Globally, 1 in 6 of the world’s population have some form of disability (WHO, 2023), and in Australia, it’s 1 in 5 (ABS, 2019). Only 1 in 10 of the 1 billion people who need assistive products have access to them (PRCA, 2022).

Many people with disabilities face challenges accessing content, even if they use assistive technology. They often consider these difficulties normal, with low expectations from brands and their content. This can lead to emotional tolls, with feelings of frustration, disappointment,
neglect, unhappiness, or isolation.

In Australia, 1 in 3 people with disability have reported that their customer needs are often unmet. Of the Australians with disability aged 15 and over, almost one-third (33.1%) avoid situations

because of their disability. Commonly avoided situations include going to shops or banks. People with disabilities are three times as likely to avoid an organisation and twice as likely to dissuade others because of an organisation’s negative diversity reputation.

But when content and communication are accessible, and when inclusive language is used, the response is overwhelmingly positive, leading to a significant rise in brand preference, purchase intent and peer recommendations.

With over a billion people globally having some form of disability, this is a significant audience that has a buying power of $13 trillion globally (Return on Disability). Companies that champion disability inclusion achieve on average 28% higher revenue, double the net income, and 30% higher economic profit margins compared to companies that do not prioritise disability inclusion (The Disability Inclusion Advantage).

Disabilities come in many forms, both visible and unseen, and fall within three broad categories:

• Permanent disabilities
• Temporary impairments (like a broken arm)
• Situational requirements (such as hands-free and eyes-free activities while driving)

Types of permanent disabilities and how they are most often manifested:

The disabilities that are most directly connected to and impacted by content and communication accessibility are: visual, hearing, cognitive and speech.

How do we make content accessible for them? There are many factors that need to be considered when making content accessible, and below are just a few examples. For more accessibility information and guidelines on inclusive and accessible content and communications, get in touch with us at www.easyread.tech.

 

Images

When describing images, use accurate and brief alternative text (alt text). Concentrate on conveying the main message the image is trying to get across.

Avoid relying solely on colour to convey crucial information in an image. Make sure there’s a clear contrast between text and the background in an image.

If you include images of people with disabilities, portray them as individuals with abilities, independence, and diverse identities.

 

Video and Animated Graphics

Provide written transcripts for videos, podcasts, and other audio materials. This not only includes people who are deaf-blind, deaf, hard of hearing, and/or neurodiverse but also benefits those who prefer reading over watching or listening.

Include closed captions for videos that can be turned on or off. Closed captions not only transcribe dialogue but also describe other sounds that go along with the video and audio.

Include audio descriptions for videos to help people picture what’s happening on screen and allow others to do other things while consuming the content.

 

Text & Written Copy

Make your text easy to read by using a font size of at least 12. Choose a simple font like Arial or Verdana, which is helpful for people with print-related disabilities, including those with visions impairments and learning disabilities like dyslexia.

Keep your writing clear and straightforward, using an active voice. Use headings and spaces to organise information, and avoid using abbreviations and jargon.

Consider creating an audio version of any article, blog post, and news release to help those with visual impairments.

 

Language

Use respectful and inclusive language when talking about people with disabilities. Instead of saying “wheelchair user,” say “an individual who uses a wheelchair.” This is an example of 'person-first' language, that puts the person before the disability. 

Also, avoid using words like “dumb,” “stupid,” or “lame” as they can be hurtful to the disabled community. Instead, express negative feelings more clearly without using ableist language.

Avoid using terms related to disabilities, like “blind” or “deaf,” in a figurative way to convey negative meanings. For instance, saying “the blind leading the blind” can be replaced with “when ignorant people lead others who are also poorly informed, it produces problems.” This helps to avoid unintentionally stigmatising people with disabilities.

 

Digital

When creating hyperlinks, always give them meaningful names. This helps people who use screen readers, keyboard navigation, and voice recognition software understand the link’s function and purpose, even when it’s taken out of its original context.

Choose specific, short, and easy-to-say names for hyperlink display names. This makes it clear where the link will lead. Avoid using duplicate names or vague terms like “Click here” or “Read more” to prevent confusion.

Be aware that PDFs can be problematic for people with visual impairments, as assistive readers struggle with the format. The Accessibility Checker also cannot be used on PDFs. If you must use a PDF, it’s strongly recommended to provide an alternative version in a  different format, such as Word, to ensure accessibility.

Social Media (General)

Make sure to include or edit alt text for your images. Check each platform for options and best practices.

Add captions to your videos, and check each platform for options and best practices.

When you include a hyperlink, specify whether it leads to an audio, picture, or video file. Use a URL shortener to make the link shorter. Place any hashtags at the end of your post, and capitalise the first letter of each word.

Note that some social media platforms have character limits, which may affect your ability to provide detailed alt text, especially for posts with multiple images. In such cases, include your alt text in the main body of your post.

Keep in mind that most social media platforms don’t allow you to add audio descriptions to videos in your posts. To make your content accessible to people who are blind or partially sighted, include a summary of your video in the main text of your post or article.

Physical Events

Make sure to check speaker notes for easy-to-understand language and to identify any acronyms or visuals that have important information but lack written or spoken explanations.

Offer recordings and digital transcripts of presentations in case someone misses something during the live session. When creating transcripts, include headings and hyperlinks to help
individuals who are blind, partially sighted, or deaf-blind navigate with screen readers.

Train event staff on how to help guests who are blind or partially sighted navigate the event. This includes providing clear verbal directions and offering assistance as sighted guides.

 

Virtual Events

When talking, please turn on your camera so that individuals who are deaf or hard of hearing can read lips, and ask that other participants and speakers do the same. Also, consider using live captions, auto-captions, or live transcripts to make the conversation more accessible for them.

To assist people who are blind, partially sighted, or neurodiverse, ask participants and speakers to mention their names whenever they speak. This helps indicate changes in speakers during the discussion.

If you’ll be reviewing materials during the session, send those materials in advance to give all participants, regardless of their abilities, the time to go through the information. When sharing
your screen, describe any important visual elements in your content to include individuals who are blind or partially sighted.