An episode of University Challenge had to be pulled by the BBC last year following complaints from a blind contestant and one who was neurodivergent. Both had requested, and been promised, functionality to help them process and understand the questions according to their respective disadvantages. In this way both could compete on an equal footing with the other contestants. Unfortunately due to some breakdown in communication, neither were catered for and they were left to take part without the support promised; the BBC later apologised for the unfortunate oversight. No one wants to put anyone in a difficult situation especially if they’re vulnerable (least of all the nation’s broadcaster and leader in communicating accessibly).
When communicating with any diverse group, whether that’s asking really difficult questions prefaced with the words “Here’s a starter for 10”, or setting out information for people, always make sure you have suitable comms channels in place so no one is disadvantaged. This is a must with Consumer Duty – the key word being ‘duty’. Providing communications in the right way to a specific audience should be seen as a duty of care because everyone has the right to feel respected, valued and understood, regardless of their age, background, identity, physical or mental capability, or circumstances.
I recently reviewed some financial letters for a client using DrumRoll’s Consumer Duty checklist, and while the language used was clear and conversational, the letters had evolved over time without any real thought for the reader. The first four pages of the letters were caveats, cut and paste directly from a legal privacy notice. There were figures and options for the reader to understand and choose from but they were buried elsewhere on page 8. The information was only available in print format as a 10-page, double-sided pack. If they’d signposted to all the lengthy caveats and context elsewhere, the pack could have been halved and the message clearer. But no, every snippet of information was included just to be on the safe side. The sheer weight of information was overwhelming. The pack could have filled a shoebox. The letters focused on the legal requirements and reducing the risk of future complaints, which far outweighed helping the reader understand the choices and making the right decision for them. Does any of this sound familiar?
Here at DrumRoll, we’re in the business of writing to all manner of different people, of different ages, backgrounds, levels of education and needs. Often we’re explaining financial options to people to choose from (neutrally without any steer) and supporting that decision-making process (while being careful not to proffer advice). We set out decisions for people that they need to fully understand before signing up to. With retirement options, we set out complicated information for people to make significant, irrevocable, financial decisions that will decide their income for life. So, no pressure there. Using a Consumer Duty checklist really helps in this respect as does writing with consideration and empathy. Not just the words you use, but the way you set out information, the use of space on the page, font types and sizes, and the colours you use can make the difference between clarity and confusion, engagement and alienation, good outcomes and bad.
