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National Post
29-07-2025
- Business
- National Post
Two-thirds of Marketers Back EDI Initiatives Amidst Societal Divisions: Canadian Marketing Association
Annual survey finds that as divisions grow sharper, inclusive leadership continues to be a key driver of safer, more engaged workplaces Article content TORONTO — New research released today by the Canadian Marketing Association (CMA) in partnership with strategy, finds that while two-thirds (66 per cent) of Canadian marketers continue to endorse equity, diversity and inclusion (EDI) initiatives, nearly six-in-ten respondents (58 per cent) have witnessed growing pushback on these efforts. Yet organizations with well-diversified senior leadership teams consistently foster healthier, more resilient workplace cultures, proving their value year after year. Article content Broad backing, slim opposition Article content According to the CMA's latest report EDI in Canadian Marketing: Positive Progress and Persistent Challenges, support for EDI remains high across the profession: 66 per cent of respondents applaud or appreciate EDI efforts and a further 15 per cent accept them. A strong majority (81 per cent) do not feel personally disadvantaged by current policies. Only five per cent of respondents oppose such measures, typically citing concerns that inclusion programs may create division or divert resources; yet even among detractors, 68 per cent recognize at least one benefit of an inclusive workplace. In addition, 91 per cent of all respondents agree that diverse teams generate better ideas and solutions. This broad endorsement gives employers a clear mandate to keep EDI on the agenda, even as public debate intensifies. Article content 'Pushback may be getting louder, but the data clearly show that most marketers still believe in inclusion,' says Barry Alexander, chief marketing and diversity officer at the CMA. 'This is not the time to retreat. It's a chance to re-engage and educate by showing how EDI leads to better ideas, stronger collaboration and more creative, high-performing teams. Inclusion isn't just the right thing to do; it's a business imperative.' Article content Rising pushback, polarization and workplace hostility Article content Nearly six in ten marketers (58 per cent) say they have witnessed pushback to EDI, including budget freezes, stalled policies and passive non-participation in training. Those who report pushback are also more likely to note drops in morale and preventable staff turnover, suggesting that unresolved resistance can harm business performance. Polarization, often experienced as tension or division over identity, beliefs or values, further compounds the issue: 76 per cent say it affects their work, often leading to self-censorship, reduced collaboration and strained relationships. At the same time, 15 per cent of respondents now feel more empowered to speak up, nearly double the share in 2024, a shift driven largely by organizations with diverse or diversifying leadership. Article content For the first time, the survey tracked identity-based hostility inside the workplace. According to the research, one-third of marketers have witnessed hostility directed at colleagues due to identity factors such as religion, race, gender or sexuality. Examples include smear campaigns (19 per cent), vandalism (12 per cent) and physical threats (12 per cent). These acts harm not only those targeted, but they also erode the broader workplace culture, fueling stress and disconnection across teams. Article content Article content Microaggressions and discrimination continue to undermine culture Article content Hostility is not limited to overt acts. According to the survey, more than half of marketers (55 per cent) say they have witnessed discrimination, inequity or exclusion in the past year, while reports of racial, ethnic or gender-based jokes climbed eight points to 39 per cent in 2025. Such behaviours appear in 73 per cent of non-diverse-led organizations, but in just 42 per cent of those with well-diversified leadership. The impact is also felt more acutely: 59 per cent of marginalized marketers – respondents identifying as racialized, LGBTQ2S+ or another under-represented group – say they must work harder to be treated equally, compared with 35 per cent of non-marginalized women and 31 per cent of non-marginalized men. Article content Marginalized women and older employees face widening barriers Article content Marginalized women report the steepest decline in inclusion, falling seven points to 57 per cent, making them the only group to lose ground year over year. Ageism also persists: 51 per cent of marketers acknowledge its acceptance in the workplace, a four-point rise from 2024. Additionally, agreement that 'women/men over 55 with grey hair should not be working in marketing' has jumped from the previous year by 19 and 18 points, respectively. Perhaps ironically, these views are voiced most often by Boomers themselves, according to the survey. Such biases restrict mentorship, disrupt knowledge transfer and can weaken organizational resilience by sidelining experienced talent. Article content Diverse leadership: a proven solution for better business outcomes Article content Across five consecutive CMA studies, leadership diversity has consistently emerged as the strongest predictor of workplace inclusion, engagement and retention. In 2025, 28 per cent of organizations reported well-diversified senior teams, up from 21 per cent in 2024. In these workplaces: Article content Only 28 per cent of employees report disengagement linked to discrimination, compared with 68 per cent elsewhere. Ninety-three per cent feel included, versus 39 per cent in non-diverse workplaces. Incidents of hostility and microaggressions are significantly lower. Article content Inclusive leadership not only mitigates risk, but it also fuels better business performance. Organizations with diverse leadership benefit from stronger collaboration, more creative thinking, and improved innovation capacity, all of which contribute to resilience and competitive advantage.
