When thinking about accessibility in marketing, it is important to think holistically – from representation in the room to final creative, from product innovation to product engagement. Ongoing investment in digital accessibility is particularly important due to the ever-changing nature of technology, as well as the number of people living with disabilities who are left out of branded communications. Training is a key component of any sustainable digital accessibility program to drive growth to connect with this large and important demographic.
Steps to be More Inclusive
Here are some practical steps you can take to be more inclusive. First, language and terminology are critical when addressing and referring to people living with disabilities to avoid being disrespectful or hurting someone’s feelings. Second, remember that not all disabilities are visible. About 10% of the U.S population has an invisible disability which may not be noticed by simply looking at someone. People who have visible disabilities aren’t the only ones who may need extra assistance. And portraying people with disabilities goes far beyond showing someone using a wheelchair.
Including people with disabilities in advertisements is still rare, but people living with disabilities are not. They are America’s biggest minority and marketers cannot afford to overlook, exclude, or offend them. We hope this blog series helps increase your knowledge on how to help solve this representation gap.
Closing Things Out
If you missed the first 3 blog posts, one of which was an introduction to how to be accessible to people living with disabilities and the others being specifically catered to the different types of disabilities, you can find the links below.
RELATED: How to Be More Accessible to People Living with Disabilities
RELATED: How to Be More Accessible to People Living with Visual & Hearing Impairments
RELATED: How to Be More Accessible to People Living with Cognitive & Motor Impairments
We at PACO are incorporating these learnings into our work with our clients. Contact us for help on how you can be more inclusive in your marketing strategy.