When Inclusion Gets Loud Pushback, Diverse Leaders Keep Teams Moving Forward

From inclusion insights to new brand collabs, here’s what’s shaping Canadian marketing this week.

August 13, 2025

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Hey friend,

If you’ve worked in marketing long enough, you’ve seen the ED&I conversation go through waves, from being the “next big initiative” to becoming a political flashpoint. The latest CMA report confirms what a lot of us have felt in the last year: inclusion is still getting strong support, but the pushback is real.

Two-thirds of marketers still back ED&I efforts. That’s the good news. The bad news? Nearly 6 in 10 have seen budgets frozen, policies derailed, or colleagues quietly opting out. And yet, 93% say diverse teams spark better ideas. That’s the business case in one sentence.

Coming Up

Photo by Neil Zeller

Polarization Is the New Office Hazard

The CMA calls it out plainly: three-quarters of marketers say polarization is now part of their workplace reality. The issues? Identity, values, and beliefs and how we talk (or don’t talk) about them.

Here’s where leadership makes all the difference. In organizations with diverse leadership teams, the number of people who feel safe speaking up has almost doubled since last year. The culture impact is immediate: less self-censorship, more collaboration, better work.

Hostility Is Up, Too

One in three marketers has witnessed hostility based on race, gender, religion, or sexuality. Some have seen smear campaigns, vandalism, even physical threats. Those moments don’t just harm the target, they poison trust across the whole organization.

What the Data Keeps Proving

After five years of tracking ED&I, the CMA says the same thing over and over: diverse leadership is the strongest predictor of inclusion, engagement, and retention. But only 28% of organizations have it.

The Missed Opportunity

Marginalized women saw their inclusion scores drop seven points this year. Ageism is alive and well, and oddly, Boomers were the group most likely to say people over 55 shouldn’t be in marketing. That’s not just bias; it’s a pipeline problem for mentorship and knowledge transfer.

The Call to Action

The CMA’s advice is clear: don’t pull back. Tie ED&I to performance metrics. Make your leadership team reflect your customer base. And communicate the “why” in ways your people understand.

Because, as Barry Alexander from the CMA puts it: “When our boardrooms mirror Canada’s reality, marketers create campaigns that resonate, drive growth, and strengthen the social fabric.”

Where You Can Step In

One way to put that into action is by joining this year’s Inclusive Brief Hackathon, hosted by APG Canada and POCAM. For 2025, the event is bringing client marketers into the mix to tackle the question: If you were CMO, how would you dismantle embedded privilege in the briefing process?

They’re looking for BIPOC or BIPOC ally client-side marketers (director level and above) to join cross-functional teams and present their ideas at a live event in November. Sponsors are also welcome. Email Michelle Lee at [email protected] by August 29 to apply!

More information available in the SNMA.

Community Spotlight: Aalima Chandiwala on Why Inclusion Makes Better Marketing

This week’s CMA report showed how inclusion shapes not just team culture but the quality of the work itself. For Aalima Chandiwala, a CMA Chartered Marketer, with experience across higher education, real estate, nonprofits, and digital agencies, that’s been true from the very start of her career.

Skilled in digital strategy, content creation, and brand engagement, Aalima is passionate about creating meaningful, impact-driven work and is now exploring her path as an aspiring entrepreneur.

“Marketing is about people first. The more perspectives at the table, the better the work,” she says. “I love that it’s both creative and strategic, you get to dream up ideas and then figure out how to make them work in the real world.”

She’s seen first-hand how inclusion changes outcomes. On one campaign, a diverse team’s input helped create work that resonated with a much broader audience. In less diverse settings, she’s noticed that ideas don’t flow as freely, and the results reflect that.

Her own perspective as a woman of colour drives her toward projects that feel real and connected to people’s lived experiences. “I quickly notice when marketing misses the mark on representation. I believe it should reflect the people it’s speaking to, not just try to sell to them.”

One example: while working on a Let’s Get Together campaign, her team adapted language and outreach to better connect with newcomer families, a change sparked by the varied backgrounds and expertise around the table. The result was genuine, accessible, and far more engaging.

