Brands miss out on £274bn due to accessibility failings

Mainstream brands stand accused of failing to make products that cater to the individual needs of those with both invisible and visible disabilities, potentially missing out on estimated £274bn a year in spend.

That is according to a new study, conducted by Samsung UK and OnePoll, which quizzed 1,000 UK adults with disabilities and found that over two-thirds (68%) have felt excluded from products or services due to accessibility issues.

Meanwhile, over half (54%) of respondents don’t think companies have an understanding of which accessibility features are important for consumers with disabilities.

In fact, 80% claim major national and international brands could be missing out on millions by not thinking about inclusive design for consumers with disabilities. It also emerged that 72% of consumers surveyed have abandoned a purchase due to a product’s lack of accessibility. On the other hand, over half (56%) are willing to pay more if they find a fully accessible product.

Greater accessibility also opens the door to loyal customers, as three quarters (76%) of consumers admit they would stay loyal to companies who offer a good range of accessible options.

Samsung head of LifeStyle Lab Europe Katharina Mayer said: “This research has highlighted the huge opportunity for brands to better understand the accessibility needs of consumers to provide greater access for people with disabilities in the UK.

“Companies are rarely able to test their ideas with diverse people with different needs, but this is a must. It’s time to re-write this narrative.

“When designers consider varied needs from the beginning, they don’t just serve people with disabilities – they create solutions that benefit everyone and that is the approach we take to inclusive design at Samsung.”

This approach has led to the launch of Project INKlusion, as a collaborative project aimed at enhancing inclusive design. Samsung spoke with design leaders and over 500 members of its Global Employee Resource Groups to understand the challenges within current products and solutions and find creative ways to address them together with leading design experts.

The four DEI design principles and practice include: stay curious, create joy through play, learning and growing; challenge assumptions – deconstruct the ‘normal’, solve problems not people; celebrate diversity – amplify diverse stories that represent real life; and finally, be the change – create with, not for and expand beyond the individual.

However, there is still work to be done. When it comes to online shopping, 80% struggle with websites that are not optimised for accessibility. Issues include poorly designed checkout processes (30%), lack of text descriptions for images (22%) and inaccessible website navigation (20%).

Consumers also identified the most challenging everyday experiences due to poor accessibility as retail store layouts (24%), followed by food packaging (22%) and clothing (21%).

Promisingly, technology is paving the way for accessible design. The top tech innovations for people with a disability were named as virtual assistants, smart home devices and wearable devices for health monitoring.

Samsung is committed to advancing accessibility in technology, from ensuring all mobile and TV screens have accessible voice and caption tools. It wearables have vision accessibility features for those who find screen size challenging, and its Galaxy Ring (pictured) passively tracks body metrics. Alongside this, hearing enhancements, voice feedback and Braille labels exist across Samsung’s range of smart appliances.

London Design Festival director Ben Evans said: “Accessibility in design is not just a feature; it’s an essential foundation for a truly inclusive world. At London Design Festival, we believe that great design serves everyone, regardless of ability, background, or circumstance. Design should be a bridge that connects people, not a barrier.

“It’s clear from Samsung’s research, that there is still work to be done, and we must continue to showcase a wide breadth of spaces, products, and systems that promote inclusive design and encourage innovation and creativity.”

Architect and accessible design specialist Amy Francis-Smith added: “The tech sector has long been a pioneer in empowering disabled individuals and creating transformative innovations that simplify life for us all – like voice recognition software, electric toothbrushes and keyboards.

“Yet, with over half of consumers questioning mainstream brands’ commitment to accessibility, advocates championing this cause are more vital than ever. By prioritising inclusivity through empathetic design and considerate practices, we can set a new standard that fosters a more inclusive tech industry – and a more accessible society – for everyone.”