In recent years, the term “accessibility push” has been on the rise, with businesses, organizations, and even governments claiming to prioritize accessibility. But is this commitment genuine, or is it just another marketing ploy to gain public favor? In this article, we’ll dive deep into what it means for accessibility efforts to be “performative” and how to distinguish meaningful actions from mere words. Accessibility is about creating an inclusive world, but to achieve this, we need to move beyond superficial efforts and demand real change.
What Does “Accessibility Push Is Performative” Mean?
When people say “accessibility push is performative,” they are calling out organizations or individuals that claim to prioritize accessibility but fail to make meaningful, lasting changes. Performative accessibility refers to efforts that are more about appearing inclusive rather than actually making services, spaces, or technologies usable for people with disabilities.
For example, a company might add a flashy accessibility statement to their website but fail to ensure the site is usable for someone navigating it with a screen reader. It’s the equivalent of talking the talk but not walking the walk. While raising awareness about accessibility is important, performative actions only give the illusion of progress without addressing the real barriers people with disabilities face.
Real Actions vs. Empty Words
Genuine accessibility efforts involve making meaningful changes that have a tangible impact on people’s lives. This could mean designing accessible websites, creating inclusive hiring practices, or ensuring physical spaces are usable for people of all abilities. On the other hand, empty words often come in the form of public declarations, promises, or vague commitments that lack follow-through.
For instance, some companies might launch a “Disability Awareness Campaign” but fail to provide captions for their videos or implement accessible design in their products. This mismatch between words and actions is a clear sign of performative accessibility. Real actions require accountability, investment, and a willingness to listen to feedback from the disability community.
How Can We Spot Performative Accessibility?
Spotting performative accessibility requires looking beyond the surface and asking critical questions about an organization’s intentions and outcomes. Here are some ways to identify it:
Why Should You Care?
Performative accessibility doesn’t just waste time and resources; it actively harms the very people it claims to help. When organizations focus on appearances instead of real change, they miss the opportunity to make a genuine impact. This leaves people with disabilities feeling ignored, undervalued, and frustrated. Accessibility is a basic human right, not a box to tick for good PR.
Why Some Companies Fake Accessibility Changes
There are several reasons why companies engage in performative accessibility. For one, accessibility is now seen as a sign of progressiveness, and businesses want to appear socially responsible. Additionally, making genuine accessibility changes often requires time, effort, and financial investment—something not all companies are willing to commit to. Instead, they take shortcuts, focusing on optics rather than outcomes.
How Performative Accessibility Impacts Real People
For people with disabilities, performative efforts are not just frustrating—they can be outright harmful. Imagine a visually impaired person relying on an app that claims to be accessible, only to find it riddled with design flaws that make it unusable. Or consider a person with a mobility disability trying to attend an event at a “wheelchair-accessible venue,” only to find out the accessibility features are inadequate. These scenarios highlight how empty promises can create additional challenges instead of breaking down barriers.
The Truth About Half-Hearted Efforts
Half-hearted efforts often stem from a lack of understanding or genuine commitment. A prime example is when organizations treat accessibility as a one-time project rather than an ongoing process. Accessibility is not something you can “set and forget.” It requires continuous learning, updating, and adapting to meet the needs of all users.
Some common signs of half-hearted efforts include:
- Websites with partial or outdated accessibility features.
- Token representation of people with disabilities in marketing campaigns.
- Minimal training for staff on how to support accessibility needs.
- Over-reliance on automated accessibility tools without manual testing.
These efforts may look good on paper, but they rarely lead to real inclusivity. Organizations must move beyond these superficial attempts and take a proactive approach to accessibility.
How Can Companies Take Real Action?
Taking real action involves committing to long-term, sustainable change. Here are some ways companies can make a genuine impact:
- Conduct Comprehensive Accessibility Audits: Regularly assess digital and physical spaces to identify and fix accessibility barriers. This should include testing by people with disabilities to ensure usability.
- Involve the Disability Community: Actively seek feedback from people with disabilities during the design and implementation stages. Their lived experiences are invaluable in creating truly inclusive solutions.
- Invest in Accessibility Training: Equip employees with the knowledge and skills to understand and address accessibility needs. This includes training for developers, designers, customer service staff, and leadership teams.
- Adopt Universal Design Principles: Create products, services, and environments that are usable by all people, regardless of ability, without the need for adaptation.
These actions require effort, but the result is a more inclusive world where everyone can participate equally.
Ways We Can Support Genuine Accessibility Efforts
While companies play a crucial role in driving accessibility, individuals also have a part to play. Here are some steps we can take to support genuine accessibility efforts:
Tools That Help Accessibility
There are numerous tools available to make digital content and physical spaces more accessible. For example:
- Screen Readers like NVDA and JAWS help visually impaired users navigate digital content.
- Color Contrast Checkers ensure that text is readable for people with visual impairments.
- Captioning Tools like Rev or Descript add captions to videos, making them accessible for people who are deaf or hard of hearing.
- Keyboard Accessibility Testing Tools ensure that websites can be navigated without a mouse, which is critical for people with motor disabilities.
Encouraging the use of these tools can lead to more inclusive environments.
Building a Better, Inclusive World
True inclusion requires collaboration and advocacy. Support organizations that prioritize accessibility and hold those that engage in performative actions accountable. Whether it’s attending community events, signing petitions, or donating to disability advocacy groups, every action counts.
Thoughts: Let’s Push for Real Change
It’s time to stop settling for surface-level efforts and demand meaningful change. We can push organizations to go beyond performative actions by educating ourselves, raising awareness, and amplifying the voices of the disability community. Remember, accessibility benefits everyone—not just people with disabilities.
The Bottom Line
At its core, accessibility is about creating a world where everyone, regardless of ability, can fully participate in society. But achieving this requires more than empty promises—it demands real, sustained action. By recognizing and calling out performative accessibility, we can hold organizations accountable and push for genuine change. Let’s work together to build a more inclusive future, one step at a time.
