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Burger King responded to a tweet claiming they hire deaf people to get more customers.

Burger King responded to a tweet claiming they hire deaf people to get more customers.

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Is it possible to go too far when calling out brands for co-opting empowerment? It's a tricky question to ask, because brands using messages of inclusion to sell stuff can water down real issues.

In some cases, the oversaturation can cause people to start equating real struggles of racism, ableism, and misogyny with quirky ads with punchy songs and no true substance. At the same time, brands are going to sell stuff no matter what, so they might as well push messages of inclusion while doing it.

All this is to say, it's understandable to be skeptical of brands, but there is a point where it's easy to miss the forest for the trees.

A Burger King in Bali, Indonesia recently added signage to share that some of their employees are deaf, so the ordering process now includes different steps. This is a good hiring process, and while a lot of companies quietly discriminate in their hiring practices, it's technically illegal to overtly refuse to hire people based on ability.

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