The Piggy Back Problem

There is a growing and deeply troubling pattern in today’s digital economy: unscrupulous companies piggybacking on the hopes, needs, and vulnerabilities of persons with disabilities. These organizations cloak themselves in the language of inclusion and empowerment, but beneath the surface they operate like wolves in sheep’s clothing.

 

They know exactly who they are targeting. Persons with disabilities are often searching for practical ways to overcome ever-present technological barriers—to shop more easily, book flights independently, promote and sell their products, or simply participate more fully in a digital-first world. These are not luxuries; they are pathways to dignity, autonomy, and equal participation. And that is precisely why exploitation in this space is so damaging.

 

With polished sales pitches and carefully chosen buzzwords, these companies sweet-talk their way into the trust of unsuspecting consumers. They promise ease, accessibility, and life-changing solutions. What they deliver, however, is often little more than empty rhetoric and laughable unreality. Grand claims are made that they know can never—and will never—be fulfilled.

 

Online courses are sold that are riddled with inaccessibility and basic usability failures. Products are marketed as “accessible” without meeting even the most fundamental standards. Services are offered “on behalf of” persons with disabilities, yet the true objective becomes painfully clear: profit first, people last. The lived experiences of disabled users are not consulted, respected, or even acknowledged. Designers and developers work in isolation, with no real understanding of accessibility and no meaningful engagement with the very community they claim to serve.

 

This is the piggyback problem in its starkest form—businesses riding on the backs of marginalized communities, using their challenges as a marketing strategy while giving little or nothing of real value in return. It is exploitation masquerading as innovation.

 

What makes this especially egregious is the absence of conscience. These companies know the barriers their customers face. They know how vulnerable people can be when seeking solutions. Yet they proceed anyway, comfortable with broken promises and inaccessible outcomes, confident that accountability will be minimal.

 

This must change.

Persons with disabilities should not be expected to quietly endure this cycle of deception. It is time to stand up, to name these practices for what they are, and to demand better. That does not mean harassment or personal attacks—it means informed critique, public accountability, and collective refusal to accept substandard, inaccessible products and services dressed up as progress.

 

Call these companies out. Question their claims. Ask who they consulted, what standards they meet, and how disabled users are meaningfully involved. Transparency is a powerful tool, and embarrassment—when earned through unethical behavior—can be a catalyst for change.

 

Accessibility is not a marketing trend. It is a human rights issue. And until companies understand that they cannot piggyback on vulnerability without consequence, the wolves will continue to roam freely among the flock.

 

I’d like to leave you with this for your consideration.

An editorial exposing the consequences of relying on others’ work while avoiding responsibility, and why this behavior undermines fairness, accountability, and progress.

 

Image = A digital illustration depicts a busy tech startup expo focused on accessibility, with a futuristic booth displaying icons for disability aids. In the foreground, a woman in a wheelchair, a blind man with a cane, and a woman with a headset look frustrated at malfunctioning holographic screens showing an error message. Behind them, a large glowing wheelchair-accessibility symbol is overshadowed by a menacing wolf disguised in a sheep costume, representing deception or false inclusivity. A man nearby shines a flashlight and magnifying glass toward the wolf, symbolizing scrutiny and exposure, while attendees and other booths fill the dimly lit background.

 

To learn more about me as an award winning  sight loss coach and advocate visit http://www.donnajodhan.com