c-suite

Facing the European Accessibility Act (EAA): Turn a compliance challenge into strategic value


Acknowledging the burden and reframing it as opportunity.  

 

insight
May 26, 2025
9 min read

Author



Stefan Bär, Chief Technology Officer (CTO) at Nagarro, is a serial entrepreneur with over 20 years of experience across diverse technology and business domains. He drives innovation and helps clients reimagine their operations through cutting-edge solutions and strategic foresight.

 

 

For most of us, shopping online or checking a banking app is a matter of course. For millions, it’s not so easy. Facing the European Accessibility Act (EAA), businesses are being called to develop a clear accessibility strategy as the Act sets new standards across Europe so that everyday digital services work for everyone, including people with disabilities. 

Accessibility is becoming part of what it means to grow with integrity. More and more people expect the brands that support them to be inclusive by design. An accessibility strategy is not just an EAA compliance measure, it also helps more people to stay connected with a business. 

The EAA replaces a confusing patchwork of regulations with a clear standard across Europe. By mid 2025, products and services that are not accessible will mean legal trouble and running the risk of becoming irrelevant— it is an opportunity to make everyday life better for everyone. 

This compliance for a cause is an opportunity. There are more than 87 million people with disabilities in the EU, with a combined purchasing power of over €1 trillion. When businesses put accessibility at the heart of what they do, backed by a structured accessibility strategy, they meet the requirements while creating experiences that appeal to more people, which keeps bringing the customers back. 

This article breaks down what the EAA really means for your business, why it matters across industries, and how creating accessibility can enable more than just compliance. 


The European Accessibility Act:  
What it really means for your business

The European Accessibility Act (EAA) sets out a clear expectation: the products and services that people rely on every day — apps, devices, websites, kiosks — should work for everyone, regardless of ability. At its core, EAA is asking a simple question that many organizations have overlooked for too long: can all of your customers actually access what you’ve built? 

It’s a question with serious implications. After 2025, inaccessibility won’t just be an inconvenience—it could become a barrier to market entry, a reputational risk, or a missed opportunity. The law applies across industries and borders and brings much-needed uniformity to an area that has long been fragmented. 

From this perspective, the European Accessibility Act is not just about meeting a standard. It’s about raising one while building a long-term accessibility strategy that aligns with brand values and future growth. 

Accessibility is the next differentiator from the competition. Similar to cybersecurity or sustainability, it’s about how businesses signal responsibility and gain trust. It’s not just about who you reach, but also about how thoughtfully you act. It’s not a question of regulation. It’s a leadership strategy.

 

 


What it means for the industry.

It is not just a legislative update; it signals a deeper shift, that requires a deliberate accessibility strategy to meet rising customer expectations. The European Accessibility Act introduces a single EU-wide standard that makes it easier to do the right thing and harder to ignore. 

Because this is not just about changing the law. It’s also about rising expectations. In a world where inclusion is more important than ever, the companies that think about everyone will come out on top. 

E-commerce and retail
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Online retailers are reshaping how people shop, from browsing to checkout to customer support. When websites and apps are easier to use, everyone benefits, not just people with disabilities. 

Companies like Zalando have already taken action and are seeing improved usage by a wider audience as a result. 

Check your website's accessibility here.

Financial services
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Banks and insurance companies are focusing on making digital financial services more accessible to older people and people with disabilities. This includes accessible ATMs, apps that work with screen readers and more user-friendly web interfaces. 

In an industry based on trust, better access means better relationships. 


Technology and ICT
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In the technology industry, accessibility is fast becoming part of what makes a quality product. Tools such as voice control, subtitles and easy navigation, that were considered extras are now expected. 

Tech teams that focus on accessibility from the start often find that they make better products for everyone.


Travel and transportation  
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Whether it’s booking a trip, using a ticket machine or checking information at the airport, travelers need information that works for them. 

For transportation companies and cities worldwide, accessibility is a part of preparing for the world stage. 

 

 

 

The cost of waiting: Why accessibility can’t be deferred

All too often, accessibility is pushed to the end of a project or to the edge of a deadline. But waiting has its price. Improving accessibility after the fact is expensive, stressful, more rushed and more likely to miss the mark. 

Teams that pay attention to accessibility from the start, stay ahead of the rules, create better experiences, and reduce setbacks while ensuring better returns on business. 

