Performative accessibility is when companies take actions that appear inclusive but fail to meet the actual access needs of disabled people. These actions may check off a compliance requirement or look good in a press release, but they don’t result in meaningful usability or lasting impact.
As a deaf person and B2B accessibility consultant, I see this happen all the time. Accessibility gets reduced to a checklist or a one-time fix instead of being embedded into long-term strategy. This harms not only disabled customers but also the companies themselves, who risk legal complaints, reputational damage, and missed opportunities for real inclusion.
Accessibility overlays: A common quick fix
One of the most common examples of performative accessibility is the use of accessibility overlays – automated tools that claim to make websites accessible with just a single line of code.
In reality, overlays often cause more harm than good. They can disrupt screen readers, block keyboard navigation, and introduce new barriers instead of removing existing ones.
Regulatory and legal actions reflect growing concerns:
- In 2025, the FTC ordered an overlay vendor to pay $1 million for deceptive accessibility claims (FTC press release).
- Another overlay company is the subject of a class-action lawsuit, as detailed in Design Domination’s article.
- A broader list of overlay tools not recommended by accessibility experts is compiled on the Overlay Fact Sheet.
- Legal professionals have also warned that using widgets can increase the risk of ADA litigation, as outlined in this article from The Samuel Law Firm.
Instead of addressing the root causes of inaccessibility in code, design, or content, overlays mask the problems. They can give organizations a false sense of “completion,” when in fact they are avoiding the meaningful, structural changes real accessibility requires.
I examine this issue further in my piece titled “Is There a Magic Wand to Fix Accessibility?”
Outdated compliance: TTY and relay services
Another form of performative accessibility is when companies cling to outdated solutions like TTY or traditional relay services. While these methods may be ADA-compliant, they no longer reflect how most deaf or hard-of-hearing people communicate today.
TTY hasn’t been widely used by many deaf people for over 15 years. Relay services have numerous usability and technical issues and often make deaf people uneasy due to privacy concerns, since a third-party operator is involved in every conversation.
Meanwhile, modern tools like direct real-time text chat, secure messaging, and video platforms (such as Zoom) with auto captions or integrated text chat are far more effective. Yet companies continue to tell deaf customers to “just call” or rely on legacy systems that act more as barriers than access.
Tactics without strategy
Some companies claim to “listen” to the disabled community by sending surveys or gathering feedback, but stop there.
Collecting feedback is a tactic – not a strategy. Without a broader vision or clear implementation plan, feedback just becomes another checkbox.
I’ve seen companies gather data on accessibility needs, but fail to act on it. Or they implement piecemeal solutions that don’t connect to their user experience, customer service, or technology teams. This scattered approach may look like progress from the outside, but it leaves disabled customers stuck in the same inaccessible situations.
Internal teams are not enough
While having an internal accessibility team is important, it often isn’t enough. Internal teams can be constrained by internal politics, limited resources, or a narrow focus. They may also lack the lived experience needed to fully understand the real-world barriers disabled people face.
That’s why it’s crucial to engage both disabled customers and external accessibility consultants. We bring fresh perspectives, challenge assumptions, and help close the gap between good intentions and real impact. Consultants like myself provide specialized knowledge, objectivity, and practical insights that in-house teams may miss.
Awareness and strategy: The foundation of my consulting
True accessibility work begins with awareness – of the wide range of disabled people’s needs, the gaps in current systems, and the outdated mindsets that still dominate business decisions.
Then comes strategy. Accessibility can’t live in a silo. It needs to be part of your roadmap, your customer service processes, your hiring practices, and your communications.
That’s why my consulting goes beyond one-off fixes or checklists. I help businesses build a foundation of awareness and long-term strategy – so accessibility becomes a core value embedded in the culture – not an afterthought.
Last but not least: Action
But awareness and strategy mean nothing without action. Talking about accessibility isn’t the same as implementing it.
Change requires consistent effort, clear responsibilities, and team-wide accountability.
Everyone has a role to play – from senior leaders managing strategy to developers writing accessible code to marketers designing inclusive content.
Accessibility must be built in continuously – not just once, and not just during a campaign. It’s an ongoing, organization-wide commitment.
Looking ahead: 35 years after the ADA
As we approach the 35th anniversary of the Americans with Disabilities Act, it’s time to reflect – not only on how far we’ve come, but also on how far we have left to go.
Too many companies still rely on outdated tools, minimum compliance, and performative efforts that miss the mark.
This anniversary should be more than a celebration. It should be a call to action – to move beyond legal obligations and toward meaningful, inclusive design.
Moving forward
Performative accessibility may seem easier in the short term – but it’s not sustainable, and it’s certainly not inclusive.
If your company truly wants to do better, don’t stop at minimum compliance:
- Collaborate with disabled experts
- Invest in modern, user-centered solutions
- Integrate accessibility into your business strategy – across every department
If you’re ready to move beyond checkboxes and toward meaningful, lasting inclusion, I’m here to support that journey.
As a deaf accessibility consultant with lived experience and professional expertise in accessibility, I help businesses:
- Identify and close accessibility gaps
- Develop practical and actionable plans
- Build inclusive systems that benefit everyone
Let’s work together to ensure your accessibility efforts are not just compliant – but truly effective, sustainable, and grounded in real-world needs.