Why inclusive communications are important

Inclusivity simply means no-one gets left behind. No-one’s excluded or marginalised.

The importance of inclusive communications 

In a recent blog, we looked at inclusivity and the shift to purposeful marketing. In our research, we discovered that 64% of consumers are now belief-driven buyers and expect the brands they engage with to stand for something and be authentic.

The communications an organisation sends are a vital part in defining who they are, what they stand for, and how they want to engage with the world.

Insight and understanding needs to be at the heart of any strategy. Without understanding who your users are and what they want and expect, it is impossible to deliver anything successful.

Inclusivity simply means no-one gets left behind. No-one’s excluded or marginalised.


What is inclusive communication?

Inclusivity (noun)

The practice or policy of including people who might otherwise be excluded or marginalized, such as those who have physical or mental disabilities and members of minority groups.

Oxford Dictionaries definition


At CDS, we believe inclusive communication means every customer-facing output is available and accessible to every user, in the format they need and on the platform they want.

We have an opportunity to change the way that society thinks about inclusivity. By collaborating with diverse people, by considering their needs on every channel, and by reflecting their lives via communications, we have the power to make sure no consumer is left behind.

That means ensuring every service, product and piece of information is available and accessible to all - regardless of ability or disability, language, age or location.


Why does inclusive communication matter?

For many brands and organisations, accessibility and inclusivity are on the periphery, but many are aware this is an area that needs to be focussed on and addressed.

There is both a legal and ethical obligation to prioritise inclusivity as customers are driving the conversation and increasingly demanding organisations to take action - 64% of consumers are now belief-driven buyers.

Despite this, very few organisations have developed an inclusive marketing strategy.


Differentiate yourself from other organisations
70% of UK websites are inaccessible and 61% of people have experienced an issue with accessing communications.

It’s the law
23% of web accessibility-related litigation and settlements have occurred in just the last three years.

Future-proof your organisation
Delivering a truly inclusive experience should be seen as an investment for the future.

Accessible services can transform people’s lives
So make sure everyone who needs your services can access them.

Deliver a service that works for all users...regardless of language, age or ability
Design for the elderly and disabled and you design for everyone.

Make a statement
Show your commitment to inclusivity and build your reputation.

Get it right first time
Consider accessibility & inclusivity at the beginning of a project to ensure compliance and reduce costs.

Deliver a service which is in demand
71% of disabled customers with access needs click away from websites they find difficult to use.


Let the agency that’s already making a positive difference help you do the right thing

To help our partners and clients benchmark their performance, understand their users and improve their communications, we are now offering inclusive communications consultancy.

We will help you understand what you’re already doing well...and what could be better.

Want to find out more about Inclusivity and Accessibility? Download our Inclusive Communications Report, 2019.

Blog author: Lucy Beldon, Planning & Inclusivity Lead at CDS

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