Why Well Adjusted?
We could talk about the Disability Discrimination Act 1995(DDA). This requires providers of goods & services to make reasonable adjustments to make sure that disabled people can access their goods and services. But the law – the ‘stick’, no matter how well intentioned, is not the way to motivate anyone!
What we really want to say is that if you get communication right for the 20% of people with communication difficulties then you make it just as great for everyone else – that’s 100%.
Great Communication is the key to markets, messages and the minds of the reader, consumer and community member
For many people, the word ‘accessibility’ makes them think of ramps and wheelchairs. They also relate ‘inclusivity’ with minorities (maybe even small minorities!) such as those with difficulties, disabilities or differences like dyslexia, visual impairment etc. When it comes to both these issues, most organisations are aware of their duty under the Act to make business premises accessible, and have made efforts to do so. Some have not done enough, and are facing legal action.
However, few businesses have made adjustments to their communication. The Disability Rights Commission (DRC) investigation into the web, for example, found that 81% of websites failed to meet even the most basic accessibility requirements. Now that so much business is internet based, why is it that companies are not making efforts, either to comply with the law, or to reach all of their potential customers?
Great communication goes beyond the law.
DRC research shows that accessible websites create a huge uplift on navigation speeds. This is a personal and business benefit to everyone. Add to this, all the other changes we are recommending in this guide, and a host of significant benefits arise.
Good communication benefits everyone
The Well Adjusted Campaign aims to encourage companies and organisations to make their communication ‘well adjusted’ by looking at all their marketing, communication, publicity and publications with fresh eyes.
The DRC found that well designed websites helped non disabled users to complete tasks 34% more quickly. Think of the time now wasted completing online tasks! Imagine the amount of business lost, as frustrated customers give up trying to buy online, because the process is too complicated.
We have brought together best practice advice from a number of sources and worked with a wide variety of charities and organisations. We believe that you will find this guidance helpful. The question is not whether you should adopt the 10 Reasonable Adjustments, but how much you, your customers, your colleagues, your organisation and your community will benefit?
