Guest Commentator: Russ Starke, CEO, Think Company @ThinkCompany
What does ‘digital accessibility’ mean, and what can organizations do to support it?
Digital accessibility means ensuring that as many people as possible can successfully use your digital products/sites/tools; that you are intentional about providing “access”. Broadly speaking, that could include considering all kinds of potential limitations (i.e., geography, technology, etc.), but in practice, the term most often refers to design and implementation that provides pathways to success for those with sensory, physical, and/or cognitive impairments.
If it sounds like a “no brainer” that organizations would want to provide access for as many people as possible—that this would simply be “good business” (let alone good citizenship)—you’re right; it sure should be. In fact, at any given point roughly 15% of the population of the United States is disabled in some way, temporarily or permanently. A powerful and memorable quote often shared on the subject is that “If you live long enough, you will experience some disability. We are all temporarily abled.”
I’ve always held this concept close, but it was once again brought into sharp relief for me in April when I needed emergency eye surgery for a detached retina, resulting in physical restrictions and major vision impairments that I’m still navigating. With fresh first-hand perspective, I was truly amazed how behind major organizations continue to be concerning digital accessibility, despite the laws requiring otherwise. When accessibility is a consideration at all, it still often feels performative and marginalizing.
Why is this? Well, often it’s unfortunately due to unintentional bias—many people without regular proximity to disability just don’t think about accessibility when designing solutions. But there are also other factors: organizations often believe that designing for digital accessibility is going to bloat the cost of projects and make them unfeasible. However, today’s best designers and developers include these considerations as part of their standard toolsets and SOPs—so in reality, no, it often doesn’t cost more if you have the right team. Second, even if it did cost more, would that cost really offset losing 15% of your potential market? Because people with disabilities 1) are in your target audience and 2) are absolutely using digital tools. If your offerings aren’t accessible, they’re going to find and spend money with the ones that are.
The simplest answer to how an organization can support digital accessibility is to make sure it’s a standard component of your success metrics. The narratives above can help make an appeal to those who may not yet be fully on board (sad, but true). Beyond that, I can’t possibly say it better than my colleague Christine Martino: prioritizing (digital) accessibility is good for your business because 1) inclusion inspires innovation 2) you will save money 3) your brand reputation will improve 4) you will minimize legal risk and 5) you will extend your market reach. She provides firepower behind each of these phrases in this timeless blog post.
But beyond all of that, to quote my dad, “it’s just a good way to be.”
