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, descriptive preheaders, and ensuring a strong color contrast ratio.

Design & Development Foundations

Your designers and devs need to be on the same page. Use the Web Content Accessibility Guidelines (WCAG) as your north star. Key focus areas include:

Focus Area	What It Means for Your Campaign
Color Contrast	Text must stand out clearly from its background. Don’t rely on color alone to convey meaning (e.g., “click the red button”).
Keyboard Navigation	Can a user tab through your entire landing page or interactive ad? This is crucial for motor impairments.
Text Alternatives	Provide alt text, captions, transcripts. Describe the *function* of an image, not just its appearance.
Predictable Structure	Consistent navigation, clear headings, and forms that are properly labeled. No sudden pop-ups that trap keyboard focus.

Beyond Compliance: Authentic Representation

This is where the real magic happens. Inclusive design isn’t just about technical specs; it’s about inclusive storytelling. Does your imagery and video reflect the diversity of the human experience—including people with disabilities? And are they shown in empowering, everyday roles, not just as tokens or inspirations?

Your language matters, too. Use person-first language (“person with a disability”) unless the community prefers identity-first (like many in the Deaf and Autistic communities). It’s about respect and getting the details right.

The Roadblocks (And How to Get Past Them)

We know the common objections. “It’s too expensive.” “It’ll slow us down.” “We don’t have the expertise.” Honestly, these are short-sighted. The cost of retrofitting inaccessibility—in lost customers, potential lawsuits, and damaged reputation—is far higher. Start small. Audit one campaign. Train your team on one guideline. Use the free tools out there (like color contrast checkers and basic screen readers).

Make it part of your process, not an extra step. That’s the cultural shift.

A More Connected, Human Way to Market

At its heart, marketing is about connection. It’s about communicating value and building relationships. How can we claim to do that effectively if we systematically exclude people from the conversation?

Embracing accessibility and inclusive design transforms your marketing from a monologue into a true dialogue. It signals that you see people, in all their wonderful variety, and that you’ve built your digital doors wide enough—and with a smooth enough threshold—for them to come in. That’s not just good ethics. It’s simply good business, and frankly, the future of how we build things that last.