Digital platforms like websites, microsites, reports and social media are a fundamental part of a brand’s sustainability storytelling. But there’s one critical element that’s often overlooked: accessibility.
Making digital sustainability communications accessible is more than a technical requirement, it’s a key part of corporate responsibility. It’s about making sure that your message can be accessed, understood and engaged with by everyone. In short, accessibility means inclusivity – widening your reach and bringing more people with different lived experiences along on your journey. And in the context of sustainability communications, that’s essential.
By considering how different users access sustainability content – whether through screen readers, voice commands or other assistive technologies – businesses demonstrate a genuine commitment to inclusivity and responsible communication. Prioritising it not only removes barriers to accessing sustainability content but also improves the user experience for all. When digital sustainability content is designed with accessibility in mind, you reduce friction, improve comprehension and help make your sustainability messages more likely to land and lead to action.
And in doing so, it demonstrates that you ‘walk the talk’ of sustainability, strengthening brand reputation and positioning you ahead of evolving legal and regulatory standards. In a world where authenticity and trust are hard-won, accessible communications are a clear signal of integrity and alignment between purpose and practice.
Unlocking access to a broader audience
Accessible digital content is the key to connecting with a broader and more diverse audience, including people with disabilities, individuals with temporary impairments, older adults and those with cognitive differences.
The World Health Organization estimates that 1.3 billion people – around 16% of the global population – live with significant disabilities. When sustainability communications aren’t accessible, a huge portion of your potential audience is excluded, undermining both your impact and your credibility. Making your content accessible helps extend your reach beyond the ‘usual suspects’ – those already deeply engaged with ESG and sustainability – and into wider, more diverse communities.
At the same time, the Valuable Truth Report 2022 estimates that individuals with disabilities have a combined annual disposable income of over $13 trillion. Overlooking this audience not only risks alienating a large community but also means missing out on a considerable opportunity to share your sustainability story with an audience that has substantial influence and purchasing power.
Designing for everyone: A better user experience
Beyond considerations of audience reach and inclusivity, accessibility is simply good design. Accessible digital content is easier to navigate, more intuitive and more usable. By prioritising accessibility, businesses can improve the experience for everyone, not just those with specific needs. In short, when content is easy to understand and interact with, users are more likely to stay engaged.
A clear benchmark for good accessibility is the Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C). This globally recognised standard provides robust criteria for digital accessibility; however, many organisations still fall short of these standards. In a recent research report from Flag analysing the digital trends in sustainability communications, just over half of the largest 100 businesses in North America and Europe provided an accessibility statement, and only 35% specified a WCAG AA target – a commonly required level for compliance.
In fact, 42% of the largest companies we analysed had no published digital accessibility statement at all. These gaps highlight the missed opportunity to improve user experience, demonstrate social responsibility and meet growing expectations.
Designing with accessibility in mind is about more than conformance, it’s about removing unnecessary barriers for all users. Applying clear structure, strong colour contrast, logical navigation, legible typography, responsive design and alternative text for images improves the experience for everyone. These practices also improve usability on mobile devices and support both search and generative engine optimisation (SEO/GEO), helping boost visibility in AI-powered tools and ranking in search engines while enabling a broader range of audiences to engage with your content once they arrive.
Ultimately, accessible design leads to more user-friendly websites, reducing bounce rates – the percentage of visitors who leave after viewing only one page – and enhancing audience engagement.
Reducing legal risk and staying ahead
Stakeholders, including customers and regulators, are increasingly expecting accessibility considerations to be built into digital content, including sustainability communications. While not legally mandatory in every context, existing laws such as the Americans with Disabilities Act (ADA) in the US and the Equality Act in the UK have been interpreted to cover aspects of digital inclusion. The emerging European Accessibility Act (EAA), which took effect in June 2025, further highlights the growing focus on accessible digital corporate communications, setting new mandatory standards for businesses serving EU consumers.
The EAA harmonises accessibility requirements across all 27 EU member states. Applying to businesses offering products or services in the EU with more than 10 employees and annual revenues above €2 million, the EAA sets binding requirements for accessible websites and digital services, such as those used to deliver public information like sustainability disclosures.
Although the EAA does not mandate a single standard, conforming with EN 301 549 (aligned with WCAG 2.1 AA) offers a clear pathway to compliance. Businesses already meeting these guidelines are well placed to adapt with minimal disruption.
More importantly, these developments mark a positive shift in the way accessibility is being embedded into corporate communications. As it becomes increasingly prioritised, it’s driving inclusivity and expanding the reach of sustainability.
By making accessibility a core part of your sustainability communications strategy, you demonstrate that inclusion and equity are more than words on a page – they’re built into the way you operate.
Looking to make your sustainability content more accessible? Get in touch with us at info@flag.co.uk.
