Leveraging Digital Accessibility for Business Growth

Leveraging Digital Accessibility for Business Growth

Our IT Executive Roundtables are invite-only events hosted by peers for peers that bring together a select group of senior IT leaders from across industries for topic-driven, intimate dialog on current trends and topics. The group met remotely to discuss leveraging digital accessibility for business growth led by the Vice President of Digital Marketing for a leading payment-technology corporation. This Session was sponsored by Crownpeak.

February 15, 2024

Digital accessibility is crucial for businesses to achieve growth and inclusivity. By integrating accessibility into every digital interaction, companies meet the diverse needs of global users and position themselves as leaders in innovation and social responsibility. Through a culture that values inclusivity, organizations ensure that their digital platforms are accessible to all, driving sustainable business growth. Below we break down our recent Executive Roundtable, highlighting the key takeaways.  


  1. Strategic Importance: Digital accessibility is crucial for business growth, with a focus on inclusivity leading to broader market reach and customer satisfaction.
  2. Business Alignment: Successful integration of accessibility with business goals can significantly impact the technological advancements and profitability of a company.
  3. Leadership and Culture: The commitment from leadership and a culture that values inclusivity are pivotal in advancing digital accessibility initiatives.
  4. Continuous Improvement: Viewing accessibility as an ongoing journey, rather than a fixed goal, encourages innovation and ensures that digital services remain accessible to all users, including those with disabilities.

Strategic Importance of Digital Accessibility

Digital accessibility is essential for businesses that want to grow and compete in the digital age. It goes beyond just meeting legal standards; it is a moral obligation that enhances the user experience and broadens the market reach to include people with disabilities. By integrating digital accessibility into their core values, companies can meet a wide range of customer needs and demonstrate social responsibility, which can significantly boost brand perception and loyalty.

Investing in digital accessibility provides access to untapped market segments and opportunities to serve a more diverse customer base. This inclusivity leads to innovative solutions that benefit all users, including those without disabilities, by improving the usability and functionality of digital platforms. The drive towards digital accessibility encourages organizations to rethink design and development processes, leading to products and services that are more user-friendly, intuitive, and accessible to a broader audience.

Moreover, integrating digital accessibility practices into business operations can have a profound impact on a company's bottom line. Improved accessibility enhances customer satisfaction and engagement, increasing retention rates and attracting new customers who value inclusivity. Furthermore, addressing accessibility proactively can help companies avoid legal and financial repercussions associated with non-compliance, ensuring a smoother path to global market expansion and the realization of long-term business objectives.

Business Alignment with Digital Accessibility Goals

"By incorporating accessibility into the DNA of our projects from the outset, we not only comply with legal standards but also foster innovation that benefits everyone."

Incorporating inclusive practices into a company's operations is just one aspect of aligning digital accessibility with business objectives. It is crucial to integrate these practices into the very fabric of the business strategy from the outset. This approach ensures that accessibility considerations are integrated into the overall plan, rather than being added as an afterthought. By adopting this approach, teams are challenged to design products and services that are accessible to a wider audience. Focusing on inclusive design can foster innovation and lead to breakthroughs in usability and functionality, setting new standards for the industry. This can elevate a company's reputation for forward-thinking and responsible business practices.

Integrating digital accessibility into the business model enhances operational efficiency by streamlining processes and making them more inclusive from the ground up. Companies that embrace this alignment often find that it leads to a more agile and adaptable organization. This agility is crucial for responding to the rapidly changing digital landscape and the evolving needs of a diverse customer base. Moreover, operational efficiencies gained through accessibility initiatives can reduce costs associated with retrofitting products and services for compliance, thereby improving the company's bottom line.

Finally, a business model that includes digital accessibility at its core significantly improves customer engagement. By addressing the needs of a wider audience, including those with disabilities, companies can tap into new market segments and build stronger, more meaningful connections with consumers. This increased engagement not only drives revenue growth but also enhances brand loyalty and advocacy among customers who value inclusivity.

Leadership Commitment and Inclusive Culture

Leadership commitment is essential in integrating digital accessibility into an organization's core values and operations. When leaders actively support and advocate for accessibility, it sets a powerful precedent that encourages everyone in the organization to prioritize and incorporate inclusive practices in their work. This endorsement is critical for embedding a mindset that sees accessibility as a fundamental part of business success rather than an optional add-on. It inspires employees to share a vision and fosters a sense of purpose and commitment to inclusivity.

It's vital to foster an inclusive culture to ensure that digital accessibility principles are followed by all departments. An organizational culture that values diversity and inclusivity naturally encourages employees to consider the diverse needs of their audience in every project they undertake. This cultural foundation makes accessibility a standard consideration in the planning and execution of business strategies, ensuring that products and services are designed to be inclusive from the beginning. It also promotes a more collaborative and innovative working environment where different perspectives are valued and leveraged to create solutions that benefit a wider audience.

Viewing Accessibility as an Ongoing Journey

Approaching digital accessibility as an ongoing journey rather than a set endpoint enables organizations to remain agile and responsive to the ever-changing digital landscape and diverse user needs. This mindset fosters a culture of continuous learning and improvement, where businesses regularly assess and update their accessibility features in response to new technologies, regulations, and user feedback. By adopting this proactive stance, companies can ensure their digital offerings are not only compliant with current standards but are also poised to adapt to future requirements, maintaining a competitive edge.

The concept of digital accessibility as a continuous journey underscores the importance of innovation and adaptability in meeting the needs of all users. It encourages organizations to stay ahead of technological advancements and societal shifts, ensuring that their digital platforms are inclusive and accessible to everyone, including people with disabilities. This approach not only enhances the user experience but also demonstrates a company's commitment to social responsibility and inclusivity, reinforcing its reputation as a leader in digital accessibility.

Polling our Attendees  

The poll results from the Executive Roundtable reveal a broad spectrum of engagement with digital accessibility among attendees.

Digital accessibility polling

In the journey of digital accessibility, the majority are either just beginning or becoming more aware, each constituting 20% of responses, with a notable 35% making progress, indicating a growing commitment to accessibility initiatives. However, no participants considered themselves as excelling, highlighting the room for growth and improvement. Strategically leveraging digital accessibility for business growth showed a diverse spread of self-assessment, with the largest group (33%) rating themselves at a middle level of 3 out of 5, suggesting many organizations are in the intermediate stages of effectively integrating accessibility into their growth strategies.


In conclusion, the strategic importance of digital accessibility, alignment with business goals, leadership commitment, and viewing accessibility as an ongoing journey are essential for companies aiming to foster an inclusive digital environment. Embracing these principles not only enhances user experience and operational efficiency but also solidifies a company's reputation as an inclusive, forward-thinking leader. By continuously adapting and innovating in the realm of digital accessibility, businesses can ensure their services remain accessible to all, fulfilling ethical responsibilities and capitalizing on the vast opportunities presented by a diverse consumer base.

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