Don’t Let Accessibility Be Your Brand’s Blind Spot + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our May 14, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
May 15 is Global Accessibility Awareness Day. It’s a great time to ask: Can everyone actually use your website?
Accessibility isn’t just a checkbox or a legal thing (though that definitely matters too). It’s about making sure all your customers — including those with disabilities — can connect with your content, your products and your brand.
Here are a few really good reasons why it’s worth your attention:
- More People = More Potential Customers: 1 in 4 adults in the U.S. has a disability. If your site isn’t accessible, they might not be able to use it and that’s lost opportunity.
- Search Engines Love Accessible Sites: Clean structure, readable text, fast loading—it all helps with SEO, too.
- It Shows You Care: People notice when brands make the effort. It builds trust, and that’s tough to buy.
If you’re not sure where to start, you’re not alone. Reach out to Responsory as your first small step toward making your digital presence more inclusive.
TikTok May Be Back on Track Thanks to U.S.-China Trade Deal
WHAT’S HAPPENING. The U.S. and China just hit pause on their trade fight by agreeing to reduce tariffs, and that might help get TikTok out of hot water. TikTok’s future in the U.S. has been uncertain since a law passed requiring its sale to a U.S.-based company. Deadlines have come and gone, with extensions granted to allow more time to find a suitable buyer. Now, with trade tensions cooling, talks could move forward.
WHY IT MATTERS. This could finally bring some much-needed clarity to the platform’s future and the future of your marketing campaigns. TikTok is a major player in social media, especially for younger audiences. If it stays in the game, you can keep building campaigns and partnerships without the fear of it disappearing overnight. It’s also a reminder that global politics can directly impact your marketing mix, especially when it comes to platforms that operate across borders.
Klarna Reboots Customer Service with a Human Touch
WHAT’S HAPPENING. Klarna is making a change in how it handles customer service. After swapping out 700 agents for an AI chatbot earlier this year, the company is now bringing people back into the mix. The chatbot is still handling simple questions, but Klarna is rehiring staff to take on more complex and sensitive issues—this time with flexible, remote work options.
WHY IT MATTERS. This shift shows that even as AI gets smarter, it can’t fully replace human care. For marketers, it’s a reminder that great customer experiences often need a personal touch. Klarna’s move could influence how other companies balance tech efficiency with real human connection, especially when building trust with customers.
OpenAI Abandons Its For-Profit Plans
WHAT’S HAPPENING. OpenAI has decided to cancel its plans to become a fully for-profit company. Instead, it’s restructuring its commercial arm as a Delaware Public Benefit Corporation (PBC), keeping its nonprofit entity in control. This change comes after legal scrutiny, investor pressure and public concern over its shift toward profit. The new structure aims to balance profit-making with broader social and environmental goals.
WHY IT MATTERS. This matters for marketers because it shows OpenAI wants to do more than just sell tech—it wants to build AI that helps everyone. That could mean more trustworthy tools, better transparency and thoughtful changes in how AI is priced and shared. If your work relies on AI, it’s worth watching how this shift shapes the tools and rules we all use.
More To Explore
Young Consumers Abandon Brands That Pull Back on DEI
Young consumers are ditching brands that backtrack on DEI efforts—77% say they’d abandon companies that reverse course, and Gen Z leads the charge with boycotts and buycotts to hold brands accountable. Learn more about this trend on eMarketer.
Amazon Launches AI-Powered Contextual Ads at 2nd Blockbuster Upfront
Amazon just dropped AI-powered contextual ads on Prime Video—think pause ads that match the scene and shoppable spots pulling live product info—aiming to make ads feel more natural and boost engagement. Get the scoop on Marketing Dive.
Ahead of Upfronts, Streamers Are Sprucing Up Their Shoppable Ads Offerings
NBCU, Roku, and Amazon are turning TVs into shopping carts with remote-friendly, shoppable ads—just in time for the upfronts, where networks pitch ad space to brands ahead of the new TV season. Dive deeper on Marketing Brew.
Google Search Traffic Decline Is Inevitable, Execs Say
Google’s search dominance is slipping as AI tools and changing user habits reshape the digital landscape—marketers, it’s time to rethink your SEO playbook. Read the full story on Search Engine Land.
The First-Ever UX Study Of Google’s AI Overviews
Google’s new AI Overviews are changing how people search—Kevin Indig’s deep UX study shows fewer clicks, more scanning, and trust now beats relevance in winning user attention. Check out the full study on Search Engine Journal.
How to Explain Price Increases Caused By Tariffs, Inflation and Other Forces Beyond Your Control
How you communicate price increases—even those beyond your control—can be the difference between a loyal customer and a lost one. Explore strategies to tactfully communicate price changes on Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
