Digital divide for people with disabilities: How digital marketers can develop inclusivity

Citation

Wilson-Nash C (2025) Digital divide for people with disabilities: How digital marketers can develop inclusivity. In: Disability and Digital Marketing. Routledge, pp. 13-32. https://doi.org/10.4324/9781032691664-3

Abstract
This chapter explores the digital divide faced by people with disabilities (PWD). While the COVID-19 pandemic increased online engagement among people without disabilities (PWOD), PWD experienced minimal change, further excluding them from essential online services and opportunities. Inclusive digital marketing tailored to diverse disability needs can address these disparities, yet many strategies fail because marketers tend to homogenise PWD. To demonstrate the diverse needs of PWD, the chapter contrasts experiences between two groups: individuals with physical disabilities who often benefit from online accessibility but struggle with tangible device design flaws and those with intellectual disabilities who face challenges navigating complex digital interfaces. Inclusive innovation, emphasising accessibility and user-centric design, is proposed to mitigate these barriers. Strategies include involving PWD in co-creation, ensuring diverse representation, and fostering long-term partnerships. By integrating frameworks like the ladder of inclusive innovation, digital marketers can bridge the divide, improve well-being, and promote societal inclusivity.