Digital accessibility: Three ways it’s driving business growth
Posted: December 3, 2024
The conversation around digital accessibility wasn’t something I was a part of until I joined AVEVA. As a CMO, I’ve seen first-hand how this topic is evolving from a compliance checkbox to a genuine business opportunity. It’s an on-going journey, not a destination. Here are three compelling reasons why digital accessibility should be on your business agenda, and how it has the potential to directly impact your bottom line.
1. Smarter business and untapped potential
When we make our digital experiences accessible, we’re not just doing the right thing for our employees and customers—we’re opening doors to untapped market potential. Consider that 16% of the global population has some form of disability. That’s 1.3 billion people worldwide, each surrounded by family, friends and colleagues who are also impacted by accessibility issues[1].
In the UK alone, the spending power of disabled individuals and their households reaches £249 billion ($311 billion)[2]. Yet currently, only 3% of the web is accessible, leaving an estimated $17 billion on the table due to accessibility barriers[3]. Then there’s the consideration for the 5% of working Americans who will experience a temporary disability of six months or less. Almost all of these are non-occupational in nature and range from healthcare claims for musculoskeletal conditions (18.5%) to mental health issues (7.3%)[4]. This isn’t just about missed opportunities—it’s about smart business strategy.
2. Better products and stronger brands
What fascinates me about digital accessibility is its universal benefit. Features initially designed for accessibility often become mainstream innovations that enhance everyone’s experience. The principles of Universal Design include flexibility in use, simple and intuitive use, tolerance for error and low physical effort. Think about keyboard shortcuts or voice commands—tools that started as accessibility features but now improve everyday productivity for all users. Catering to all users can translate into higher customer satisfaction, retention and brand advocacy.
3. The competitive edge and leading by example
While some companies might view digital accessibility as an added complexity, the cost of ignoring it is far greater. Companies that make their services accessible can capture an additional 15% of potential customers—more than offsetting implementation costs[5]. With evolving regulations and increasing customer expectations, being ahead of the curve gives organizations a distinct market advantage. It’s only a matter of time before digital accessibility regulations are mandated and customers demand gold-standard accessibility features. And just as sustainability was once considered a nice-to-have, how long will it be before regulators and investors demand measurable results?
An evolving industry challenge
At one of our recent DEI breakfasts at AVEVA World Paris, customers and partners shared their real-world challenges and opportunities. One key insight emerged: digital accessibility isn’t just about ability or disability—it’s about enabling everyone to work according to their needs, preferences and strengths.
Organizations are grappling with many considerations, including:
- Safety as standard: Integrating digital accessibility with health and safety regulations, including considerations for PPE users
- User experience balance: Creating interfaces that work for everyone without compromising anyone’s experience
- Product suite consistency: Ensuring accessibility across different tools and platforms
- Cultural change: Driving top-down initiatives and building in KPIs to eliminate stigma and promote inclusive design
The future of business is inclusive. As CMO, I am part of a movement to champion ‘Accessibility by Design’ at AVEVA. We have a significant opportunity to craft experiences that not only comply with standards but set new benchmarks for employee and customer experience.
This isn’t just about expanding market reach and impacting the bottom line – though it does both. It’s about building products and brands that resonate with an increasingly conscious and demanding customer base. Organizations that invest in digital accessibility today are positioning themselves to thrive in an increasingly connected and inclusive digital future.
[1] (2023, 7 March). Disability. World Health Organization. https://www.who.int/news-room/fact-sheets/detail/disability-and-health[2] (2024, 19 March). Accessibility of products and services to disabled people. UK Parliament. https://publications.parliament.uk/pa/cm5804/cmselect/cmwomeq/605/report.html#:~:text=There%20are%20an%20estimated%2016,year%20to%20the%20UK%20economy.https://publications.parliament.uk/pa/cm5804/cmselect/cmwomeq/605/report.html#:~:text=There%20are%20an%20estimated%2016,year%20to%20the%20UK%20economy.[3] Sabilano, Jonar. Disability statistics unveiled: why they matter. Userway. https://userway.org/blog/disability-statistics/#:~:text=Web%20accessibility%20remains%20a%20challenge,accessible%20to%20people%20with%20disabilities.[4] (2021, September 30). Disability statistics. Council for Disability Income Awareness (CDIA). https://disabilitycanhappen.org/disability-statistic/.[5] Hamel-Nelis, Matisse. (2024, May 7). Why digital accessibility should be part of every PR professional’s strategy. https://www.agilitypr.com/pr-news/public-relations/why-digital-accessibility-should-be-part-of-every-pr-professionals-strategy/#:~:text=Moreover%2C%20the%20potential%20market%20expansion,it%20a%20financially%20sound%20decision.
