Making your content universally accessible isn’t just good ethics or good PR; it’s good business. But most brands ignore people with disabilities, leaving billions on the table. The good news: Universal marketing doesn’t have to be hard. Our new report, The Universal Marketing Imperative, can show you how it’s done.
You can’t afford to ignore customers with disabilities. More than 68 million Americans with $490 billion in disposable income have permanent disabilities. And every one of your customers sometimes encounters temporary or situational impairments, like an ear infection or a broken wrist. Inclusive marketing also improves overall campaign performance and keeps you out of legal trouble.
But most brands don’t know where to start. Less than one-quarter of marketers say they prioritize making digital content universally accessible. As a result, only 28% believe their websites are accessible and 20% or fewer think their social media, email, and mobile apps are accessible. Even brands with good intentions lack knowledge: Less than 40% of marketers say they have the training to design universally accessible content.
Accessibility is not optional — and not that difficult. Marketers say tackling digital accessibility intimidates them, and we understand. But don’t worry about being perfect. Educate yourself with accessibility checklists from sources like The A11Y Project and W3C. Benchmark your current marketing against these best practices. And then just begin: Work to make your next piece of marketing more inclusive than your last.
Want to make sure your marketing is universally accessible? We've published a free 11-page report that shows you how, with lessons from leading brands, original survey data, and a list of the resources you need.
Download your free copy now: