In the world of web design and product development, accessibility is often seen as a “nice-to-have” rather than a critical priority. It’s the type of task that frequently gets pushed to the bottom of the to-do list, left to the engineers, designers, or accessibility experts to manage in isolation. But here’s the uncomfortable truth: while bottom-up efforts can create change, a sustainable, long-term accessibility strategy requires more than just passion from the team. It demands leadership buy-in, a shift that can be surprisingly difficult to achieve.
The Challenge of Moving from Bottom-Up to Top-Down
Many accessibility initiatives start at the grassroots level. Designers, developers, or dedicated accessibility teams push forward, making small fixes and improvements to make their product or service more inclusive. This approach is noble and necessary, but it’s also limited. Without the endorsement of leadership, these efforts can feel like an uphill battle, a constant fight for resources, time, and recognition.
Top-down support, on the other hand, is essential to creating a truly accessible culture. It’s not enough to have a team championing the cause behind the scenes if leadership doesn’t prioritize accessibility as a company-wide value. Without this support, accessibility becomes a side project, something that is continually sidelined or underfunded, no matter how hard the team works to make a difference.
The truth is, accessibility needs to be integrated into the broader company culture, policies, and decision-making processes. For that to happen, leadership must understand why it matters—and how it benefits the business.
Why Leadership Buy-In Is Crucial
The most straightforward reason to gain leadership buy-in is that, without it, accessibility will remain a small, underfunded initiative that doesn’t make a long-term impact. But there are other compelling reasons why leaders must get on board:
1. Aligning Accessibility with Business Goals
Leaders often look at projects through the lens of business strategy—how will this impact revenue, customer satisfaction, or brand reputation? This is where your case for accessibility needs to be strong. Accessibility isn’t just about doing the right thing ethically; it can directly contribute to your company’s bottom line.
By making a compelling business case, you can demonstrate that accessible websites and apps have broader reach, attracting users with disabilities who make up a significant portion of the population. Studies show that consumers with disabilities have spending power that rivals that of other large consumer groups. Furthermore, accessible products are more likely to deliver better user experiences for everyone, not just people with disabilities. The end result? Higher customer satisfaction, greater loyalty, and increased market share.
2. Legal Risks and Compliance
There’s another critical factor at play—legal risk. With increasing regulations and lawsuits surrounding accessibility, neglecting to invest in accessibility could open the door to legal complications. In many regions, laws like the Americans with Disabilities Act (ADA) and the European Union’s Web Accessibility Directive require companies to ensure their digital services are accessible. Ignoring accessibility could not only tarnish your company’s reputation but also lead to expensive legal settlements.
For executives who are focused on risk mitigation, accessibility can be framed as an essential business practice that minimizes potential legal costs.
3. The Competitive Edge
Companies that lead in accessibility have a competitive advantage. As more businesses recognize the importance of inclusion, customers are beginning to choose companies that are accessible and transparent about their inclusivity efforts. Leading in accessibility can differentiate your brand in a crowded market, attract a loyal customer base, and ultimately provide you with a stronger competitive edge.
The Roadblock: Making the Business Case for Accessibility
Despite the strong case for accessibility, getting buy-in from leadership can still be challenging. In my experience, many executives are hesitant to allocate resources toward accessibility without seeing a direct, immediate return on investment (ROI). This is where framing the conversation in terms they understand—business impact—is key.
Dave Dame, an advocate for accessibility and speaker, once shared a powerful insight in his talk: “Stakeholders agree that accessibility is important, but that does not mean they will invest in accessibility.” He aptly pointed out that speaking the “business language” is crucial to making the case for accessibility. He humorously added, “I have Cerebral Palsy, but my money doesn’t,” highlighting how disability affects spending and showing that accessibility is, in fact, a market-driven necessity.
Using data to back up your argument is vital. Various studies have found that accessible products tend to perform better, not only in terms of user engagement but also in customer satisfaction. When you can show how investing in accessibility can positively affect both the bottom line and the public image of the company, it becomes harder for leadership to ignore.
Overcoming the Initial Hurdle
The hardest part of the process is getting started. Once accessibility is seen as a strategic priority by leadership, it becomes easier to incorporate it into workflows, product development cycles, and overall business goals. But without initial buy-in, those bottom-up efforts will be stymied before they have the chance to scale.
If you’re in a position where you need to make the case for accessibility to leadership, start with small wins. Show the potential for accessibility to improve customer experience and satisfaction. Highlight the growing legal and ethical obligations surrounding digital accessibility. And most importantly, emphasize that a commitment to accessibility can bring about long-term business benefits.
Conclusion: Accessibility as a Shared Responsibility
Building a sustainable accessibility strategy requires both top-down and bottom-up efforts. Bottom-up initiatives are essential for driving change, but without leadership buy-in, those efforts risk being isolated and underfunded. To ensure that accessibility becomes a company-wide priority, you must make the business case—show how accessibility leads to increased market reach, customer satisfaction, and risk mitigation. Ultimately, accessibility is not just a technical requirement; it’s a cultural shift that requires support at every level of the organization.
By securing leadership’s commitment, you’re not just ensuring compliance. You’re setting the stage for a more inclusive, innovative, and successful company. So, while getting started may seem like an uphill battle, remember that once the leadership is on board, accessibility becomes a shared responsibility that can fuel long-term success.
