While there are companies who do not see the value in being inclusive, the number of them is shrinking. It is more frequent that companies don't know how to become more inclusive or make decisions without realising the impact on people with disabilities.

"Every day, business leaders make seemingly small but meaningful mistakes that leave a large population of users with disabilities out in the cold. Companies are aware that they should be prioritizing the accessibility of their product — and in turn the inclusiveness of their brand — in order to maximize their reach and value. Yet in many cases, they make the wrong choices because they don’t know where their gaps in understanding are or who they’re unintentionally excluding. For example, earlier this year, there was outrage after leading UK train websites went grayscale as a tribute to Prince Philip after his death — a well-intentioned change that left people with visual impairments unable to use them."

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