---

title: "The Business Case for {+Digital+} Accessibility"

permalink: /teach-advocate/business-case/

layout: default

doc-note-type: draft

@@ -10,7 +10,7 @@ github:

  path: 'index.md'

footer: > # Text in footer in HTML

  <p><strong>Date:</strong> <strong>Draft in progress {{ site.time }} </strong></p>

  <p><strong>Editor:</strong> Sharron Rush. Contributors: Shawn Lawton Henry, Eric Eggert, {+Brent Bakken,+} Vicki Menezes Miller, Laura [-Keen-]{+Keen.+} <a [-href="https://w3c.github.io/wai-bcase/teach-advocate/business-case/acks">Acknowledgements</a>-]{+href="./acknowledgements/">Acknowledgements</a>+} lists additional contributors.</p>

  <p>Developed by the Education and Outreach Working Group (<a href="http://www.w3.org/WAI/EO/">EOWG</a>).</p>

inline_css: |

  .hero {

@@ -37,16 +37,14 @@ inline_css: |

{% include_cached box.html type="start" h="2" title="Summary" class="full" %}

{:/}



[-A business case is a-]{+This article examines the+} rationale for [-initiating a project or task. Whether formal and highly structured or informal and brief, a good business case will articulate both-]{+organizations to address accessibility. It includes+} tangible and intangible [-benefits to the business for dedicating resources to a project. To be effective, consideration will be given to cost, benefit,-]{+benefits,+} and[-resource gap analysis. The business case also presents-] the [-cost and risk-]{+risks+} of [-inaction. As more retail, educational, government, social service, and personal communication activities have moved online, the business case for web-]{+not addressing accessibility adequately. It explores how+} accessibility [-is stronger than ever.-]{+can:+}



[-This article defines the purpose and guides how to construct the business case for web accessibility that is appropriate and relevant to organizations of different types. Business performance and current research indicate that accessibility integration can help companies realize these benefits.-]

-   <strong>Drive Innovation:</strong> Accessibility features in products and services often solve unanticipated problems.

-   <strong>Enhance Your Brand:</strong> Diversity and inclusion efforts so important to business success are accelerated with a clear, well-integrated accessibility commitment.

-   <strong>Extend Market Reach:</strong> The global market of people with disabilities is over 1 billion people with a spending power of more than $6 trillion. Accessibility often improves the online experience for all users.

-   <strong>Minimize Legal Risk:</strong> Many countries have laws requiring digital accessibility, and the issue is of increased legal concern.



[-This article includes statistics, examples, and case studies to illustrate the key benefits and risks. Please note-]{+Note+} that[-we use-] "web accessibility" and "websites" throughout this article[-and that those terms are meant to-] include web {+and mobile+} applications and other digital [-technologies as well.-]{+technologies.+}



{::nomarkdown}

{% include_cached box.html type="end" %}

@@ -62,31 +60,25 @@ This article includes statistics, examples, and case studies to illustrate the k

{% include_cached toc.html type="end" %}

{:/}



## [-Who Needs-]{+Is there+} a Business Case for Accessibility?



<img src="{{ "/content-images/wai-bcase/business-case.svg" | relative_url }}" alt="" style="float: right; margin-left: 2rem; width: 30%; max-width: 220px">



[-“Business case”-]{+A business case+} is a [-term relevant to-]{+necessary tool for+} organizations [-and enterprises of all kinds, whether the-]{+when planning for various initiatives. Whether an+} organization is commercial, educational, non-profit, or [-governmental. It is the-]{+governmental, most require+} justification for dedicating

resources such as money or effort in support of a specific

organizational [-need. We will use “business”-]{+policy or goal. "Business”+} in this article [-to refer-]{+refers+} to

all types of organizations with the understanding that different aspects

will be relevant depending on the organizational focus and

purpose. For example, government [-businesses-]{+agencies+} may be [-more committed to the-]{+strongly motivated by+} legal and equity [-aspects while commercial-]{+aspects. Commercial+} businesses [-care-]{+may be+} more [-about the-]

[-brand enhancement provided-]{+persuaded+} by [-an integrated accessibility program.-]{+innovation and market expansion opportunities. Educational and nonprofit businesses may be especially drawn to brand enhancement.+}



[-Determining which of-]{+To create a compelling business case, it is important to highlight+} the [-many-]{+most relevant accessibility benefits within your specific  operational landscape. There are both tangible and intangible+} benefits {+to businesses that dedicate resources to digital accessibility. A frequent argument against the accessiiblity business case is that the direct return on investment (ROI) is too difficult to measure. ROI is important+} of [-web-]{+course, but not by any means the only way to measure how an+} accessibility [-are-]{+commitment benefits organizations of all kinds. A useful business case also presents the cost and risk of inaction. It is+} most [-relevant in-]{+likely+} your business[-environment-] will [-help-]{+respond to a mix of motivating factors as+} you [-build the most-]

[-compelling Business case for your situation. Use these resources-]{+consider implementing an integrated accessibility program.  This article provides research and examples+} to inspire confidence among leaders and decision makers that continued investment in accessibility is good for your business.





