What is at stake?
Why is it important?
Having a website accessible to people with disabilities has been mandatory in the United States since 2010 under the Americans with Disabilities Act (ADA). SaaS
startups like Equalweb have built their business models on the belief that this requirement will be increasingly enforced worldwide in the coming years.
Beyond the regulatory aspect, inclusive marketing and communication are crucial to ensuring that all members of society are heard and represented. For a company, this means using clear and inclusive language, avoiding stereotypes, and including individuals from diverse backgrounds in advertisements and brand messages.
According to a study conducted by Microsoft (2020), 70% of Generation Z representatives trust brands more when they portray diversity in their
advertisements. By being mindful of the importance of inclusion from the outset, startups can reach a broader and more diverse audience, enhance their brand image and reputation, and demonstrate their commitment to equality and inclusion, which are strong values, especially among younger people.
Three key steps to take
1️⃣ Target your product/service to people often excluded from traditional markets
→ Minorities, people with disabilities, elderly people, and more.
2️⃣ Promote diversity and inclusion in your communication campaigns
- Consider using inclusive language in your communication materials.
- Include individuals of different background, skin colour, body type, gender, religion, etc. in visual elements (product photos, images, posts, etc.).
- Be mindful of creating non-stereotyping communication materials.
3️⃣ Prioritize the accessibility of your website and communication materials for people with disabilities
→ Also see: Inclusive Design
📚 Resources and further reading
📖 Study “The Psychology of Inclusion and the Effects in Advertising: Gen Z” (Microsoft, 2020)
⚒️ Equalweb, "web accessibility tool”
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