Despite thousands of lawsuits, DOJ guidance, and growing state and international laws that apply to US businesses, digital accessibility adoption remains sluggish. The 2024 WebAIM Million Report still finds that over 96% of websites have major accessibility barriers. The “stick” of lawsuits hasn’t been enough to drive widespread change.
But what if the “carrot” was a massive, wealthy, and vocal consumer base demanding better digital experiences? Enter the Baby Boomers.
As Boomers age, they experience the same digital barriers as people with disabilities—poor usability, confusing navigation, cluttered design, and interfaces that assume perfect vision, hearing, motor skills, and cognitive function. The websites that frustrate people with disabilities are now frustrating the generation with the most spending power.
Could their demand for accessibility finally tip the scale?
Boomer Power: The Wealth and Influence to Drive Change
While Millennials have surpassed Boomers in sheer numbers, Boomers still control more wealth than any other generation. As of 2024:
- Boomers control over 50% of U.S. household wealth.
- They spend $548 billion annually—54% more than Gen X. (Epsilon Research https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-finds-gen-z)
- They are the most politically active generation and the most brand-loyal.
And contrary to outdated stereotypes of Seniors, Boomers are not tech-averse. They have used computers, the internet, and mobile technology throughout their professional lives. The pandemic accelerated their digital adoption even further:
- Over 75% of Boomers use technology to stay connected. (AARP 2022 Tech Trends Report)
- The largest growing demographic on Facebook is 50+.
- Yet 42% feel technology is not inclusive or designed for all ages.
Boomers & People with Disabilities: A Shared Frustration
People with disabilities have long faced usability barriers on websites and apps. With Boomers now struggling with the same issues, these two groups represent a powerful, united force for digital accessibility.
source 2022 Tech Trends and the 50-Plus
Companies that invest in digital accessibility—creating digital experiences that work for everyone—will gain loyal customers. Those that don’t? They risk alienating two massive demographics with serious economic power.
The DEI & Legal Pressure Still Exists
Even beyond the Boomer market opportunity, digital accessibility is increasingly non-negotiable:
- US and International Laws Expanding
- ADA Title II: Starting in 2026, all state to local level government, agencies, and institutions (like your library) must be WCAG 2.1 AA compliant.
- Colorado HB 21-1110: all state to local level government, agencies, and institutions must be WCAG 2.1 AA compliant.
- State Anti-Discrimination Laws: As found in New York, state’s anti-discrimination laws can apply to the accessibility of websites, SaaS and mobile apps.
- The European Accessibility Act: As of July 2025, the EAA applies to any US website, SaaS or Mobile app used by an EU citizen (remember GDPR?).
- Serial lawsuits continue but are shifting down to smaller businesses as the larger ones have already made their digital properties compliant.
- Diversity, Equity, and Inclusion (DEI) commitments now include digital accessibility. While this may not mean anything to some, it does mean quite a bit to many consumers and employees.
Brands that invest in accessibility win on multiple fronts: reducing legal risk, strengthening DEI initiatives, and tapping into a largely underserved market.
WCAG Compliance: The Competitive Advantage of the Future
The Web Content Accessibility Guideline, which is currently at version 2.2 is the de facto international standard. If you meet WCAG 2.2 AA compliance, you’re essentially covered across the US and abroad. ensures that digital spaces are inclusive for all users, regardless of ability. Businesses that embrace this approach are poised to:
- Expand their customer base to include Boomers and people with disabilities.
- Improve brand perception as accessibility and inclusion become competitive differentiators.
- Boost SEO and AI discoverability—accessible sites perform better in search and AI-driven results.
- Future-proof their digital experiences against both legal risks and evolving consumer expectations.
How to Make Your Website, SaaS, App Boomer Friendly?
Ensuring your digital properties are ADA-compliant is the best way to avoid lawsuits. Here are actionable steps businesses can take:
Conduct a Comprehensive Manual WCAG Audit
Start with a thorough human-led WCAG audit. Automated tools alone detect only 3%-40% of accessibility issues. Experienced accessibility professionals can identify usability barriers that impact both Boomers and people with disabilities, providing tailored, actionable remediation guidance.
Prioritize Expert-Led Remediation
Fix accessibility gaps immediately after the audit. If your team lacks the technical expertise, collaborate with specialists in WCAG remediation who understand both the technical and usability aspects of digital accessibility.
Avoid Overlay Widgets—They Do More Harm Than Good
Quick-fix accessibility overlays claim to solve compliance issues but often create more usability problems for Boomers and assistive technology users. Worse, overlay widgets can increase legal exposure rather than prevent lawsuits. https://www.accessibility.works/blog/avoid-accessibility-overlay-tools-toolbar-plugins/
Train Your Team on Inclusive Digital Practices
Accessibility isn’t a one-time fix—it must be integrated into daily workflows. Provide ongoing training for developers, designers, and content creators so accessibility becomes second nature in your digital strategy.
Monitor, Maintain, and Adapt
Digital accessibility is an evolving process. Regularly use automated tools for routine checks, but always schedule manual audits at least annually to catch deeper issues and stay ahead of new WCAG standards.
Document Accessibility Efforts
Keep detailed records of audits, fixes, and internal policies. This demonstrates a proactive commitment to accessibility, which can help in legal defense and build trust with consumers who value inclusivity.
Final Thoughts
Boomers and people with disabilities share common frustrations with inaccessible digital experiences. Businesses that prioritize accessibility now will not only expand their customer base but also future-proof their digital presence against legal, technological, and consumer-driven changes. The opportunity is massive—don’t let poor digital accessibility keep you from reaching the wealthiest and most loyal consumer base.
It’s time to stop seeing accessibility as just a legal requirement and start recognizing it as a business advantage.
Want to do this the right way? Get in touch.