**Businesses that integrate accessibility are more likely to be innovative, inclusive enterprises that reach more people with positive brand messaging that meets emerging global legal requirements.**



A research study of Fortune 100 companies indicates that disability [-inclusion-]{+inclusion,+} as part of an overall diversity [-strategy-]{+strategy,+} is common practice among high performing businesses.[^1]



When accessibility is part of strategic planning, businesses are [-more-]

[-readily-]{+better+} equipped for success in our connected world of commerce, academia, and civic engagement.



Let’s look at some examples and research outcomes that will help you

make the business case that is most effective in your business environment.

@@ -107,30 +99,26 @@ The sections below explore key advantages of web accessibility to businesses of



<img src="{{ "/content-images/wai-bcase/innovation.svg" | relative_url }}" alt="" style="float: right; margin-left: 2rem; clear:right; width: 30%; max-width: 220px">



Integrating accessibility [-sparks innovation by removing-]{+removes+} architectural, digital, and social barriers that can get in the [-way.[^2] Some examples:-]{+way of innovation[^2], for example:+}



-   Accessible design thinking [-creates-]{+provides varied and+} flexible [-interaction-]{+ways for users to interact with websites and applications,+} options {+that are+} useful [-beyond-]{+for+} people with {+and without+} disabilities.



-   [-Research and development-]{+Design+} of {+user interaction considers experiences other than screens when accessibility is a consideration. The result is interaction that is more human-centered, natural, and contextual. +}



{+-   Accessibility is closely related to general usability – both aim to define and deliver a more intuitive user experience.+}



{+-   Innovations like+} the [-artificial retina project-]{+typewriter, telephone, punch cards, text+} to [-help restore sight for blind patients may also help future robots with real-time image-processing systems, effectively enabling them-]{+speech, email, and voice controls were initially meant+} to [-"see." [^3]-]{+include those with a disability, and all have found a much broader application.[^4]+}



-   Driverless cars, so promising for the independence of blind people, are projected to also

    help solve traffic fatalities and congestion.



-   [-Innovations like the typewriter, telephone, punch cards, text to speech, email,-]{+Research+} and [-voice controls were initially meant-]{+development of the artificial retina project+} to [-include those-]{+help restore sight for participants who are blind may also help future robots+} with [-a disability, and all have found a much broader application.[^4]-]

[-    -]

[--   Accessibility is closely related to general usability — both aim-]{+real-time image-processing systems, effectively enabling them+} to [-define and deliver a more intuitive user experience.-]{+"see." [^3]+}



[--   Interaction-]{+Accessible+} design[-moves beyond screens when accessibility-] is {+by its nature flexible, allowing content to faithfully render across+} a [-consideration-]{+broad spectrum of devices, platforms, assistive technologies, and operating systems. In physical environments, everyone takes advantage of lower curbs, automatic door openers, ramps,+} and [-toward interactions-]{+other features provided for disability access. On the web, accessibility features become options+} that are {+also often used+} more [-human-centered, natural, and contextual.-]{+widely.+}



[-Accessible design is by nature flexible, allowing content-]{+A compelling example comes from the early 2000’s, when people increasingly used mobile devices+} to [-faithfully-]

[-render across a broad spectrum of devices, platforms, assistive-]

[-technologies,-]{+browse the web. Accessible+} and [-operating systems. In physical environments, everyone takes advantage-]{+standards-compliant websites were in many cases more mobile-ready as they did not rely on mouse input. Imagine the delight+} of [-lower curbs, automatic door openers, ramps,-]{+those who were already committed to+} and [-other features provided-]{+had designed+} for [-disability access. On-]{+accessibility! This revelation led to+} the [-web, accessibility features become options-]{+responsive-design trend+} that [-are also often used more widely.-]{+has accessibility at its core.[^5]+}



[-A compelling example of how this works comes-]{+The following case studies+} from [-the early 2000’s as the online world increasingly adopted mobile devices to browse the web. Those websites which were accessible and standards-compliant were in many cases more mobile-ready as interaction options were already baked in. Imagine the delight of those who were already committed to and had designed-]{+two large technology companies provide useful examples+} for [-accessibility! This revelation led to the responsive-design trend that has accessibility at its core.[^5] -]



[-Apple development practice is another demonstration-]{+companies+} of [-how accessibility can drive innovation. [^6]-]{+all sizes.+}



{::nomarkdown}

{% include box.html type="start" h="4" title="Case Study: Apple " class="" %}

@@ -141,11 +129,11 @@ Apple development practice is another demonstration of how accessibility can dri

  <cite>Sarah Herrlinger, Director of Global Accessibility Policy and Initiatives, Apple</cite>

</blockquote>



Apple engineers have been innovators in the accessibility space since the inception of the company, both willing to listen and work with outside constituents. [-As well, the-]{+[^6] The+} company {+also+} anticipates market direction by integrating disability needs into product development. Examples include:



-  <strong>iTunes U:</strong> In the early 2000’s, the 26-campus California State University system was unable to take advantage of Apple’s iTunes U educational program because the application was not fully accessible to blind students. Teachers within the CSU system were prohibited from using it. This was resolved by innovation, not [-litigation-]{+litigation,+} as Apple listened to CSU’s concerns and worked to make iTunes accessible on both the Mac and Windows platforms. CSU System was soon able to use the program widely.



