Problem: compliance or consciousness?
For many businesses, digital accessibility feels like another rulebook , a list of technical checks to tick off in the background. WCAG compliance and the European Accessibility Act often sit on the to-do list under “mandatory.” But there’s a mindset shift waiting to happen here: inclusivity isn’t just a legal issue, it’s a brand value.
When brands reduce accessibility to legal compliance, they miss a bigger opportunity: the chance to connect meaningfully with more people, and to become part of a more inclusive digital society.
As Steve Jobs once said:
Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works. – Steve Jobs
Solution: designing for all, beyond the checklist
At Us, we believe inclusive design isn’t something you bolt on, it’s built in. That’s why we design every website to comply with WCAG standards, even for clients who aren’t legally required to do so. We see accessibility as more than meeting regulations. It’s about doing the right thing, designing for real people.
This approach goes beyond coding. Inclusive design shows up in the words we use, the images we choose, and the way we represent people. It means avoiding stereotypes, showing diversity, and crafting tone of voice that’s respectful and real.
As Ed Steinfeld put it:
Accessibility is a compensatory strategy conceived to prevent discrimination, while universal design seeks to change the consciousness… to address a broader conception of the human body.
– Ed Steinfield
This philosophy stretches into branding how a company looks, feels, and behaves. An inclusive brand tells the world: “Everyone belongs here.”
Results: little tweaks, big impact
Sometimes accessibility requires deep investment. Other times, just darkening a colour or adding an alt tag makes a world of difference. Either way, the impact is powerful.
We’re seeing brands build deeper trust, improve user experience, and reach new audiences. Not because they had to, but because they chose to. In a world where digital presence is everything, from browsing on mobile to buying a train ticket at a kiosk, every inclusive design choice signals care, quality, and connection.
Or, as Design and Architecture Norway described it:
Design thinking is about connecting the user’s needs with what is technologically possible and which provides a real market value.
– Norway
