In 2025, ensuring accessibility in digital marketing isn’t just a compliance checkbox—it’s a business imperative. With customers demanding inclusivity and brands seeing the value of connecting with all audiences, accessibility has taken center stage. Here’s why prioritizing it will define the success of your marketing strategy this year.
Accessibility Starts with Leadership
Making accessibility a consistent priority begins at the top. Ben Ogilvie, Head of Accessibility at ArcTouch, emphasizes the importance of leadership in driving inclusive efforts.
“Accessibility isn’t just about meeting regulations—it’s about creating value for people and businesses alike,” says Ogilvie. “When leaders view accessibility through a human and market perspective, it becomes ingrained in the organization’s culture and workflow.”
Rather than treating accessibility as a one-off project, successful companies embed it into every stage of their processes, from creative briefs to product requirements, ensuring sustainable inclusion.
Partnering for Inclusive Innovation
Collaboration with the right partners can elevate your accessibility efforts. Hannah Arner from Coca-Cola shares her experience revamping the company’s North American app:
“Working with agencies that share your passion for accessibility is critical. Through regular user testing with individuals who have disabilities, we’ve not only addressed specific needs but also improved the overall user experience for everyone,” Arner notes.
These partnerships provide accountability and momentum, keeping accessibility efforts on track and continually evolving.
Data: The Accessibility Game-Changer
Data plays a key role in proving the impact of accessibility initiatives. Josh Loebner, Global Head of Inclusive Design at VML, stresses the need for comprehensive metrics to complement insights from user testing.
“It’s not just about compliance or governance—accessibility drives real ROI. Measuring conversions, brand awareness, and purchasing behaviors shows that inclusive design benefits everyone, not just people with disabilities,” Loebner explains.
AI offers new opportunities to analyze this data and refine strategies, but the human element remains essential to understanding and prioritizing accessibility goals.
The Road Ahead
As brands embrace accessibility, they unlock the potential for deeper connections with customers while boosting loyalty and revenue. The journey requires leadership, collaboration, and data-driven insights to keep evolving.
In 2025, the most successful marketers will be those who see accessibility not as an option but as a standard—and a powerful tool for meaningful engagement.
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