-  <strong>VoiceOver on iPhone:</strong> Early in the evolution of the iPhone, Apple began considering the implications that a touchscreen device would have on [-the blind.-]{+their blind customers.+} Iterating over several years behind the scenes, the company invested the resources to develop the voice technology that led to VoiceOver, the world’s first gesture-based screen reader. Within weeks of launch, Apple received a special commendation from the National Federation of the Blind "For designing the first fully accessible touchscreen interface.” [^7]



Screen readers on other touch screen devices have now become more prevalent in the industry, and Apple led the charge in striving for inclusion for all.



@@ -153,7 +141,7 @@ Screen readers on other touch screen devices have now become more prevalent in t

{% include box.html type="end" %}

{:/}



Innovation from voice interactions at Apple and elsewhere have contributed to the [-wealth-]{+abundance+} of personal digital assistants now found in many homes and offices. Today millions of people use these devices, regardless of ability.



{::nomarkdown}

{% include box.html type="start" h="4" title="Case Study: Google " class="" %}

@@ -171,13 +159,12 @@ a level playing field, but because (it) makes life more livable for

everyone.” Among the innovations cited as examples are these:



-   contrast minimums, required for people with low vision, help all people see in bright light glare situations

-   auto-complete, initially provided for people with disabilities, is now widely used by all

-   voice control, implemented for users with physical impairments, has been more widely

    adopted as a great convenience by millions of others

-   artificial intelligence advances are based on research originally

    done to provide visual context to[-blind-] users {+with visual impairments+}

-   auto-captioning {+using machine learning has been problematic+} for the {+main target population of+} deaf [-using-]{+users and many feel it is still inadequate to meet that need. However, work continues and+} machine learning {+itself+} is [-now being turned to-]{+steadily improving and has found+} broader applications {+due to this effort.+}



{::nomarkdown}

{% include box.html type="end" %}

@@ -187,12 +174,9 @@ everyone.” Among the innovations cited as examples are these:



<img src="{{ "/content-images/wai-bcase/brand.svg" | relative_url }}" alt="" style="float: right; margin-left: 2rem; clear:right; width: 30%; max-width: 220px">



[-Fewer things are more important-]{+Businesses need+} to [-businesses of all kinds than the protection-]{+protect+} and [-enhancement of-]{+enhance+} their brands. A clear commitment to accessibility can demonstrate that a business has a genuine sense of Corporate Social Responsibility [-(CSR.)-]{+(CSR).+} As businesses understand and act on the diverse needs of their stakeholders and make the commitment to sustainable, inclusive marketing and employment practices, they can achieve a range of benefits. Potential outcomes for CSR programs include enhanced brand image and reputation, increased sales and customer loyalty, improved workforce diversity and many other benefits.[^9] {+Further studies[^10] emphasize the benefits to the brand of companies that institute policies of broad diversity.+}



[-Further studies[^10] emphasize the benefits to the brand of companies that institute policies of broad diversity.-]Employing people with disabilities is an essential aspect of creating a diverse workforce. To be successful, the technology that employees use, including websites and applications, must be accessible.[-A well-recognized example of how a brand can be affected is Microsoft. After long advocacy and some criticism by accessibility-]

[-advocates [^11], Microsoft made a real and appreciable commitment to accessibility demonstrated by genuine engagement with stakeholders of all abilities.[^12] The resulting improvements to products and services have strengthened its overall brand image [^13], and accessibility efforts are now lauded in the community of people with disabilities.[^14]-]



Barclays shared their approach to diversity and inclusion through the accessibility initiatives in their company and how that approach has made them a better company.



@@ -208,59 +192,62 @@ culture, creating new ways to communicate and consult with existing and

potential customers.



<blockquote class="pull right">

  <p>At Barclays, accessibility is about more than just disability. It's about helping everyone to work, bank and live their lives regardless of their age, situation, abilities or [-circumstances.</p>-]{+circumstances.</p><cite>Paul Smyth, Head of Digital Accessibility, Barclays</cite>+}

</blockquote>



We want to leverage inclusive technology to enable and empower all people to bank, work and reach their full potential. The Barclays Accessibility team does this by supporting digital teams to embed accessibility into our services and culture through effective governance, partnering, training, and tools. Establishing an enterprise-wide accessibility strategy, standards and programmes coupled with senior sponsorship helps support our publicly stated ambition of becoming the most accessible and inclusive [-FTSE-]{+Financial Times Stock Exchange (FTSE)+} company.



When we shift our thinking away from the minimum legal compliance to focus instead on the commercial opportunity and the creative challenge of building better experiences for everyone, we create a more sustainable, customer orientated approach to digital information and services.



