The Business Case for Accessible Experiences

04.30.25

Annie-Lee Taylor
Senior Strategist

Beyond Compliance: The Business Case for Accessible Experiences 

For years, accessibility in experiential marketing has been treated as an afterthought...a line item to check off, a regulatory box to tick. Yet true accessibility goes beyond compliance, it’s about creating meaningful and lasting connections. 

Invision’s latest research dives into the real impact of accessibility on brand experiences, proving that inclusive design isn’t just a moral imperative, it’s a strategic advantage. With over 1.3 billion people worldwide living with disabilities and 63% of the global population directly affected by disability through friends and family, exclusion isn’t just unethical, it’s bad business. 

The Overlooked Majority 

Not all disabilities are visible (or even permanent). 70% of disabilities are non-apparent, meaning that a lack of accessible event design could be deterring a huge portion of your audience without you even realizing it. 85% of neurodivergent attendees have even avoided events due to concerns about sensory overwhelm or lack of accommodations. 

The reality is that accessibility doesn’t just impact a small subset of people, it impacts everyone. When brands make accessibility an intentional part of their strategy, the benefits extend far beyond those who need accommodations. Closed captioning (originally designed for the deaf and hard of hearing) is now widely used by anyone watching content in noisy environments. The same goes for curb cuts, voice assistants, and even quiet rooms at high-energy events. This is the Curb-Cut Effect in action: design for one group, and you improve the experience for all. 

The Emotional and Business Case for Inclusion 

Beyond the numbers, accessibility is about fostering belonging. Studies show that negative emotional states can impair attention and cognitive processes, making it harder for attendees to engage, retain information, feel positive about your brand. A welcoming environment, on the other hand, leads to higher engagement, longer dwell times, and stronger brand affinity.  It’s not just about making events physically accessible, it’s about rethinking every touchpoint.

From pre-event communication and digital experiences to on-site signage and programming, accessibility should be embedded into every stage of the attendee journey. 

Benchmarks and Best Practices 

Some brands are setting the standard, proving that accessibility isn’t just good ethics, it’s smart business. Here’s how they’re doing it: 

Google’s Inclusive Event Design Guide provides a framework for brands looking to create accessible in-person, virtual, and hybrid experiences, covering everything from sensory considerations to inclusive language training for staff.

Salesforce’s Dreamforce event goes the extra mile with an onsite Disability Help Desk, accessible transportation shuttles, and text-to-speech functionality in their event app.

The Philadelphia Eagles and Wrexham AFC have implemented sensory-friendly stadium experiences, including quiet rooms and designated support staff for neurodivergent fans.

Marriott and IMEX America have introduced neuroinclusive practices such as designated quiet rooms, accessibility tools upon request, and closed captioning for all main-stage presentations. 

What these brands understand is that accessibility is not a compliance exercise, it’s a competitive advantage. 

What’s Next?

Many brands hesitate to prioritize accessibility due to perceived costs, assuming that the investment won’t offer a strong return. Yet the reality is, accommodations don’t just benefit those with disabilities, they create a more seamless and enjoyable experience for everyone.

From Invision’s proprietary research, several areas were made clear:

1. Start early: Accessibility should be baked into the planning process, from venue selection to digital promotions.

2. Communicate clearly: Don’t bury accessibility features in the fine print. Make them a central part of event messaging. Attendees shouldn’t have to search for information; event organizers should proactively provide it.

3. Offer multiple engagement options: Hybrid models, live captions, assistive listening devices, and sensory-friendly spaces ensure that more people can fully participate.

4. Seek feedback: Post-event surveys specifically focused on accessibility help brands continually improve and innovate.

The question isn’t whether accessibility should be part of your strategy, it’s whether you can afford to ignore it any longer. When brands prioritize accessibility from the start, they don’t just accommodate attendees, they build deeper, more meaningful connections. And that’s what experiential marketing is all about. 

Invision is here to help brands go beyond the bare minimum and build experiences that welcome everyone. Reach out to info@iv.com for more information.