forbes.com
Accessibility Challenges and Solutions for Multinational Marketers in 2025
In 2025, multinational marketers face challenges ensuring digital accessibility for disabled customers, including navigating varying regional laws, leveraging AI for content creation, maintaining accessibility across platforms, and addressing data scarcity and underrepresentation within agencies; however, companies like Coca-Cola are actively partnering with agencies and conducting user testing to improve accessibility, emphasizing the importance of leadership buy-in and integrating accessibility into the entire product lifecycle.
- How are companies like Coca-Cola addressing the issue of digital accessibility, and what role do external partnerships play in their efforts?
- The increasing importance of disability-inclusive language in RFPs and evidence showing disabled individuals shop online twice as often as the general population highlight the urgency of addressing these challenges. Companies like Coca-Cola are actively partnering with agencies and conducting user testing to improve accessibility, demonstrating a proactive approach. However, success depends heavily on leadership buy-in and integrating accessibility into the entire product development lifecycle.
- What are the most pressing challenges faced by multinational marketers in creating accessible digital marketing for people with disabilities in 2025?
- In 2025, multinational marketers face significant challenges in making digital marketing accessible to people with disabilities. These include navigating varying regional accessibility laws, leveraging AI for content creation (like audio descriptions), maintaining accessibility across diverse third-party platforms, and overcoming data scarcity on disabled consumers. The lack of disability representation within marketing agencies further compounds these difficulties.
- What key factors will determine the long-term success of disability-inclusive digital marketing strategies, and how can companies ensure sustainability and continuous improvement?
- Future success hinges on integrating accessibility from initial product conception throughout the entire marketing workflow. This requires a cultural shift, prioritizing accessibility as a business imperative rather than solely a compliance issue. The use of data and AI, coupled with meaningful partnerships and ongoing user testing, will be crucial for measuring the ROI of accessibility efforts and for ensuring that marketing materials are truly inclusive.
Cognitive Concepts
Framing Bias
The framing is largely balanced, presenting both challenges and solutions in digital accessibility marketing. The inclusion of multiple perspectives from industry leaders adds to the neutrality of the piece. However, the positive framing of the increasing online shopping among individuals with disabilities might unintentionally downplay the persistent challenges faced by this group.
Language Bias
The language used is largely neutral and professional. There is a consistent use of inclusive language, such as "individuals with disabilities." The use of phrases like "navigating the minefield" might be slightly hyperbolic, but it does not significantly affect the overall neutrality.
Bias by Omission
The article focuses on the challenges and solutions related to digital accessibility in marketing, but it omits discussion of specific accessibility standards (e.g., WCAG) and their impact on different regions. It also doesn't delve into the financial implications of non-compliance or the potential legal ramifications of failing to meet accessibility regulations. While acknowledging space constraints, the omission of these crucial details limits a complete understanding of the issue.
Sustainable Development Goals
The article highlights the importance of digital accessibility for people with disabilities, directly impacting their ability to participate in the digital economy and reducing inequality. Initiatives to improve accessibility in digital marketing positively affect the inclusion and economic opportunities of people with disabilities. Quotes from the article emphasize the business and human imperative of disability inclusion.