To help everyone understand Barclays accessibility-focused mindset, we've created a range of animations which help our colleagues understand what accessibility is all about, who benefits, and what the different types of impairments are. We've also shared these animations on our [Accessible Banking YouTube [-playlist](https://www.youtube.com/watch?v=75qKCi59E1U&amp=&list=PLecqH2uhOR0Zb31X7hh5BzWJv4KGLnuUy).-]{+playlist {% include_cached external.html %}](https://www.youtube.com/watch?v=75qKCi59E1U&amp=&list=PLecqH2uhOR0Zb31X7hh5BzWJv4KGLnuUy).+}



{::nomarkdown}

{% include box.html type="end" %}

{:/}



Barclays demonstrates how a strong commitment to accessibility results in distributed responsibility and shared understanding. Accessibility awareness permeates the company culture. The company is perceived as open and fair. People are proud to work there and to do business with Barclays. Read the [full Barclays case [-study](https://www.w3.org/community/wai-engage/wiki/Barclays_Bank_Case_Study)-]{+study {% include_cached different.html %}](https://www.w3.org/community/wai-engage/wiki/Barclays_Bank_Case_Study)+} to learn more.



{+Another well-recognized example of how a brand can be affected is Microsoft. After long advocacy and some criticism by accessibility+}

{+advocates [^11], Microsoft made a real and appreciable commitment to accessibility demonstrated by genuine engagement with stakeholders of all abilities.[^12] The resulting improvements to products and services have strengthened its overall brand image [^13], and accessibility efforts are now lauded in the community of people with disabilities.[^14]+}



### Increase Market Reach



<img src="{{ "/content-images/wai-bcase/market-reach.svg" | relative_url }}" alt="" style="float: right; margin-left: 2rem; clear:right; width: 30%; max-width: 220px">



The market of people with disabilities is [-large,-]{+large+} and[-it is-] growing as the

global population ages. In the UK, {+where the large disability market is known as the Purple Pound,+} people with disabilities and their

families spend at least [-£249 billion-]{+£249 billion+} every [-year, which is known as the-]

[-UK Purple Pound.-]{+year.+} In the US, the annual discretionary spending of people with disabilities is over [-$200 billion.-]{+$200 billion.+} The global estimate of the disability market is [-$6 trillion, which is equivalent to that of China.-]{+nearly $7 trillion.+} Consider these facts when estimating market size:



-   At least one billion people [---]{+–+} 15% of the world’s population [---]{+–+} have a

    recognized disability[^15]

-   As the population ages, many more acquire disability and yet do not

    identify as a “person with a disability”[^16]

-   In countries with life expectancies of over [-70 years-]{+70 years+} of age, people

    spend [-11.5 percent-]{+11.5 percent+} of their lifespan living with a disability.[^17]

-   Globally, the extended market is estimated at [-2.3 billion-]{+2.3 billion+} people who

    control an incremental [-$6.9 trillion-]{+$6.9 trillion+} in annual disposable

    income.[^18]



A Forrester [-study commissioned by Microsoft-]{+Research Economic Impact Study+} concluded that accessibility could contribute to cost savings when it is integrated into existing and ongoing development cycles. [^19] Technology updates and redesigns that include accessibility along with other best practices have demonstrated reduced costs for maintenance and service. Moreover, according to Microsoft, as accessibility features are included, overall customer satisfaction improves.



<blockquote class="pull">

  <p>Designing inclusive software results in improved usability and customer satisfaction.</p>

  <cite>Microsoft’s app developer guide</cite>

</blockquote>



Accessible design considerations often lead to improvements in general customer experience and[-customer-] loyalty. For customers with disabilities, such [-improvement is-]{+improvements are+} essential for equal access. [-Worth noting as well are how-]{+However,+} accessibility provides options that are useful to all customers in various situations. For example, web accessibility also benefits:



* people using mobile phones, [-smartwatches,-]{+smart watches,+} smart TVs, and other devices with small screens, different input modes, etc.,

* older people with changing abilities due to ageing,

* people with “temporary disabilities” such as a broken arm or lost glasses,

* challenging situations like bright, glaring sunlight or[-in-] noisy environments where audio can't be heard,

* those with a slow [-Internet-]{+internet+} connection,[-or who have-] limited or expensive [-bandwidth --]{+bandwidth, which is+} common in rural areas and some geographical regions.



{::nomarkdown}

{% include box.html type="start" h="4" title="Case Study: NPR Weekly Broadcast " class="" %}

{:/}



This American Life is a broadcast heard on more than 500 National Public Radio (NPR) stations by about 2.1 million listeners each week in the United States. In 2011, in response to new[-FCC-] regulations around broadcast [-media,-]{+media from the US Federal Communications Commission (FCC),+}  the broadcaster committed to creating transcripts for their entire archive of recorded programs. A study by their media partner, conducted over several months, concluded that the provision of transcripts not only met legal obligations but returned significant benefits including:



-   search traffic increased 6.86%,

-   better comprehension for visitors who use English as a second

@@ -270,14 +257,14 @@ This American Life is a broadcast heard on more than 500 National Public Radio (

-   ability to more easily translate, and

-   ability to search text to reference a specific section of audio.



