With the spending power of people with disabilities in the UK estimated at £274 billion annually, the economic case for building accessible digital products and services is undeniable.

But digital accessibility doesn’t just help businesses tap into this powerful and growing market segment. When brands design their digital products and services with accessibility in mind, they not only remove barriers for people with disabilities, but they also improve the user experience (UX) for everyone. As Jutta Treviranus, Director of the Inclusive Design Research Centre at OCAD University, puts it: “When you design for the margins, you get the middle for free.”

Prioritizing accessibility isn’t just the right thing to do—it’s a smart way to expand your brand’s reach, strengthen its reputation, and ensure its continued relevance in today’s competitive marketplace.

Reach: Accessibility as your brand’s growth hack

Traditionally, many organizations have treated accessibility as just another compliance formality, driven by legal mandates like the Public Sector Bodies Accessibility Regulations and the Equality Act 2010.

Every year, countless brands worldwide face legal and regulatory action due to their inaccessible websites. The potential consequences of non-compliance, from costly settlements to significant reputational harm, can be substantial.

And, as regulations evolve and tighten, accessibility is becoming an increasingly urgent requirement. For example, the European Accessibility Act (EAA) compliance deadline in June 2025 will hold businesses accountable for the accessibility of various products and services. Failing to comply could result in legal penalties and restricted access to key markets. However, the risks extend far beyond these repercussions.

Brands that fail to meet accessibility standards, like the Web Content Accessibility Guidelines (WCAG), alienate a growing market of consumers.

In fact, in 2022, it was reported that 4.3 million online shoppers with disabilities abandoned websites due to accessibility barriers. When they neglect accessible design, brands leave significant revenue opportunities on the table.

By designing user-friendly experiences that are accessible to everyone, including people with disabilities, brands can greatly expand their reach and deepen their impact.

And, when businesses approach accessibility as an opportunity rather than another box to tick, they can leverage it for long-term, sustainable growth.

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Reputation matters: Accessibility as a core brand value

In today’s values-driven marketplace, a brand’s reputation is defined not just by what it sells but by how it acts. Brands looking to stand out must embody ethical principles that matter to consumers, like inclusivity and social responsibility.

A decade ago, consumers prioritized price and convenience, but today’s buyers are more interested in supporting companies who are committed to making a positive difference.

Consumers are increasingly gravitating towards brands that prioritize inclusivity, and they’re more likely to engage with and remain loyal to these brands. In fact, recent studies reveal that 82% of buyers prefer brands that align with their values, while three-quarters have cut ties with brands that hold conflicting principles.

By creating digital experiences that are accessible to everyone, brands demonstrate that they care about their entire audience, not just a select few. This builds trust and lasting credibility with a diverse and socially conscious audience.

Relevance: Accessibility can future-proof your brand

For brands wanting to stay relevant, accessibility isn’t optional. Consumers expect brands to offer inclusive experiences, especially online. It’s a key marketing differentiator, keeping you in step with your buyers’ expectations, wants, and needs.

And these expectations are only set to intensify. The number of people living with disabilities is projected to rise as the global population ages, meaning a larger portion of your audience will require accessible design to fully engage with your brand. By addressing accessibility now, you’re setting your business up to meet the needs of an aging customer base, ensuring your digital presence remains relevant and welcoming.

At the same time, the awareness of accessibility’s importance is increasing. More businesses—including your competitors—are not only prioritizing it but also investing heavily in building accessibility expertise within their teams. Those that act now are gaining a competitive edge, setting themselves up to attract a broader customer base and create more inclusive user experiences.

Future-proofing your brand goes beyond just staying relevant—it’s about anticipating inevitable changes in your customer base and market.

Get a competitive edge – with ease

“We don’t do the right things to make money; we make money when we do the right things.”

Josh Yudin, The Academy of Marketing

Making web experiences accessible for everyone, regardless of disability, follows the same logic as Yudin’s quote. And, while creating and maintaining accessible digital spaces is an ongoing journey, getting started is simple with the right technology and services.

For example, the UserWay AI-Powered Accessibility Widget can scan your site for common accessibility issues—like missing alt text, insufficient color contrast, and broken keyboard navigation—and automatically addresses these errors for users. It even allows users to customize website interfaces to suit their needs, providing options for increasing font size, changing color schemes, and making other adjustments.

While automated tools like the widget offer brands a quick win in improving accessibility, achieving long-term accessibility requires a deeper commitment.

Many businesses opt to partner with digital accessibility experts who can provide the ongoing accessibility monitoring, legal support, and technical guidance necessary to keep their digital spaces accessible over time.

It’s time for brands to embrace the vast business opportunity that digital accessibility offers, delivering digital experiences that attract new customers and drive meaningful growth. As the U.S. Department for Justice puts it, “customers with disabilities mean business.”