What is Digital Accessibility?

Digital accessibility refers to the process of ensuring that products, websites, and applications are usable by individuals with disabilities who rely on assistive technologies. This definition is quite comprehensive; however, I also appreciate the perspective provided by the consultancy firm, Tilting the Lens, which has garnered attention for its work in promoting disability representation in the fashion industry.

Their definition states:

"Accessibility is an ongoing and evolving effort, achieved through intentional and meaningful participation from individuals with lived experiences of exclusion. It should be integrated at every stage of product, place, or policy development—from conception to delivery. Solutions must be crafted in collaboration with disabled individuals to prioritize both form and function. Meaningful accessibility fosters inclusion, equity, creativity, innovation, and pride."

I find this definition resonates deeply, as it highlights the essential elements required to cultivate inclusive environments. Accessibility is not a one-time fix; it is a continuous journey involving those with disabilities—the true experts in this field. Additionally, incorporating accessibility throughout the entire product development lifecycle is vital for saving both time and resources, as retrofitting accessibility can be costly.

Moreover, many everyday products designed for disabled individuals—like the accessibility features on smartphones—are now commonly used by everyone. Features such as dark mode, large text, and live captions enhance usability for all users, demonstrating how accessibility enhances product quality universally.

The Importance of Accessibility in Business

For new business owners, embedding accessibility practices from the beginning can significantly enhance entrepreneurial success. By making your product accessible, you open the door to a wider audience, fostering growth opportunities, boosting revenue, and cultivating a positive brand image.

Research indicates that consumers tend to align with brands that reflect their own values. Notably, a survey revealed that "82% of consumers prefer brands whose values resonate with their own," emphasizing the importance of inclusivity at the core of accessibility.

To gain a competitive edge, embrace an inclusive mindset. Integrating accessibility into your core operations will facilitate this goal.

For instance, an annual report known as The WebAIM Million evaluates the accessibility of the top one million websites. The findings revealed nearly 50 million distinct accessibility errors—an average of 50 errors per page. This highlights that accessibility is far from the norm. By providing an accessible user experience by default, your business can stand out from competitors, demonstrating a commitment to inclusivity.

Here are some impactful statistics regarding disability:

• The disability market commands over $13 trillion in annual disposable income, based on a 2020 report from The Global Economics of Disability.
• Approximately 1.3 billion individuals experience significant disabilities, which constitutes 16% of the global population—equivalent to 1 in 6 people, according to the World Health Organization.

These figures illustrate the potential for increased clientele and revenue when investing in accessibility.

Applying Accessibility Laws: The AODA

The Accessibility for Ontarians with Disabilities Act (AODA), enacted in 2005, aims to identify and eliminate barriers for people with disabilities. It clearly outlines the requirements for accessibility, particularly focusing on public websites.

As of January 1, 2021, the AODA mandates that:

• Public websites must be accessible if operated by designated public sector organizations or businesses/non-profits with 50 or more employees.
• These requirements only apply to web content published after January 1, 2012.

The AODA aligns with the W3C's Web Content Accessibility Guidelines (WCAG), which serve as the industry standard for measuring accessibility success. Key aspects to monitor include:

• Keyboard Accessibility: Ensure all actions achievable by mouse can also be performed using a keyboard.
• Proper Labeling: Ensure buttons, links, and form controls are correctly labeled for clarity.
• Logical Heading Structure: Maintain a visible and logical order for headings, essential for screen reader navigation.
• High Color Contrast: Ensure text, links, and form input borders have adequate contrast for users with visual impairments.
• Alternative Text: Provide context-appropriate text alternatives for images.
• Captions: Include captions for video content to assist individuals with hearing impairments.

If you're a business owner encountering this information for the first time, it's advisable to engage with your engineering or design teams to formulate a plan for identifying and remedying accessibility issues. Consider partnering with accessibility consultancy agencies, which specialize in evaluating and enhancing digital accessibility practices.

For those ready to embark on this journey, consider these agencies: Deque, Level Access, TPGi, and UsableNet. The Ontario government also offers resources on how to create accessible websites.

Compliance Reporting

In addition to adhering to the AODA, businesses in Ontario must submit a compliance report detailing their accessibility efforts. The next submission deadline is December 31, 2023, and the Ontario government website provides further guidance on this process.

Additional Accessibility Laws

It's essential to note that the AODA is just one of several accessibility laws in Canada. Other regulations to consider include:

• The Accessible Canada Act (ACA)
• The Americans with Disabilities Act (ADA)
• The European Accessibility Act (EAA), effective June 28, 2025, which specifically addresses e-commerce accessibility.

These laws utilize WCAG guidelines to assess digital product compliance. While the EAA introduces additional requirements, adhering to WCAG 2.1 Level AA is a solid foundation for any digital product.

Best Practices for Entrepreneurs

Here are some concise recommendations for early-stage entrepreneurs looking to integrate accessibility practices into their online business:

1. Review Accessibility Conformance Reports: During the procurement process, request an Accessibility Conformance Report (often referred to as a VPAT). This document outlines the standards used to evaluate a product's accessibility, highlighting its strengths and weaknesses. Familiarize yourself with available reports from major vendors, including Google, Apple, and Adobe.
2. Publish an Accessibility Statement: Feature an accessibility statement on your website, ideally linked in the footer. This statement should convey your commitment to accessibility, specify the standards you're aiming to meet (usually WCAG 2.1 Level AA), and provide contact information for users facing accessibility challenges.
3. Conduct Regular Testing: Frequently test your website for common accessibility issues using various tools. Tools such as Stark, axe DevTools, WAVE, and ARC Toolkit can help identify quick-fix defects. However, relying solely on automated tools may not capture all issues. Engaging actual users who utilize assistive technologies for usability testing is essential to uncover significant barriers.

By prioritizing accessibility, you position your business to deliver an inclusive experience that benefits everyone.

What Not to Do

1. Avoid Inaction: Ignoring accessibility won't make it disappear. Failing to address these issues risks losing potential customers to competitors with accessible offerings and exposes you to legal liabilities. A study indicated that 71% of users reliant on assistive technology abandon difficult digital experiences—a substantial market share.
2. Steer Clear of Accessibility Overlays: These third-party products often promise to resolve accessibility issues with a single button. However, they can create more problems than they solve. Users may not locate these overlays, and many of their features are already available on users' devices. Additionally, reliance on overlays can increase the likelihood of lawsuits, as they signal that accessibility is not inherently integrated into your site.

Instead of opting for overlays, focus on obtaining VPATs, choosing products with built-in accessibility, publishing an accessibility statement, and conducting thorough testing with assistive technology users. This proactive approach will help you create a more inclusive user experience, ultimately driving business growth and setting you apart from competitors.

Investing in accessibility yields significant benefits—begin today!

Resources

• The high costs of neglecting accessibility in web design
• Mindset Matters: Accessibility as a Catalyst for Business Growth
• Firms risk losing trillions by disregarding disabled consumers
• The impact of accessible online presence on business success
• Integrating accessibility into your startup's foundation
• The value of investing in digital accessibility and usability
• Viewing digital accessibility as a business advantage rather than a compliance burden
• Accessibility: Essential for customer connection
• The ROI of website accessibility
• Insights into online shopping for individuals with disabilities

The first video titled "Prioritize Accessibility Over Features" features insights from entrepreneur Austin McCulloh on the importance of accessibility in business strategy.

The second video titled "Crafting a Persuasive Business Case: Essential Accessibility Strategies for Success" delves into effective approaches for integrating accessibility into business practices.