{"id":10845,"date":"2026-03-05T18:39:48","date_gmt":"2026-03-06T00:39:48","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10845"},"modified":"2026-03-05T18:39:48","modified_gmt":"2026-03-06T00:39:48","slug":"accessibility-cant-stop-at-the-shelf-an-18-trillion-lesson-for-marketers-by-audioeye","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10845","title":{"rendered":"Accessibility can\u2019t stop at the shelf: An $18 trillion lesson for marketers by AudioEye"},"content":{"rendered":"
\"Illustration<\/div>\n

Every once in a while, a product launch doubles as a marketing masterclass. Recently, Selena Gomez\u2019s Rare Beauty released a new fragrance, and it wasn\u2019t just the scent that captured attention. It was the bottle. Designed with accessibility in mind, the easy-to-use packaging quickly became the story, sparking conversations and praise from accessibility advocates and consumers alike.<\/p>\n

The takeaway for marketers is hard to miss. An inclusive design decision became the campaign itself, delivering more cultural impact than any ad spend could buy. And the lesson for marketers is equally clear: accessibility drives loyalty, enhances brand reputation, ensures compliance, and acts as a measurable growth driver.<\/p>\n

Accessibility as a campaign strategy<\/h2>\n

Rare Beauty\u2019s commitment to accessibility wasn\u2019t a one-off. From packaging to pricing to its ongoing mental health advocacy, the brand has consistently embedded inclusivity into its DNA. That authenticity matters. Consumers can tell the difference between a stunt and a strategy, and they reward brands that lead with values.<\/p>\n

And Rare Beauty isn\u2019t alone. Across industries, leading brands are increasingly surfacing accessibility as a differentiator, not a footnote. Apple has consistently highlighted accessibility features as part of its core product storytelling, positioning them as innovation rather than accommodation. Microsoft has done the same by showcasing inclusive design in mainstream campaigns, including adaptive gaming products that reframed accessibility as a driver of creativity and connection. In fashion and retail, brands like Tommy Hilfiger and Unilever have brought adaptive design into the spotlight, integrating accessibility into product launches and brand identity rather than siloing it as a niche offering.<\/p>\n

According to studies from Edelman<\/a> and McKinsey,<\/a> 73% of Gen Z choose to buy from brands they believe in, and 70% say they try to purchase products from companies they consider ethical. These aren\u2019t fringe preferences, they\u2019re mainstream expectations that can redefine how marketers approach building trust and growth with their audiences.<\/p>\n

The $18 trillion market marketers overlook<\/h2>\n

More than 1.3 billion people globally live with a disability, and together with their friends and family, they control over $18 trillion in spending power, according to the Return on Disability Group. For marketers, this isn\u2019t just about compliance. It\u2019s about growth, reputation, and building genuine trust in one of the world\u2019s largest and most passionate consumer groups. That passion translates to powerful advocacy.\u00a0<\/p>\n

In discussions with AudioEye\u2019s A11iance Team, a group of individuals with disabilities who regularly share feedback on real-world accessibility experiences, one member stated, \u201cIf I find a website that works and works very well for me, I will always recommend it to friends and family because I want people to have the same experience that I have.\u201d<\/p>\n

As another A11iance Team member, Maxwell Ivey, put it, \u201cThe cheapest form of advertising is word of mouth, and people with disabilities can have some of the loudest voices when we find people willing to make the effort. Because it\u2019s that sincere effort over time that really counts with us.\u201d<\/p>\n

When accessibility becomes part of the customer experience, it creates something money can\u2019t buy: trust and loyalty that scale through advocacy. But the opposite is also true. In a survey <\/a>of assistive technology users, 54% said they don\u2019t feel eCommerce companies care about earning their business.<\/p>\n

Most brands are still competing for the same oversaturated demographics while overlooking this opportunity hiding in plain sight. In doing so, they\u2019re leaving loyalty, advocacy, and revenue on the table.<\/p>\n