National Post
08-05-2025
- Business
- National Post
Relevant Advertising Gains Traction Among Canadians, 73 Per Cent Welcome Tailored Ads: Canadian Marketing Association
Article content Article content TORONTO — New research released today by the Canadian Marketing Association (CMA) shows that Canadians' views of online experiences are evolving, with a growing expectation for relevant advertising and offers. Article content As Privacy Awareness Week shines a spotlight on data protection, the CMA report, Consumer Expectations for Privacy and Relevance in a Data-Driven World, reveals that Canadians are increasingly comfortable with organizations using their personal information to improve customer experiences, provided proper safeguards are in place. This shift highlights the evolving relationship between consumers and businesses as consumers increasingly appreciate and expect to receive the benefits of data-driven marketing. Article content Key findings from the report include: Article content 73 per cent of Canadians prefer receiving digital ads relevant to their interests over generic, unrelated ads, a substantial increase of 12 per cent since 2023. 87 per cent of respondents are at least somewhat bothered when an organization sends them irrelevant information, up from 83 per cent in 2023. 47 per cent of Canadians agree that, given today's technology, it is unacceptable for an organization to send them irrelevant ads. A growing number of people lose trust in organizations that send irrelevant information, with 46 per cent in 2024 saying they lose trust 'somewhat,' up from 27 per cent in 2023, and 30 per cent saying, 'to a great extent.' 73 per cent are comfortable sharing their information in exchange for benefits such as special offers, discounts and enhanced shopping experiences. Article content 'This research highlights the importance of achieving two key objectives: protecting consumer privacy and enabling digital innovation to meet consumers' needs and expectations while ensuring Canadian businesses can compete,' said Alison Simpson, president and CEO of the CMA. 'It is clear that consumers value and increasingly expect relevance and are willing to share information when they understand the benefits and trust that their data will be protected.' Article content The report also sheds light on the potential consequences for organizations that fail to meet consumer expectations: Article content 77 per cent of respondents are at least somewhat likely to switch brands if a company does not take adequate measures to protect their data. 75 per cent believe that stronger privacy laws would enhance their comfort in sharing data with businesses for marketing purposes, slightly up from 73 per cent in 2023. Article content 'These findings underscore why the vast majority of businesses go to great efforts to protect their customers' data,' Simpson added. 'Organizations recognize that maintaining consumer trust through robust data protection and delivering relevant, personalized experiences is crucial in today's digital marketplace.' Article content The CMA has long championed responsible data practices and consumer protection, providing guidance to professional marketers and engaging with policymakers to ensure a regulatory environment that protects consumer privacy while fostering innovation and competitiveness. Article content The CMA report is based on a survey of 1,531 Canadian adults conducted by Sago, a global research and data firm, in November 2024. Article content The CMA is the voice of marketing in Canada and our purpose is to champion marketing's powerful impact. We are the catalyst to help Canada's marketers thrive today, while building the marketing mindset and environment of tomorrow. Article content We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada's major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations. For more information, visit Article content Article content Article content Article content Article content Contacts Article content Article content Article content
Yahoo
14-03-2025
- Business
- Yahoo
Alison Simpson: Canada's hidden internal trade walls need to come down to improve the economy
By Alison Simpson More than 150 years after Confederation, Canada has built a strong and resilient economy, but internal trade barriers continue to create challenges for businesses. A Toronto-based company can ship products to New York with fewer restrictions than to Vancouver simply due to differing provincial regulations. Provinces craft policies to meet local needs, but this has led to a patchwork of rules that businesses — especially small and medium-sized enterprises (SMEs) — must navigate. Licensing requirements, procurement rules, transportation regulations and tax structures widely vary, creating inefficiencies that add unnecessary costs and hinder growth. The Canadian Marketing Association (CMA) is pleased that politicians from across the country agree