Helm argues that inclusive CX should be elevated to a board-level priority, not left solely to designers or compliance teams as an afterthought. Accessibility audits often uncover friction points that frustrate all users, meaning that by solving for the most vulnerable, businesses streamline journeys for everyone. Inclusive brands also earn deeper customer loyalty, as families and communities tend to rally around companies that actively consider their needs and, conversely, when one person feels excluded, an entire household is less likely to support that brand. Beyond this, inclusivity drives market growth: people with disabilities and their families represent billions in collective buying power, offering businesses that embrace accessibility the opportunity to unlock untapped markets and build long-term relationships.
“Inclusivity isn’t just about doing the right thing, it’s also smart business,” says Mdluli. “Every South African is a potential customer, whether they’re living with a disability, stuck with slow data, or just trying to get things done with a broken arm. If your systems don’t account for that, you’re setting yourself up to be left behind.”
Disability Awareness Month often sparks well-meaning campaigns, but Helm challenges businesses to go further. Accessibility needs to be built in from the start, not tested at the end of a project. That means putting it into design sprints, looking at every step of the customer journey through the eyes of people with disabilities, and learning from the global leaders who’ve already shown that inclusive design is both profitable and brand-building. In South Africa, where competition is fierce and customer trust is everything, accessibility should be seen as brand equity, something that makes your company more relevant, more resilient, and ultimately more human.
AI tools are also beginning to support inclusive design. From automatically generating descriptive alt text to converting written content into natural-sounding speech across languages, these innovations enhance and support good, solid design thinking that improves accessibility for everyone.
“South African businesses can really lead the way if they choose to,” says Mdluli. “If your customer experience works for someone in a rural area with patchy data, a parent trying to juggle kids, and a person living with a disability, then you’ve built something that works for everyone. That’s the standard we should aim for.”
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