The study, conducted over more than one year, used Google [-analytics-]{+Analytics+} to

capture the following data:



-   visitor engagement increased 7.23%,

-   unique visitors increased 4.18%, and

-   new inbound links to transcript accounted for an increase of 3.89%



Read more detail and the full report of the [This American Life Case [-Study](https://www.3playmedia.com/customers/case-studies/this-american-life/)-]{+Study {% include_cached external.html %}](https://www.3playmedia.com/customers/case-studies/this-american-life/)+} and how it was conducted.



{::nomarkdown}

{% include box.html type="end" %}

@@ -303,45 +290,40 @@ A significant demonstration of the risk of ignoring accessibility requirements w

{:/}



Consideration of the cost and risk of inaction is a critical aspect of

any [-Business-]{+business+} case. [-The risks are real if companies ignore requirements for-]{+As+} web [-accessibility. The cost of litigation and remediation can be significant as more-]{+use is woven into modern life all over the world,+} governments[-recognize-] and [-legislate in favor of-]{+regulators began to mandate laws and policies that strengthen+} the [-universal-]

[-right-]{+rights of people with disabilities+} to participate in online digital information and services.



[-As web use is woven into modern life all over the world, regulators began to mandate laws and policies that strengthen the rights of people with disabilities.-]One of the earliest [-indications that there could be-]{+examples of+} legal consequences to web accessibility was a complaint put to the Human Rights and Equal Opportunities Commission (HREOC) in 2000 about the inaccessibility of the website of the Sydney Olympics. The [-plaintiff-]{+plaintiff, who was blind,+} claimed the site was a violation of the Commonwealth Disability Discrimination Act 1992.[^21] {+The 2001 decision in the Sydney Olympics suit[^22] raised awareness of the need to address accessibility in the emerging practice of web communication.+}



[-The 2001 decision in the Sydney Olympics suit[^22] raised awareness of the need to address accessibility in the emerging practice of web communication.-]Over time, the legal risk increased with the adoption of more specific laws and policies in countries throughout the world.



- The Convention on the Rights of People with Disabilities (CRPD) is a comprehensive human rights document that includes a direct reference to the rights of all people to have equal access to communications technology. Passed by the General Assembly of the United Nations, more than [-140-]{+175+} countries ratified it by [-2016. -]

[--   The European Commission adopted the European Accessibility Act, requiring-]

[-    ATMs and banking services, PCs, telephones and TV equipment,-]

[-    telephony and audiovisual services, transport, e-books, and e-commerce meet accessibility requirements.-]

[--   In the US, the number of legal actions continues to rise and courts increasingly-]

[-    decide in favor of equal access[^23], often citing the Americans with Disabilities Act (ADA.) Structured Negotiation is another way that legal pressure is brought to bear, encouraging companies to meet accessibility requirements while avoiding litigation. [^24]-]{+2018.+}



[-Change occurs incrementally and steadily. Legislation continues to define digital accessibility further, creating enforcement mechanisms to ensure compliance with new laws. An example is Norway where it is now illegal for commercial websites to fail to provide equivalent access for people with disabilities.-]{+-+} The [-government fines commercial companies that do not comply.[^25] Austria has had customer protection regulation in place since 2006 requiring most public websites to meet accessibility standards. Customers that believe they have been discriminated against can take legal action. Parties meet in mediation before they are permitted to go to court. In-]{+European Commission adopted+} the [-United States, by contrast, the regulation is less clear but legal action continues to accelerate [^26]. Between government oversight-]{+European Accessibility Act, requiring ATMs+} and [-regulation on the one hand,-]{+banking services, PCs, telephones+} and [-increased legal action on the other, the legal landscape is rapidly changing in favor of equal access.-]{+TV equipment, telephony and audiovisual services, transport, e-books, and e-commerce meet accessibility requirements.+}



{+- In the US, the number of legal actions continues to rise and courts increasingly decide in favor of equal access[^23], often citing the Americans with Disabilities Act (ADA). Structured Negotiation is another way that legal pressure is effective, encouraging companies to meet accessibility requirements while avoiding litigation.[^24]+}



{+In Norway where it is now illegal for commercial websites to fail to provide equivalent access for people with disabilities, the government fines commercial companies that do not comply.[^25] Austria has had customer protection regulation in place since 2006 requiring most public websites to meet accessibility standards. Customers that believe they have been discriminated against can take legal action. Parties meet in mediation before they are permitted to go to court. In the United States, by contrast, the regulation is less clear but legal action continues to accelerate.[^26] +}



{+Between government oversight and regulation on the one hand, and increased legal action on the other, the legal landscape is rapidly changing in favor of equal access.+}



**With legal risks increasing, smart businesses [---]{+–+} particularly those with global activities [---]{+–+} are creating accessibility policies and programs to mitigate risk to protect both their assets and their reputations.**



