Air Canada’s CEO, Michael Rousseau, is set to discuss new baggage fees while facing scrutiny over his French language skills. Despite his intention to communicate primarily in English, stakeholders, including politicians, expect him to engage in French. Concerns about his previous remarks and the company’s compliance with the Official Languages Act persist, as only a small percentage of its directors are proficient in French. Air Canada continues to address its linguistic obligations amid ongoing criticism.
Air Canada’s CEO Faces Language Expectations Amid New Fees
As Air Canada’s CEO, Michael Rousseau prepares to address MPs regarding the newly implemented $35 baggage fees, questions arise about his proficiency in French. Three years have passed since his controversial “English only” speech at a business event in Montreal, and stakeholders are curious if he will be able to respond in French during the committee discussions.
Reactions from Politicians and Community Leaders
Christophe Hennebelle, a spokesperson for Air Canada, stated that Rousseau would primarily communicate in English, reflecting his choice of official language. He will be accompanied by two French-speaking vice presidents. This announcement may not sit well with Bloc Québécois MP Xavier Barsalou-Duval, who expressed his anticipation for Rousseau to engage in French. “After over three years of pledging to learn French, we expect him to communicate with us in our language. Responding in French is a basic courtesy expected from the CEO of a company based in Montreal, Quebec,” he remarked.
Marie-Anne Alepin, president of the Société Saint-Jean-Baptiste de Montréal (SSJB), echoed these sentiments, stating, “Rousseau has become emblematic of the issues surrounding the French language in Quebec. We hope to see a strong French presence at tomorrow’s meeting.” She also expressed willingness to assist Air Canada in adhering to its linguistic action plan.
As Rousseau faces the parliamentary committee this Friday, he will need to contend with a history of complaints regarding his previous remarks. In November 2021, his claim of living in Montreal without speaking French led to a surge of 2,680 complaints, according to Le Journal. Although the volume of complaints against Air Canada has decreased in recent years, it remains the most frequently reported company to the Commissioner of Official Languages, Raymond Théberge.
Theberge noted, “Once my authority to impose administrative monetary penalties is enacted, I will be able to apply more pressure.” According to Air Canada’s circular, only 15% of its directors are proficient in “conversational French,” despite the French language being Quebec’s official language. However, the company asserts that six of its seven executive committee members are bilingual and that Rousseau is committed to learning French.
It is important for Air Canada to fulfill its obligations under the Official Languages Act, which has been in place since the airline’s privatization in 1988.
In a related note, last summer, Le Journal highlighted a situation with Canada Post, where it was reported that speaking French was not a requirement for mail carriers in predominantly French-speaking areas. Following backlash, Canada Post amended its job descriptions to include “essential French” requirements, leading to over 258 complaints in five years against the organization.