Championing DEI in Marketing with Barry Alexander’s Insights

Championing DEI in Marketing with Barry Alexander's Insights
Image Courtesy: Canadian Marketing Association

In a discussion with CanadianSME Small Business Magazine, Barry Alexander, Chief Marketing and Diversity Officer at the Canadian Marketing Association (CMA), shared key insights from the 2024 DEI in the Canadian Marketing Sector report. Barry highlighted significant challenges faced by marketers from marginalized communities, including workplace polarization and systemic discrimination. He emphasized the need for businesses to adopt inclusive leadership and implement effective DEI strategies to foster better employee engagement, innovation, and overall business success. Drawing on his extensive experience in senior marketing roles across various industries, Barry also shed light on the future of DEI in marketing and the steps organizations can take to build more inclusive cultures.

Barry is a passionate, data-driven 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


The CMA has been at the forefront of DEI initiatives within the marketing industry. Can you share some key insights from the 2024 DEI in the Canadian Marketing Sector report, particularly regarding the challenges faced by marketers from marginalized communities?

Our 2024 DEI in the Canadian Marketing Sector: Polarization, Ageism and Mounting Frustration report highlights several significant challenges faced by marketers from marginalized communities, particularly around workplace polarization and the lack of diverse leadership. The report found that polarizing discussions about politics and values are common, with 49 per cent of marketers witnessing or participating in these conversations, often leading to employees being visibly upset. This issue is especially prevalent in organizations without diverse leadership, where it can cause increased anxiety, reduced social interaction, and a decline in overall employee engagement. 

Notably, our report also found that marginalized women are disproportionately affected, with 60 per cent reporting disengagement due to systemic discrimination. Moreover, microaggressions remain a pervasive issue, with nearly half of marginalized women experiencing them and feeling the need to work harder to be treated equally compared to their peers. 

These insights underscore the pressing need for more inclusive environments that value diverse perspectives and foster respectful dialogue, ultimately benefiting team dynamics and innovation. 

Championing DEI in Marketing with Barry Alexander's Insights
Image Courtesy: Canva

Besides promoting employee engagement and retention, what are some additional benefits for businesses that have a clear DEI blueprint in place? How does this impact overall business success?

Having a clear DEI blueprint offers businesses numerous benefits beyond employee engagement and retention. For instance, companies with diverse leadership teams are more innovative, generate better ideas, and are better equipped to understand and cater to diverse customer bases. In fact, our report found that 93 per cent of respondents believe that diverse teams lead to better ideas and solutions, highlighting the strategic advantage of inclusivity. 

Additionally, organizations with diverse leadership are less likely to experience preventable employee loss, which directly impacts productivity and financial performance. Inclusivity also enhances employee morale and loyalty, fostering a dynamic workplace where individuals feel valued and supported. These advantages collectively drive overall business success by enhancing innovation, improving decision-making, and strengthening a company’s competitive edge. In essence, a robust DEI strategy not only fosters a positive work culture but also translates into tangible benefits, including financial outcomes and stronger ability to meet the needs of a diverse market.


With the release of the CMA’s discussion guide on DEI, what steps can organizational leaders take to create a meaningful and individualized approach toward fostering a more inclusive workplace?

The CMA’s DEI in the Workplace Discussion Guide provides a valuable framework for leaders to create a more inclusive workplace. The guide provides practical conversation starters to help leaders articulate a commitment and define the scope of DEI activities they will undertake to create a more inclusive and equitable work environment.  By using this guide, organizations can implement comprehensive DEI training programs, set clear and measurable diversity goals, and ensure that senior leadership reflects a diverse range of perspectives. 

Leaders should also actively support employee resource groups and mentor underrepresented talent, helping to address career growth barriers. Regularly reviewing leadership diversity and addressing gaps is crucial, as diverse leaders set the tone for inclusive workplace cultures. Transparent communication about DEI initiatives and progress fosters trust and reinforces inclusivity as a core organizational value, rather than just a box to check.


The CMA’s new mentorship program for newcomers to Canada is a significant initiative. How does this program help address the challenges newcomers face in the marketing industry, and what are some strategies businesses can use to support their integration?

The CMA’s Mentorship Program for Newcomers to Canada aims to address the barriers newcomers often face in the marketing industry, such as a lack of professional networks, unfamiliarity with the Canadian market, and potential biases in hiring. The program connects newcomers with experienced marketing professionals who can provide guidance, support, and valuable industry insights, facilitating their integration into the workforce. To help, businesses can support this effort by offering targeted internships and scholarships for diverse populations, advertising job openings through diverse channels, and creating inclusive hiring practices, such as using diverse hiring panels and seeking diverse referrals. These strategies not only help newcomers establish themselves in the industry but also contribute to a richer, more inclusive workplace.

Championing DEI in Marketing with Barry Alexander's Insights
Image Courtesy: Canva

As DEI marketing continues to evolve, what trends do you foresee in the future of DEI within the business landscape, and how is the CMA positioning itself to lead these developments?

As DEI marketing continues to evolve, we expect to see a stronger emphasis on intersectionality and addressing systemic barriers that uniquely affect different demographic groups. Trends such as ageism and the disproportionate impact of layoffs on marginalized communities, particularly older women, are gaining more attention and require ongoing attention. 

In response to these trends, companies recognize the importance of diverse leadership. Diverse leaders play a crucial role in driving innovation and mitigating workplace conflict, helping to address the systemic issues highlighted earlier. 

The CMA is committed to leading these developments by promoting inclusive hiring practices, supporting diverse leadership, and continuously refining DEI strategies. By advocating for genuine DEI actions and transparent policies, the CMA is helping organizations build inclusive cultures and providing resources that not only enhance business performance but also ensure equitable opportunities for all.

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