WHEN EVERYONE CAN THRIVE SO WILL OUR IMPACT From transforming businesses into welcoming spaces to uniting allies for the important work of dismantling oppressive systems, these individuals and organizations are advocating for historically-excluded communities to improve lives and better our planet FEATURING INTERVIEWS WITH: Raven Indigenous Capital Partners • Sxwpilemaát Siyám (Chief Leanne Joe) • Canadian Centre for Diversity and Inclusion • Diversity in Sustainability • Taking Ownership PDX • BIPOC Sustainability Collective • Bakau Consulting • Benevity • Meaningful Access Consulting Inclusion July 2023,Issue 05 BELONGING, TOGETHER: THESE DEI CHAMPIONS ARE BUILDING TOWARD A WORLD WHERE EVERYONE IS VALUED MAGAZINE CAN $16 / US $16Together, let’s create content to make the world better. Get in touch with us here: sparxpg.com Do you want to build a better world? Marketing can make it happen.As a certified minority-owned and -led marketing agency, Sparx Publishing Group understands firsthand how DEI makes the world better. Visit our website to learn about our mission and team, then get in touch to collaborate on future projects: sparxpg.com/make-the- world-better 18 SXWPILEMAÁT SIYÁM / CHIEF LEANNE JOE Transforming exclusionary systems through love and light 12 RAVEN INDIGENOUS CAPITAL PARTNERS Working with Indigenous social enterprises and framing capital as medicine 38 TAKING OWNERSHIP PDX Building up Portland’s community of Black homeowners and small business owners 34 BIPOC SUSTAINABILITY COLLECTIVE Supporting BIPOC sustainability and climate change professionals in Vancouver 52 MEANINGFUL ACCESS CONSULTING Creating equitable and accessible spaces for everyone Sparx would like to acknowledge that we reside and work on traditional, ancestral, and unceded territory of the Coast Salish peoples – Sḵwx̱wú7mesh (Squamish), Stó:lō and Səl̓ílwətaʔ/Selilwitulh (Tsleil-Waututh) and xʷməθkʷəy̓əm (Musqueam) Nations. CONTENTS 6 LETTER FROM THE EDITOR 8 DIVERSITY AND MARKETING: WHY AND HOW PURPOSE-DRIVEN ORGANIZATIONS SHOULD COMMUNICATE THEIR DIVERSITY Actionable DEI marketing tips purpose-driven brands can start using right away 56 DIVERSITY, EQUITY, AND INCLUSION RESOURCES FOR PURPOSE-DRIVEN ORGANIZATIONS Boost your DEI journey with these purpose-driven resources 4 MAKE THE WORLD BETTER MAGAZINEISSN 2817-4208 (Print) July 2023, Issue 5 PUBLISHER Sparx Publishing Group Inc. sparxpg.com EDITOR-IN-CHIEF Hamish Khamisa EDITORS Libby Shabada Michelle Baleka ART DIRECTOR Elisabeth Choi PROJECT MANAGER Alexandra Nikitina CONTRIBUTORS Bakau Consulting Cicely Belle Blain, Founder & CEO Benevity Janeen Speer, Chief People Officer BIPOC Sustainability Collective Rita Steele, Founder Canadian Centre for Diversity and Inclusion Anne-Marie Pham, CEO Siyam Consulting Sxwpilemaát Siyám (Chief Leanne Joe), Owner Diversity in Sustainability Marie Jurcevic, Co-Founder Meaningful Access Consulting Karin Pasqua, Co-Founder and Accessibility & Universal Design Consultant Raven Indigenous Capital Partners Paul Lacerte, Founding Managing Partner Taking Ownership PDX Randal Wyatt, Founder & Executive Director All photo credits to the organizations. For advertising rates and placements, please contact us at mtwb@sparxpg.com 24 CANADIAN CENTRE FOR DIVERSITY AND INCLUSION Building a more inclusive Canada for all 28 DIVERSITY IN SUSTAINABILITY Fostering a sustainable world built through equity and inclusion 44 BAKAU CONSULTING Equipping workplaces for their DEI journey 48 BENEVITY Nurturing DEI and belonging through purpose-driven corporate cultures We are recognized by the Canadian Aboriginal and Minority Supplier Council as a certified minority-owned and -led organization This issue helps advance progress on the following United Nations Sustainable Development Goals: JULY 2023 • ISSUE 05 5I recall the exact moment that I no longer felt “labelled.” Despite being in a room filled with strangers, I didn't have to “code switch,” I didn’t have to worry about what people thought of me as a “person of colour,” I didn’t have to bury some kind of accumulated hesitancy about whether or not I would appear out of place — I could simply just be. In that moment it was shockingly clear that a weight I never knew I was holding had been lifted by the simple but profound act of asking that I state aloud what labels I was carrying around. And all of a sudden, the full scope of my attention could be focused on what was being said rather than how I needed to present myself. My experience as a “person of colour,” while deeply personal, is not unique. And, while this issue of Make The World Better Magazine is not about me, it is centred around, what were in my experience, two profound human moments: feeling seen and feeling safe. The conversation space of diversity, equity, and inclusion is complex. At many points during the creation of this issue, our team wrestled with capturing authenticity while preserving readability, making this the most challenging issue, by far. Nonetheless, as many of the powerful stories and examples contained in this issue can attest to, progress should not be hindered out of a fear of imperfection. From the power of leading with the heart to approaching conversations about investment as medicine, we were honoured to have Indigenous perspectives comprise important com- ponents of this issue. Too often these voices have been overlooked, and the wisdom of their worldviews ignored by non-Indigenous peoples — to our collective detriment. Other stories showcase individuals taking courageous actions to create empowering spaces for BIPOC individuals, persons with disabilities, or members of the 2SLGBTQIA+ communities. It is by no means easy to advocate for others. Yet, example after example of individuals and organizations in this issue demonstrate the breadth of approaches to advancing diversity, equity, and inclusion across geographies, communities, and contexts. However, there are still so many stories that we did not have space to tell that deserve