That is a damn good question. Every time I see a Medium article on design and the design is completely inaccessible, I post the issues with it in the comments. Rarely do I see a reply. And it frustrates the <bleep> out of me to see people touting their services on accessibility or posting articles on how great a particular court ruling on accessibility is on inaccessible platforms.
Design and coding are no different than Jerry McGuire. Show me the money. As you have pointed out with Awwards, when people get *rewarded* for accessible design and coding, that will generate interest in the community that doesn’t have natural empathy for the subject. Natural empathy is generated from knowing people with disabilities who struggle with inaccessible design and coding who are blocked from participating in many of the activities that people without disabilities take for granted (like buying a pizza online from Dominos)