Why accessibility and disability inclusion is critical to effective marketing

Josh Loebner

Disability has been – and at times still is – seen as a negative, but reinterpretations in community pride and campaign performance have the power to shift marketing data, mindsets, and effectiveness of marketing work.

Defining, aligning, and refining KPIs is standard across brands and agencies. While accessibility should be seen as a marketing metric and has the power to improve other data points, it is often not included as a benchmark. Accessibility is an objective measurement identifying where along a continuum, things from advertising to entryways, and beyond are, or aren’t accessible.

Because accessibility has not had the visibility it deserves, Global Accessibility Awareness Day, or GAAD, was created to amplify awareness and actions. Over the past few years, we are seeing a trajectory of progress including disability data points, identifying population sizes, (such...

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