In February 2021, Current Global, MAGNA and the IPG Media Lab commissioned a study of over 800 people with disabilities in the US and UK to explore the lived experience of accessing media and content, and to understand how brands can more effectively reach people with disabilities.
Digital Accessibility: The Necessity of Inclusion revealed that the majority struggle with accessibility, and even those who use assistive technology encounter significant problems accessing content comfortably or with ease, often because the content itself is the problem. Many have normalized their consistently inequitable experiences, leading to negative feelings and low expectations of companies, brands, and the content they produce.
People are visually impaired
People have a hearing disability
People have an intellectual disability
People have a speech, voice, or language disorder
When content and communications are accessible, the response is overwhelmingly positive, leading to a significant rise in brand preference, purchase intent and peer recommendations.
By not addressing the issue, marketers are missing out on cultivating meaningful relationships with a large demographic of consumers.