Why should businesses design  goods for better accessibility to people with disabilities?

In today’s inclusive and socially conscious world, businesses are recognizing the critical importance of accessibility. According to the World Health Organization (WHO), over 1 billion people or 15% of the global population, live with some form of significant disability.

These individuals represent a substantial market segment, with a $490 billion collective disposable income in the United States and nearly $8 trillion globally.

Yet, despite this considerable economic power, many consumer packaged goods remain inaccessible to people with disabilities, presenting a challenge and an opportunity for companies.

While strides have been made in advancing the digital accessibility of consumer packaged goods, such as increasing the text size and improving colour contrast on the packaging, the physical accessibility of products still has a long way to go.

A survey by the Packaging Corporation of America found that 42% of consumers prefer packaging that is easier to open. Companies that invest in making their products more physically accessible stand to tap into an underserved market and boost their revenue.

A 2020 study conducted by Accenture reported that companies that improve the accessibility of their products see a 28% increase in revenue. This significant uptick in revenue is attributed to attracting new customers and increasing satisfaction among existing ones.

Beyond tapping into a new market, improving the accessibility of consumer packaged goods also increases product appeal. When companies design with accessibility in mind, they develop solutions that benefit a much larger segment of consumers.

For example, easy-to-open packaging, initially designed to accommodate people with disabilities, can also serve elderly consumers, people with arthritis and anyone who struggles with conventional packaging. Research supports inclusive design’s broad applicability.

The Centre for Inclusive Design found that products designed with accessibility in mind can reach four times as many consumers as those that are not. That is because many features that improve accessibility also improve overall usability, offering convenience and ease of use to a wide range of people.

By focusing on inclusive design, companies expand their consumer base and make their products more appealing to a broader audience.

In addition to the direct financial benefits, businesses prioritizing accessibility can significantly enhance their brand reputation and attract a more loyal consumer base. When consumers see that a company is committed to accessibility, they are more likely to feel a connection with the brand, leading to repeat purchases and long-term loyalty.

Consumers are also increasingly drawn to companies that demonstrate social responsibility and inclusion. Nielsen reports that 66% of consumers are willing to pay more for products from companies committed to positive social impact.

A national survey found that 92% of consumers are more likely to support companies that actively hire and support individuals with disabilities. This shows a strong consumer preference for businesses perceived as inclusive and socially responsible.

Besides the market and reputational benefits, making consumer goods more physically accessible also fulfils essential ethical and legal responsibilities. Many countries have implemented legal frameworks that require businesses to ensure the accessibility of their products.

For instance, the Americans with Disabilities Act has guidelines surrounding product packaging and labelling in the United States. Although the Act does not mandate specific accessibility features for packaging, failure to provide reasonable access may lead to complaints under the legislation.

Similarly, the European Accessibility Act mandates that products across the European Union meet specific accessibility standards, encouraging the use of inclusive packaging. By proactively addressing these legal obligations, companies can avoid potential fines, lawsuits, and reputational damage from non-compliance.

More importantly, by designing accessible products, companies are actively creating a more equitable society where everyone can engage fully in the marketplace.

Several prominent consumer packaged goods companies have already started taking steps towards making their products more physically accessible for people with disabilities.

Procter and Gamble’s Herbal Essences is North America’s first mass haircare brand to offer tactile markings that help people with visual impairments differentiate between shampoos and conditioners.

Rare Beauty has partnered with the Casa Colina Research Institute to identify features that make their products easy to open and close for individuals with dexterity issues. Tommy Hilfiger launched an adaptive clothing line created with and for people with disabilities to help them dress more easily.

These examples illustrate the growing commitment of brands towards accessible design, reflecting a response to consumer needs and validating the significant business opportunity.

The case for improving the physical accessibility of consumer packaged goods is clear: companies that invest in accessible product design can unlock new revenue streams, boost customer satisfaction and enhance their brand reputation.

Moreover, designing with accessibility in mind often leads to innovation that benefits a much broader audience, from elderly consumers to those with temporary impairments.

Ultimately, making consumer packaged and retail goods more accessible is not just the right thing to do; it is a smart business decision that will lead to long-term success in both the marketplace and society.