Impact Experts QT: Martyn Sibley

This week, Impact Experts QT features Martyn Sibley, a passionate advocate for disability inclusion and the co-founder of Purple Goat, a revolutionary marketing agency dedicated to amplifying disabled voices. Living with spinal muscular atrophy (SMA), Martyn has turned his personal experiences into a mission to break barriers and create opportunities for the 1.3 billion disabled people worldwide.

His work with household-name brands exemplifies how accessibility and inclusion are not just ethical imperatives but also powerful tools for innovation and success.

In this edition, Martyn opens up about the challenges and lessons from his journey, his proudest achievements, and the inspiration he draws from the next generation of disabled people. 

What drives you to champion disability inclusion, and how has that shaped your work or personal life?

My drive to champion disability inclusion is deeply rooted in my lived experience with spinal muscular atrophy (SMA), a condition I’ve had since birth. Growing up, I faced unique challenges, like relying on a wheelchair from the age of three and needing full-time care support for everyday tasks. Yet, these experiences also shaped my understanding of independence, resilience, and the transformative power of accessibility.

The barriers I’ve encountered have shown me how much untapped potential exists within the disabled community when inclusion is done right. This understanding has shaped my life’s work, from my early career at a disability charity to co-founding Purple Goat, a marketing agency that focuses on amplifying disabled voices and changing perceptions. For me, marketing is more than a business tool – it’s a powerful vehicle for social change, helping businesses see the value of inclusion while breaking down stereotypes.

While living with a disability comes with its challenges, it has also given me a unique perspective and purpose. It’s driven me to prove that inclusion benefits everyone, socially and economically. My goal isn’t just to make space for disabled people – it’s to create a world where barriers are replaced with opportunities, and everyone, regardless of ability, can thrive.

 

What is your biggest impact at work that you are most proud of? 

One of the biggest lessons I’m most proud of is proving that disability inclusion isn’t just the right thing to do – it’s a driver of business success. At Purple Goat, we’ve worked with brands like Virgin Media, National Highways, and Audible, to show how including disabled people in campaigns creates real social impact while driving engagement, loyalty, and revenue growth.

A standout example is our campaign with Tesco, celebrating their 100th Changing Places facility – a fully accessible restroom with a hoist and adult-sized changing bench. We partnered with 11 disabled influencers to share authentic stories about how these facilities transform everyday accessibility. Their content resonated deeply, driving significant engagement across posts, reels, and stories. The results were just as impactful: a Nielsen report showed increased brand familiarity and a Net Sentiment Score of +77.

Another highlight was our work with TUI, where we worked to make travel more inclusive. Disabled influencers showcased TUI’s accessible travel options, inspiring confidence and sparking conversations about what’s possible. The campaign amassed over 6.3 million organic impressions and 57,000 engagements. On top of that, creators were so inspired they posted an additional 97 pieces of user-generated content, reinforcing the campaign’s reach and impact.

These campaigns are a reminder of why I’m so passionate about breaking down barriers. They prove that inclusion drives innovation, growth, and deeper connections, while amplifying the voices of those who deserve to be heard. It’s a lesson I carry with me every day – when we remove barriers, everyone wins.

 

What is the thing that brings you the most #WorkJoy?

What brings me the most #WorkJoy is seeing the real impact of what we do – whether it’s a brand embracing authentic representation, a campaign creating real change, or someone feeling genuinely empowered because of our work. It’s knowing that we’re not just driving business success but also changing lives and shifting perceptions in a meaningful way. Those moments of progress and connection are what make it all so rewarding.

If I think about my happiest day at work, it has to be December 3rd. It was one of those days that felt like everything came together. It started by meeting the Prime Minister at Downing Street for an entrepreneurs breakfast, followed by a lunch at the House of Lords to discuss the Lilac Review financial code. Then, we hosted a Purple Goat event at the GroupM offices, with this amazing view of the Shard and the Thames. It was a day packed with purpose, collaboration, and celebration – not something that happens every day, but a perfect reminder of why I love what I do.

