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Ingrie Williams Williams is a freelance writer and co-founder of The T-Zone, a digital platform that covers all aspects of the beauty industry. For “10 Great Things” (p. 20), she curated the best of the cult beauty products currently driving a market boom. “I started with a long list of iconic and viral beauty products and narrowed it down based on performance, colour and formula.” Soraya Roberts Cultural critic Roberts covers the arts and is a contributing writer for New York-based Defector Media. For Canadian Business, she looked into what’s happening behind the scenes at the non-profit film organization TIFF Lightbox following the loss of its biggest sponsor (“Inside the Box,” p. 38). “It was challenging to get people to speak on the record,” she says. “I had a couple…

How to Improve Your Employees’ Financial Wellness

CREATED FOR In today’s challenging economy, Canadians seek ways to stretch their hard-earned dollars and minimize financial strain. But learning how to make the most of every paycheque isn’t always clear or easy, which can cause added stress. Employers can help empower their employees to achieve financial wellness—while boosting their own ability to attract and retain talent—with a group savings program. Employers can help employees plan for their future; whether it’s for homeownership, retirement or their child's education—there’s a group savings plan for every financial goal. To achieve this, employers can benefit from a well-tailored program with a comprehensive registered pension or retirement savings plan customized to the needs of their business and their employees. FINANCIAL PLANNING MADE EASY “A key aspect of the support we provide is access to…

How to Improve Your Employees’ Financial Wellness

View From the Top

On International Women’s Day, professional services firm Grant Thornton released its 20th annual report on the state of women in senior-ranking positions at mid-market companies around the world. It surveyed 5,000 executives at companies with valuations between US$100 million and US$4 billion. Findings revealed that progress in the promoting of women to leadership roles over the past two decades has been slow at best—and when it comes to the C-suite, frankly, pretty dire. In the past year, the global percentage of CEOs who are women dropped from 28 per cent to 19 per cent. Following a trend noted at the world’s top corporations, many of the women CEOs at these mid-market firms left of their own accord. The reasons cited point to an unsettling truth: Not only is the climb…

View From the Top

Mastercard Is Using Innovation to Empower People and Power Canada’s Economy

Created for NOT LONG AGO, the word “prosperity” might have evoked an image of financial security. But new research shows Canadians’ perceptions of wealth are changing. “Factors such as record-high inflation and the shifting nature of work continue to reshape Canadian perspectives on our economy and individual prosperity,” says Sasha Krstic, President of Mastercard Canada. “Canadians’ view of prosperity is evolving in tandem with global challenges and societal shifts.” Canadians split on views of prosperity New research from Mastercard on Canadians’ economic outlooks reveals polarized views of the country’s prosperity. Forty-one per cent of Canadians say we are prosperous as a nation, while 45 per cent say we are not. But who you are affects this perception. Mastercard found that women are less likely than men to say Canada is…

Mastercard Is Using Innovation to Empower People and Power Canada’s Economy

Oxford University researchers recently surveyed nearly 50,000 employees about corporate-provided mindfulness seminars, online coaching and other wellness initiatives. The results? People who participated in these programs were no better off compared to those who didn’t. Meanwhile, employee burnout is a growing issue, with approximately two-thirds of workers reporting symptoms and businesses noticing consequent effects on productivity and talent retention. What can a forward-thinking leader do beyond subsidizing subscriptions to yet another meditation app? Ruth Goudie, president of PR agency 1Milk2Sugars, and Joe O’Connor, CEO of Work Time Reduction, weigh in on what wellness actually looks like in the modern workplace. JOE O’CONNOR Wellness benefits offered at work are somewhat akin to Nero fiddling while Rome goes up in flames. We have a major burnout epidemic in modern workplaces, and the…

Navigating Innovation and Inclusion: Insights from Amazon’s VP of Shopping Video

Created for In today’s evolving business landscape, the importance of diversity, equity, and inclusion cannot be overstated. As companies strive to develop innovative solutions that resonate with diverse audiences, the perspectives and experiences of individuals from different backgrounds become invaluable. Wayne Purboo, vice president of Amazon Shopping Video, is at the forefront of this movement, leading efforts to integrate these values into Amazon’s operations. The self-proclaimed serial entrepreneur has more than 30 years of experience in the media and telecom arena—spanning executive roles at companies like Solect Technology Group, QuickPlay Media, and AT&T. In conversation with Canadian Business, Purboo shares insights into the challenges faced by Black professionals in the business world, discusses initiatives aimed at bridging the hiring gap for graduates, and highlights the importance of mentorship. As Vice…

