Make your marketing accessible | Tania Gerard | TEDxTamworth

Key Concepts

• Accessibility: Designing and developing products, services, and environments that are usable by people with a wide range of abilities and disabilities.
• Purple Pound: The spending power of disabled people in the UK (estimated at £274 billion).
• Neurodiversity: The idea that neurological differences like autism and ADHD are normal variations in the human population.
• Inclusivity: The practice or policy of providing equal access to opportunities and resources for people who might otherwise be excluded or marginalized.
• IMPACT Framework: A framework for assessing and improving accessibility in the workplace, focusing on Inclusivity, Measurement, Progress, Accessibility, Communication, and Time.
• Assistive Technology: Tools and technologies that assist people with disabilities.
• Alt Text: Descriptive text added to images to provide context for users who cannot see them.

The Problem of Inaccessibility

The speaker opens by highlighting the frustration users experience when encountering inaccessible websites, leading to immediate abandonment. This problem is widespread, affecting millions daily. The speaker emphasizes the significant financial implications of neglecting accessibility, citing the "Purple Pound" (£274 billion) and the high rate (75%) of abandoned carts due to poor navigation. The speaker also notes that one in five people are neurodivergent, meaning that inaccessible websites and social media not only lose sales but also erode trust.

Maria's Story: A Case Study in Educational Inaccessibility

The speaker introduces Maria, a bright deaf university student, as a case study. Maria faces resistance from her professor when she proposes using accessibility tools to improve her learning experience. The professor dismisses her suggestions as too time-consuming and expensive, clinging to the status quo. Maria's experience highlights the systemic inaccessibility within education and the feeling of exclusion it creates. The speaker emphasizes that accessibility education needs to start in schools, colleges, and universities.

Workplace Accessibility: Creating a Healthier Environment

The speaker transitions to workplace accessibility, noting that one in four people with disabilities do not disclose their disability to their employer due to fear of judgment. The speaker suggests practical steps to create a more inclusive workplace:

• Clear Communication: Using concise and unambiguous language.
• Quiet Rooms: Transforming unused spaces into quiet areas for focused work or meetings.
• Flexi-time: Offering flexible work schedules to accommodate individual needs and preferences.
• Assistive Tools: Implementing project management programs with features like color-coding and internal/external communication channels.

The IMPACT Framework: A Step-by-Step Guide to Workplace Accessibility

The speaker introduces the IMPACT framework as a tool for organizations to assess and improve their accessibility:

1. Inclusivity: Are we representing diversity internally and externally? Are we measuring and auditing our inclusivity efforts?
2. Measurement: Are we creating goals and conducting audits to track our progress?
3. Progress: What small steps can we take to become more accessible?
4. Accessibility: What barriers currently exist in the workplace?
5. Communication: Are we offering video, text, and voice communication options?
6. Time: What is our timeframe for achieving our accessibility goals?

Accessibility Tools: More Common Than You Think

The speaker challenges the audience to consider how often they use accessibility tools, arguing that it's likely more frequent than they realize. The speaker uses the example of filling out a form and how much harder it becomes when you close your eyes. The speaker then provides examples:

• Captions: Used by people watching videos without sound (e.g., parents with sleeping babies, commuters without headphones).
• Voice Command: Used for hands-free operation of devices (e.g., while cooking).
• Dark Mode: Reduces eye strain on mobile devices.
• Tactile Paving: Originally designed for wheelchair users, now beneficial for people with prams and bicycles.
• Ramps: Provide access for wheelchair users, as well as people with prams, bicycles, and those who prefer not to use stairs.

The Future of Accessibility: Predictions and Possibilities

The speaker offers predictions for the future of accessibility:

• AI in Hiring: Reducing bias in recruitment processes.
• Self-Driving Cars: Providing independent transportation for individuals who cannot drive.
• Smarter Smart Homes: Advanced home automation systems that can monitor health and provide personalized assistance.
• Text Translation: Real-time translation of spoken language, enabling communication across language barriers (e.g., interactive billboards with multiple language options).

Taking Action: A Call for a Mindset Shift

The speaker concludes by emphasizing that becoming more accessible requires a fundamental shift in mindset. It starts with education, normalization of accommodations, and training leaders. The speaker urges the audience to analyze their websites and social media for accessibility issues, such as color contrast, navigation, font readability, and alt text for images. The speaker ends with a call to action, reminding the audience that accessibility is not just for a few, but for all.