Starting in June 2025, the European Accessibility Act (EAA) will require EU companies, including those in Romania, to ensure that their products and services are accessible to all. But accessibility isn't just a legal obligation, it's about design for real people.
More and more brands are taking on this responsibility and integrating accessibility into their products. Apple has released functionality that allows the AirPods Pro 2 to be used as hearing aids, supporting people with mild to moderate hearing loss. Microsoft, through its Inclusive Design Toolkit, provides resources to help companies create products that meet the diverse needs of users. These initiatives reflect a broader shift towards inclusion, while strengthening the reputation and relevance of the brands that adopt them.
An inclusive design expands the audience, improves the user experience, and builds stronger relationships with customers. In addition, accessibility is not only aimed at a niche segment. An aging population, temporary or situational limitations, and varied consumer needs demonstrate that accessibility creates better experiences for everyone.
How brands of different sizes are adopting accessibility in their DNA:
Apple
At the communication level, Apple emphasizes the importance of being aware of hearing problems, of which millions of people suffer without being aware. Through this approach, the company strengthens its positioning at the intersection of technology, health and human-centered design. At the same time, Apple remains true to its “it just works” philosophy, offering intuitive solutions that require no extra effort from users.
Tilt Beauty
Tilt Beauty builds its brand positioning around affordability and ease of use, specifically addressing people with chronic pain and mobility limitations. By integrating inclusive design, ergonomic engineering and an approach that emphasizes beauty empowerment, the brand differentiates itself in the cosmetics industry.
Rather than adopting a medical or clinical tone, Tilt Beauty presents its products as modern, stylish and desirable, demonstrating that affordability doesn't have to come at the expense of aesthetics or luxury. They challenge traditional industry norms and turn ease of use into a universal benefit, addressing not just people with specific needs, but anyone who appreciates comfort and innovation.
As part of their commitment to accessibility, Tilt Beauty uses the Atkinson Hyperlegible font, developed by the Braille Institute, to make it easier for people with visual impairments to read. This choice reflects the brand's concern for an inclusive design that ensures a better experience for all users.
Through this approach, Tilt Beauty manages to position itself as an innovative, inclusive and design-oriented brand, not just for people with disabilities, but for anyone looking for smarter and ergonomic beauty tools. The balance between functionality and aesthetics is a powerful differentiating element in the beauty industry.
EAA Compliance Checklist — What Brands Need to Do From June2025
From June 2025, all companies providing digital products and services in the EU must comply with the European Accessibility Act (EAA). This legislation applies to both large firms and SMEs operating in sectors such as e-commerce, software, banking, telecommunications, transport and online retail.
If your business offers websites, mobile apps, e-commerce platforms, self-service terminals or digital content, EAA compliance becomes mandatory. Lack of compliance can lead to penalties, but more importantly, loss of access to a wide audience, including people with disabilities, seniors or users with special needs.
To simplify the process, we have prepared an essential checklist for brands:
1. Web & Mobile Accessibility
- Compliance with the WCAG 2.1 AA standard for websites and mobile applications.
- Intuitive navigation, compatible with screen readers.
- Full operation only from the keyboard, without the use of the mouse.
2. Visual & Multimedia Content
- Add alt text (other text) for essential images.
- Audio descriptions for videos.
- Options for adjusting contrast, fonts and text size.
3. Forms & Online Interactions
- Correct labeling of form fields for screen readers.
- Clear and understandable error messages.
- Buttons and links with intuitive descriptions (e.g., “Submit form” instead of “Click here”).
4. Online Commerce & Digital Payments
- Accessible checkout process that can be completed without visual interaction.
- Information about products compatible with screen readers.
- Affordable alternatives to CAPTCHA, such as verification by audio.
5. Digital Documents & PDFs
- Correct structuring of PDF files, with titles and selectable text.
- Compatibility with screen readers.
- Avoiding text embedded in images without an accessible alternative.
6. Testing & Monitoring
- Regular accessibility audits.
- Involvement of users with disabilities in product testing.
- User feedback mechanism to identify and fix problems.
By implementing these measures, brands not only comply with regulations, but also expand their audience, improve the user experience and build stronger relationships with their customers.
Adopting accessibility is not just about compliance, it's also about building a strong, empathetic and future-oriented brand. Whether it's a person with a permanent disability, someone with temporary limitations, or a user reading a screen in bright sunlight, an inclusive design enhances the experience for all.
Brands that prioritize accessibility are not only responding to a social demand, but also creating authentic relationships, expanding their audience and ensuring long-term sustainable growth. In an ever-changing world, accessibility is not an option, but a necessity.