{::nomarkdown}

{% include box.html type="start" h="4" title="Case Study: ADA and Website Accessibility " class="" %}

{:/}



The[-case was heard in the U. S. District Court of the Southern District-]

[-of Florida, Case No. 16-23020. Winn-Dixie is a regional chain of grocery-]

[-stores, some of which maintain pharmacies. The-] blind plaintiff[-was Juan-]

[-Carlos Gil who-] shopped at the {+local Winn-Dixie grocery+} store {+and pharmacy+} in person but was unable to access the website for[-such-] information {+such+} as the store locator, coupons, store events, and specials. The historic suit was the first trial in the history of the ADA about the accessibility of a public accommodation’s website.[-Winn-Dixie asked the court to dismiss the suit based on their-]

[-contention that a website is not a public accommodation covered by Title-]

[-III of the ADA. The court deemed otherwise, allowed the plaintiff to-]

[-recover attorney fee. The decision included the following conclusions by the court:-]



{+Winn-Dixie asked the court to dismiss the suit based on their argument that a website is not a public accommodation covered by Title III of the ADA. The court decided otherwise, allowing the plaintiff to recover their attorney fees. The decision included the following conclusions by the court:+}



-   The link between the website and Winn-Dixie Stores was a [-circumatance-]{+circumstance+} that made Title III of the ADA, applicable to “Public Accommodations,” relevant in this situation.

-   [-Website-]{+The website+} must be[-be-] made accessible to *“individuals with disabilities who use computers, laptops, tablets, and smartphones.”*



[--   Required-]{+The court required+} the [-store-]{+chain of grocery stores+} to



{+-+}   adopt and post an explicit Accessibility Policy *“to ensure the persons with disabilities have full and equal enjoyment of its website and shall accompany the public policy statement with an accessible means of submitting accessibility questions and problems.”*

-   [-Required-]{+conduct+} annual accessibility training for IT and web staff, so they learn to create and maintain content that meets WCAG criteria.

-   [-Required-]{+make sure+} that any third-party applications or content posted to the Winn-Dixie site must also meet WCAG requirements.



{::nomarkdown}

{% include box.html type="end" %}

@@ -349,71 +331,71 @@ recover attorney fee. The decision included the following conclusions by the cou



## Share your experience



User experience research and case studies confirm the many ways that accessible design supports an organization’s ability to innovate, enhance their brand, increase market reach, and minimize legal risk [---]{+–+} among many other benefits. The WAI is a global community of practice, and we encourage you to share your examples. If you have a story of how your commitment to accessibility improved your online business model, please submit it via email to [-wai-eo-editors@w3.org-]{+<wai-eo-editors@w3.org>+} or post it to the [WAI-Engage [-wiki](https://www.w3.org/community/wai-engage/wiki/Case_studies).-]{+wiki {% include_cached different.html %}](https://www.w3.org/community/wai-engage/wiki/Case_studies).+}



## Conclusion



Public use of the [-Internet-]{+web+} is more than 25 years old. [-The web-]{+It+} is no longer a novelty but an integrated, critical tool of modern life. As smart businesses integrate accessible design into their development and procurement processes, they understand the need for equal access by all people. The legal risks of ignoring accessibility are significant, and the benefits have also been demonstrated by leaders like Apple, Barclays, NPR, IBM, Microsoft and hundreds more. Business leaders and the advocates who influence them can have a tremendous social impact and healthy [-ROI-]{+return on investment+} as they follow a roadmap that leads to equal access. More than one billion people with disabilities in the world are eager to engage with you as customers, clients, partners, employees, and equal participants in civic and social activities. By developing a long-term commitment to accessibility and by using WAI resources to develop policy and implement a strategy to bring that commitment to life, your business will reach this market and is likely to thrive in unexpected and self-sustaining ways.



## Resources

This article was written after reading and exploring many external resources that shaped our understanding of the current landscape. We have provided links and notes about our research in this [Annotated [-Bibliography](https://w3c.github.io/wai-bcase/teach-advocate/business-case/bibliography/).-]{+Bibliography]({{ "/teach-advocate/business-case/bibliography/" | relative_url }}).+}



Also, the WAI website has an extensive library of useful support to help companies realize the benefits outlined in this article for integrating accessibility into their development, procurement, and general business practice. Listed below are a few of what we consider especially useful as you start your accessibility program.



* [Developing Organizational Accessibility [-Policies](https://www.w3.org/WAI/planning/org-policies/)-]{+Policies]({{ "/planning/org-policies/" | relative_url}}):+} Start with a clear policy.

* [Planning and Managing [-Accessibility](https://www.w3.org/WAI/planning-and-managing/)-]{+Accessibility]({{ "/planning-and-managing/" | relative_url}}):+} A guide for implementation.

* [Perspective [-Videos](https://www.w3.org/WAI/perspective-videos/)-]{+Videos]({{ "/perspective-videos/" | relative_url}}):+} Watch how accessibility impacts users.



