Category
Business
Assisted Conversion
Trend cluster
Category
Virtual
Accessibility
Online shopping is being used as a tool to enhance accessibility.
3.3
Trend score
Trend
What is the Virtual Accessibility trend?
Virtual Accessibility: People with various disabilities may have difficulties shopping in traditional retail or virtual shopping settings, and some brands are aiming to change this with app-based features and services that prioritize accessibility. These include everything from voice-controlled shopping experiences to platforms that connect seniors with people who will do their grocery shopping for them.
Insight
The consumer insight behind the Virtual Accessibility trend
Accessibility is becoming an increasingly important consideration for businesses as people with physical or mental disabilities and their allies fight for more inclusive products and services. As people become more vocal about their needs, brands are having to adapt rather than taking a one-size-fits-all approach to their business models.
Trend themes
Themes within the Virtual Accessibility trend
Three behaviours holding the trend together01
Accessibility Prioritization
Brands are introducing app-based services prioritizing accessibility for people with disabilities, including voice-controlled shopping and grocery assistance, to meet diverse needs.
02
Disruptive Charitable Business Model
Charitable clothing brands such as Two Blind Brothers are successfully leveraging mystery box strategies, offering customers the chance to support philanthropic causes and obtain surprises from the brand.
03
Text-Based Shopping Tools
Personal shopping assistants such as Friday are using text messaging to offer ultra-fast and accelerated shopping experiences, empowering customers with more convenience and brand loyalty.
Industry implications
What the Virtual Accessibility trend means for industry
Where the trend changes the playbookFor
Healthcare & Wellness
Healthcare companies, hospitals, and assisted-living facilities can tap into proactive innovation opportunities focused on disabilities and aging, including accessibility technology and senior delivery initiatives.
For
Ecommerce & Retail
Retail companies and online marketplaces can enhance their brand reputation by offering more inclusive, accessible, and innovative services, such as voice-controlled shopping and personal shopping assistants.
For
Nonprofit & Philanthropic
Non-profit organizations and social impact ventures can introduce disruptive charitable business models similar to Two Blind Brothers, relying on surprise box merchandising and engaging customers with philanthropic causes.
Workshop question
How is your brand authentically prioritizing accessibility for employees and customers?
Trend signals
Trend signals for Virtual Accessibility
Trend score 3.3 out of 10, from popularity 55%, activity 32%, freshness 12%.
Popularity55%
Activity32%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Virtual Accessibility trend
4 featured examples from May 24, 2021 to Jun 11, 2022CategoryBusiness
Text-to-Shop Retail Services
The 'Friday' Personal Shopping Assistant Purchases Items with a Text
Retailers can leverage text-based shopping services to offer a fast and convenient shopping experience that meets the changing needs of consumers.
CategoryBusiness
Senior Grocery Delivery Initiatives
Walmart and Avanlee Care Have Partnered on a New Initiative
The grocery industry can partner with healthcare companies to provide delivery services for seniors and improve the customer experience.
CategoryBusiness
Digital Device Accessibility Features
New Apple Accessibility Features Enable Hands-Free Control
The Apple accessibility features offer opportunities for consumer electronics companies to improve the accessibility of their products.
CategorySocial Good
Charitable Clothing Brands
Two Blind Brothers Funds Blindness Research with Mystery-Box Strategy
Companies in the apparel industry can differentiate themselves by incorporating a social or humanitarian message into their brand identity.
