Why Universal Design Drives Business Growth (Not Just Accessibility)
In episode 15 of Shifting to Ethical Systems, Jules Harrison-Annear explores universal design as a powerful business strategy — not just an accessibility feature.
Because when you design for those who face the most barriers, you don’t just include more people. You create better systems for everyone.
“When you design for the most marginalised first, you don’t just serve them better — you serve everyone better.”
Most businesses design for the “average” user.
And then, if there’s time or budget, they retrofit accessibility.
But that approach misses something fundamental.
Real people aren’t average. They have different bodies. Different needs. Different ways of navigating the world.
The real tension is this:
Universal design requires more upfront thinking, time, and investment.
And in systems focused on efficiency and cost-cutting, that can feel like a burden. But accessibility isn’t charity.
It’s good design.
It’s market inclusion.
It’s innovation.
And once you see it that way, the question shifts:
Can we afford not to design this way?
And here are three reflections that stayed with us from this episode:
1) Design for those facing the most barriers, improve for all
When you design for people who struggle most to access your product or service, you create solutions that are easier and better for everyone.
2) Inclusion expands markets
Over one billion people live with disabilities globally. Designing for them isn’t a niche — it’s unlocking a massive, underserved market.
3) Removing barriers creates value
The more accessible your product or service is, the more adaptable, resilient, and valuable it becomes across different contexts and users.
Episode breakdown:
00:45 Universal Design as Strategy
Why designing for inclusion changes how businesses create value.
01:50 The Tension: Cost vs Value
Why universal design can feel like an investment and why that mindset needs to shift.
02:58 The Fiji Catalyst Project
A real example of designing accessible, inclusive tourism from the ground up.
04:50 Designing for Those Facing the Most Barriers
How accessibility features improve the experience for a much wider audience.
06:10 Inclusion as Market Expansion
Why universal design unlocks new demand and underserved markets.
07:13 The Ripple Effect of Removing Barriers
How designing for one group benefits many others.
08:30 Designing Differently in Practice
How universal design reshapes product development, research, and business strategy.
If this episode made you rethink who your product or service is really designed for, share it with someone building, designing, or investing in systems.
Because inclusion doesn’t dilute quality. It strengthens it.