This thesis explores the topic of inclusivity in the field of digital product design by examining how major technology companies use and advocate for it in their messaging. Through interviews with professionals in the field and critical discourse analysis of design guidelines from Apple, Google, Adobe, and Microsoft, the study explores how inclusivity is framed, how strategies for communicating a commitment to inclusive design are implemented, and how these principles are understood and applied in real-world scenarios.

The research employs Fairclough's three-dimensional model of Critical Discourse Analysis, integrating theories from disability studies, cultural studies, and design theory. The results reveal significant differences in the way businesses define and present inclusivity; ranging from Apple emphasizing accessibility and personalization, while Microsoft employs a broader definition of inclusive design. The study uncovers a mismatch between corporate discourse and practical implementation, highlighting the challenges designers face in balancing inclusivity with business priorities and resource limitations.

Key findings include the evolving nature of inclusivity, which has expanded beyond traditional concepts of disability to incorporate characteristics such as socioeconomic level and cultural background. The study also highlights contradictions between presenting technology as a solution to accessibility issues and professionals' awareness of both its potential and limitations.

This thesis contributes to the field by linking theoretical frameworks with real-world implementation. It emphasizes the importance of more feasible, context-specific guidelines and organizational support for inclusive design initiatives. The paper concludes by suggesting future research possibilities, such as looking at the interaction of legal frameworks and inclusion practices, as well as the impact of emerging technologies in supporting more inclusive design practices.