Diversity, equity and inclusion are important

Feb 03, 2022
DEI Seminars

In a recent study, Deloitte notes that “57 per cent of consumers are more loyal to brands that commit to addressing social inequities in their actions.” Commitment for consumers means being transparent about equitable outcomes in hiring and retention, using diverse suppliers or marketing products for users of differing abilities.

In the past year, most organizations have increased efforts to elevate diversity, equity and inclusion in a number of ways. Many have taken time to understand the challenges that minority communities face in their day-to-day lives and professional careers, and as consumers.

The importance of having diverse voices at all tables is clear: Taking this step provides diverse perspectives, which results in increased creativity, productivity, and ultimately, stronger business results. We also know that having internal and external processes that are fair and impartial allow organizations to demonstrate their equitable initiatives with transparency.

If we look at inclusion through the lens of marketers, we know that for products and campaigns to truly resonate, consumers must see themselves represented. One way this can be done is by celebrating Canadian communities through campaigns focused on, for example, Lunar New Year, Diwali or Ramadan.

The CMA’s 2022 DEI efforts

In 2021, CMA went in field with our Diversity, Equity and Inclusion in Canada’s Marketing Sector Survey to better understand the experiences of Canadian marketers in their professional careers and to create  solutions for marketing to Canadians from diverse communities. Highlights of the findings include:

  • People from minority groups sometimes feel less engaged due to systems of discrimination. For example, two-thirds of minorities have noticed other minorities being less engaged due to systems of discrimination.
  • Experiences for BIPOC and racially marginalized individuals differ from those not from these backgrounds. For example, two individuals will leave a meeting with one feeling like the conversation went well, with the other feeling that they were not included in the discussion. 
  • Most organizations are making efforts to diversify, whether by hiring from diverse communities or by creating diversity committees and networks.

We have gone in field again and are looking forward to sharing the results of the 2022 survey shortly. 

The CMA has been working towards providing tools and resources to our community to assist you in weaving DEI throughout your initiatives. Over this year our DEI Committee will provide resources to support your goals as well provide tools and resources around microaggression, unconscious bias and how to support women in the workplace.

How do we portray ethnicities in authentic ways?

Leading with a kind curiosity demonstrates to cultures and communities the desire and drive for inclusion as well as a much-needed pause for understanding and allyship. This is why the CMA is introducing a three-part series seminar that will help you look at relevant data and insights to ensure that your company and brand are portraying individuals and cultures authentically. We believe that DEI is an incredibly important pillar, and to build that pillar we need to understand how it is structured by addressing diversity, equity, and inclusion individually. Each seminar will focus on how to boost your organizations DE&I efforts, no matter what your role is. 

We will dive into specific examples best-in-class campaigns, consider case studies and provide resources and tools you can reference and share within your teams. Most importantly, we will provide space for you to connect with your peers and learn about their challenges and successful solutions.

To register for our Dissecting Diversity seminar click here.

Save by registering for all three seminars. Individuals who register for the first two seminars will receive a promo code valued at $90 towards the final seminar.


AUTHORED BY
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Sartaj Sarkaria

Chief Diversity Officer & Chief of Staff Canadian Marketing Association




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