Accessible Marketing: Why Inclusive Design Drives Growth

One in four people in the United States lives with a disability. That statistic represents a significant portion of the population, equating to approximately 61 million potential customers. If your marketing content excludes this demographic, you are effectively closing your doors to a massive audience segment. The shift toward accessible marketing is no longer just a matter of compliance or goodwill; it is a strategic imperative for brands that want to reach the widest possible audience.

We spoke with Christina Mallon, the Global Head of Inclusive Design and Accessibility at Wunderman Thompson, to understand how leading brands are building more inclusive products and campaigns. Mallon has collaborated with major entities like Microsoft and Tommy Hilfiger to develop accessible products and content. Her work on digital marketing campaigns for Tommy Adaptive and the creation of the first Alexa skill for people with disabilities has garnered national attention, featuring in outlets like PBS, Fast Company, and Forbes.

Her insights reveal that accessibility is not a niche concern. It is a fundamental aspect of design that, when done correctly, benefits everyone. By understanding the principles of inclusive design, marketers can create content that is not only compliant but also more engaging and effective for a broader range of users.

Defining Accessibility Through Inclusive Design

The World Health Organization defines disability as a function of the mismatch between a person’s abilities and the demands of the environment. This definition shifts the focus from the individual’s impairment to the barriers created by the design of the world around them. Mallon illustrates this concept with a common scenario found in airports.

When de-boarding a plane, passengers often head to baggage claim, which may be located in a different wing of the terminal. Airports typically provide stairs and escalators to facilitate this movement. However, these two options are identical solutions to the same problem: they both require the ability to climb steps. A person in a wheelchair cannot use either option, forcing them to take a different, often less convenient route.

This everyday occurrence highlights a critical design flaw. The environment was designed without considering the full spectrum of human ability. As marketers and designers, we have the opportunity to avoid this pitfall by adopting inclusive design practices. Mallon notes that accessibility is an attribute, while inclusive design is the method used to achieve it.

The Mismatch Between Ability and Environment

Understanding this mismatch is crucial for creating effective marketing content. When a digital product or campaign fails to account for diverse abilities, it creates barriers that exclude potential customers. This exclusion is not always intentional, but the result is the same: a fragmented user experience that leaves some users behind.

By recognizing that disability is often a result of environmental barriers, we can approach design with a mindset of inclusion. This means considering the various ways people interact with content, whether through sight, sound, touch, or cognitive processing. Inclusive design ensures that the environment adapts to the user, rather than forcing the user to adapt to the environment.

Why Inclusive Design Matters for Marketers

For marketers, this perspective offers a powerful opportunity. By designing for inclusion, you can create content that is accessible to all users, regardless of their abilities. This approach not only expands your reach but also enhances the overall user experience. When content is easier to navigate and understand, it is more likely to engage users and drive conversions.

Moreover, inclusive design demonstrates a brand’s commitment to serving a diverse audience. It shows that you value every customer and are willing to invest in creating a seamless experience for all. This commitment can build trust and loyalty, leading to long-term business success.

Real-World Examples of Accessible Marketing Fails

To understand the importance of inclusive design, it helps to look at examples of where it has gone wrong. Mallon shared several instances where brands failed to meet the needs of users with disabilities, resulting in negative experiences and lost opportunities.

Amazon: The Desktop Voice Navigation Issue

Mallon recounts her experience trying to make a purchase on Amazon’s desktop site while using a voice-enabled accessibility device. The site did not support voice navigation, forcing her to switch to her mobile device, which had built-in accessibility features. This frustration led her to conclude that Amazon was prioritizing mobile usage over creating an accessible web experience.

As a result, Mallon shifted her brand loyalty to Jet.com, which offered a better accessible experience. This example underscores the importance of ensuring that both desktop and mobile experiences are fully accessible. Failing to do so can drive customers to competitors who are more accommodating.

LEGO: A Video Without Audio for a Blind Audience

Another example involves LEGO’s promotional video for its Braille Bricks, a product designed to help blind students learn to spell. The video featured beautiful shots of the product being used by students, along with nice copy animations and an upbeat song. However, it lacked verbal audio.

