Let’s cut to it: lawsuits are on the rise, the DOJ is getting louder, and still, website accessibility is falling behind. According to the 2024 WebAIM Million Report, over 96% of home pages leave basic users behind.
Now, here’s the twist—this isn’t just about users with disabilities. As Baby Boomers age, they’re bumping into the same digital roadblocks: tiny fonts, confusing layouts, and missing captions. The generation with the most wealth and buying power is being quietly shut out of online experiences.
That’s not just a problem. It’s a missed opportunity—one your business doesn’t have to make.
The Boomer Market Isn’t Just Big—It’s Engaged
Baby Boomers control over half of U.S. household wealth and spend more than $548 billion annually—54% more than Gen X. This isn’t just a large demographic—it’s one of the most financially influential.
And despite common assumptions, they’re anything but offline. Boomers were early adopters of desktop computers and used digital tools throughout their careers. COVID only accelerated their tech use: more than 75% relied on digital platforms to stay connected. Today, they’re the fastest-growing demographic on Facebook and actively shop, research, and consume content online.
But even with their high engagement, 42% of Boomers feel today’s tech isn’t designed with them in mind. That’s telling. They’re using your website—but they’re noticing the friction. They’re experiencing the same usability challenges as people with disabilities: small fonts, poor contrast, complex navigation, and inaccessible features.
That disconnect isn’t just frustrating—it’s costing you revenue.
Website Accessibility Serves Boomers and Beyond
When you improve website accessibility, you’re not only helping people with disabilities. You’re also meeting the needs of aging users whose vision, hearing, and motor skills may be declining. And let’s be honest—those needs overlap more than most businesses realize.
From low-contrast text and missing alt tags to menus that don’t work with screen readers or keyboards, these digital obstacles show up for both groups. Combine 61 million Americans with disabilities and 71 million Boomers, and you’re looking at over $1 trillion in buying power. That’s not a niche audience—that’s your core market, quietly looking elsewhere when your site isn’t built for them.
The Clock Is Ticking on Compliance
If all of that weren’t reason enough, the legal pressure is mounting.
New federal guidelines now require state and local government websites to meet WCAG 2.1 AA standards by 2026 under ADA Title II. Colorado passed HB 21-1110, mandating compliance at the state level. And the European Accessibility Act kicks in by July 2025, meaning even U.S. businesses that serve EU citizens need to be ready.
Digital accessibility is no longer optional. The more you delay, the more risk your organization takes on—from lawsuits and demand letters to PR backlash. But on the flip side, getting ahead of it shows leadership, social responsibility, and long-term thinking.
And let’s not forget the DEI angle. If you’ve made public commitments to Diversity, Equity, and Inclusion, accessibility has to be part of that strategy. Your digital spaces should reflect the same values you promote in your hiring, culture, and customer experience.
What You Gain by Getting Accessibility Right
Yes, website accessibility helps you avoid legal headaches. But the upside is bigger than just compliance. It’s about real business growth:
- You reach more people. Boomers, people with disabilities, and anyone using older tech or assistive tools can interact with your site more easily.
- You boost your brand’s reputation. When you show up for all of your customers, they take notice—and they talk about it.
- You improve your SEO. Accessible sites tend to follow best practices that also help with search rankings, like structured content and alt text.
- You future-proof your digital assets. Investing in accessibility now makes updates and compliance easier down the line—and helps you stay ready for whatever comes next.
How to Actually Make Accessibility Happen
Here’s the reality: true website accessibility doesn’t happen with one plugin or quick fix. It takes intention and the right approach. Start here:
- Run a proper manual audit. Automated tools can only catch so much. A real audit includes human testing—often with screen readers and keyboard-only navigation.
- Fix what matters, the right way. Work with qualified experts to remediate issues at the code level. Cosmetic workarounds don’t cut it.
- Avoid accessibility overlays. They often break more than they fix, and they won’t protect you from legal claims.
- Train your team. Designers, developers, and content creators should know the basics of accessibility and integrate it into their daily work.
- Keep testing. Set up regular automated checks, but also schedule manual audits periodically—especially when updating your site.
- Document your efforts. Maintain a clear paper trail of what you’ve done and when. It matters for internal accountability and external validation.
Keep on Scrollin’: Why Website Accessibility Pays
This isn’t just about doing the right thing—it’s about doing the smart thing. Boomers are online, they have money to spend, and they’re running into digital barriers that your business can easily remove. The same goes for millions of Americans living with disabilities. Together, they represent a massive—and often overlooked—market.
Website accessibility isn’t a checkbox. It’s a chance to serve more people, grow your business, and future-proof your brand.
At 216digital, we specialize in helping brands like yours turn accessibility into a competitive advantage. From audits to remediation to long-term strategy, we’re here to help you build a web experience that works for everyone—and pays off in real results.
Want to unlock the trillion-dollar Boomer market? Let’s get started. Contact 216digital today.