that interprovincial trade barriers must be eliminated in light of the threat of U.S. tariffs. However, many provincial exceptions remain and any progress will stall without stronger enforcement by the federal government. Strengthening our internal market is more important than ever. By addressing interprovincial trade barriers, we can give businesses the stability they need to expand, innovate and compete both domestically and globally. These barriers create inefficiencies that ripple through the entire economy, limiting Canada's potential. Removing existing barriers could lower prices by up to 15 per cent and add up to $200 billion to the domestic economy, according to Transport and Internal Trade Minister Anita Anand. The Canadian Free Trade Agreement (CFTA), introduced in 2017, was intended to create a more seamless national market. Yet, hundreds of provincial exceptions remain, meaning businesses must still navigate inconsistent regulations. This fragmented regulatory environment means businesses face more obstacles moving goods within Canada than exporting internationally. The impact goes beyond businesses: consumers also pay the price. Inefficiencies drive up costs, reduce competition and limit access to goods and services. SMEs make up 98 per cent of Canadian businesses, yet they are disproportionately affected by trade barriers because they lack the legal and financial resources to navigate complex provincial regulations. Large corporations can hire legal teams to manage compliance, but SMEs must allocate time and money to operate across provinces. For example, an Ontario SME aiming to serve Alberta customers might face different tax structures, product labelling requirements and licensing hurdles, making expansion across provinces prohibitively expensive. This prevents Canadian businesses from scaling nationally and discourages entrepreneurship since new businesses are deterred by unnecessary regulatory obstacles. Nearly all economists, business groups and industry associations agree that internal trade barriers hurt the economy, but provinces have been reluctant to relinquish regulatory control. Many provinces protect local industries through regulatory differences, using red tape as a shield to limit competition from businesses in other provinces. Recent commitments from provinces signal growing support for reducing internal trade barriers. Ensuring that these commitments translate into concrete action will be key to unlocking economic growth, creating jobs and expanding opportunities for businesses nationwide. Political inaction has allowed the issue to persist for decades. Recent federal efforts to remove trade restrictions are a step in the right direction, but provinces need to be held accountable for following through. British Columbia Premier David Eby recently confirmed the provinces are working together on a major push to eliminate barriers, including improving labour mobility for professionals. Ontario Premier Doug Ford echoed this, stating that provinces are aligned on moving forward quickly. Nova Scotia has introduced legislation to remove red tape for out-of-province goods and simplify licensing for workers, but only for provinces that offer the same level of access in return. This reciprocity approach encourages progress, but it risks creating an uneven playing field if provinces move at different speeds. These developments are promising, but a coordinated national approach is needed to ensure equal benefits for businesses and workers across Canada. Canada is one country, but it still operates like 13 separate economies when it comes to trade. The result is higher costs, lost business opportunities and a national economy that isn't reaching its full potential. The federal government must encourage provinces to harmonize regulations and simplify licensing, enabling businesses to operate without unnecessary restrictions. One solution is tying federal funding to trade liberalization commitments, ensuring provinces follow through on reform rather than maintaining protectionist policies. If provinces continue to resist meaningful change, Ottawa must use the policy tools at its disposal to encourage compliance. Opinion: Nova Scotia leads the way on internal trade Why exceptions are the rule in interprovincial trade Unwinding trade barriers rising to top of agenda Eliminating interprovincial trade barriers isn't about political optics; it's about unlocking economic potential, boosting productivity and creating a truly national marketplace. The CMA and other business advocates have long called for reform, recognizing that these barriers are not just bad policy, but bad economics. Every year Canada fails to act is another year that businesses remain shackled by unnecessary restrictions. Canada can't afford to wait any longer. The time for action is now. Alison Simpson is chief executive of the Canadian Marketing Association. Sign in to access your portfolio