For a blind audience, this video was unusable. Without audio description, they could not understand the product that was built specifically for them. This oversight highlights the importance of considering the target audience when creating promotional content. While the video may have met creative standards, it failed to serve the people it was intended to reach.

While the video may meet the creative standards of the brand and the requirements for social media videos, it isn’t created with the target audience in-mind.

These examples serve as reminders for brands to ensure that their customer experience is inclusive from end-to-end, including both the product and the promotion.

Principles for Creating Accessible Content

Creating accessible content goes beyond following a checklist. It requires a fundamental shift in how we approach design and development. Mallon emphasizes that inclusive design is a methodology, not a set of rules to be ticked off. Instead, marketers should focus on three primary principles.

1. Recognize Exclusion

The first step is to recognize that there are consumers with vision, hearing, and mobility impairments. Building content and sharing it with these individuals prior to launch can provide valuable feedback. Mallon suggests having people with disabilities review every piece of content before presenting it to clients. This proactive approach helps identify potential barriers early in the process.

If working directly with people with disabilities is not feasible, marketers can test their work against four main questions:

• Dexterity Experience: What kind of movement must a user perform to interact with my site or content?
• Vision Experience: What shapes, colors, text, and graphics must a user understand to consume my content?
• Hearing Experience: What sound does my content produce that are required for a user to consume my content?
• Thinking Experience: How much time must a user spend with my content to truly interpret and understand it?

Answering these questions helps marketers understand the accessibility of their content and identify areas for improvement. This process ensures that content is designed with a wide range of users in mind.

2. Solve for One, Extend to Many

The second principle is to solve for one, extend to many. By creating content for people with disabilities, marketers can develop solutions that are accessible to everyone. Mallon notes that designing for disability often results in work that works for everyone. This principle is evident in several mainstream products that were originally designed for people with disabilities.

• Touchscreens: Originally designed for people with mobility issues, touchscreens are now ubiquitous in mobile devices worldwide.
• Electric Toothbrush: Initially created for people with limited motor skills, electric toothbrushes are now used by millions for superior cleaning.
• Closed Captioning: Developed for people with hearing impairments, closed captioning is now widely used by people learning new languages or consuming content without audio.

These examples demonstrate that inclusive design can lead to innovations that benefit a broader audience. By focusing on the needs of marginalized groups, marketers can create content that resonates with everyone.

3. Continuous Improvement

The third principle is to view accessibility as an ongoing process. Marketing teams may not have the resources to update all existing content, but they can ensure that new content is built with accessibility in mind. This proactive approach ensures that future content is accessible to the largest addressable audience.

Tools to Start Implementing Accessible Marketing

Implementing accessible marketing does not require a complete overhaul of existing processes. There are several tools available to help marketers get started. Mallon recommends the following six tools to assist in creating accessible content.

These tools can help marketers identify and address accessibility issues in their content. By incorporating these tools into their workflow, teams can ensure that their content is accessible to a wider audience.

The Future of Accessible Marketing

As we move forward, the importance of accessible marketing will only grow. Brands that prioritize inclusion will not only reach new audiences but also demonstrate their commitment to serving the needs of all people. This commitment can build trust and loyalty, leading to long-term business success.

In the context of AI-driven search environments, accessible content is even more critical. AI systems rely on structured, clear, and inclusive content to generate accurate and relevant answers. By creating accessible content, brands can ensure that they are visible in AI-generated answers and emerging AI search ecosystems. This visibility is essential for growth-focused businesses and digital marketing agencies seeking to maximize their reach.

Ultimately, accessible marketing is not just about compliance. It is about creating a better experience for everyone. By adopting inclusive design principles, marketers can build content that is engaging, effective, and accessible to all. This approach not only expands your reach but also enhances your brand’s reputation as a leader in inclusive design.

What steps are you taking to ensure your marketing content is accessible to all? Consider the principles of inclusive design and the tools available to help you get started. By making small changes, you can create a more inclusive and effective marketing strategy.