McDonald’s celebrates inclusivity through packaging design

December 18, 2020
3 min read

McDonald’s India launched the ‘EatQual’ packa new, more inclusive packaging design—in celebration of the International Day of Persons with Disabilities (3 December). The pack enables people with disabilities to easily enjoy a McDonald’s burger by allowing the user to unwrap and eat it with just one hand.

This packaging innovation was based on the insight that the current packaging typically requires customers to use both hands, which can make it difficult for people who don’t have full use of both hands.


Mintel Trend ‘Serving the Underserved’ highlights how consumers who have been underrepresented in the past are getting a larger platform. This makes building a more inclusive marketing strategy a huge opportunity for brands who want to demonstrate empathy and understanding to a broader audience.

In fact, according to Mintel research, almost half of Indian consumers strongly agree that they’d prefer to be involved with companies or institutions that promote equality. From a McDonald’s branding standpoint, this initiative is well-aligned with its positioning of being convenient, easily accessible and inclusive, and thus will likely resonate with consumers as they look for brands to show more social responsibility.

More recently, Wild Stone, a male grooming personal care brand, launched ‘Sense’its first unisex fragrancecreated to celebrate how the sense of smell evokes strong emotional reactions, memories and associations for people who are visually impaired just as it does for those who have full sight, and thus is a unifying experience. The packaging features rainbow-inspired colours, to represent the joyous nature of life no matter how one perceives it. The branding is written in Braille for use by and in appreciation of visually challenged consumers.


What we think

Even the seemingly smallest initiatives, like more inclusive packaging design, are proving beneficial to support the daily lives of those with disabilities by helping them live a bit more independently. 

Brands that adapt to all necessities by creating more inclusive products can enhance the sense of community and empowerment for those who have often felt like the world has not been built with them in mind. By doing so, brands can demonstrate that they are forward-thinking and ethical, enhancing both their brand image and millions of people’s lives simultaneously. As consumers continue to respond to actively inclusive brands, those that are empathetic and address the needs of people with disabilities will be recognised and favoured.

Elysha Young
Elysha Young

Elysha manages the Asia Pacific Mintel Trends team made up of expert analysts and trend spotters. She currently oversees content for Mintel Trends as well as client servicing for the region.

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