At London Packaging Week 2025, Microsoft's Senior Director of Design for Packaging and Content, Kevin Marshall, delivered a keynote presentation titled “Non-Negotiable Design: Why Inclusive Packaging Must Work for All.” Marshall stressed that accessibility is a “fundamental right, not a feature,” and that packaging can be either a barrier or a bridge for people with disabilities. He highlighted that with 1.3 billion people globally living with significant disabilities, it is a collective responsibility to lower societal barriers through inclusive design. Marshall recounted how the development of the Xbox Adaptive Controller sparked a cultural and operational shift within Microsoft, leading to the realization that packaging must embody the same inclusive philosophy. This approach, he noted, transformed inclusion from an addition to a foundational element of their design process.