These are suggested merely as a way to get started. We hope you will explore throughout the WAI site as you dive deeper into accessibility and begin to realize the related benefits for you and your organization.



[^1]: [_Disability as diversity in fortune 100 [-companies_](https://onlinelibrary.wiley.com/doi/abs/10.1002/bsl.629).-]{+companies_](https://onlinelibrary.wiley.com/doi/abs/10.1002/bsl.629){:rel="nofollow"}.+} Ball, P., Monaco, G., Schmeling, J., Schartz, H., and Blanck, P.; Law, Health Policy and Disability Center (2005).



[^2]:  Pullin, Graham. _Design Meets Disability_. MIT Press, 2011.



[^3]: [_Professor's Research Helps Restore Sight to the [-Blind_](https://medicalxpress.com/news/2012-01-professor-sight.html).-]{+Blind_](https://medicalxpress.com/news/2012-01-professor-sight.html){:rel="nofollow"}.+} Brown, P.; University of Arizona (2012)



[^4]:  [_People with Disabilities Drive [-Innovation_](https://habengirma.com/2017/09/13/people-with-disabilities-drive-innovation/).-]{+Innovation_](https://habengirma.com/2017/09/13/people-with-disabilities-drive-innovation/){:rel="nofollow"}.+} Germa, H. (2017)



[^5]: [_What Does Responsive Design Have To Do With [-Accessibility?_](https://www.levelaccess.com/what-does-responsive-web-design-have-to-do-with-accessibility/).-]{+Accessibility?_](https://www.levelaccess.com/what-does-responsive-web-design-have-to-do-with-accessibility/){:rel="nofollow"}+} Avila, J.; Level Access (2013).



[^6]: [_When it comes to accessibility, Apple continues to lead in awareness and [-innovation_](https://techcrunch.com/2016/05/19/when-it-comes-to-accessibility-apple-continues-to-lead-in-awareness-and-innovation/).-]{+innovation_](https://techcrunch.com/2016/05/19/when-it-comes-to-accessibility-apple-continues-to-lead-in-awareness-and-innovation/){:rel="nofollow"}.+} Aquino, S. (2016)



[^7]: [_National Federation of the Blind Commends Apple for Including VoiceOver on [-iPad _](https://nfb.org/node/1083).-]{+iPad_](https://nfb.org/node/1083){:rel="nofollow"}.+} Danielsen, C. NFB (2010)



[^8]: [_How Designing For Disabled People Is Giving Google An [-Edge_](https://www.fastcompany.com/3060090/how-designing-for-the-disabled-is-giving-google-an-edge.).-]{+Edge_](https://www.fastcompany.com/3060090/how-designing-for-the-disabled-is-giving-google-an-edge.){:rel="nofollow"}.+} Brownlee, J.; Fast Company (2018).



[^9]: [_Corporate Social Responsibility [-(CSR)_](https://www.iisd.org/business/issues/sr.aspx).-]{+(CSR)_](https://www.iisd.org/business/issues/sr.aspx){:rel="nofollow"}.+} IISD's Business and Sustainable Development Guide (2013).



[^10]: [_Reaping The Benefits Of Diversity For Modern Business [-Innovation_](https://www.forbes.com/sites/ekaterinawalter/2014/01/14/reaping-the-benefits-of-diversity-for-modern-business-innovation/#155c39652a8f).-]{+Innovation_](https://www.forbes.com/sites/ekaterinawalter/2014/01/14/reaping-the-benefits-of-diversity-for-modern-business-innovation/#155c39652a8f){:rel="nofollow"}.+} Walter, E.; Forbes Magazine (2014).



[^11]: [_Accessibility at [-Microsoft_](https://nfb.org/images/nfb/publications/bm/bm15/bm1504/bm150403.htm).-]{+Microsoft_](https://nfb.org/images/nfb/publications/bm/bm15/bm1504/bm150403.htm){:rel="nofollow"}.+} Chong, C.;  Braille Monitor (2015).



[^12]: [_The Moment That Forever Changed Our [-Lives_](https://blogs.msdn.microsoft.com/accessibility/2017/10/21/satya-nadella-the-moment-that-forever-changed-our-lives/).-]{+Lives_](https://blogs.msdn.microsoft.com/accessibility/2017/10/21/satya-nadella-the-moment-that-forever-changed-our-lives/){:rel="nofollow"}.+} Nadella, S.; PowerShell Team Blog, LinkedIn, (2017).



[^13]: [_How Fathering a Son with Disabilities Helped Microsoft's CEO Transform the [-Company_](https://forums.windowscentral.com/windows-central-news-discussion/465496-how-fathering-son-disabilities-helped-microsofts-ceo-transform-company.html).-]{+Company_](https://forums.windowscentral.com/windows-central-news-discussion/465496-how-fathering-son-disabilities-helped-microsofts-ceo-transform-company.html){:rel="nofollow"}.+} Ward, J.; Windows Central (2017).



