Why it’s important to create inclusive content and communications

Inclusive communication is about ensuring the messages we craft are accessible to all, regardless of ability. This isn't just a moral imperative—it's good business sense. According to the World Health Organization, one-in-six people worldwide live with significant disabilities, and many more experience temporary or situational disabilities. These individuals, along with their families and friends, represent a $17 trillion spending potential globally. Yet, many businesses overlook this audience, inadvertently excluding a vast market. Which is why we asked Matisse Hamel-Nelis, an award-winning communicator, accessibility practitioner & advocate, speaker, educator, and consultant, to give us her top tips on why inclusive comms is important, and how you can achieve it.

Why it matters

Think about it: if someone with sight loss visits a website to research a car for their teenager but finds it inaccessible, they’ll likely look elsewhere. Inclusive design ensures everyone, regardless of ability, can interact with your content. Moreover, accessibility benefits everyone. Captions on videos help those without headphones; curb cuts assist stroller-pushing parents and skateboarders alike. Designing for accessibility often leads to innovations that serve broader audiences.

Common myths about accessibility

Several misconceptions hinder progress in accessible communications:

• "People with disability don't use certain platforms."
  False. For instance, assistive technologies make Instagram usable for individuals with sight loss.

• "Standard formats like Word documents are automatically accessible."
  Not necessarily. Without proper formatting, such as using headings for structure, navigating large documents can be challenging.

• "Accessibility features only benefit people with disability."
  Not true. Features like captions, voice-to-text, and adaptive design often become everyday tools for everyone.

Practical tips for inclusive comms

Here are actionable ways to make your communications more accessible:

1. Social media accessibility:

• Use CamelCase or PascalCase for multi-word hashtags (e.g., #AccessibleDesign) to make them readable for screen readers and humans alike.

• Provide alt text and image descriptions for visuals. On platforms like LinkedIn, include these descriptions in the main caption for better accessibility.

2. Captions for videos:

• Always use captions, either open (burned-in) or closed (adjustable). On platforms like YouTube, edit auto-generated captions for accuracy.

3. Colour contrast:

• Ensure sufficient contrast between text and background. Tools like TPGI’s Color Contrast Analyser can help verify compliance with Web Content Accessibility Guidelines (WCAG).

4. Inclusive language:

• Use person-first language (e.g., "a person with sight loss") unless otherwise preferred by the individual. Avoid outdated terms like "special needs" or "handicapped."

• When in doubt, ask the individual or community about their preferred terminology.

5. Leverage assistive technology and AI:

• Use tools like Otter.ai for transcriptions and explore AI-based assistive tech. While AI-generated alt text is a helpful starting point, it often lacks contextual accuracy and should be reviewed manually.

Just ask!

Accessibility is a journey, not a destination. Progress over perfection is key. Engage with communities, ask for feedback, and follow hashtags like #A11Y (a shorthand for accessibility) to stay informed. Accessibility isn’t just about compliance; it’s about inclusion, innovation, and extending your reach to a wider audience.

By designing with inclusivity in mind, you not only empower those with disabilities but also create a richer, more user-friendly experience for everyone.