From silence to strength: why accessibility should shape the future of work

Chris Goodall, VP Customer Service & Supply Chain and Disability Pillar Sponsor (GB) | Coca-Cola Europacific Partners

6 min read09 May Partner content

As Deaf Awareness Week prompts reflection on inclusion, Coca-Cola Europacific Partners’ Chris Goodall explores how accessibility, shaped by lived experience, is helping redefine what inclusive manufacturing really looks like.

At Coca-Cola Europacific Partners (CCEP), we know that building a truly inclusive manufacturing environment requires more than good intentions. It demands action, adaptability, a willingness to learn from people’s lived experiences, and support from specialist partners. From championing colleagues on the factory floor to creating accessible pathways for future talent, our approach is shaped by the voices that too often go unheard.

Deaf Awareness Week kicked off this week, prompting an opportunity to reflect, celebrate and reaffirm our commitment to accessibility and inclusion in the workplace.

A workplace culture shaped by experience

This week calls on all of us to think beyond silence – to have meaningful conversations, listen actively, and reflect on what accessibility and inclusion really mean – not just as abstract values, but as commitments we live and breathe across every part of our business.

At CCEP, creating a space where everyone is welcome is central to how we operate, especially in sectors like manufacturing, where physical environments and safety-critical processes can create additional challenges. Colleagues like Jemma Townend, a technician at our Wakefield site, and CCEP’s first Deaf colleague on a site, help us understand what it takes to make these spaces more accessible. Her story is not only one of personal resilience, but also one that shines a light on the changes needed to better support Deaf colleagues across the industry.

Jemma was born profoundly Deaf, learned to lip-read at an early age, and later refined her signing skills at a Deaf boarding school. Today, she balances sign language, lip reading and the support of a moderator to navigate her role.

Impressively, Jemma didn’t land her current role with us by directly applying for it. Her technical skills stood out when she was applying for an engineering apprenticeship role, and she was put forward for her position as Modular Maintenance Technician. Reflecting on her early experience with the team, she recalls: “From day one, they focused on what I could do, not on what I couldn’t.”

Removing barriers and changing perceptions

Jemma’s path hasn’t been without setbacks. Like many in the Deaf community, she encountered workplace barriers earlier in her career. Safety concerns, communication challenges, and a lack of tailored support left her questioning whether she’d find a place where she could truly belong.

These experiences aren’t uncommon. According to the Royal National Institute for Deaf People, as of 2024, only 37 per cent of people who report British Sign Language as their main language are employed, compared with 77 per cent of non-disabled individuals under the Equality Act.¹ Broader research from the British Academy of Audiology also shows that people with hearing loss have an employment rate of just 65 per cent, compared with 79 per cent for those without a long-term health condition or disability.²

At CCEP, we’ve worked closely with Jemma to understand what meaningful support looks like. With safety a key priority on manufacturing sites, Jemma was given a vibrating pager to wear on-site to alert her of any fires or emergencies. Her interpreters are on hand to support with conversing on-site. And when it comes to virtual meetings, the site uses a platform called SignVideo, which can connect you with a virtual interpreter as needed.

Her onboarding and development have been designed with accessibility front and centre. These aren’t simply accommodations; we hope these measures can be enablers of talent, performance, and long-term career growth.

Why inclusion must be built in, not bolted on

Accessibility shouldn’t be treated as a tick-box exercise. It needs to be built into the fabric of how we recruit, train, and develop our people. At CCEP, we’re continuing to invest, both financially and culturally, in inclusive practices across all areas of the business. This includes the work done through our JustBe allyship networks – particularly the disability pillar, which focuses on making our work environments more accessible. Key initiatives include implementing disability inclusion training, conducting accessibility audits – underpinned by CCEP’s Accessibility Matrix, a step-by-step guide that’s been shared externally to help drive industry-wide progress – and introducing a new adjustments process to help colleagues stay in work.

These efforts are underpinned by a belief that the most effective solutions come from those with direct experience. Listening to colleagues like Jemma ensures that policies don’t exist in a vacuum – they reflect the reality of day-to-day work.

When Jemma first joined, she was supported by a full-time interpreter five days a week. Over time, with the encouragement of her team, she reduced this to three days. She’s expressed how initially daunting this transition was, but equally it’s enabled her to grow in confidence and strengthened her ability to communicate independently on-site through lip reading, visual cues and gestures. That progression, built on trust and structured support, is what genuine inclusion looks like.

Creating space to grow and help others thrive

Jemma’s role involves maintaining and repairing equipment across the Wakefield site, often working alongside her mentor. She’s also started supporting apprentices, an experience that’s challenged her to adapt her communication style and, in turn, helped new colleagues understand different ways of working.

Her journey highlights how supporting one person well often creates ripple effects. When workplaces are inclusive by design, they empower individuals not only to succeed but to lift others up, too. And the impact goes far beyond one role or one site; it helps redefine what ‘accessible manufacturing’ can look like.

What Deaf Awareness Week asks of all of us

Deaf Awareness Week is more than a moment in the calendar. It’s a reminder that awareness must be matched with action. True inclusion requires listening deeply and acting deliberately. It means challenging outdated assumptions and recognising that ability can present in many forms.

As Disability Pillar Sponsor at CCEP, I’m continually inspired by stories like Jemma’s. They remind us that accessibility is not a favour or a benefit – it’s a right. And it’s our responsibility, as leaders in this industry, to ensure that right is upheld in every workspace, every shift, and every opportunity we offer.

We’ve got a way to go on this journey, but I’m pleased with the progress we’re making, thanks to colleagues who are helping us to navigate unknowns, share their views, and help us to cascade best practice.

As we mark Deaf Awareness Week, let’s ask the questions that matter: Are we designing for inclusion? Are we listening to the voices that need to be heard? And are we ready to turn awareness into lasting change? Let’s keep pushing ourselves.