Why Brands Must Fulfill Accessibility on Their Digital Platforms? What If They Miss It?

Ignoring digital accessibility can lead to lawsuits, lost customers and reputation damage. Learn why brands must prioritize accessibility and how to implement it.

Introduction

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Imagine walking into a store, only to find that the entrance is too narrow for a wheelchair, the labels are written in a language you don’t understand, or the lights are too dim to see clearly. You’d likely leave and find another store that accommodates your needs. Now, apply this scenario to the digital world. If a website or app isn’t accessible, businesses risk excluding a significant portion of their audience - leading to lost revenue, legal troubles and a tarnished reputation.

Digital accessibility is no longer optional; it is a necessity. In this article, we will explore why brands must prioritize accessibility, what happens when they don’t and real-world case studies that showcase the consequences and benefits of accessibility compliance.

Why Accessibility Matters

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1. Expanding Your Customer Base: Over 1.3 billion people globally live with some form of disability (WHO, 2023). Failing to make digital platforms accessible means ignoring a vast audience. According to the Click-Away Pound Report (2022), 69% of disabled users abandon inaccessible websites, costing UK businesses over £17.1 billion annually.
2. Legal and Compliance Risks: Many countries have stringent accessibility laws:
   • North America
     USA: Americans with Disabilities Act (ADA)
     Canada: Accessible Canada Act (ACA)
   • Europe
     Web Accessibility Directive (EU 2016/2102) (applies to all EU member states)
     UK: Equality Act 2010
   • Asia
     India: Rights of Persons with Disabilities Act, 2016
     China: Regulations on the Construction of Barrier-Free Environments
   • Australia & Oceania
     Australia: Disability Discrimination Act (DDA) 1992
   • South America
     Brazil: Brazilian Inclusion Law (Statute of Persons with Disabilities)
   Non-compliance can lead to lawsuits, hefty fines and mandatory website overhauls. Domino’s Pizza was sued in 2019 for its inaccessible website and was ordered by the U.S. Supreme Court to comply.
3. SEO and Competitive Advantage: Search engines favor accessible websites. Features like alt text, proper headings and structured content improve rankings. A study by WebAIM found that websites with better accessibility had 12% higher engagement rates.
4. Brand Reputation and Social Responsibility: Inaccessibility can result in public backlash. Beyoncé’s official website faced legal action in 2019 for being inaccessible to blind users . The incident damaged her brand’s inclusive image. Conversely, brands like Apple and Microsoft have built strong reputations by prioritizing accessibility.

The Cost of Ignoring Accessibility

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Let’s look at some real-world examples of what happens when brands neglect accessibility:

Brand	Issue	Consequence
Domino’s Pizza	Website inaccessible to blind users	U.S. Supreme Court lawsuit, major fines
Beyoncé	No screen reader support	Lawsuit and brand reputation damage
Nike	Poor color contrast and navigation issues	Users abandoning site, loss of revenue
Target	No alt text on images	$6 million settlement + website redesign

Customer Stories: The Real Impact

1. Lisa’s Frustration with Online Banking
   Lisa, who is visually impaired, attempted to use her bank’s website but found it impossible to navigate with a screen reader. Frustrated, she switched to a competitor with a more accessible platform. The bank lost a loyal customer due to negligence.
2. Raj’s Struggle with E-Commerce
   Raj, who has motor disabilities, tried to shop online but found no keyboard navigation options. He abandoned the cart and chose a competitor. That retailer lost an easy sale.

The Benefits of Accessibility: A Success Story

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Microsoft’s Inclusive Approach

Microsoft has long been a leader in digital accessibility. By integrating features like live captions, high contrast modes and AI-driven assistive tools, Microsoft has not only complied with accessibility regulations but also increased engagement across diverse user groups. Their approach resulted in higher user retention and brand loyalty.

How to Ensure Digital Accessibility

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Brands can adopt the Web Content Accessibility Guidelines (WCAG) to create accessible digital experiences. Some essential steps include:

• Providing alt text for images
• Ensuring keyboard navigation support
• Using contrast color schemes
• Adding closed captions to videos
• Implementing accessible forms and error messages

Conclusion

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Ignoring digital accessibility is not just an ethical lapse - it’s bad business. Brands that fail to accommodate all users risk financial losses, legal troubles and reputational harm. However, by embracing accessibility, businesses can enhance user experience, boost revenue and foster brand loyalty.

Lawsuits & casestudy: Delhi High Court Issues Notice to Swiggy, Zepto and MeitY Over Lack of Accessibility for Visually Impaired Users

Need help? Reach out to PanXWorld for expert accessibility audits and solutions.

References

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• WHO Disability Statistics (2023)
• Click-Away Pound Report (2022)
• WebAIM Accessibility Analysis (2022)
• ADA Lawsuit Records (2020)