[^14]: [*Microsoft Adding New Accessibility Improvements in Windows [-10*](https://coolblindtech.com/microsoft-adding-new-accessibility-improvements-in-windows-10/).-]{+10*](https://coolblindtech.com/microsoft-adding-new-accessibility-improvements-in-windows-10/){:rel="nofollow"}.+} Rego, N.;  Cool Blind Tech (2018).



[^15]: [*Disability Inclusion [-Overview*](http://www.worldbank.org/en/topic/disability).-]{+Overview*](http://www.worldbank.org/en/topic/disability){:rel="nofollow"}.+} The World Bank (2018).



[^16]: [*The Business Case for Accessibility and Inclusive [-Design*](https://digileaders.com/the-business-case-for-accessibility-and-inclusive-design/).-]{+Design*](https://digileaders.com/the-business-case-for-accessibility-and-inclusive-design/){:rel="nofollow"}.+} Walker, M.; Digital Leaders (2018).



[^17]: [_World Population Chart for Countries and [-Continents_](https://www.disabled-world.com/calculators-charts/wpc.php).-]{+Continents_](https://www.disabled-world.com/calculators-charts/wpc.php){:rel="nofollow"}.+} Disabled World (2017).



[^18]: [*Richard Branson Supports People With Disabilities -- Here Are Six Ways You Can Do It, [-Too*](https://www.forbes.com/sites/gaudianohunt/2016/10/31/richard-branson-supports-disabilities/#4da9aa36788e).-]{+Too*](https://www.forbes.com/sites/gaudianohunt/2016/10/31/richard-branson-supports-disabilities/#4da9aa36788e){:rel="nofollow"}.+} Gaudiano, P. and Hunt, E.; Forbes.com (2016).



[^19]: [*Assessing the Value [-0f-]{+Of+} Accessible Technologies for [-Organizations*](https://web.archive.org/web/20170710171528/https://mscorpmedia.azureedge.net/mscorpmedia/2016/07/Microsoft-TEI-Accessibility-Study_Edited_FINAL-v2.pdf).-]{+Organizations*](https://web.archive.org/web/20170710171528/https://mscorpmedia.azureedge.net/mscorpmedia/2016/07/Microsoft-TEI-Accessibility-Study_Edited_FINAL-v2.pdf){:rel="nofollow"}.+} Parks, S., and Sedov V.; Forrester Research, Inc. [-(2017)-]{+(2016)+}



[^20]: [*National Federation of the Blind v. Target [-Corp.*](https://en.wikipedia.org/wiki/National_Federation_of_the_Blind_v._Target_Corp.)-]{+Corp.*](https://en.wikipedia.org/wiki/National_Federation_of_the_Blind_v._Target_Corp.){:rel="nofollow"}+} Wikipedia. (2008)



[^21]: [*Sydney Olympics 2000 Website Accessibility [-Decision*](https://www.independentliving.org/docs5/sydney-olympics-blind-accessibility-decision.html).-]{+Decision*](https://www.independentliving.org/docs5/sydney-olympics-blind-accessibility-decision.html){:rel="nofollow"}.+} Independent Living Institute (2000).



[^22]: [*Web Accessibility and the [-DDA*](https://warwick.ac.uk/fac/soc/law/elj/jilt/2001_2/sloan/)-]{+DDA*](https://warwick.ac.uk/fac/soc/law/elj/jilt/2001_2/sloan/){:rel="nofollow"}.+} Sloan, M.; Journal of Information Law & Technology, University of Warwick (2005).



[^23]: [*List of Web Accessibility-Related Litigation and [-Settlements*](http://www.karlgroves.com/2011/11/15/list-of-web-accessibility-related-litigation-and-settlements/).-]{+Settlements*](http://www.karlgroves.com/2011/11/15/list-of-web-accessibility-related-litigation-and-settlements/){:rel="nofollow"}.+} Groves, K. (2017).



[^24]: [*Settlements in Structured [-Negotiation*](http://www.lflegal.com/negotiations/)-]{+Negotiation*](http://www.lflegal.com/negotiations/){:rel="nofollow"}.+} Feingold, L. (2018)



[^25]: [-[*“It's-]{+[*It's+} Illegal to Have an Inaccessible Website in Norway - and That's Good News for All of [-Us.”*](https://medium.com/confrere/its-illegal-to-have-an-inaccessible-website-in-norway-and-that-s-good-news-for-all-of-us-b59a9e929d54).-]{+Us*](https://medium.com/confrere/its-illegal-to-have-an-inaccessible-website-in-norway-and-that-s-good-news-for-all-of-us-b59a9e929d54){:rel="nofollow"}.+} Aalen, I.; Confrere/Medium (2018).



[^26]: [*“Absence of U.S. Regulation Leads to Web Accessibility [-Lawsuits.”*](https://www.practicalecommerce.com/Absence-of-U-S-Regulation-Leads-to-Web-Accessibility-Lawsuits).-]{+Lawsuits”*](https://www.practicalecommerce.com/Absence-of-U-S-Regulation-Leads-to-Web-Accessibility-Lawsuits){:rel="nofollow"}.+} Roggio, A.; Practical Ecommerce (2015).