While the agile nature of online environments makes them ideal for accessibility features, 90% of US websites alone are impassable for people with disabilities (AbilityNet, 2022). But new-gen UX tech supporting individuals with motor conditions, sensory processing disorders and neurodivergent minds is levelling the playing field across fashion, beauty, food & beverage and banking.

Physical brand environments still represent about 87.5% of sales (see Key Stats), yet most provide substandard experiences for disabled people – particularly the majority who prize autonomy, discretion and participation alongside their peers. From haptics-centred wayfinding to image/spatial recognition apps individualising how a space is ‘read’ and navigated, we review the most promising personalisable tech concepts.

Representation in advertising is moving beyond increased visibility and inspiration porn (disabled people portrayed as inspirational solely on the basis of their disability) to more nuanced depictions and storytelling. Including the ‘accurate everyday’, the psychology of living ‘ingeniously’ and rebuffing less-than and ableist narratives, we unpack key shifts from brands like Apple, McDonald’s India and Anytime Fitness. 

Astute brands are creating service design solutions to improve disabled people’s lives at home. Concepts include guidance on altering interiors (Ikea, Lowe’s), at-home adaptive workouts (Peloton) and tech support (Sony), enabling consumers to flex their private environments and routines to their needs, whether living alone or with family and friends.