2024 DEI Research Report

This week, The Canadian Marketing Association released its 2024 DEI study. This is the fourth year that we have run our study measuring the state and progress of diversity, equity, and inclusion in Canada’s marketing profession. The CMA is committed to combat racism, discrimination and systemic barriers in the industry.

Key findings from this year’s research, titled DEI in the Canadian Marketing Sector: Polarization, Ageism and Mounting Frustration, include:

• Diversity of leadership teams is largely unchanged since 2021 according to marketers.

• Conversations around polarizing topics are happening frequently in the workplace. This is impacting marketers’ experience at work, most notably, their ability to feel they can speak and socialize freely. This has a negative outcome on employee engagement.
  • Steps can be taken to ease workplace tensions around polarization issues. In fact, many marketers are already making an effort to do so.

• Ageism and intersectionality are affecting marketers’ careers, leading to more discrimination, microaggressions in the workplace, and a higher potential to experience barriers and job loss.

• Further, discrimination in the workplace harms workplace engagement and in organizations without diversified leadership, half of those who witness discriminatory behaviour don’t speak up because they don’t believe anything will change.
  • A well-diversified leadership team can mitigate the impact and maintain stronger engagement and employee retention.
  • In addition, organizations with well-diversified leadership see better retention, mentorship and rates of engagement for all employees.

• Newcomers experience barriers to success in Canada due to biases for Canadian education/experience. In addition, Newcomers are more likely to report that they personally feel less engaged at work due to discrimination than those born in Canada.

• Encouragingly, 100% of marketers see the benefit of working with someone who was raised and educated in a different country with a different culture.
• While there was more significant, continuous and genuine support for DEI initiatives there are mounting frustrations expressed with the latest research. Some respondents are frustrated and believe that DEI initiatives can have negative consequences, while others expressed frustration with the lack progress.
• To build a more diverse workplace, most organizations are working to ensure a more diverse hiring process. They’re employing a range of tactics but more can be done to make better use of diverse recruiting channels and use of diverse hiring panels.

The findings of this year's DEI report underscore the value of diverse leadership teams, while identifying room for growth in the ongoing effort to meet our goals of an inclusive profession. The report also reinforces that the most important variable for an organization’s DEI strategy to be effective is senior leadership support. This is critical to ensure that DEI is not only a priority, but a responsibility that is shared throughout the organization, fortifying the organization as a whole with stronger, more inclusive, and engaged teams.

To read the full report, please visit our website.

About Barry Alexander

Barry is a passionate marketer who has served as a senior marketing and strategy leader on a diverse set of consumer brands. As Chief Marketing and Diversity Officer, Barry is responsible for all marketing, events, thought leadership and media efforts as well as spearheading our DEI impact initiatives and partnerships. Prior to the CMA, Barry held senior marketing roles with Knix, Iovate Health Sciences, the Hamilton Tiger-Cats, Maple Leaf Foods and Molson and has served as a member of the Humber Business Program Advisory Committee and as a mentor with the Black Talent Initiative.

About the Study

The research was conducted by independent research firm RKI. The survey was in the field between February 21 and March 27, 2024. Surveys were distributed through the CMA and its partners: strategy, Ad Standards, Aboriginal Peoples Television Network, Association of Canadian Advertisers, Association of Creative Communication Agencies, Black Talent Initiative, Confédération des organismes de personnes handicapées du Québec, Digital Advertising Alliance of Canada, Digital Marketing Sector Council, Grenier, Interactive Advertising Bureau of Canada, Marketing News Canada, People of Colour in Advertising & Marketing, and Sponsorship Marketing Council Canada. A total of 486 individuals from across Canada participated in the research.

About the Canadian Marketing Association

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. 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 thecma.ca.