For Aalima, the lesson is simple: when you create space for different perspectives, you don’t just make better marketing, you build trust, connection, and impact. “Inclusion isn’t a nice-to-have,” she says. “It’s what makes the work worth doing.”

Thanks to Aalima for sharing her perspective with Marketing News Canada. Connect with her on LinkedIn to follow her entrepreneurial pursuits.

SocialNext: The Rundown

Join the SocialNext Marketing Alliance for SNMA Summer School. 30 minute webinars every Wednesday helping Canada’s marketers learn, grow and thrive in their careers.

Here’s what’s coming up:.

August 13 – Bad Data Is Worse Than No Data: Common Tracking Mistakes That Quietly Kill Sales
Ally Anderson, Data-Backed Marketing Consultant
As marketers, we are nothing without good data. Dive in with expert Ally to set up systems that work for you, not against you.

August 20 - The Undying Importance of Understanding the Customer Journey
Talitha McCloskey, Program Lead, Growclass
How does the customer journey look in 2025? It’s rooted in empathy and understanding. Talitha McCloskey shows how to piece together today’s nonlinear path and turn those insights into marketing that truly connects.

August 28 - Think Outside the Box this Holiday Season with Pinterest
Alex Green, SMB Sales Manager, Pinterest
It’s never too early to plan your holiday campaigns. Learn how Pinterest’s positive, inspiration-first platform is helping brands turn intention into action and why “non-toxic” is the new non-negotiable for 2025 shoppers.

  • Free for all SNMA members

  • Hosted live in the SNMA Circle space at 10 AM MST/12 PM EST

  • Bring your coffee. Leave with fresh ideas.

Partner Event: AI for Impact (Hands-On Workshop)
SocialNext Marketing Alliance members can save on Daniel Francavilla’s AI for Impact workshops: a hands-on lab on using AI as your research assistant, data analyst, and campaign co-creator without compromising your values, voice, or mission. Designed for marketers, fundraisers, sponsorship leads, and community builders.

Mississauga — August 12 @ Studio 89
Toronto — August 14 @ CSI Spadina
Virtual — October 6

SocialNext Events Roundup

The SocialEast 2025 Conference Guide and the speaker schedule are coming soon! Stay tuned for these exciting updates on what we have in store and save $100 to join Atlantic Canada’s largest digital marketing conference in Halifax on September 25-26.

Tickets are flying for SocialPacific! This is your last week to save $250 on spot among 400+ markets on North Vancouver’s pier to learn, connect and reignite a fire that will lead you through Q4 and beyond!

Canadian Marketing & Business Weekly Brief

Canada’s Resource Story Needs a Rebrand — A new Business Council report says Canada is missing chances to position its natural resources as a competitive global advantage, and calls for marketers and policy leaders to help rewrite the narrative.

Why Algorithmic Hiring Is a Problem for HR — Experts warn that AI in recruitment can amplify existing bias, reinforcing the need for human oversight and inclusive hiring practices.

Tim Hortons, the PWHL, and Barbie Join Forces — In a first-of-its-kind collaboration, the three brands have launched hockey-themed Barbie dolls celebrating female athletes and inspiring the next generation of players.

Canadian Powerhouse, Knix, Partners with Kristen Bell — The Toronto-based intimate apparel brand has teamed up with award-winning actor and advocate Kristen Bell to break stigma around period leaks, blending candid storytelling with celebrity influence.

Samsung Ads Canada is teaming up with Porter Airlines to bring more precise audience targeting to Connected TV, blending travel insights with brand storytelling.

KPMG outlines how Canadian businesses can turn AI from hype to practical value, with examples of automation, efficiency, and new customer experiences in action.

Dirty Soda is bubbling up in Canada, with TikTok-fueled combinations of soda, cream, and syrup creating a new menu trend for cafés and restaurants.

Owner-led marketing is making a comeback, with business leaders driving growth by taking an active role in shaping and telling their brand story.

75% of Shoppers Won’t Look Past Amazon’s First Page—Are You There Yet?

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Coast-to-Coast Careers

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Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.

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Marketing News Canada

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