Why the world needs more Canada, and Canadian marketers

Every country has its superpower. Ours is empathy.

At a time when polarization and protectionism are reshaping how people connect, Canada stands out for something the global marketing community needs more than ever: empathy born of diversity, curiosity, and collaboration.

But empathy isn't softness; it is strategic awareness. It's the ability to see through another lens, translate differences into insight, and turn that understanding into stronger teams and more effective marketing.

In this business, there is nothing more powerful than being able to read the room, whether that room is a boardroom, a creative brief, or a global audience.

Creative proof on the global stage

From Ryan Reynolds, who turned Hollywood storytelling instincts into Maximum Effort, the marketing studio behind Aviation Gin, Mint Mobile, and his Bedtime Stories series, to agencies like Sid Lee, Zulu Alpha Kilo, and Cossette leading global work for brands such as Adidas, McDonald's, and Cirque du Soleil, Canadian creativity already has a strong international footprint.

These examples represent a national pattern: multi-skilled talent fluent in creativity and commerce. In a world that rewards adaptability, that is Canada's edge.

What makes Canadian marketers different

Our workforce mirrors who we are as a country:

• One in four Canadians were born elsewhere
• Forty-one per cent speak more than one language
• Canada ranks #1 in the G7 for post-secondary education

Those numbers tell a story of marketers who can bridge cultures, read nuance, and lead across geographies. Even within Canada, most teams already collaborate across time zones and lived experiences. Diversity here feels less like a goal and is moving more towards a natural rhythm of work.

Digital depth, human insight

“Leading across time zones is about more than managing to-do lists and ranking priorities, it’s about cultivating meaningful connections and trust. When we lead with clarity and empathy, our geographies become less relevant and collaboration becomes the driving force.” Jordan Swerid, CMA Marketing Talent Committee member

Canadian marketers also bring digital and analytical depth.

Between 2019 and 2024, Canada added roughly 290,000 net tech jobs, according to CompTIA. Looking ahead, some forecasts suggest that Canada is on track to see hundreds of thousands more digital jobs by 2030, a signal of how quickly analytical capabilities are scaling alongside imagination. That blend of empathy, art and analysis gives Canadian marketers a rare versatility. They can think strategically, act creatively, and measure meaningfully.

In short, Canadian marketers are connectors who strike a balance between local insight and global context.

A borderless world and the race for relevance

“As an airline that competes at a world-scale, global diversity within our team has made our work sharper. Different perspectives help us spot insights to make Air Canada more internationally relevant.” Raymond Ludwin, CMA Marketing Talent Committee member

Nearly two-thirds of all media investment now happens in digital channels. As marketing moves online, borders blur and ideas, audiences, and creative work travel instantly. That creates opportunity and competition in equal measure.

Our cultural fluency and collaborative mindset make us well-equipped to thrive, but we must also compete with talent from everywhere. Staying relevant means continuously learning, from AI-powered creativity to data-driven decision-making, and ensuring our work stands out for its insight, originality, and integrity.

Keeping Canada competitive

Openness is our strength, but also our vulnerability. Remote work makes it easier for international talent to fill roles once held by Canadians, while U.S. compensation packages continue to lure senior professionals south.

The solution is investment - in education, in upskilling, and in creative infrastructure that keeps Canadian work visible and valued. The world may be borderless, but our talent still needs strong roots.

Leading with confidence

“Curiosity and commercial understanding are what set great global marketers apart. The best marketers know their own markets and stay just as curious about others.” Kimberly Armstrong, CMA Marketing Talent Committee Member

Collaboration has always been our strength, but confidence must be our next.

Canadian marketers are trusted partners, yet too often we understate our leadership. The next chapter is about owning our expertise and making our voices heard.

For individuals, that means raising a hand for global briefs and cross-market projects. For leaders, it means championing homegrown talent, originating global work from Canada, and showing that strategic empathy and commercial acumen can coexist.

Why investing in Canadian media matters

Marketers shape economies.

A recent Canadian Media Means Business report found that advertising contributes $21 billion to the country's GDP and supports 170,000 jobs nationwide, yet 92 percent of digital ad spend leaves the country.

Every media decision we make influences not only business outcomes but also the sustainability of our creative ecosystem. Reinvesting even a small share of budgets to Canadian media sustains journalism, creative talent, and the stories that reflect who we are. The responsibility sits with us, the marketers who decide what gets funded, seen, and heard.

Our moment

“Our multicultural fabric is exactly what global leadership requires today. It’s time we lead with confidence on the world stage.”  Tulsi Dharel, CMA Marketing Talent Committee Member

The world is listening.

Canadian marketers have an opportunity to lead with what the moment demands: empathy paired with intelligence, creativity backed by understanding, and confidence that carries us to the global stage.

It’s time for Canada to lead with confidence on the world stage