B & T: How one change can quadruple your reach

B & T: How one change can quadruple your reach

This article was originally published on B&T

Businesses that design their products and services with social inclusivity in mind will experience far greater reach than those that don’t, says tech giants.

Research launched today by the Centre for Inclusive Design in partnership with Adobe and Microsoft has found that businesses can lift their bottom-line by creating an experience that caters for the needs of people experiencing poverty, disability or the effects of ageing.

‘The Benefit of Designing for Everyone’ report, conducted by PwC, finds that inclusive design can deliver reach that is four times greater than the number of intended customers.

Centre for Inclusive Design CEO Dr Manisha Amin CEO said:

“Design that considers the full range of human diversity with respect to ability, language, culture, gender, age and other forms of human difference means more people are included.

“We commissioned the research to identify and determine the necessary means by which Australia can act to reduce these gaps.

“Inclusively designed products and services that have edge users in mind, can reach and benefit up to four times the size of the intended audience and enable organisations to increase their revenue by growing the size of their target markets.”

According to the research, there are five million Australians unable to access products and services due to poor design, representing $40 billion in untapped disposable income.

Australia’s increasingly diverse demographics are impacting trends in design, says the report.

The research predicts the number of Australians aged 65 years and over will nearly double from 3.8 million in 2017 to approximately 6.5 million in 2042.

It also points out the proportion of overseas-born Australians has already climbed from 18% in 1966 to 26% in 2016.

Adobe managing director AUNZ Suzanne Steele said: “Inspiration can come from anywhere and anyone, and it’s up to Australian businesses to give employees accessible tools that can enhance the creation process to bring their ideas to life.

“Through our partnership with the Centre for Inclusive Design and Microsoft, we want to raise awareness of the importance for organisations to include a diverse range of voices and perspectives within their teams in order to reflect the diversity of the Australian population in their products and services.”