Navigating Innovation and Inclusion: Insights from Amazon’s VP of Shopping Video

In early 2016, I was finishing my bachelor’s degree in kinesiology at the University of Toronto. I was also working part-time as a research assistant and coaching gymnastics, and I’d been accepted into master’s programs in kinesiology. Life was busy, and I pretty much lived on smoothies I made for myself. That spring, I decided to take up a new hobby: making my own healthy ice pops. I’d found that grocery stores lacked snack options that were low in sugar and additives, so I gave it a go. I got access to a tiny commercial space near my home in Toronto that belonged to a family member and got to work. For my first batch, I mixed fresh mango, water, lemon juice and organic cane sugar into a base that…

FIVE THINGS SHE LOVES

01 On Sneakers “I live in my On running shoes. I work out in them, but I also wear them casually. I’m a sneaker person; it’s probably because of my kinesiology background.” 02 My Life in Full “I’m big on audiobooks. I loved former PepsiCo CEO Indra Nooyi’s autobiography about how she moved to the U.S. from India and climbed the corporate ladder. She also talks about how she balances daily life with her drive for work.” 03 iPad Pro “I’m loving my tablet. It’s so practical: It has a better battery life and is lighter than a laptop, and I can do everything on it, from annotating design work to looking at spreadsheets.” 04 Pizza “I can’t live without pizza. I truly don’t discriminate when it comes to what…

FIVE THINGS SHE LOVES

How Sisters Are Growing Their Fourth-Generation Farm

CREATED FOR For the Schooley family, embracing their farming roots while looking for new possibilities paved the way to a sustainable future. Apple Hill Lavender Farm is an agritourism destination in Norfolk County boasting an on-site boutique in an historic barn, as well as five acres of rolling lavender fields and a picturesque apple orchard. The agritourism business is just part of their larger family farm. Schooley Orchards Limited was established in 1906 and is now transitioning to the fourth generation. And when it comes to succession planning, it’s no easy feat. Seventy per cent of family-run organizations struggle with the transition process. But the Schooley family has always worked well together—openly communicating successes and brainstorming ideas to overcome barriers. With a passion for innovation and creativity, their next generation…

How Sisters Are Growing Their Fourth-Generation Farm

During the pandemic, golf saw an upswing when new players took up the game as a safe socially distanced activity. Since then, interest has continued to increase—and attract a whole new demo. Once the domain of the middle-aged white man, golf courses are now seeing unprecedented activity from juniors, people of colour and women. With global golf-tourism projected to grow to a market value of nearly US$6 billion in the next two years, savvy opportunists are opening golf resorts to meet the demand. But they aren’t just your traditional links: The new hot spots go big on luxe amenities, chic accommodations and unique aprèsgolf experiences. Here are five notable properties at home and across the globe to help you tee off your summer travel plans. 1. Childhood friends Alex Sharpe…

Teary eyes, a runny nose, a sweaty brow—this is the body’s reaction to intense spice. Despite the discomfort hot sauce causes, it’s been steadily gaining popularity in North America: Between 2000 and 2014, the U.S. market for the condiment grew by 150 per cent—more than barbecue sauce, ketchup, mayo and mustard combined. The global hot-sauce market is now worth US$3 billion and is expected to grow by 7.5 per cent annually, surpassing US$5 billion by 2030. Here, the industry’s red-hot history. High 7000 BC ANCIENT AZTECS ADD A LITTLE BIT OF SPICE Chili peppers are considered the first spice cultivated by humans—digs in Central and South America uncovered evidence of the fruit dating back to 7000 BC. The Aztecs domesticated the chili and mixed it with water and herbs to…

