The State of Digital Accessibility for Product Leaders
Marketing leaders are responsible for delivering digital experiences that attract and engage the broadest possible audience, while building long-term brand equity. Accessibility is central to that goal: by ensuring every digital touchpoint is barrier-free, marketing teams uphold inclusive values and expand their brand’s reach to more than one billion people with disabilities worldwide.
So, how are marketing teams currently approaching digital accessibility? Where are they focusing to fuel progress, and what obstacles remain? And how do your efforts compare?
We surveyed marketing leaders across the U.S. and EU to inform our Seventh Annual State of Digital Accessibility Report. This resource captures our key findings.
Better UX, stronger brands
Digital accessibility is a marketing advantage.
Marketing teams today understand that accessibility is about more than avoiding reputation-damaging lawsuits. Investing in digital inclusion streamlines user journeys, strengthens customer loyalty, and builds brand equity.
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95%
of marketers say digital accessibility improves user experience.
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89%
of marketers say it improves customer satisfaction.
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83%
of marketers say it improves brand reputation.
Building capability for portfolio-wide accessibility
Education, expansion, and early integration are key priorities for marketers.
To maximize the impact of their digital accessibility efforts, marketers are focused on three primary areas: building team expertise, scaling accessibility across digital portfolios, and operating more proactively. These initiatives support one another: educated teams can work more proactively, which drives efficiency—freeing capacity for marketers to ensure accessibility across a broader scope of digital assets.
Want to start upskilling your marketing team for faster workflows? Learn how the Level Access Academy empowers marketers to embed accessibility into their day-to-day tasks.
56%
of marketers say building internal accessibility knowledge and expertise is a top priority.
43%
say expanding accessibility beyond websites to all digital assets is a top priority.
43%
say embedding accessibility earlier in digital experience creation is a top priority.
What’s holding product teams back—and how to move forward
Marketers struggle to scale accessibility with limited time.
Marketers’ focus on efforts that drive efficiency makes sense, given that time constraints are the most common barrier to teams’ progress. Limited time may also contribute to other top challenges for marketing teams, including difficulty addressing accessibility amid other priorities, and difficulty managing accessibility at scale.
Marketing leaders can save time by implementing tools and processes that support proactive accessibility, enabling teams to embed accessibility in experience creation instead of relying on time-consuming fixes to live experiences.
40%
of marketers cite “insufficient time to address accessibility issues” as a top challenge.
37%
of marketers cite “competing organizational priorities” as a top challenge.
32%
cite “difficulty managing accessibility across multiple websites and digital assets” as a top challenge.
Marketing teams drive efficiency through proactive processes and AI-powered solutions.
As they aim to expand their impact while navigating time constraints, marketing teams that adopt efficient, proactive processes—and the training to support them—are seeing these investments pay off. Many teams are also harnessing AI-powered tools, which can help teams make faster progress, especially when managing large portfolios.
Considering harnessing AI to support your inclusive marketing efforts? Discover AI agents and capabilities that accelerate accessibility, no matter how many assets your team manages
46%
of marketers say implementing digital accessibility training is one of the most impactful actions they’ve taken to achieve or maintain accessibility.
46%
of marketers say incorporating accessibility while designing is one of the most impactful actions they’ve taken.
71%
of marketers say they’re already using tools with AI capabilities in their accessibility strategies.
Key takeaways for marketing leaders
Accessibility improves UX, elevates customer satisfaction, and builds brand trust—making it a valuable part of any modern marketing strategy. To start harnessing accessibility as a growth lever, we recommend taking the following steps.
1. Reduce bottlenecks by adopting proactive processes and time-saving tools.
Save time by shifting from reactive fixes to inclusive experience creation. Embedding accessibility into your style guidelines, templates, and design system can help prevent issues before they reach production. Tools like design plugins and document checkers can also enable marketers to efficiently integrate accessibility into their day-to-day work.
2. Build team capability to scale accessibility across your entire portfolio.
Prioritize upskilling marketers, designers, and content authors through training, so accessibility is embedded across all digital touchpoints—not only websites, but also emails, ads, PDFs, and other campaign assets.
3. Use AI to accelerate accessible marketing output.
Follow the lead of the 71% of marketers adopting AI accessibility tools to manage large portfolios efficiently. AI-powered tools can enable marketing teams to identify issues earlier, remediate faster, and maintain consistent quality across all campaign assets.
Amplify your marketing impact with the complete accessibility solution.
Digital accessibility is a powerful driver of marketing success. But to ensure accessibility across all digital touchpoints, teams need a solution built to maximize impact while minimizing time and effort.
Level Access delivers that solution through our Hybrid Intelligence model, which combines an integrated platform, AI agents, and human expertise to enable efficient, scalable accessibility outcomes.
Contact our team today to learn how we can help your marketing team create accessible, high-performing digital experiences that drive measurable results.