Canadians want brands to understand and embrace diversity

Maya Yegorova

Most Canadian consumers believe that brands have an active role to play in helping to tackle racism in the country, according to data from Kantar, the research firm.

Seventy-six percent of Canadians believe that brands have a responsibility to combat racism in the country, according to data from Kantar, the research company.

The organization’s analysis took a deeper dive into the views of diverse communities in Canada, too, and found that 64% of Black Canadians want brands to acknowledge their culture’s unique traditions. This figure stood at 53% for Indigenous Canadians, 56% for East Asian Canadians, 58% of Southeast Asian Canadians, and peaked at 72% of South Asian Canadians.

“In other words, these consumers are willing to reward brands that can demonstrate allyship and genuine investment in their...

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