Over the last several decades, disability-rights activists have demanded more national initiatives to address the physical and social barriers confronting their community. In 1973, Congress passed the Rehabilitation Act, protecting the civil rights of people with disabilities by law for the first time in U.S. history. Perhaps the biggest advance of all was the 1990 Americans with Disabilities Act, which prohibits discrimination against people with disabilities and requires equal access in work, public services, and public places.

The advances were laudable, but Steven Mifsud knows there is much more to be done. The founder of Direct Access, an accessibility and inclusive design consultancy that helps clients create barrier-free physical and digital environments, Mifsud is pushing the definition of accessibility beyond its current limitations. We sat down with him to see what trade show environments are lacking and what it means when accessibility stops being a requirement and starts becoming a competitive advantage.

EXHIBITOR magazine: The term “accessibility” seems to be fading in usage, replaced by the broader “inclusivity.” Is this just a faddish change in nomenclature or is there something larger at work here?
Steven Mifsud: Accessibility traditionally comes from the context of disability rights. It focuses on removing barriers so that people with disabilities can use products, services, and environments — think screen readers, wheelchair ramps, and captions. It's often tied to compliance standards.

Inclusivity, on the other hand, is a wider umbrella. It includes accessibility but also considers many other dimensions of human difference: race, gender, language, culture, age, socioeconomic status, and more. It's less about meeting specific technical requirements and more about creating environments where everyone feels able to participate. So there is a change in language, reflecting evolving values and a deeper shift in mindset, toward designing for human diversity.

EM: Often, individual exhibitors can't do much about what a convention center or venue offers in terms of inclusiveness. What could exhibitors do to make their booths, demos, and staff interactions more inclusive?
SM: Exhibitors and organizers may not control the venue, but they have a lot of influence over how inclusive their own space and interactions feel, and that's often what attendees remember most.

At the booth level, small design choices go a long way. Keeping entrances open and uncluttered, allowing enough space to move comfortably, and offering both standing and seated interaction options makes the space usable for more people. It also helps to provide multiple ways to engage — for example, short, printed summaries, captioned videos, or self-guided materials — so attendees aren't forced into a single format or pace.

Demos should be flexible. Allow attendees to choose how deep they want to go, keep explanations clear, and offer alternatives for highly physical or equipment-heavy experiences. Captions on monitors are especially valuable in noisy environments.

Communication should prioritize clarity over jargon. Simple, readable messaging and high-contrast visuals make it easier for everyone to quickly understand what you do, especially in a busy trade show setting.

Staff interactions are often the biggest factor. Good practice is to avoid assumptions, ask open-ended questions, and adapt to the attendee's communication style. Offering options (“quick overview, deeper demo, or just a takeaway?”) helps people engage in a way that suits them without feeling singled out. If something isn't working — let's say people are hesitating to enter, struggling to hear, or disengaging — small changes on the spot can make a big difference.

Overall, the shift is from a fixed, one-size-fits-all setup to a more flexible, human-centered approach that allows more people to participate comfortably. Once a conference starts, things don't have to be static until it's time to dismantle. Adjust to the requirements of the audiences and visitors when possible.

EM: How can exhibitors and event organizers better support attendees with, for example, sensory sensitivities, fatigue, chronic pain, or neurodivergence?
SM: A big improvement is reducing sensory intensity. Exhibitors can lower audio, avoid flashing visuals, and create calmer booth environments. Even small signals, like welcoming quieter conversations, can make a space feel more approachable. It also helps to give people control over how they engage. Offering options lets attendees manage their energy and attention.

Seating is critical but often overlooked. A simple chair with well-constructed armrests or a small rest area can make the difference between someone with fatigue or chronic pain being able to engage or not.

Demos should be clear, paced, and predictable. Slowing down, structuring information, and avoiding overload makes content easier to process, especially in noisy environments.

Finally, staff should normalize different interaction styles — allowing pauses, rephrasing, or offering written info without making assumptions. The goal is to reduce pressure and let people engage in the way that works for them. The mindset needs to be about shifting from “Can people access this?” to “Can they participate comfortably and sustainably?”

EM: What role should digital inclusivity play, from registration to mobile apps to post-event follow-up?
SM: Digital inclusivity should be treated as a core part of the event experience, not an add-on, because it shapes every stage from first contact to follow-up.

At registration, that means simple, accessible forms (clear language, logical flow, screen-reader compatibility, and not forcing unnecessary steps). For event apps and on-site tech, it means designing for real-world use: readable text, strong contrast, easy navigation, captions on video, and not relying solely on things like QR codes or fast connectivity. And be sure to always offer alternatives.

During the event, digital tools should reduce friction, not add it. They should help people navigate schedules, access content in different formats, and engage at their own pace. Post-event, inclusivity means making your content available in flexible, accessible formats such as recordings with captions, summaries, and transcripts, so people who couldn't attend everything (or who need to go at a different pace) still get value. Overall, digital inclusivity ensures people do more than just get in. It ensures that they can access, understand, and benefit from the experience on their own terms.

EM: What's an example of an accessibility change that improved the experience for everyone, not just attendees with disabilities?
SM: A great example that helps everyone is adding captions to presentations and video content. While originally intended for attendees who are deaf or hard of hearing, captions benefit almost everyone at a trade show — people in noisy halls, non-native speakers, or anyone trying to follow complex information. It also helps with retention, since people can both see and hear the content.

This simple change consistently improves clarity, comprehension, and overall engagement for a much wider audience. There are many apps and software solutions that can automate this (with simple tweaks). Today, 80 percent of social media videos are watched without sound and with captions. We are now accepting of captions whereas 10 years ago perhaps we were not so accepting.

EM: What would an inclusive trade show look like to you five years from now?
SM: I personally hope that five years from now, an inclusive trade show would feel seamless and human-centered, where diversity in ability, communication style, and energy level is anticipated rather than retrofitted. Booths would be flexible. For example, they would offer clear pathways, adjustable seating, and multiple ways to engage (interactive demos, takeaways, captioned videos), so attendees can participate at their own pace. Noise, lighting, and sensory intensity would be adjustable or signaled, with quiet zones available throughout the show floor for those who need them.

Digital tools, from registration to event apps, would be fully accessible, offering alternative formats, clear navigation, and multilingual support. Staff would be trained to adapt to different needs naturally, without assumptions or awkwardness. Networking and learning experiences would include both high-energy and structured options, making social interaction optional, not required.

As society ages and the number of people with disabilities grows, inclusivity isn't just ethical or a compliance requirement. It's smart business. Designing for accessibility expands your potential audience and strengthens long-term loyalty. E