ASK THE EXPERTS

MUSTAFA MANNAN FOUNDER OF TRINI PEPPER SAUCE “I foresee fast-food restaurants putting out their own hot sauce down the road. Chick-fil-A and McDonald’s have already launched spicy chicken nuggets, so I wouldn’t be surprised. But as the market becomes more crowded, smaller companies will find it harder to scale, get shelf space at supermarkets and source peppers from suppliers. The price of peppers has skyrocketed, so big companies will have an advantage over smaller ones.” ED CURRIE CREATOR OF THE CAROLINA REAPER PEPPER AND OWNER OF THE PUCKERBUTT PEPPER COMPANY “More and more, mainstream companies will be putting hotter products on grocery shelves. Tabasco only had one sauce for years, and now they have habanero and Scotch bonnet versions and soon will have a Reaper one. Manufacturers see that customers…

ASK THE EXPERTS

From “glass skin” to “latte lips,” viral beauty trends are made on social media—the hashtag “BeautyTok” has nearly five million posts on TikTok, and the platform’s top content creators are routinely responsible for which products will sell out next. Lately, that includes classics that first launched as far back as the ’80s and are now experiencing a resurgence in popularity thanks to a new customer base in Gen Z. Today, the global beauty market is worth US$646 billion, and it’s projected to reach US$737 billion by 2028. Here, a few of the iconic products supporting that growth. MODERN CLASSICS These newer launches have already reached cult status…

MOVING INTO THE LIGHT

For 35 years, Toronto-based law firm Cassels Brock & Blackwell was housed in a 10,000-square-metre office in Toronto’s financial district. Like many 1980s-era workplaces, it had long corridors, compact cubicles, status-affirming corner offices and a deficit of natural light—functional but not exactly a place where anyone would want to spend 40-plus hours a week. In 2019, the firm was growing its workforce and needed a bigger space, so its leaders decided to relocate to a 12,500-square-metre office in the Bay Adelaide Centre’s north tower, just across the street. The design and building process, which was helmed by architecture firm Gensler, started in early 2021 and took a year and a half. In April 2023, Cassels officially moved house. “We wanted to create a space that would entice people to come…

MOVING INTO THE LIGHT

Innovating and Leading the Power Tool Industry

Created for HOW DO YOU transform a 100-year-old brand like Milwaukee Tool, taking it from the back of the pack in market share to the leading maker of professional power tools and equipment? “You don’t do it by setting goals you know you can achieve,” says Craig Baxter, group president of TTI Canada. “Very little that’s great has ever been achieved by setting easily achievable goals, I’m a strong believer in audacious goals,” says Baxter. “I love that word. An audacious goal changes everything. It changes the way you think, the way you plan, the way you behave. It changes your entire approach.” Sixth in a five-horse race If anyone would know from experience about the power of audacious goal-setting, it’s Baxter. In 2007, when he first joined Milwaukee Tool,…

Innovating and Leading the Power Tool Industry

1 Justine Hendricks FARM CREDIT CANADA Title President and CEO Years in Job 1.5 Location Ottawa I’m a problem-solver at heart. I started my career in the banking sector, and I fell in love with the process of helping customers. I began to grasp the profound impact I could have during their pivotal life moments by offering knowledge and guidance. For most of my career, I’ve been a single mother. I have three daughters: an 18-year-old and 14-year-old twins. Balancing the demands of work and motherhood hasn’t always been easy, but I’ve learned that the quality of the time you spend with your family is what matters most. You know the saying “It takes a village to raise a child?” I’m probably the poster child for that. Friends and family…

YOU DON’T NOTICE what’s missing at first. Toronto’s TIFF Lightbox—that unassuming glass grid, dwarfed by the enormous monolithic condo protruding from the top of it—still looks the same. Inside the five-storey space is a surprising 16,000 square metres containing five cinemas, a screening room, a gallery and a library as well as office spaces from which to oversee it all: the not-for-profit arts organization, which is dedicated to “transforming the way people see the world through film.” Then you catch it: The “TIFF” sign is still there above the entrance, but “Bell Lightbox” has been quietly removed. Canada’s leading telecom company got naming rights thanks to a $30-million investment in 2006, back when this King Street building—designed to be the headquarters of the Toronto International Film Festival—was still being erected.…