Ensuring EAA Compliance through a clear accessibility strategy

Making accessibility an operational strength

 
Preparing for the European Accessibility Act (EAA) is not just about ticking boxes, it’s about embedding accessibility into the way the organization develops, delivers, and improves its products. It’s a shared commitment that encompasses technology, design, and culture. Here’s how many businesses are tackling this: 

Positioning

It starts with realizing where you stand. Most companies start by checking their websites, applications and digital tools, but automated scans can only help to a limited extent. Real insights come from real people. Especially those using screen readers, voice navigation or other tools. 

The aim is not to be perfect overnight, it’s about getting an honest overview of what works, what doesn't work, and where the biggest gaps are. This is the foundation on which any meaningful change is built. 

Facing European Accessibility Act (EAA)

Prioritize what is important 

Once you know where the gaps are, the next step is to focus. Start with the most important measures, such as making sure users can navigate with a keyboard or that images contain meaningful alt text. These small changes can remove big obstacles. 

Many teams are bringing in accessibility experts or using standards like WCAG 2.1 AA to guide their efforts. And more and more organizations are building accessibility from the start, integrating it into design and development rather than improving it later at a higher cost. It’s a smarter and more sustainable way to grow.
accessibility integration

Equip the teams that build 

Compliance may be a system goal, but change starts with people. Teams develop more inclusive products when they understand who they are building for and what is at stake if access is not guaranteed. 

With the right support, training, tools and someone in charge, accessibility becomes less of a checklist and more of a shared habit. When employees feel empowered, inclusive design becomes part of the way they work, rather than something they do on the side.
Accessibility compliance

Make it an ongoing practice 

Accessibility is not a one-time project, it’s a long-term commitment that must be guided by an evolving accessibility strategy. As with performance or safety, regular attention is required to maintain performance. This means getting into the right habits: regular audits, pre-launch accessibility testing, feedback channels for users and clear documentation of progress. 

Public accessibility statements, which are mandatory in many EU countries, are not there just as a legal seal of approval. They are an expression of transparency. Keeping track of what you have improved internally keeps everyone on the same page and makes it easier to move forward.
Accessibility integration

 

 

When accessibility is achieved and delivered well, it protects the organization and improves it. Many organizations find that when more users can help themselves, the number of support requests decreases. When user interfaces are easier to navigate, engagement increases. When people feel included, trust in the brand grows. Starting now, rather than scrambling close to the deadline, creates a lasting advantage: accessibility that’s not just built in, but built on.

 

Expert insight: Why accessibility is a leadership opportunity 

Bela Gor, Director of Legal & Content at the Business Disability Forum, captured this dual perspective during a 2024 panel: 

 

“The European Accessibility Act… will set a benchmark for accessibility standards not only in the EU but globally. Businesses that want to sell their products and services within the EU will be required to consider the needs of disabled people in the design and delivery of all their digital services and products… This will not only remove barriers and increase choice for disabled people, but it will also provide opportunities for businesses to reach new audiences.”  — Bela Gor, Business Disability Forum. 


There is a growing realization across industries that a strong accessibility strategy is not only the right thing to do but also strategically important. When integrated into a product's core as part of a deliberate accessibility strategy, it not only helps those who need it most but also improves the experience for all. That’s why executives at Google, Barclays, Atos and other companies are putting accessibility at the center of their innovations. 

Like sustainability, accessibility is becoming a silent sign of maturity. It shows that a company is not just complying with regulations, but also with the real lives of the people it serves. 

For C-level leaders, the opportunity is twofold: 

They can strengthen the organization’s social contract and improve market reach simultaneously. Those who treat accessibility as a strategic priority and have a clearly defined accessibility strategy will be better positioned to grow, adapt, and lead. 

 

Inclusion as accessibility strategy. 

For today’s decision-makers, accessibility is no longer a side conversation. It’s a reflection of how your organization thinks about value, reach, and responsibility. 

Those who lead on accessibility now, supported by a proactive accessibility strategy, will avoid penalties in 2025 while also defining what good looks for years to come.

 

 

Connect today for a free consultation

Across all sectors of the economy, the pressure for inclusive digital access is growing. From retail platforms ensuring WCAG compliance to public sector portals designed for neurodiverse users, accessibility is no longer an afterthought — it’s a differentiator.  

At Nagarro, we’ve worked with organizations to see accessibility as an innovation opportunity, not just a checklist.