Accessibility as a Gateway to Creativity
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The document discusses the importance of accessibility (a11y) and inclusive design in various fields, particularly in advertising and marketing, as it relates to people with disabilities. It emphasizes the need for a cultural shift towards advocacy, representation, and innovative approaches to create inclusive experiences rather than merely complying with legal standards. Additionally, it highlights the growth of global interest in accessibility, the economic impact of disabled consumers, and the necessity of collaboration with disability communities to achieve meaningful change.
Accessibility as a Gateway to Creativity
- 1. 1 Accessibility as Creativity Dr. Josh Loebner, Global Head of Inclusive Design and Lead of the Inclusive Experience Practice
- 2. Becoming a Creative A11y accessibility a11y
- 3. Listen to an A11y I weighed 1 kilogram when I was born. Doctors told my parents I won’t survive. My mom was my first a11y.
- 4. Nice to Meet You: Disability & Me JOSH LOEBNER GLOBAL HEAD OF INCLUSIVE DESIGN LEAD, INCLUSIVE EXPERIENCE PRACTICE
- 7. This is a journey of hope, love and belonging.
- 8. A11y Rising Worldwide search interest for accessibility has grown exponentially, with the trend line showing a more than 100% increase.
- 9. 1B of the world’s population identifies as being disabled $13T the annual disposable spend of people with disabilities globally and their families #1 fastest growing marginalized community DISABILITY AUDIENCE SIZING AND IMPACT 3.3B people are either disabled or are close family or friends with someone who is
- 10. Accessibility as Humanity Means Accessibility Across all Touchpoints Advertising Consumers Advertising Consumption Creative Brief Production Campaign Creation Creative Team Advertising Education University Programs Syllabi & Courses Software Skills Students & Faculty Disability Inclusion Advertising Creation This has the power to be framed within any university course or industry, not just advertising.
- 11. Inclusive Design Training and Hiring
- 12. A11y Starts With People • Enhance advertising programs at universities with more disability education • Recruit, retain and promote employees with disabilities • Create inclusive design and accessibility leads and departments • Optimize accessibility in work environments • Train non-disabled staff to be advocates and allies • Co-create with disability communities • Invite disabled leaders to be on award juries • Enhance advertising conferences and events to be more inclusive
- 13. Accessibility Compliance vs Accessibility Creativity
- 14. I Hate Most Website Accessibility Pages Accessibility, while important, is only one component of welcoming disabled consumers. Accessibility builds a solid foundational framework. Inclusion adds layers of representation and recognition that individuals and groups within disability communities. I like this one!
- 15. COMPETITIVE ADVANTAGE FROM INCLUSIVITY COMPLETENESS OF INCLUSIVE EXPERIENCE L0. CONSIDERATION Non-accessible experiences and communications are legal and reputation risks; inclusive experiences created by happenstance L1. COMPLIANCE The bare minimum is done to ensure legal compliance with accessibility guidelines across experience and communications L2. FUNCTIONALITY Inclusive experiences and communications deliver better overall functionality and performance for all users L3. INNOVATION Inclusivity is foundational input to product, service, and communications development, creating opportunities that wouldn’t be possible without it A11y Maturity Curve Move beyond altruism and generosity to KPI and ROI through an inclusion maturity curve and other metrics.
- 16. Accessibility & inclusive design are going mainstream across brands
- 17. Mass inclusive Mass Inclusive Design Seventy-two percent of global respondents to a WT survey believe that we don’t need to fix disabilities; we need to fix the world for disabled people. Accessible products and services are hitting the mainstream as brands target mass distribution.
- 18. A11y Organizations Disability organizations are raising awareness and actions among businesses and brands on a global scale.
- 19. Creative A11y • Progress over perfection, starting somewhere is better than waiting until everything is perfect • Accessible creative should be scalable • Accessible creative can be end-to-end, omnichannel online and offline accessibility that is layered and nuanced • Accessibility shouldn’t just be the remit of technical teams or quality assurance managers, but creative directors and others should be allies • Move beyond accessibility as compliance to accessibility as creativity • Advocate for creative awards to recognize accessibility
- 20. Elevate Don’t Relegate Move accessibility and inclusion beyond diversity briefs to achieve scalable and powerful results.
- 22. Radical visibility • Highly intersectional • All inclusive Ethnic Backgrounds Geographic Location Gender Age Ability / Disability Language(s) / Dialects Religious Backgrounds Race Social Class Sexual Orientation Education Current Location What inclusivity means for us
- 23. Inclusive I D E A S Diverse Equitable Accessible Sustainable Disabled IDEAS are good ideas.
- 24. Build Ecosystems of Accessibility
- 25. Everybody does these… …there are few who go beyond INCLUSION MATURITY It’s not only about accessible web ACCESSIBILITY REPRESENTATION LANGUAGE PORTRAYALS DISPLAY SOCIAL WEB APPS ECOMMERCE MEDIA PRINT OOH IN-STORE INTERNAL COMMS
- 26. Accessing a Full Marketing Funnel DIGITAL AWARENESS CONSIDERATION CONVERSION ADVOCACY LOYALTY WEB SOCIAL CONTENT DIGITAL MEDIA SOCIAL PR BRANDED CONTENT (VIDEO) ORGANIC SOCIAL PAID SEARCH SEARCH ENGINE OPTIMIZATION RETARGETING EMAIL + AUTOMATION PUBLIC RELATIONS Accessibility and disability inclusion isn’t simply about training for an individual content asset. Recognize that each piece of content or creative asset is connected to others and has the potential to guide or derail disabled (and non-disabled) consumers– along the customer journey, in a marketing funnel and throughout omnichannel communications.
- 27. Disabled IDEAS can Guide Momentum in the Creative Process MarComm Consumers MarComm Consumption Creative Brief Production Campaign Creation Creative Team MarComm Creation I D E A S I D E A S I D E A S I D E A S