Deep Legacy Or Shallow Diversity? How Industry Dei Strategies Are Taking Root
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DEEP LEGACY OR SHALLOW DIVERSITY? HOW INDUSTRY DEI STRATEGIES ARE TAKING ROOT + CANADIAN BRANDS INVEST IN FRICTIONLESS RETAIL SUMMER 2021 • $6.95 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap 100 Approved AFSM USPS NUMBER 40050265 PRINTED IN CANADA AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. Celebrate creativity bright and early. 9 am EDT on June 30th marketingawards.strategyonline.ca 720 King St West, Unit 700, Toronto ON, M5V 2T3 Client: Rethink File Name: CP21-0354_Rethink_Marketing_Awards_FP4C_Mag Page: 1 Studio: JC Acct Mgr: Sara L Creative Team: Allan/Loretta/Erin Producer: AJ/TW Publication(s)/Description: strategy First Ins. Date: N/A Ad #: N/A Trim/Ad Size: 8.375"W x 10.875"H Bleed: 8.625”W x 11.125”H Live/Safety: 8.125”W x 10.625”H Scale: 100% V.O.: N/A Other Info: N/A Colours: Cyan Magenta Yellow Black SUMMER 2021 • VOLUME 32, ISSUE 3 Double Shot was created by Toronto PR firm 1Milk2Sugars as a way to bring equal opportunity to under- represented talent. 8 10 15 Retail innovators Frictionless retail Where are we at with DEI? By thinking outside (and inside) the box, For retailers chasing convenience and How brands and agencies are addressing a brands like General Assembly and Duer speed, are contactless and cashierless lack of diversity by rethinking recruitment, emerged as pandemic success stories. concepts the new retail Holy Grail? training and education. 4 Editorial Do marketers have the might to do what's right? • 6 Upfront L'Oréal teams up with startups on ecomm innovation, cannabis brands break with convention to reach legacy pot buyers, plus lessons from the rise of Gen Z-friendly fin-fluencers• 48 Forum Expert insights on small steps that drive real DEI change in the workplace • 50 Back Page Jackman Reinvents launches a dummy guide on how to face the Muzak again ON THE COVER: As problem-solvers, marketing and advertising leaders are feeling pressure to dismantle systemic racism at speed. The instinct DEEP LEGACY OR SHALLOW DIVERSITY? may be to fast-track diversity with quick fixes, but that won't create lasting change. So they're implementing strategies that can be HOW INDUSTRY DEI STRATEGIES ARE TAKING ROOT sustained vs. a check-list of tactics. They want to create a legacy, not a moment. That means rewiring their organization, its culture, behaviour and thinking, using a DEI lens. Illustrator Cecil Warner created the cover art that speaks to the crossroads brands and agencies must face – go deep with foundational change at the roots or shallow with performative acts at the surface. + CANADIAN BRANDS INVEST IN FRICTIONLESS RETAIL SUMMER 2021 • $6.95 Summer 2021 3 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap Approved 100 AFSM USPS CANADA IN PRINTED 40050265 NUMBER AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. Getting to the core of the DEI issue summer 2021 volume 32, issue 3 strategyonline.ca ronically, as we were putting this issue to bed, Cannes Lions was being svp, publisher | mary maddever | [email protected] given a very public dressing-down by Abraham Abbi Asefaw. I editor, content director | jennifer horn | [email protected] "I have now been removed as a Dean at the Cannes Lions School. art director | tim davin | [email protected] Making the list of Deans all white. Yes, even the Roger Hatchuel Academy, associate publisher | lisa faktor | [email protected] the most diverse place at Cannes Lions," he wrote on a blog in May after his associate editor | justin dallaire | [email protected] news editor | josh kolm | [email protected] suggested a shortlist of other BIPOC experts to replace him with – an offer that senior reporter | justin crann | [email protected] receivedinitial Twitter crickets post for spread eight, likewhole, wildfire. months. The Hyper Island lecturer said he had reporter | chris lombardo | [email protected] In that moment, Asefaw's call to "hold Cannes Lions responsible for creating contributors | mario toneguzzi change not only in their content but deep within the organisation" tellingly marketing co-ordinator | natalya chernova | [email protected] illustrated the concerns of some marketers, advertisers account manager | karishma rajani | [email protected] and experts we spoke with for this issue. Many believe that some public promises to be more CORPORATE diverse, equitable and inclusive do not line up with president & ceo | russell goldstein | [email protected] what's happening internally at a company. Unless there svp & editorial director | mary maddever | [email protected] is an ingrained commitment to the cause, the truth of vp & publisher, realscreen | claire macdonald | [email protected] performative actions will always come out. vp & publisher, kidscreen | jocelyn christie | [email protected] There is greater risk in being called out for window- vp administration & finance | linda lovegrove | [email protected] dressing than there is of taking the time to create an creative services & dist. manager | adriana ortiz | [email protected] honest-to-goodness action plan. That's why Dave Hale of Ottawa-based Craft&Crew chose not to share a public customer support supervisor | christine mcnalley | [email protected] message of support for #BlackLivesMatter in the wake how to reach us of the 2020 protests – even though he's a bi-racial man Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 and co-founder of a minority-owned shop. He says that Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 www.strategyonline.ca corporate solidarity statements for racial equality are customer care fundamentally performative unless the company was To order a subscription, visit strategyonline.ca/subscribe. To make a change to an existing actively supportive before it became a sensation. subscription, please contact us by email: [email protected]. Tel: (416) 408-2448 Fax: (416) 408-0249. 8799 Highway 89, Alliston, ON L9R 1V1. subscription rates to support these issues in the past, which is why he's pointing his resources STRATEGY is published seven times per year by Brunico Communications Ltd. Hale is the first to admit that his company did nothing In Canada: One year CA$80.00 Two years CA $144.00 internally before communicating them externally. (His mantra is "think, do, say," (HST included. Registration #856051396 RT) which he adopted from Church+State's Ron Tite.) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions Our reporting of the industry's tangible efforts to address the issue of racial and address changes. copyright and trademark inequality one year after George Floyd's murder only scratches the surface. And STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole those who felt the industry had attempted to address systemic racism in a recent or in part without written permission. Reprint requests should be sent to in no way is it reflective of DEI progress across the board. In fact, only 39% of [email protected]. © 2018 Brunico Communications Ltd. strategy postmaster notification So there's still a long way to go. Canadian Postmaster, send undeliverables and address changes to: survey said they were satisfied with its progress so far. Strategy, 8799 Highway 89, Alliston, ON L9R 1V1 [email protected] We likely won't witness the complete shift to equitable workplaces in our U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 lifetime as the world slowly unravels a generational legacy of racial and social Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. ISSN: 1187-4309. injustice. But perhaps we'll see the day when companies that have nothing genuine to say about their actions, say nothing at all. Member of Jennifer Horn Editor & Content Director strategy magazine 4 strategyonline.ca THE AWARDING JURORS Celebrating Print & Publishing Lions: Nancy Crimi-Lamanna, Chief Creative Officer, FCB Canada DESIGN LIONS: Zak Mroueh, Founder & Chief Creative Officer, Zulu Alpha Kilo Mobile Lions: the 2021 Marilou Aubin, Partner, VP, Executive Creative Director, lg2 Radio & Audio Lions: Jenny Glover, Executive Creative Director, Juniper Park TBWA Creative eCommerce Lions: Eiko Kawano, Group Experience Director, Publicis Sapient Canadian Pharma Lions: Wendy Turner, Executive Creative Director, Ogilvy Health PR Lions: Anthony Chelvanathan, Global/EVP & Executive Creative Director, Edelman Cannes Lions Titanium Lions: Judy John, Global Chief Creative Officer, Edelman THE SHORTLIST JURORS Film Lions: Jurors Dave Douglass, Executive Creative Director, Anomaly Toronto Direct Lions: Laura Kim, Executive Creative Director, Independent/Freelance Brand Experience & Activation Lions: At the Cannes Lions International Festival of Creativity, Heather Chambers, Chief Creative Officer, Leo Burnett Media Lions: the advertising and marketing community gathers to Caroline Moul, President, PHD Canada share ideas and insights and set the global trends for PR Lions: Krista Webster, President & CEO, the advertising and marketing industry. Veritas Communications and Vice Chair, MDC Partners Social & Influencer Lions: It’s also where the Cannes Lions Awards are Jordan Doucette, Partner and President, No Fixed Address announced—recognizing the best creative