Here’s a bold statement: A train company’s attempt to celebrate diversity has backfired, leaving disabled passengers feeling misrepresented and frustrated. Avanti West Coast, one of the UK’s leading rail operators, recently unveiled a vibrant new train livery titled Together We Roll, designed by digital artist Baraka Carberry. The artwork, stretching across seven carriages of the eco-friendly Evero train, depicts scenes of joy, culture, and inclusivity—including two wheelchair users seemingly enjoying a journey together. But here’s where it gets controversial: While the imagery suggests a celebration of accessibility, the reality for wheelchair users tells a different story.
The issue? Each train only has one wheelchair space in standard class (and another in first class), making it impossible for two wheelchair-using friends or family members to travel together in the same carriage. This glaring discrepancy sparked outrage among disability advocates, who accuse Avanti of ‘virtue signaling without the virtue.’ Alice Maynard, a lifelong wheelchair user and former Railtrack disability strategy lead, called out the company on social media, highlighting the disconnect between the glossy images and the harsh realities of disabled travel. ‘Don’t be woke, be inclusive,’ she urged, emphasizing that true inclusivity means addressing practical barriers, not just painting them over with feel-good art.
And this is the part most people miss: The problem isn’t just about space—it’s about representation and empowerment. Paralympian Anne Wafula Strike, who has long campaigned for better accessibility, pointed out that disabled people already feel disenfranchised. ‘When it comes to transport, our world is shrinking,’ she said, adding that the gap between corporate messaging and real-world experiences only deepens this divide. What happens, for instance, if a wheelchair-using couple wants to travel together? Are they forced to take separate trains?
Avanti responded by clarifying that there’s been no reduction in wheelchair spaces and that their trains comply with current legislation. They also explained that the design was inspired by frontline staff to celebrate diversity within their workforce and communities. But the question remains: Is compliance enough, or should companies strive for genuine inclusivity that goes beyond legal minimums?
This situation raises a thought-provoking question for all of us: Can corporations truly champion diversity without addressing the systemic barriers that exclude marginalized groups? Or is this just another case of surface-level progress? Let’s keep the conversation going—what do you think? Is Avanti’s approach a step in the right direction, or does it fall short? Share your thoughts in the comments below!
