Zero-cost steps to become more accessible

As National AccessAbility Week unfolds across Canada, employers are being urged to think differently about accessibility—not as a legal hurdle or costly upgrade, but as a strategic business opportunity. Mark DeMontis, chief accessibility officer at The Substance Group and a leading voice in accessibility strategy, says that when it comes to inclusion, starting small can still make a big impact.

Economic case for inclusion

“The first thing I would say to a business is to stop thinking of accessibility as just a legislative requirement,” says DeMontis. “Start seeing it as an economic opportunity.”

The numbers back him up. According to Statistics Canada, nearly 27% of Canadians aged 15 or older—about 8 million people—live with one or more disabilities. Together, this group controls approximately $47 billion in disposable income, a figure that balloons to over $311 billion when you include family and friends. In a market that large, accessibility isn’t just the right thing to do—it’s a revenue driver.

Companies that lead in disability inclusion outperform their peers, reporting up to 2.6 times more net income. But for many small and medium-sized businesses, perceived cost remains a barrier. That’s a misconception DeMontis is eager to correct.

Free steps to greater accessibility

“Accessibility doesn’t need to cost anything,” says DeMontis. “There are things businesses can do today that don’t cost a dollar but could be game-changers for customers with disabilities.”

Here are some of the no-cost improvements he recommends:

• Ask the right question
  Greet customers and employees with: “Is there anything we can do to make your experience more accessible?” This simple, proactive gesture opens the door to feedback and shows a commitment to inclusion.
• Declutter walkways
  Ensure clear, unobstructed paths through your store or office. “Mobility canes, wheelchairs, service animals—everyone needs space to navigate,” says DeMontis. Cluttered aisles can turn away potential customers before they even start shopping.
• Tweak lighting and sound
  For people with sensory sensitivities, harsh lighting and loud environments can be overwhelming. Consider offering “low-sensory” hours during the day when music and lighting are reduced.
• Rethink point of sale
  A major barrier for many customers with disabilities is completing a transaction. “Make sure your POS device is easy to reach and free of obstacles,” says DeMontis. Even better: offer to hand it directly to customers who may need assistance.
• Listen to lived experience
  “Ask for feedback from customers and employees with disabilities—and act on it,” says DeMontis. “You’ll learn a lot, and it won’t cost a cent.”

Start somewhere

While no single action will create a fully inclusive space overnight, DeMontis emphasizes the value of progress over perfection. “Accessibility is a journey,” he says. “You won’t have all the answers right away, but starting somewhere—even with just one or two changes—can have a real impact.”

For businesses worried they don’t have customers with disabilities, DeMontis has a simple rebuttal: “You don’t know that. Most disabilities are invisible, and most people won’t disclose. But if you create a welcoming space, they will come—and they’ll come back.”

As Canadian businesses look for ways to grow in an increasingly diverse market, accessibility may be the most overlooked—and untapped—opportunity out there.