Historically, when the issue of designing for accessibility came up in Canada, talk turned to the severely disabled. But marketers should consider accessibility for as wide a target as possible. Whether a website user has aging eyes or motor-skill issues, it’s critical to make sure they can access messaging just as easily as anyone else.
To ensure Ontario businesses are doing their part, the provincial government passed the Accessibility for Ontarians with Disabilities Act (AODA) in 2005. The act includes several standards that cover areas like customer service, transportation, information and communications, employment and built environment. Challenges in all of these areas become more frequent with aging consumers. So while “18 to 34” seems like the eternal target demo for brands and marketers, it’s time to consider those celebrating their retirement, not their graduation.
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This story originally appeared in the July 4, 2011 issue of Marketing.
