Product Design Development 10 min read 01/04/2025

The Business Advantages of Accessibility: A Broader Audience, Greater Competitive Edge. Part 2.

Krisztián Mózer-Zima Digital Product Designer
In the previous section, I highlighted how a well-designed digital space benefits everyone. Now, I want to emphasize that an accessible approach is not just socially responsible—it also makes economic sense. By ensuring our product or service is accessible, we can reach a significantly broader audience, expanding our market potential.
Integrating accessibility into the product design process is not just an ethical commitment; it’s a powerful business opportunity. But just how much of a competitive edge can it provide for companies? Let’s explore.

Market Size and Purchasing Power

Globally, approximately 1.58 billion people live with disabilities, accounting for around 22% of the world’s population. In the United States, the United Kingdom, and the European Union alone, there are about 168.6 million people with disabilities. While disability is more prevalent among older individuals, a significant portion of the working-age population is also affected.

These numbers highlight a tremendous opportunity: meeting the needs of people with disabilities can unlock a vast market. The global annual purchasing power of people with disabilities in the UK and the EU exceeds €1.3 trillion. When considering their families and close connections—who often make purchasing decisions with accessibility in mind—this figure can rise to as much as €8 trillion.

Another major societal shift impacting both the global and European economies is an aging population. Life expectancy is increasing, and demographic trends indicate that by 2030, people over 50 could make up nearly or even exceed 40% of the EU’s population. This means more than 180 million people in the European Union will be over 50, significantly influencing labor markets and economic structures. By 2025, the spending power of this demographic—known as the silver economy—is projected to reach €6.4 trillion, with job creation potentially increasing by 40%.

These figures reinforce the fact that people with disabilities represent a substantial segment of society, requiring accessible, intuitive, and flexible digital environments that work across various devices. Thoughtful, accessibility-focused design not only expands the reach of a product but also enhances its long-term sustainability and cost efficiency. A product developed with this mindset is likely to require fewer costly redesigns, ensuring long-term savings and a competitive edge.

Another Key Advantage: Online Search

Studies show that nearly half of all retail purchases begin with an online search:

  • 83% of shoppers research online before making an in-store purchase, and nearly 72% continue gathering information on their smartphones while inside the store.
  • The majority of customers start their shopping journey online: 44% use search engines, while 41% browse directly on e-commerce platforms. This underscores the growing importance of digital platforms alongside physical stores.
  • In major economies like the United States and China, online shopping already accounts for more than 20% of total retail sales, and this figure is rapidly increasing, expected to reach or surpass 30% soon.

Google’s search engine, while continuously improving with AI, still functions at the comprehension level of a young child. That’s why it needs clear, structured content to understand the information on a website. By following accessibility best practices, businesses gain two key benefits:

  1. Google can more accurately interpret and prioritize the information on the site.
  2. The search engine perceives the content as reliable and well-structured.

As a result, accessible websites are more likely to rank higher in search results, significantly increasing visibility. Many companies invest in accessibility not just for inclusivity but also because better search rankings drive higher traffic and revenue—making it a smart business decision.

What Would a Perfect Digital World Look Like?

A world where all digital content is:

  • Accessible to everyone
  • Functional across all devices (computer, phone, tablet)
  • Available in multiple formats (webpage, PDF, e-book)
  • Usable with both slow and fast internet connections
  • Effective in different environments (at home, in the office, on the go)

While this ideal may never be fully realized, creating a more accessible digital world is an ongoing journey of improvement. Going beyond the bare minimum required by regulations helps businesses reach a broader audience and enhances user satisfaction with better-designed features. Moreover, companies that prioritize inclusivity tend to outperform their competitors financially, and applying accessibility principles can potentially expand a product’s user base by up to four times.

Beyond the numbers, brands that champion accessibility foster positive associations—they are seen as open, innovative, and inclusive. This approach brings tangible benefits, such as increased web traffic and customer loyalty, reinforcing the importance of integrating accessibility from the very start of the design process. Not only is this the ethical choice, but it also makes strong business sense, expanding customer reach and strengthening brand reputation.