MR1100, Discussion Post 4, Fall 2019

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https://www.the-cma.org/about/blog/Canada-Accessibility-Laws--A-Jurisdictional-Scan

This article, titled Canada’s Accessibility Laws: A Jurisdictional Scan, outlines the importance of marketers staying atop current legislature, and summarizes the recent accessibility acts in various provincial and federal jurisdictions. The Accessibility for Ontarians with Disabilities Act of 2005, the Accessibility for Manitobans Act, the Nova Scotia Accessibility Act of 2017, and the Accessible Canada Act, which surprisingly was only established in July 2019, are all legislative steps toward accessibility and equity for disabled Canadians. Though various jurisdictions have their own acts in place, they are common in structure, outlining impacts on the “customer service, information and communications, transportation, employment and design of public spaces (Stancu-Soare, 2019).”
Perhaps the most impactful of the acts passed is the nation-wide Accessible Canada Act. This act mandates that all government organizations comply by a set of standards presented in the Act. These include the following: i) organizations developing and publishing accessibility plans; ii) established complaint and feedback mechanisms; iii) progress reports on plans; iv) the development of the Canadian Accessibility Standards Development Organization, and; v) the observation of National Accessibility Week which falls each May.
Accessibility is a major concern for organizations and affect each department. Marketers want to build meaningful, strong relationships with customers to create value for them and capture value in return. For marketers to be successful, they need to consider the needs, wants, and demands of all potential customers. Six million Canadians age 15 and above that have accessibility needs make up a significant portion of target markets. Not only does providing accessible businesses to these demographics help reach all potential customers, but it contributes to a larger human rights movement of creating an accessible society and culture for our citizens who face disadvantages due to inaccessibility.

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