WEBVTT

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 In many countries in the EU, the
number of older people already

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outstripped the number of under-25s.

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So we're not talking minorities here,

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we're talking majorities,
and we're talking ignored majorities.

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The European Accessibility Act,

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it shouldn't be treated as a ceiling.

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It's, you know,
it's being treated,

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I think, a little bit like this is
the aim, but actually

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 it's the bare minimum.

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So you know, it represents,

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you know,the sort of lowest
acceptable behaviour.

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It's very, very important, but we
should see it, as, you know,

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 a minimum aim rather than a
maximum aim, because I think, as

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 we look at this sort of digitally
dependent, rapidly ageing, diverse

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 Europe, that kind of mindset can
hold innovation back if we're just

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 doing the minimum requirement.

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If you were to design a tennis racket,

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for example, you would go
to Serena Williams, 

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one of the best tennis players in the world.
And people with disabilities,

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they push products, services,
environments in the same way

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 because they have extreme and
different needs that make things

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 easy for the rest of us.

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 We did a project with, you know,

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a hearing aids company once 
and they designed the most beautiful

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 hearing aid that could isolate
a conversation in a crowded room.

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 But to change the battery required
you sticking a pin into a little

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 tiny hole and then the battery
cover springs open and the

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battery, you know, bounces out
and, you know, goes bunny-hopping

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 across the room.

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And when the engineer said,

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we said, "Why did you design
such a difficult thing for 

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an 80-year-old, potentially with
arthritis, to change?", and they said,

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"That wasn't in the brief".

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So don't bring in a consultant,

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pay them lots of money,

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you know, an accessibility consultant,

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pay them some money and then
ignore what they say and just tick

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the box for the CFO, the CMO and
the COO to say, "Yeah,

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we've done accessibility".

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 No, you haven't.

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 Accessibility is when it's baked in.

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 It's baked in the bread and you

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 can smell it.

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And the bread bed is breaked,

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you can smell it.

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 Smell the accessibility.

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You cannot integrate something

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into a company, genuine integration, 

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unless you get over this barrier of
KPIs and KPIs are are often used 

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to signal, "We can't innovate in this
way because it doesn't meet our KPIs".

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 Do you know what Eva's idea was?
Change the KPIs.

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It's really, really simple and we
change KPIs to KPAs,

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key Performance Aspirations, not
indicators but aspirations.

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So then it's, you know ,what you
were saying, Karolina?

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It's aspirational, it's positive.

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 And that's genuine integration.

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So it doesn't say it's a goal,
it's a target, it's a checklist,

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 it's something that's evolving,
it's moving.

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And I think that leads
to better employee engagement,

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 fewer complaints.

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 It leads to customers engaging

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 with you.

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Whenever I'm asked, "What's 

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the one thing that you would change?",
and my answer is always one thing.

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 It's the only thing that any of us
on this planet can actually change.

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 And that is yourself.

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 So you be the change.

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 To quote Gandhi, to paraphrase
Gandhi, you be the change that you

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 want to see.

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 You live accessibility, you show

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 accessibility, you prove it.

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 So architects understand this

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because they do a POE- Post
Occupancy Evaluation of the building.

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 You know, is it working for the
people that are in it?

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Now, if you take those principles
of a POE that architects, you know

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love or hate, and you apply it to
how, you know that companies 

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are actually mandated to measure how
real people, often considered at

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the fringes, again, you know, by
age, ability, gender, race, context,

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circumstance, social economic
background, education, 

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all of these things,
neurodiversity, how do they

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 actually experience your product,
your service, your offering, your

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digital capability, your AI,
you know, after compliance?.