can create lasting impact for customers, culture and commercial growth.

If you’re ready to rethink who your brand is truly serving, Primark is sharing the blueprint.

• How can brands better connect with disabled consumers?
• How can adaptive fashion unlock brand love, cultural relevance and commercial opportunity far beyond the product itself?
• How can you start and not mess it up?