Become a Global Tech Leader by Scaling Your Business with Communitech

When it comes to global tech innovation, the ability to attract and retain top talent is critical to scaling ventures across borders. By partnering with an Employer of Record (EOR) service like Communitech Outposts, founders aren’t just hiring; they’re strategically positioning their companies for global competitiveness. Communitech Outposts helps late-stage startups or scaleups looking to quickly onboard, pay, and manage global employees without having to create a new corporate entity or hire a contractor. This service simplifies the process of employing international talent and ensures founders remain compliant with local laws and regulations. “We do all the heavy lifting,” said Karen Klink, Director of Channel Partners and Founder Success, Communitech Outposts. “We make it easy to hire global talent, so companies don’t have the hassle of maintaining a foreign back…

Become a Global Tech Leader by Scaling Your Business with Communitech

How Fort St. John Is Good for Business and Good for Quality of Life

Fort St. John, the largest city in northeastern B.C., is a city full of energy, literally. It’s called B.C.’s Energy Capital, a resource-rich region that helps the community boast one of the country’s highest standards of living, with a median household income of $106,000 — the second highest in B.C. and seventh highest in Canada. The city’s population of 21,500 (69,000 if the surrounding area is included) is dynamic, young, and full of entrepreneurial spirit. With affordable housing and a dozen public schools, your lifestyle and education needs are covered. And with more than 300 days of sunshine each year, you’ll always have a spring in your step. An attractive place to set up shop Fort St. John is built on oil and gas, mining operations, forestry, and agriculture, which…

How Fort St. John Is Good for Business and Good for Quality of Life

Main Street Entrepreneurs Find Their Home In Vaughan

Rich with local businesses and a vibrant community spirit, Vaughan is one of Canada’s fastest growing cities. Whether you’re browsing through an artisanal shop or grabbing a bite at a local cafe, it's clear that Vaughan is where entrepreneurship thrives. More than 87 per cent of businesses in Vaughan are small businesses, and the city’s Business and Entrepreneurship Centre (VBEC), makes it easy for residents to discover hidden gems in their community. Committed to supporting the local ecosystem, Vaughan’s Starter Company Plus Program offers training workshops, mentorship opportunities, and even potential grant funding for established business owners and budding entrepreneurs alike. Poke Guys When seeking a second location for his popular downtown Toronto restaurant Poke Guys, founder Johnny Chan immediately thought of Vaughan. They wanted somewhere accessible, and Vaughan was…

Main Street Entrepreneurs Find Their Home In Vaughan

Fuelling Innovation: Communitech's 25-Year Legacy of Superior Support

The journey of a tech startup can be a daunting one in today’s digital landscape, fraught with challenges and uncertainties. Recognizing this reality, Communitech has been a pillar of support to tech founders. Founded in 1997 by visionary tech founders who understood the importance of community in driving innovation and success, Communitech has remained steadfast in its mission to help founders start, grow, and succeed at every stage of their journey. “We’ve been at the forefront of nurturing innovation and creating a thriving tech community for over 25 years,” said Joel Semeniuk, Chief Strategy Officer at Communitech. “We’re proud to champion our founders on the global stage as they guide us toward a future fuelled by innovation.” At the core of Communitech’s ethos is the belief that collaboration and connectivity…

Fuelling Innovation: Communitech's 25-Year Legacy of Superior Support

Are Canada’s Small Businesses Ready to Embrace the Promise of AI?

As any small business owner will tell you — and there are many, as 1.21 million of Canada’s 1.22 million employer businesses are small- and medium-sized enterprises (SMEs) — running an SME isn’t for the faint of heart. These businesses have an outsized impact on the markets they support, contributing significantly to Canada’s economic success, and doing it all with access to fewer resources than their enterprise neighbours. Small business owners need all the tools and support that they can get to optimize productivity, efficiency and agility. AI is a powerful tool that can help small business owners take their businesses to new heights, but are SMEs ready to adapt to a new way of work? A new study from Microsoft of SME business leaders across industries reveals AI adoption…

Are Canada’s Small Businesses Ready to Embrace the Promise of AI?

