People with Disabilities (or PWD) make up a large consumer market that is currently being under-served. Committing to accessibility is not only a wise business decision but is increasingly becoming a necessity. The Government of Canada is in the process of passing the first Accessible Canada Act, and four provinces have already passed provincial legislation around accessibility.
Two-thirds of Canadians are concerned about future mobility challenges, according to a new study done by the Angus Reid Institute. As an Alberta business owner, now is the time to stay ahead of the competition by being a first mover on accessibility. Since the market is increasing as our population ages, starting the transition to being fully accessible should begin now. Below we will take a closer look at the market, address some myths about accessibility, and offer resources to get started.
An Ever-Growing Market
Accessibility has often been an afterthought and considered a significant undertaking for business owners. It is perceived as an extensive and expensive list of rules and regulations imposed for the few. In reality, PWD represented 2.3 million (13.7%) working-aged Canadians in 2012. For Canadians aged 65 and over, those who report experiencing disability increases to 1 in 3. When considering the wealth distribution in Canada, where those aged 55 and over maintain most of the wealth, it’s clear there is value in this market.
Additionally, people with disabilities and their families tend to be some of the most loyal consumers. Businesses that can address the needs of PWD with empathy and care will gain the lifelong support of those consumers and their loved ones. Not only will they continue to purchase those products and services, but they will also ensure everyone knows how great the business is!
Okay, we have a growing, wealthy, and loyal market—what continues to keep businesses from embracing accessibility?
Myths about Accessibility
Many business owners believe that if a business is compliant with building code (e.g., accessible parking stalls and washrooms), that they are accessible enough, but that is rarely the case. When it comes to the physical space, there are many cases where businesses will have elements of accessibility, but they are done incorrectly—such as a grab bar in the wrong place. And, accessibility goes beyond the built environment: it extends to the online world as well. Can everyone navigate your website? Are they able to find contact information to ask if they can access the building?
Probably the biggest deterrent for many business owners is money. I often hear that someone just doesn’t have the budget for accessibility. That could be true for many larger projects like installing an elevator, but there are many easy and inexpensive fixes that you could do today. Some examples include changing lightbulbs to improve visibility, updating signage, and creating an accessibility statement. It boils down to: if you don’t know what needs to be budgeted for, how can you know if you don’t have the budget? Knowledge is power, so the more you know about where you succeed in accessibility, and where you don’t, the better you can serve and attract your customers.
Information and Resources
30% of Canadian consumers surveyed said they value accessible businesses. Here are some resources that can get you started or improve your accessibility:
- The City of Edmonton has this easy to use
- The City of Calgary has put out this universal design guide; it’s technical, but if you have an eye for diagrams and measurements, this would be great for you.
- For website guidelines, check out Web Content Accessibility Guidelines.
- Or you can call us at Voice of Albertans with Disabilities! Our certified assessor will come to your business and do an evaluation and provide a report that outlines the areas of opportunity, big and small! To learn more, please visit https://vadsociety.ca/services/accessibility-assessments or email firstname.lastname@example.org.
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