Diverse senior leadership is the key to engagement and retention of workers

BY PAUL JUNOR

There is no doubt that the field of marketing has become prominent in the business and economic world as companies compete to gain new customers post-COVID. The Canadian Marketing Association (CMA) has become the voice of the marketing profession according to its website: https://thecma/ca/.

It is a community-based association that provides opportunities for our members to build relationships, develop professionally, and influence the regulatory climate, as well as help marketing bolster business success. The benefits of CMA to its members are: expanding your network across the country, strengthening your connections and raising your profile.

On Tuesday, June 21^st, 2022, they released the results of a second survey on diversity, equity, and inclusion (DEI) titled, “From Engagement to Retention: DEI’s impact on the Marketing Profession.” The results were compiled by Research + Knowledge = Insight (RKI), an independent research firm that surveyed about 500 marketing professionals across Canada.

The overall objective of the survey is to tackle racism and discrimination in the marketing profession and was conceptualized due to a partnership with the DEI’s committee of the CMA. It is hoped that the gaps and challenges identified will help to reduce barriers and identify opportunities, to create safe, supportive and inclusive space for all.  Key findings of the survey are:

• A fully inclusive work environment benefits marketers and businesses, but this is an elusive goal for most organizations
• Meaningful DEI efforts can blunt the impact of the Great Resignation
• Overall, employees are more engaged, though there is still work to be done
• In workplaces with well-diversified senior leadership, marketers feel welcome
• Observations and experiences vary widely among marketers from marginalized and non-marginalized communities, and between men and women
• Women continue to face gender bias and ageism
• How discrimination is addressed depends on who you are and where you work
• Expectations of agencies have shifted in the wake of talent shortages

The overall results revealed that within the last 12 months, 51% of organizations with diverse leaders faced staff loss and it increased to 75% in organizations that lack these leaders. Sartaj Sarkaria, acting CEO and CDO of CMA states in the press release, “Our research clearly demonstrates that impactful and meaningful DEI initiatives begin with intentionally making room for diversity at the leadership table. This can take many forms, including appointing a senior DEI lead, requiring diverse hiring slates for executive roles, and ensuring that decision-making processes include diverse voices and perspectives.”

Patrick Bhang, co-chair of the CMA’s DEI committee notes, “We see from the research that a diverse and inclusive work environment has many benefits, including more innovation and creativity, a better understanding of customers and clients, and stronger employee morale. As leaders in the Canadian marketing industry, the CMA’s DEI committee is committed to enhancing our collective understanding of DEI and providing marketers with insights and tools to achieve a more diverse, inclusive and equitable future for the profession.”

Anyone interested in learning about the Canadian Marketing Association can check their website: thecma.ca.The full report can be seen at https://thecma.ca/topic/research/20