Protecting Intellectual Property: The Secret Sauce to Canadian Startup Success

The modern day tech scene sets a stage for innovators to be successful digital pioneers. But before they dive headfirst and share their brilliant solutions with the world, they need to suit up with some pretty strong armour: intellectual property protection. Intellectual property (IP) can make or break a startup’s success. It’s key to protecting innovations, securing market position early, and attracting investment. What is intellectual property? With the tech ecosystem evolving at lightning speed, the importance of IP has never been more pronounced. Research shows that businesses that manage their IP strategically are more likely to grow domestically and internationally, and grow at a higher rate. “You wouldn’t build on land without securing it,” said Alexis Conrad, Principal IP Advisor, Communitech. “Similarly, developing proprietary technologies without safeguards can leave…

Protecting Intellectual Property: The Secret Sauce to Canadian Startup Success

THE CB INNOVATION AWARDS

In the past year, businesses have had to navigate a landscape marked by whiplash-inducing technological advancements, undeniably urgent evidence of climate change and ever-shifting consumer values that increasingly prioritize social responsibility. The companies that simply keep up with digital transformation, sustainability best practices and workplace wellness trends can survive, but it takes a future-focused commitment to driving meaningful impact to truly thrive in 2024 and beyond. Together with judges Krista Jones, interim CEO of MaRS Discovery District, and Takara Small, award-winning tech reporter and podcaster, Canadian Business selected 25 companies that exemplify resilience, adaptability and an unwavering dedication to bettering lives both within and beyond our borders. Meet the companies that are redefining what it means to be an innovator.…

THE CB INNOVATION AWARDS

In 2017, at the Consumer Electronics Show, Las Vegas’s annual gizmo circus, tech entrepreneur Alex Qi watched a presentation for a biometric monitoring device that was unlike the heart-rate-tracking smartwatches already common at the time. Two wireless routers captured the heartbeat of an audience participant without any physical contact, instead using the same radio waves that Wi-Fi utilizes. He remembers Yihong Qi, a BlackBerry alum who was also attending the event, turning to him with a revelation: You could get even more detailed data using higher-frequency millimetre waves, or mmWaves, through a singular but more efficient sensor. In 2021, the pair, along with health-tech entrepreneur Muxin Ma, officially co-founded Pontosense, with the aim of using mmWave technology to analyze environments, recognize patterns and offer actionable insights in a variety of…

A decade ago, Keith Ippel noticed major gaps in Canada’s venture-capital landscape. Despite start-ups having access to practical tools, mentorship programs and networking opportunities, none of these resources truly prioritized positive social impact as much as they did financial returns. Without intervention, he thought, corporate Canada appeared destined to continue treating social responsibility as an afterthought. Founded in 2014, Spring was created to empower socially minded capitalists, from founders to angel investors, through a variety of educational and acceleration programs. Early on, start-ups were its logical focal point—Ippel says that getting mature companies to account for their environmental and social impact can be more challenging. Starting with seedlings meant that Spring could invest its time (and often its capital) in people who already held social responsibility as elemental to their…

It was a brainstorming session in 2020 that sparked one of Café William’s most unique innovations. The coffee roaster and wholesaler was in pursuit of an even greener supply chain for its organic and ethically sourced coffee, and co-owner Serge Picard had an idea: They could import their beans from South America to the company’s roasting plant in Sherbrooke, Que., via sailboat instead of gas-powered cargo ships. Partnering with the Costa Rica-based Sailcargo, Café William invested in the construction of a zero-emissions cargo ship, which took its maiden voyage in December from Santa Marta, Colombia, to Quebec with almost 75,000 kilograms of green coffee beans. The month-long journey made Café William the first commercial coffee roaster in the world to use a zero-emissions ship to transport beans. “This initiative is…

Roughly 100 million pieces of kid and baby gear are thrown away in the U.S. alone every year. Once a child has outgrown a stroller or no longer needs their car seat, it can be a challenge for parents to figure out what to do with this equipment. That’s why Emily Hosie, founder of online marketplace Rebelstork, is on a mission to ensure that these items find a new home—while helping parents recoup a bit of expense at the same time. Rebelstork uses a proprietary AI-powered pricing technology called REV to generate real-time resale value on over 50,000 baby-gear models so customers can make smart decisions before deciding to buy or sell. Items are sold via a consignment model in which Rebelstork shares the profits with the seller. It’s a…

Founded in Cambridge, Mass., in 2010, Moderna became a household name a decade later thanks to its mRNA Covid-19 vaccine. This wasn’t just a scientific breakthrough; it was a game-changer in the global fight against the virus. Its momentum led to the announcement of Moderna Canada in 2020, setting the stage for the country’s first mRNA-manufacturing facility. The Canadian subsidiary is one of several (there are also new divisions in Asia, Europe and Africa) that Moderna announced following the start of the pandemic. It’s part of a larger company movement to ensure equitable access to vaccines globally. Under the leadership of Stefan Raos, Moderna Canada’s general manager, construction of the company’s 9,300-square-metre manufacturing facility in Laval, Que., was finished in February, and it will become the first facility in Canada…