 

Who or what inspires you most when it comes to driving inclusion and equality, and why?

What inspires me most is thinking about my 15-year-old self, navigating a world that wasn’t always designed for someone like me. I wanted to live a full, exciting life, but the barriers I faced felt overwhelming. Today, I’m driven by the next generation of disabled people – young people with dreams just as big as mine. They deserve a world where inclusion and equality are the norm, not the exception. Knowing that our work can help shape that future keeps me inspired and determined every day.

What are the biggest misconceptions businesses still have about disability inclusion, and how can they address them?

One of the biggest misconceptions businesses have about disability inclusion is that it’s purely a compliance or charity issue. In reality, it’s a huge opportunity – both socially and commercially. Disabled people represent over 1.3 billion consumers globally, with $8 trillion in spending power, yet they are often overlooked. Another misconception is that inclusion is expensive or complex, but small changes can make a massive difference. Businesses can address these misconceptions by engaging directly with disabled people, understanding their needs, and embedding inclusion into their strategies. When businesses see inclusion as a driver of innovation and growth, everyone benefits.

How do transparency and openness from senior leaders contribute to creating a fully inclusive workplace with fair representation and no engagement gaps?

Transparency and openness from senior leaders are essential for creating an inclusive workplace. When leaders are open about areas they need to improve and commit to making progress, it builds trust and sets the tone for meaningful cultural change. Transparency helps identify gaps in representation and engagement, while openness ensures that diverse voices, especially those who are often overlooked, are heard and acted upon. When senior leaders lead with authenticity and involve employees in the journey, inclusion becomes a shared mission, which drives both innovation and fairness.

At Purple Goat, disability is at the heart of everything we do. We’re not just a team that includes disabled employees – we’re a disability marketing agency, but that openness is part of our core values. We have a range of disabilities represented, both physical and mental, and that diversity is crucial to our success. The influencers we work with also bring their own intersectionality to the table, offering different viewpoints and backgrounds that allow us to approach problems in creative ways. It’s this variety of experiences that helps us connect with a broader audience and deliver campaigns that truly make an impact.

One standout experience for me was working on a project with a large global brand, led by a wheelchair user. She immediately understood everything we’ve been advocating for—what we often have to train or educate others about, she just got. Her role wasn’t specifically focused on DEI or accessibility, but because of her lived experience, she naturally grasped the challenges we were highlighting. It really reminded me how powerful it is when leaders bring that kind of personal understanding to the table.

Why are you excited to be part of ActionAble 2025? Or which part are you most looking forward to? 

I’m excited to be part of ActionAble 2025 because it’s a platform that truly prioritises turning ideas into meaningful change. I’m particularly looking forward to connecting with others who are equally passionate about driving inclusion and equality, and exchanging practical solutions that can have a real impact. The opportunity to collaborate with like-minded changemakers and share insights feels like the perfect way to accelerate progress together. It’s inspiring to see an event that combines ambition with action, and I’m thrilled to play a part in that journey.

What would be a great result or next step for you, your work, or the community following this event?

A great result for me following this event would be to see more businesses and leaders take tangible steps towards embedding disability inclusion into their core strategies – not just as a one-off initiative, but as a sustained priority. For my work, it would be exciting to collaborate with new partners who share the vision of unlocking opportunities for disabled people in society and the economy. Most importantly, I’d love to see the wider community empowered with new ideas and connections to drive meaningful change, creating a ripple effect that benefits everyone.

What is your favourite quote that you would like us to include? And please explain why.

My favourite quote is Gandhi’s timeless wisdom: “Be the change you wish to see in the world.” This resonates deeply with me because it captures the essence of personal accountability and empowerment. As someone who has dedicated their life to disability inclusion, this quote inspires me to lead by example, take action, and create the change I want to see – not just for myself, but for future generations. It reminds us all that real transformation begins with our own choices and actions.



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