Let’s be honest: we’ve all seen it.
The slick social media post during Disability Employment Awareness Month. The glossy diversity report with stock photos of wheelchair users. The event venue claims to be inclusive until you ask where the accessible washroom is (and they say, “It’s out back, past the kitchen”).
Welcome to the world of performative accessibility.
It’s the well-meaning surface-level stuff that looks good from the outside but doesn’t actually change anything for disabled people. And if we’re serious about inclusion, we need to move beyond it
Because accessibility isn’t a photo op or a one-time policy update. It’s a practice. A mindset. And it has to show up in the real world every day, in every decision.
So, what does that shift look like?
Performative: “We care about accessibility.”
Practical: “Here’s how we’re doing the work, and here’s who’s leading it.”
Stating your commitment to accessibility means very little if it isn’t backed by action. The difference? Real commitment is measurable, transparent, and accountable.
Have you hired people with lived experience to help guide your accessibility work? Have you created policies with the disabled community, not just for them? Are you sharing what’s working and what still needs improvement?
Lip service may buy you time. But authenticity earns trust.
Performative: Adding captions to a video…once.
Practical: Making accessible content your default, not your exception.
Real accessibility means building practices that include everyone right from the start. That means:
- Captions on every video.
- Alt text on every image.
- No key information is hidden in PDFs or graphics without text alternatives.
If someone can only access your message sometimes, that’s not accessibility. That’s luck.
True inclusion isn’t reactive; it’s routine.
Performative: Hosting an “inclusive” event in an inaccessible space.
Practical: Designing experiences that actually work for everyone.
You can’t claim inclusion if someone can’t physically get through the door or navigate your event once inside.
An accessible event is one where:
- The venue has barrier-free entry and washrooms
- Sign language interpreters and live captions are available.
- You ask about access needs up front and honour them.
And that goes for digital spaces too. Accessibility doesn’t stop at the login screen.
Performative: Talking about disability only when it’s trending.
Practical: Making accessibility part of your ongoing story.
Disabled people exist all year, not just during Disability Pride Month.
If you only post about accessibility in October or tweet a hashtag once a year, it sends a message: “This isn’t really part of who we are.” Inclusion should always be part of your voice, your values, and your brand, always.
The organizations that get this right? They’re the ones who listen year-round, who invest in long-term change, and who centre people, not optics.
Real talk time
Performative gestures might win applause for a moment. But practical, sustained action is what changes lives and businesses for the better.
If you’re not sure where to start, begin by listening. Talk to disabled people. Hire them. Pay them for their expertise. Make space for their leadership. And be willing to get uncomfortable if it means getting better.
Accessibility isn’t about getting it perfect; it’s about getting it right.
And that starts when we stop performing and start doing.