The housing agency announced last week that it will be undergoing a rebranding in the coming months to better reflect its mandate. CEO Evan Siddall says the current name overemphasizes homeownership financing and doesn’t highlight the agency’s work related to housing affordability.
The name “Housing Canada” has already been floated, but federal legislation would be needed for an official name change. However, in an interview with The Canadian Press, Siddall said the agency could simply use a trade name.
He added that now is the time to look at such a name change that would better align the organization’s present and future.
“People always talk about the current moment as being an inflection point,” he said. “There’s a moment now that policy-makers are reflecting on and we’ll see what happens in the coming weeks and months, but this is for sure a moment like that.”