Nearly Half of Marketers Say Ageism Is Tolerated More Than Other Forms of Discrimination: Canadian Marketing Association

by Samuel Pordengerg May 31, 2023 News
Nearly Half of Marketers Say Ageism Is Tolerated More Than Other Forms of Discrimination: Canadian Marketing Association

The year ends on May 31, in Toronto.

More than half of marketers think that age discrimination is not a problem in their workplace, according to a new research by the Canadian Marketing Association.

The press release has a multimedia component. You can view the full release here.

The workplace tolerates age discrimination more than other types of discrimination. The Canadian Marketing Association published DEI in the Marketing Profession: Progress and Challenges.

There's ageism in the industry.

Most Boomers and Gen Xers feel disadvantaged by an image-conscious marketing industry according to a new report. Only half of people under the age of 30 said they felt the same. 13 per cent of marketers in agencies considered employees in their thirties to be older than the client company rate.

According to Alison Simpson, president and CEO, the marketing profession devalues experience too much. Discrimination should be taken into account as well as age. It shouldn't be a problem to hire, work with, or promote a deserving employee if you're young.

Retention and engagement are dependent on diversity.

According to the vast majority of respondents, having a leadership team that is well-diversified supports business growth and offers many benefits. Employees in organizations with diverse leadership are invested in the organization's success. Business value is brought to organizations by this.

According to DEI in the Marketing Profession: Progress and Challenges, in places where leadership is not diverse, employee disengagement rates due to discrimination are going to rise in the coming years. Most employees will look for a new job when they feel disengaged.

In organizations with well-diversified leadership, a minority (14 per cent) said they feel disengaged at times, and only a small percentage (17 per cent) said they would look for another job if they felt less engaged. Employees in these organizations are more likely to talk to peers and try to figure out how to address the situation than their counterparts in the same organization.

Patrick Bhang is the director of retail merchandising at Royal Bank of Canada. External customer and partner relationships are strengthened by having employees who feel valued and are invested in the success of your organization. Our research shows that engagement has a direct impact on employee retention.

The Marketing Profession: Progress and Challenges found that job satisfaction is not the same as happiness. Almost two-thirds of non-marginalized women look for employment elsewhere when they feel disengaged due to discrimination, and almost half of marginalized women do the same. One-third of marginalized men start looking for a new job, but none of the non-marginalized men do.

An efficient DEI strategy is being implemented.

There are steps that can be taken to have a meaningful impact on diversity in the workplace. The number of people who report seeing discrimination has gone down, but the number of people who have experienced discrimination in the past year is still high. The industry is moving in the right direction, but there is more to be done.

It's one thing to talk about DEI initiatives, but it's another to actually see them through. There are three steps to implementing an effective DEI strategy.

  • Senior leadership support in backing the initiative (77 per cent),
  • Hiring talent from diverse communities (72 per cent), and
  • Formal diversity and inclusivity/unconscious bias training and management programs for all employees including senior management (64 per cent)

An important point for Canadian organizations to consider is the value of support and resources from senior leadership.

The study has something to say about it.

The third study completed since 2020 is part of the CMA's commitment to fight racism and discrimination in the marketing profession. The DEI Committee was involved in the development of it. More than 400 marketing professionals took the survey. The research was done by a company.

There is a Canadian marketing association.

The purpose of the Canadian Marketing Association is to champion the power of marketing. The catalyst to help Canada's marketers thrive today is us.

To strengthen the regulatory climate for business success, we provide opportunities for our members from coast to coast. The Canadian Marketing Code of Ethics and Standards states that recipients of the CM designation are highly qualified and up to date. All marketing disciplines, channels and technologies are represented by us. Canadians can better understand their rights at our consumer centre. Visit the to learn more.

It's about RKI.

A full service market research firm is located in Toronto. A number of high-profile reports in the areas of workplace diversity, equity and inclusion have been developed by the team of award-winning professionals. Their area of expertise spans from standard market research's qualitative and quantitative components to projects designed to promote thought leadership. A range of audiences, from elite C-suite executives, to small, medium, and large business leaders, and to employees and consumers across a range of industry sectors, can be reached by RKI. Changing industries in an evolving global scene are provided insight and inspiration by the RKI team. Visit to learn more. has a source version of the news at home.

Nathaniel Glassman is a partner at Kaiser and Partners.

North America Canada is the keyWORD.

Digital marketing, CONTENT MARKETING, COMMUNICATIONS PROFESSIONAL SERVICES, and other services are included in the industry keyWORD.

The Canadian Marketing Association has something to do with marketing.

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