When was the last time you had an internet outage? For most of us, it’s a rare inconvenience—a few hours of not sending emails or watching the latest Netflix hit. However, this lack of connection is a full-time reality for an estimated 22 million Americans impacted by the digital divide.

Because internet access is something many of us take for granted, it’s easy to overlook the gaps when planning stakeholder engagement and marketing efforts. Unfortunately, not taking this into consideration can lead to missed opportunities at best and, at worst, leave entire communities without critical information.

The Everyday Impact of Limited Connectivity

For those who don’t have high-speed internet access, limited connectivity shapes nearly every aspect of daily life. This digital divide is especially stark among certain groups: only 57% of households earning less than $30,000 per year have broadband, compared to 95% of those making over $100,000, according to Pew Research. Rural communities also lag, with 73% of rural residents subscribed to broadband compared to 86% in suburban areas.

Around 15% of adults rely solely on their smartphone for internet access, while some go without it completely. Either way, everything from paying bills to accessing healthcare, education and job opportunities is a challenge. Furthermore, those caught in the connectivity gap are left without a reliable way to stay informed on community resources, local news and even emergency alerts. As a result, they are left behind, unable to catch up with an increasingly online world, deepening existing socioeconomic inequalities and limiting upward mobility.

Implications for Business and Engagement Strategies

Efforts have long been underway to expand broadband access and while the divide has narrowed, it still very much exists. Businesses with strategies that assume universal connectivity risk overlooking significant portions of the audience, particularly in rural and under-resourced areas. This can have significant ramifications.

For example, financial institutions that rely primarily on digital platforms for customer interactions, such as online-only account management, loan applications, and financial education resources, may unintentionally create barriers for customers with limited internet access. For rural or lower-income customers, the inability to access these online services could mean missing out on important opportunities—such as new savings plans, lower-interest loans, or financial literacy programs.

Likewise, utility companies solely leveraging on digital channels to communicate about outages or financial assistance programs may leave some customers in the dark—literally. Without alternative communication methods like mailed notices, community outreach efforts, or SMS alerts, customers may miss critical information, from when their service will be restored to resources available to help with bills.

Furthermore, according to SAMHSA, internet access has been recognized as a “super determinant” of health, in part because of access to information and challenges connecting with providers. For those in the space, it’s important to be aware that digital-only appointment scheduling can inadvertently exclude patients without reliable internet, complicating access to care and potentially delaying needed treatment.

It’s worth noting that retailers and consumer brands also risk alienating customers when rewards programs, special offers, or exclusive content are available only through apps or websites. This leads to a sense of exclusion, impacting loyalty and diminishing their overall experience.

Retailers and consumer brands also risk alienating customers when rewards programs, special offers, or exclusive content are available only through apps or websites. This leads to a sense of exclusion, impacting loyalty and diminishing their overall experience with the brand.

Bridging the Divide

As we approach 2025, it’s more important than ever for businesses to acknowledge and adapt to the digital divide. Those who do are better positioned to build authentic connections, showing that they value inclusivity and recognize the varied realities of their audience. This is especially important as consumers grow increasingly conscious of the social impact of the brands they support.

At ARTÉMIA, we understand that true connection goes beyond digital boundaries and we can help you ensure that connectivity isn’t a barrier to engaging with your target audiences. Get in touch with us at service@artemia.com for a free consultation.