Starting a fashion brand that balances style with environmental responsibility is no easy feat, especially with textiles accounting for an estimated 450 million kilograms of waste annually in Canada. Enter retail-industry veterans Kristen King, Katie Green, Rosa Halpern and Drew Green, the co-founders of &Or Collective, who previously worked for companies like Aldo and L’Oréal. They launched their women-led clothing brand last summer with a collection of zero-to-landfill garments that form the basis of a conscious capsule wardrobe. The company uses organic cotton and sheep’s wool certified for ethical treatment and sustainability. But what really sets &Or apart is its highly technical production. “Our ‘secret sauce’ is our use of flatbed knitting, a solution to the fashion industry’s alarming waste problem,” says Katie Green. Flatbed-knitting machines are digitally programmed so…

For nearly two decades, Dax Dasilva has been dedicated to transforming outdated cash registers into relics of the past. According to the founder and CEO of point-of-sale software giant Lightspeed HQ, those surprisingly still-prevalent payment terminals are literal and figurative black boxes. For business owners to truly seize control of their retail operations, he says, they need actionable, up-to-the-minute insights. Lightspeed’s path toward a current-day market cap of $2.9 billion began with Dasilva learning to program on a Mac when he was 13. The computer’s design-forward hardware represented something aspirational—a future built at the intersection of high art and deep science. “When I started Lightspeed in 2005, it wasn’t to build a public company,” the now 47-year-old Dasilva says. “It was to win a design award from Steve Jobs.” But…

When you think about eco-friendly transportation, a private flight probably isn’t top of mind. After all, private jets are shown to be five to 14 times more polluting per passenger than commercial flights. But they aren’t going away any time soon—as of last year, there were about 23,370 private jets operating around the world—so Flygreen is working to significantly reduce their environmental footprint. The company developed Jetpro, a tool that uses artificial intelligence to track flight options based on cost, convenience and environmental considerations. This helps Flygreen’s customers—the majority of whom are in Canada and the U.S.—select lower-impact flights. At the end of each trip, travellers get a report with a detailed overview of their flight’s environmental impact, including fuel consumption, CO2 emissions and the number of tree plantings required…

In 2018, Darian Kovacs, a Metis entrepreneur from B.C., founded Jelly Academy with two main objectives: to make Canadian education more inclusive for marginalized groups and to help arm the country’s workforce with the digital skills demanded by today’s job market. Since its inception, the academy has trained around 3,000 students, emphasizing support for women, Indigenous individuals and people of colour. “We wanted to build a program that is intentionally accessible for under-represented people,” says Kovacs. Jelly’s training focuses on the “new collar” industry: jobs that didn’t even exist a decade ago. With virtual courses on topics like digital marketing and website building, Jelly has caught the attention of both governments and industry partners that are looking to upskill their staff at scale. It recently collaborated with the Canadian Professional…

In 2018, Fatima Zaidi, who was then a VP of business development for a marketing agency, noticed a growing demand from clients interested in producing podcasts. In the afterglow of sensations like This American Life’s “Serial,” brands were starting to identify audio-format shows as an opportunity to engage their customers. But Zaidi found there was little, if anything, on the market that provided an end-to-end solution for podcasting—from production to audience growth to analytics management. So, in 2019, she launched Quill, a women-led full-service agency specializing in the production and marketing of high-quality podcasts. When the pandemic took in-person events and other forms of experiential marketing off the table, many more companies turned to audio-format shows when it came to investing their ad dollars, and Quill’s customer base grew exponentially,…

CB EVOLUTION ^23

IN October, Canadian Business brought together rising entrepreneurs and senior business leaders for the inaugural CB Evolution event series, inspired by CB’s award-winning The Evolution newsletter. In partnership with American Express Canada, Moderna Canada and Steam Whistle Brewing, the week-long programming focused on Canada’s innovation landscape with a series of thought-provoking online and in-person events featuring leaders from a range of sectors. Fatima Zaidi, co-founder and CEO of podcast-production agency Quill, described how early failures, like losing a fundraising round during the pandemic, were essential to building a more resilient business. “You don’t have to have a perfect idea to launch a business—the challenges will multiply and keep changing, and your goals will keep evolving,” Zaidi said. Phanikar Yenamandra, VP of card member and client engagement at American Express Canada,…

