A new study reveals that 90% of consumers place greater trust in companies with social commitment. Although quality and price remain decisive factors, social impact tips the final balance. The inclusion of people with disabilities is positioned as the most valued action. For citizens, brands that actively contribute to society gain preference and loyalty. The conclusion is clear: integrating social actions is not optional, it is a necessary strategy to retain customers.
How to integrate digital accessibility into your sales platform 🛒
Current technology allows implementing screen readers, adjustable contrast, and keyboard navigation without high costs. Tools like WAI-ARIA and automatic validators make it easy to audit compliance with WCAG guidelines. Adapting forms, product descriptions, and checkout processes removes barriers for users with visual or motor disabilities. Additionally, optimizing SEO and overall usability benefits all visitors. It's not about charity, but functional design that expands your market and reinforces consumer trust.
Social responsibility as a marketing hook (and not the other way around) 🤝
Some brands discover that putting a ramp at the entrance or posting photos of inclusive workshops on social media attracts more customers than a 20% discount. It's curious: before, people wanted low prices; now, they demand that the company be a good person. The study confirms it: if you don't include anyone, you get excluded. Of course, make sure your commitment is real, because a customer with a disability can spot a poseur from miles away, even without glasses.