Editor's Note: This blog was updated in August 2024.
Let's explore the powerful benefits your business can gain by creating a sustainable accessibility program. These insights will help you build accessibility champions and drive brand growth within your organization.
Investing in Accessibility Boosts Brand Equity
Accessibility requires resources, but it’s a strategic investment in your brand's future. As accessibility becomes part of your workflow, costs decrease over time, and your brand reaps the benefits. When you design accessible digital properties from the start—during a website redesign, for instance—you control costs by avoiding the need for costly retrofits later.
View these costs as an investment in your brand’s inclusivity. By making your website, app, email campaigns, or social media posts accessible to the widest audience, you can significantly enhance your brand’s reputation and reach.
Accessibility Expands Your Brand's Reach
Consider this: 1 in 4 to 1 in 6 people live with a permanent disability. When you factor in temporary, situational, or episodic disabilities, this number grows to nearly half of the population at any given moment. Imagine the impact on your brand if your digital platforms were fully accessible to all these potential customers. Ensuring your site or app is welcoming and inclusive opens the door to a larger audience.
Inclusion Creates Brand Loyalty
The disability community often encounters inaccessible digital experiences. When they find a brand that values their needs, they become loyal customers and advocate for your brand, sharing their positive experiences with friends and family. Leading the way in accessibility within your niche ensures you’re not turning away potential customers but building lasting loyalty and positive word-of-mouth.
Creating the Sustainable Accessibility Program Strengthens Your Brand
Adopting an accessibility-first mindset across your organization is a journey that pays off. As accessibility becomes a shared responsibility, it integrates seamlessly into your company culture. Celebrate these milestones publicly within your organization to maintain momentum and demonstrate your brand's commitment to inclusivity.
Related Reading: How to Build an Accessibility-First Company Culture [Blog]
Digital Inclusion Drives Brand and Workforce Diversity
Beyond increasing revenue, digital accessibility and inclusion enhance your brand’s image and foster a more diverse, inclusive workforce. When your company is known for respecting and enabling everyone to contribute fully, it attracts customers and top talent.
Partnerships Elevate Your Accessibility Efforts
Partnerships within and outside your organization are key to successful accessibility initiatives. Early on, you may collaborate with external experts for audits, testing, and training. As your team’s expertise grows, you can establish a center of excellence, positioning your brand as a leader in accessibility. Sharing your journey at conferences or through industry publications further enhances your brand’s reputation and influence.
By embracing a culture of digital accessibility, your organization not only meets the needs of a diverse audience but also strengthens its brand reputation and customer loyalty. Creating an accessible and inclusive environment starts with building awareness and empowering your teams. To take the next step in embedding accessibility into your company's DNA, we invite you to explore our on-demand webinar, How to Create a Culture of Digital Accessibility. Watch now.
This blog is part of a six-part series on building an Accessibility-First Culture. You can review the other blogs in this series by clicking here.
For marketers looking to dive deeper into how accessibility can elevate your brand, The Marketer's Guide to Accessibility is an essential resource. It’s packed with strategies to enhance inclusivity across your campaigns and drive meaningful connections with a broader audience.
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