CB EVOLUTION ^23

How to Add Belonging to Your DEI Strategy

About three years ago, the Burlington Performing Arts Centre (BPAC) realized there was a discrepancy between who was engaging with and participating in art and what the community of Burlington, Ont., actually looked like. To remedy this, BPAC started hiring external organizations to conduct annual diversity, equity and inclusion workshops with the goal of helping the centre learn how to better reflect the city’s diverse community. But the workshops weren’t as inspiring as they’d hoped they would be. The presentations lacked the emotional hook needed to spark real, lasting change, leaving the centre feeling like it was taking baby steps toward meaningful inclusion. Participants also struggled with the facilitators’ attitudes. “Last year’s DEI training was delivered in a really judgmental way,” says Tammy Fox, BPAC’s executive director. Rather than engaging…

How to Add Belonging to Your DEI Strategy

HOW TO WIN WITH INFLUENCER CAMPAIGNS

In the fall of 2022, Montreal-based shoe retailer Aldo partnered with influencers to promote Pillow Walk—an innovative comfort-foam technology used in 80 per cent of its product lineup—through a TikTok marketing campaign. It was an unmitigated success. In the campaign’s first five weeks, the brand saw video completion rates soar 785 per cent above benchmarks, with conversion rates surpassing benchmarks by more than 35 per cent and click-through rates exceeding benchmarks by 68 per cent. On the strength of those numbers, Aldo ran similar campaigns last fall and this spring. So far, the 2024 campaign has generated more than 50 million global impressions and the videos have reached 10 million views. These numbers are partly a sign of the times— influencer marketing is a growing focal point for brands of…

HOW TO WIN WITH INFLUENCER CAMPAIGNS

How to Influence Consumer Behaviour

Fast-food restaurants have a single-use waste problem. Three million tonnes of plastic end up in Canada’s landfills each year, and half of that is packaging, according to Statistics Canada. In fact, Canadians use 1.5 billion disposable cups alone each year. A&W Canada thinks that’s far too many. Over the past few years, many fast-food companies have tried to crack the cup problem. In 2021, some Toronto-area Burger King and Tim Hortons restaurants tested out reusable cups through TerraCycle’s Loop pilot program, which collects, cleans and redistributes reusable packaging. But systems like these require customers to put in effort: pay a deposit, Scan a QR code, download an app and return items to a specific collection spot. Sustainability advisers say any friction may deter customers from committing. A&W Canada took a…

How to Influence Consumer Behaviour

HOW TO CLAIM EI AS AN ENTREPRENEUR

Marie Chevrier Schwartz is the founder and CEO of Sampler, a Toronto-based product-experiences company with major clients like L’Oréal and Nestlé. When she gave birth in March 2023, she’d planned to take a three- to six-month maternity leave. But then the CRA unexpectedly denied her parental benefits, and she was forced back to the office only eight weeks postpartum. “Before applying, I had no doubt that I would get the benefits,” Chevrier Schwartz says. “I was in total disbelief, but with a newborn in my arms, I just didn’t have the strength to push back.” The CRA didn’t provide Chevrier Schwartz with a detailed explanation of its ruling but said that, by its definition, she wasn’t technically an employee and thus didn’t qualify for EI. “It seemed like the audit…

HOW TO CLAIM EI AS AN ENTREPRENEUR

Company Loyalty

The idea of receiving a Rolex at retirement is so far removed from present-day reality for most of us that it seems like a concept imagined for TV and movies. With Millennials spending, on average, less than three years in a job before moving on, it’s difficult to imagine a time when signing on for an entry-level position was buying a ticket to ride to the top of the corporate ladder—where, at 65, you’d salute your colleagues and sail off into a couple of decades of comfortable retirement, content with a job well done and a pension, to boot. Today, company loyalty simply no longer exists. According to a recent report from employment agency Robert Half, over 40 per cent of Canadian workers are looking or plan to look for…

Company Loyalty

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