Why marketers and brands should pay attention to accessibility, not just from a compliance perspective

Accessibility is often perceived as a compliance issue or an add-on capability specifically for disabled populations. It’s certainly not usually thought of as a core function of a marketing team or even marketing technologists. But it absolutely should be. Accessibility as a concept may mostly concern itself with user interfaces (UI), but it is central to the whole user experience (UX). The experience a customer, client, or loyalty member has with a brand is exactly what marketers should be seeking to optimize—and accessibility is part of that equation.

With a slightly less narrow appraisal of accessibility, it can become so much more – a foundation of digital design philosophy, a way to appeal to and engage with underserved (but lucrative) segments of consumers, and a best practice that can improve the experience for all users.

Beyond that, why should marketers prioritize accessibility? What are the drawbacks to neglecting it or taking a superficial approach? And how can they put themselves and their organizations on a path toward creating more inclusive experiences?

The adverse effects of neglecting accessibility

Let’s start with the risks of not prioritizing accessibility. Simply put, it’s a massive opportunity cost that stems from effectively walling off digital interaction points from a significant – and growing – segment of the population. In the United States, 60% of people with a disability have internet access, and the total after-tax disposable income for working-age people with disabilities is approximately $490 billion.

Baby boomers, aging into a host of potential impairments, hold more than half of all US wealth. Integrating accessibility features are the only pathway to serving this valuable market, and brands that fail to implement them are essentially leaving money on the table.

The limitations of a “check-the-box” approach

Not incorporating accessibility features or functions into UX and UI poses the greatest risk but doing the bare minimum – often a result of a compliance-first approach – is also less than ideal. First, accessibility standards and regulations constantly evolve. The minimum legal standard a design team reaches to meet at the outset will become outdated as new regulations emerge. The most current web content accessibility guidelines, WCAG 2.1 AA, are the best place to start, but they ultimately represent the floor, not the ceiling, of accessibility.

Relying on a compliance-led, check-the-box approach does not guarantee full accessibility. The audiences and customer groups that marketers aim to engage with a baseline accessibility strategy may still find their digital platforms largely inaccessible to these users. As a result, companies risk legal actions, poor user experiences, and potential customer attrition. One other risk to note: many third-party accessibility widgets (like the ones that commonly appear as floating icons on content) are publicly linked to their users, exposing companies that use them to potential lawsuits.

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Practical strategies for creating inclusive digital experiences 

The drawbacks of neglecting or underprioritizing accessibility are significant. So, how can marketers and brands ensure that accessibility is a foundational aspect of their approach to UX/UI and integrate it across their digital properties?

First and foremost, accessibility requires top-level buy-in to be sustainable. Executive commitment to accessibility should include allocating a budget, hiring specialists, and, most importantly, including people with disabilities as genuine contributors in design and planning processes.

With that foundation in place, there are a few other best practices to follow. Starting from the ground up, any modern website should be built on a foundation of Semantic HTML, abiding by ARIA specifications. This provides meaningful structure and context to content and ensures that screen readers and other assistive technologies can effectively interpret and convey the interface hierarchy.

Design teams or UX/UI specialists should also address contrast issues for web accessibility. This not only creates a more workable (and inclusive) experience for the 1 in 12 men born with color blindness, but it also makes navigating websites and apps easier for individuals with low vision, often due to aging. For similar reasons, accessible design should avoid small fonts to ensure that all users can easily read and interact with necessary forms, which are essential for completing transactions.

Web and mobile interfaces should be kept as simple as possible to facilitate quick searches, transactions, bookings, or form completions. Ideally, it should be possible to complete any of these within five minutes. Good accessible design leverages straightforward search fields and clear results while minimizing content overload that can deter users.

Finally, a critical accessibility best practice is integrating payment systems like Apple Pay or Google Pay to streamline the completion of transactions. These digital wallet-style payment methods allow users to utilize pre-saved information rather than being compelled to input lengthy credit card information, which removes a key barrier, increases user satisfaction, and reduces errors.

The benefits of inclusive design for all users

While implementing these practices can help marketers and brands stay in compliance with regulations and better serve key audiences, embracing accessibility can also drive innovation, incentivizing companies to develop more inclusive products and services that enhance user experiences for everyone. In this way, inclusive and accessible design encourages creativity and innovation by challenging designers to think beyond traditional norms and consider diverse perspectives. This often leads to the development of novel solutions and features, driving continued improvement in user experience.

The underlying principles of access and engagement remain consistent across different technologies and sectors. The goal is to ensure that all users can engage with and benefit from a brand’s products and services and the technology used to deliver them. This involves breaking down perceived barriers and achieving optimal, universal experiences.

When digital platforms are designed inclusively, they become accessible to a broader audience, including those with temporary disabilities (such as a broken arm) or situational limitations (such as poor internet connectivity). This expanded reach can result in a more diverse user base, increased business opportunities, and more effective marketing and engagement strategies. In turn, this makes accessibility a strategic advantage – and a powerful one at that.

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