Here\u2019s where many brands stumble: accessibility usually stops at the shelf. Marketers invest heavily in packaging, store displays and product design, while digital experiences, the first and often primary touchpoint for customers, lag behind.<\/p>\n

As accessibility-led design continues to earn attention, loyalty and earned media, the gap between physical product innovation and digital experience has become harder to ignore.<\/p>\n

AudioEye\u2019s 2025 Digital Accessibility Index<\/a> found an average of 297 accessibility issues per web page detectable by automation alone. Each one represents friction in the customer journey, a conversion lost, or a compliance risk under frameworks like the Americans with Disabilities Act (ADA) and the European Accessibility Act (EAA).<\/p>\n

Just as no campaign would launch without a brand review or legal check, no digital touchpoint should go live without an accessibility review.<\/p>\n

Four moves marketing leaders can make<\/h2>\n

Too often, accessibility is treated as a risk to manage instead of an advantage to leverage. The marketers who win will be the ones who flip that script. Here are four actions to start with.<\/p>\n

1. Make accessibility your campaign hook<\/h3>\n

Don\u2019t hide it, lead with it. Brands like Rare Beauty have proved that inclusive design is <\/em>the story. Build campaigns where accessibility isn\u2019t a footnote but the differentiator that captures attention and loyalty.<\/p>\n

2. Bake it into your brand system<\/h3>\n

Accessibility shouldn\u2019t sit off to the side. Make Web Content Accessibility Guidelines (WCAG) alignment part of your brand guidelines, right alongside typography, logos and tone of voice. When accessibility is codified, it becomes second nature across every campaign.<\/p>\n

3. Use data as your proof point<\/h3>\n

Marketers are storytellers, and numbers seal the story. Track accessibility improvements such as fewer user-reported barriers, higher accessibility scores and fixes like improved alt text, color contrast or form usability. Connect those metrics to existing business outcomes like conversion, reach, and sentiment to show how accessibility drives ROI, not just compliance.<\/p>\n

4. Protect accessibility like brand safety<\/h3>\n

Just as you\u2019d never risk brand safety in ad placements, don\u2019t risk it in your digital touchpoints. Every update, seasonal campaign, or product drop should be monitored for accessibility. Trust and reputation are too valuable to leave exposed.<\/p>\n

The Competitive Advantage<\/h2>\n

Rare Beauty\u2019s fragrance launch proved something powerful: when you lead with accessibility, the story writes itself. The loyalty builds authentically, and the momentum flows naturally.<\/p>\n

But here\u2019s the opportunity: most brands still don\u2019t get it. They\u2019re treating accessibility as a compliance checkbox instead of the growth strategy it really is.<\/p>\n

For marketers, that\u2019s the wake-up call. Accessibility builds loyalty. It enhances brand reputation. It keeps your brand compliant. And it drives measurable growth across marketing efforts.<\/p>\n

Rare Beauty showed how accessibility can capture attention at the shelf. The next opportunity is making sure it carries through online. Because when every touchpoint welcomes everyone, every campaign maximizes its impact.<\/p>\n

Written by: Chad Sollis, Chief Marketing Officer at AudioEye<\/em><\/h5>\n\n

The post Accessibility can\u2019t stop at the shelf: An $18 trillion lesson for marketers<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

Every once in a while, a product launch doubles as a marketing masterclass. Recently, Selena Gomez\u2019s Rare Beauty released a new fragrance, and it wasn\u2019t just the scent that captured attention. It was the bottle. Designed with accessibility in mind, the easy-to-use packaging quickly became the story, sparking conversations and praise from accessibility advocates and … <\/p>\n

Read more “Accessibility can\u2019t stop at the shelf: An $18 trillion lesson for marketers by AudioEye”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/AudioEye-20260305-feature-800x420.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10845","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10845"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10845\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10845"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10845"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10845"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}