Let’s talk about something that gets me absolutely fired up: the massive business opportunity that most companies are completely missing. I’m talking about digital accessibility, and the numbers I’m about to share will blow your mind.
The Market You’re Not Seeing (But Should Be)
Here’s a reality check: 1.3 billion people worldwide live with disabilities. That’s 15% of the global population – literally the largest minority group on the planet. And they control $1.9 trillion in disposable income.
But wait, it gets better.
When you factor in their families, friends, and caregivers (because let’s be real – people shop with their loved ones in mind), we’re looking at a combined spending influence of $13 TRILLION annually. That’s not a typo. Thirteen. Trillion. Dollars.
Why Most Businesses Are Missing Out
Here’s what breaks my heart: so many businesses are inadvertently excluding this massive market by not making their digital products accessible. I believe that a significant number of these businesses would care if they knew about the numbers – not just in terms of revenue, but the number of people impacted.
Think about it – if your e-commerce site isn’t compatible with screen readers, or if your app can’t be navigated by keyboard, you’re literally turning away customers who are sitting in front of their computer with their wallets open.
Let me paint a picture for you:
- A customer tries to buy from your site but can’t because the form fields aren’t properly labeled – NO SALE
- A potential client wants to learn about your services but gives up because your videos don’t have captions – NO SALE
- A shopper abandons their cart because your color contrast is so poor they can’t read the checkout button* – NO SALE
Each of these scenarios represents real money walking out your virtual door.
*Literally experienced this myself on a ‘dinner in the field’ website earlier this year. I could not distinguish the button on mobile. It didn’t exist (or so I thought). Once I got out my laptop I was able to see that what I thought was a poorly designed header bar was actually the (poorly-designed) purchase button! They still got my money, but I had to WORK to get those tickets. And I’m one of the tech-savviest people I know!
The Hidden Benefits You Never Considered
Want to know something fascinating? When you design for accessibility, you’re actually creating better experiences for everyone. Think about it:
- Those video captions? They help people watching in noisy coffee shops
- The clear color contrast? Makes your site readable in bright sunlight
- Those properly labeled forms? Help everyone fill them out faster
And here’s where it gets really interesting: temporary and situational disabilities affect all of us at some point. Ever tried to use your phone while holding a baby? That’s a situational impairment. Broken arm? Temporary disability. Trying to read your phone in bright sunlight? Another situational challenge that accessibility features help solve.
The Business Case Is Crystal Clear
Let’s talk bottom line, because that’s what business is all about:
- Revenue Growth: You’re opening doors to a trillion-dollar market
- Customer Loyalty: People stick with brands that respect their needs
- Legal Protection: You’re avoiding costly lawsuits and fines
- Innovation Driver: Solving for accessibility often leads to better solutions for everyone
I can’t describe any more clearly how this is a win-win-win.
How to Get Started (Because You Need to Start Now)
Ready to tap into this opportunity? Here’s your action plan:
- Stop Treating Accessibility as Just Compliance. Make it part of your business strategy. This isn’t about checking boxes – it’s about opening your business to more customers.
- Build It Into Everything. Accessibility needs to be part of your process from day one. It’s way cheaper to build it right the first time than to retrofit later.
- Invest in Your Team. Train your people on accessibility best practices. This isn’t just for designers or developers – everyone needs to understand why this matters.
- Listen to Your Users. Engage with people with disabilities in your testing and feedback processes. They’re your best advisors for what works and what doesn’t.
The Time to Act Is Now
Here’s the truth: Companies that prioritize accessibility now will lead in the digital economy. Those that don’t? They’ll be playing expensive catch-up later.
Remember: This isn’t just about doing the right thing (though it absolutely is that too). This is about growing your business, protecting your brand, and positioning yourself for the future.
Your Next Step
Take a hard look at your digital presence. Are you accidentally excluding 15% of the global population? Are you ready to tap into a trillion-dollar market?
Drop a comment below and let me know: What’s your first step going to be in making your digital presence more accessible?
Want your team to learn how to evaluate your website for accessibility barriers?
Email me at maigen@level11technology.com and I can set up a workshop where I’ll show your team exactly how to identify and fix the most common accessibility issues!
Sources:
[1] WHO. (2022). Disability and Health Fact Sheet. https://www.who.int/news-room/fact-sheets/detail/disability-and-health
[2] Forrester Research. (2023). The Billion-Customer Opportunity: Digital Accessibility. https://www.forrester.com/report/the-billion-customer-opportunity-digital-accessibility/RES143294
Note: Links should be verified as they may have been updated since this content was created on December 17, 2024.