By: Jessica Fabus Cheng

Digital exclusion is no longer just a tech problem; it’s increasingly recognized as a human one. From videos without captions to websites that may not support screen reader compatibility, exclusion can be quietly embedded into the online world, creating daily challenges for millions.

For Jessica Fabus Cheng, RN, inclusion strategist, and Mrs. DC International 2025, these digital barriers are deeply personal. After surviving a rare form of thyroid cancer that left her with about 80% vocal function, she has turned her lived experience into a mission to help brands view accessibility not just as a compliance requirement but as an opportunity for deeper connection and credibility.

As the founder of Accessibility in Action and creator of the Turnkey Accessibility course, Cheng believes it’s increasingly important for brands to conduct digital accessibility audits sooner rather than later.

“Every day your content is inaccessible is a day you’re potentially missing out on both impact and income,” she says. Here’s what she hopes brands understand, and some initial steps they can take to improve.

Why Accessibility Can’t Wait

Accessibility isn’t solely about ethics; it also has economic implications. The World Health Organization estimates that more than 1.3 billion people live with some form of disability. In North America alone, the disability community and their families represent over $13 trillion in collective buying power. Yet many digital platforms—from social media feeds to e-commerce checkout flows—still fall short of fully including these audiences.

When brands overlook accessibility, they may unintentionally exclude potential customers. This can signal that certain experiences are less valued, which, while not often headline-making, can gradually affect trust, reach, and reputation. Additionally, it may increase legal risks, as digital accessibility lawsuits have been on the rise in the U.S. and elsewhere.

Cheng often reminds clients that exclusion rarely results from ill intent. It more commonly looks like missed captions on videos, low-contrast color choices, or social posts that screen readers cannot interpret effectively. But while intent matters, it doesn’t negate impact.
“It’s not about doing everything perfectly—it’s about being willing to do something,” she says.

The 5-Step Accessibility Self-Audit

Although full-scale accessibility audits can be complex, Cheng encourages brands to recognize that even small changes can create meaningful improvements. Her approach starts with five areas that most brands can address within a week, without requiring a technical background.

First, captions on videos are increasingly essential. Whether for deaf users or someone watching without sound, captions are becoming expected rather than optional. Cheng advises editing auto-generated captions carefully to ensure accuracy, especially when brands aim to build trust and deliver nuanced messaging.

Second, image descriptions matter. If a post shows three friends toasting at brunch and the caption reads only “Best day ever,” screen reader users miss important context. Providing vivid yet concise descriptions helps make content more accessible to all viewers, not only those with visual impairments.

Third, hashtag formatting can improve accessibility. Cheng recommends capitalizing the first letter of each word in a hashtag—for example, #AllTheBestWithJess—to help screen readers interpret them correctly. Lowercase hashtags can sometimes be read as a confusing jumble.

Fourth, she encourages the use of plain language. Overly complex or technical wording may unintentionally alienate neurodivergent individuals or non-native English speakers. Simplifying language can help make content more inclusive and understandable.

Finally, attention to contrast in visual design is important. Text that blends into backgrounds or uses low-contrast color schemes may be difficult to read for individuals with low vision. As Cheng puts it, “If it wouldn’t work on a street sign, it’s probably not effective in your marketing.”

The Triple A Framework: Accessibility That Connects

Cheng’s approach is grounded in her signature Triple A Framework: Awareness, Allyship, Action. She explains this progression helps move accessibility from a “nice-to-have” concept to a more integrated business value.

Many brands are aware of accessibility and acknowledge its importance, but often the process stalls there. Allyship forms the bridge—building relationships, sharing stories, and developing empathy. Only then does action become a natural and sustainable next step.

Cheng often speaks of her cousin, who lives with Duchenne Muscular Dystrophy. At 12 years old, he tripped on an inaccessible sidewalk outside a medical facility and broke his leg. His body, already impacted by his condition, never fully recovered. That incident marked a turning point in his independence and, for Cheng, catalyzed her commitment to advocacy.

“It wasn’t just a broken sidewalk,” she says. “It was a broken system. And I realized how easily these ‘small’ oversights can affect someone’s entire life.”

This Isn’t Just Compliance, It’s Connection

Currently, no federal law mandates accessible social media content. Platforms like Instagram, TikTok, and LinkedIn do not require brands to use alt text or accessible hashtags. However, Cheng argues that doing the right thing should not depend solely on regulation—it should be part of the brand’s core identity.

She also points out that accessibility is one of the few inclusion efforts everyone may rely on eventually. Whether through injury, aging, illness, or caregiving, many people will experience some form of disability during their lifetime.

This means accessibility isn’t only for “them”; it’s relevant to all of us. And it starts with brands showing up differently online.

Communicating with Purpose

Jessica Fabus Cheng knows firsthand that you don’t need a perfect voice to make a meaningful statement. You don’t need a law to motivate doing what’s right. And you don’t need a large team to create change.

You need intention. You need empathy. And you need to begin.

By encouraging brands to self-audit, Cheng is not only helping reshape digital spaces—she is encouraging brands to reclaim them. “Accessibility is love in action,” she says. “And it can be a loyal, lasting way to lead.”

Disclaimer: This article is for informational purposes only and does not constitute professional or legal advice. The views expressed are based on available information at the time of writing and may not guarantee specific outcomes. Readers should conduct their own research or consult qualified professionals before making decisions related to digital accessibility or business strategies.