What is the story about?
What's Happening?
Jonathan Hassell, CEO of Hassell Inclusion, has outlined strategies for marketers to effectively engage neurodiverse audiences. With approximately 15-20% of the UK population being neurodivergent, Hassell emphasizes the importance of accessibility beyond the Web Content Accessibility Guidelines (WCAG). He notes that current WCAG standards often fail to meet the needs of neurodiverse individuals, suggesting that marketers should adopt guidelines developed for the National Autistic Society. These guidelines address the unique preferences of neurodivergent individuals, such as logical ordering, muted colors, and personalization settings. Hassell also advises marketers to prioritize actions that avoid cluttered layouts and bright colors, and to conduct user research to inform design decisions.
Why It's Important?
The significance of engaging neurodiverse audiences lies in the substantial economic impact they represent. As more individuals identify as neurodivergent, their spending power increases, presenting a lucrative opportunity for businesses. The 'purple pound,' which refers to the spending by disabled consumers, is estimated at £274 billion annually. By improving accessibility, marketers can tap into this under-served audience, enhancing brand loyalty and demonstrating genuine support for neurodivergent individuals. This approach not only fosters inclusivity but also drives business growth by connecting with millions of potential customers.
What's Next?
Marketers are encouraged to implement the outlined strategies gradually, categorizing actions into high, medium, and low priorities. High priority actions include simplifying website layouts and ensuring compatibility with dark mode settings. Medium and lower priorities involve maintaining font consistency and making interactive elements visibly clickable. Once websites are accessible, these principles should extend to other marketing materials, such as social media posts and print advertisements. As WCAG 3.0 is anticipated to address the neurodiversity gap, marketers should stay informed and adapt their strategies accordingly.
Beyond the Headlines
The push for neurodiverse accessibility in marketing highlights broader ethical considerations. It challenges brands to rethink inclusivity and the representation of diverse audiences. By prioritizing accessibility, companies can foster a culture of empathy and understanding, potentially influencing societal attitudes towards neurodiversity. This shift may lead to long-term changes in how businesses approach diversity and inclusion, setting new standards for ethical marketing practices.
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