to be told. There is so much learning and unlearning to be done. Perhaps the most important takeaway is that engaging with diversity, equity, and inclusion is a journey. It requires acknowledging one’s own biases and worldviews and making space for the perspectives of others. And, especially in the spaces where language hasn’t yet caught up, we have to be prepared to lead with our hearts. The world will undoubtedly become better as a result. Hamish Khamisa Founder, Sparx Publishing Group Letter from the Editor This issue is centred around two profound human moments: feeling seen and feeling safe. Visit our blog for purpose- driven marketing tips that will make your impact story shine. Plus, discover more changemakers who are making the world better, enjoy takeaways from mission-aligned events, and learn about Sparx’s diverse team and initiatives. Read now: sparxpg.com/blog FOLLOW US ON: 6 MAKE THE WORLD BETTER MAGAZINEAmplify your message here Advertise in Make The World Better Magazine On a mission to spark positive change? We know a great audience for your initiatives. Catch the attention of like-minded individuals by advertising your purpose-driven organization in an upcoming edition of Make The World Better Magazine. To advertise, get in touch with us here: mtwb@sparxpg.com POWERED BY SPARX PUBLISHING GROUPDiversity and Marketing: Why and How Purpose-Driven Organizations Should Communicate Their Diversity Actionable DEI marketing tips purpose-driven brands can start using right away By Sparx Publishing Group A s a purpose-driven company, diversity is likely a value your brand is committed to supporting. Communicating this commitment will help drive your impact and demonstrate that diversity, equity, and inclusion (DEI) is an authentic part of your brand. Keep scrolling to discover why sharing your DEI story is an important step on your impact journey and to learn actionable tips that will give your purpose-driven marketing strategy a boost. WHY IS DEI MARKETING IMPORTANT? A DEI marketing strategy is no longer a nice-to-have, it can be make-or-break. In a 2019 survey conducted by Adobe, 61% of respondents said diversity in ads was im- portant. Th e majority of consumers care about diversity, equity, and inclusion and are interested in marketing that visibly communicates a company’s commitment to DEI. Marketing that is diverse, equitable, and inclusive also builds trust with current and prospective customers. In the same Adobe survey, 38% of the respondents said they’re more likely to trust a brand with diversity in its advertising, while a Microsoft Advertising Inclusive Marketing Research study found that 70% of Gen Z consumers feel greater trust for brands that represent diversity in their ads. Along with building trust and demon- strating a commitment to shared values, DEI representation in marketing drives up engagement and creates long-lasting emo- tional bonds with your desired audience. For example, 76% of Gen Z consumers are more likely to support brands with authentic advertising, according to the same Microsoft Advertising study. DEI marketing is important for another reason as well: it draws in loyal, like-minded consumers who share your vision of a better world, and thus, are more likely to be interested in supporting diverse businesses and furthering the DEI cause. A recent Deloitte study found that 57% of consumers are more loyal to brands with a commitment to addressing social inequities and that 90% of Gen Z consum- ers are more willing to make a purchase they believe is benefi cial to society. When a purpose-driven company uses DEI marketing to communicate their unique and authentic diversity story, it’s a win for everyone. It will drive up visibility and engagement for your brand, expand your audience, and further the DEI cause, creating positive impact for all. 8 MAKE THE WORLD BETTER MAGAZINECONCLUSION Integrating diversity, equity, and inclusion into your marketing, communications, and content is a huge part of walking your talk and sparking positive change. Creating a more equitable, inclusive, and diverse society rests on all of us. If you can demonstrate that you can do this in your business by marketing with purpose and communicating your DEI story, other people will look at what you’ve done as an example of what they can do as well. COMMUNICATING YOUR DIVERSITY As part of an eff ective DEI marketing strategy, you can communicate your diversity story with the following suggestions: ■If you have certifi cations that express your brand’s commitment to diversity, equity, and inclusion or other purpose-driven causes, put them in places where they will be seen, such as your website footer, email signatures, social media profi les, and advertisements and collateral. If you’ve invested in certifi cation, be sure to put it on display. ■ Use images that are representative of diversity, equity, and inclusion across all your content and channels. Consider doing a content audit, if necessary. It’s important to be vigilant when it comes to your visuals so that you avoid exclusionary, biased, or cliched imagery. There are a lot of diff erent databases with stock image collections that represent diff erent demographics and underrepresented groups. You can also use images of your diverse team on your website, instead of stock images. ■Avoid exclusionary language choices. Words are powerful, which is why it’s important to carefully select each word to ensure it supports your message and welcomes your audience. Stay up to date on politically correct terms, look at how diff erent groups refer to themselves and echo their wording to avoid problematic language, use gender neutral words, and be mindful not to include language that supports stereotypes. ■ Ensure that your content is accessible for individuals with disabilities. The Web Content Accessibility Guidelines (WCAG) provides the international standard for making web-based content accessible for people with disabilities. You can test your webpages and marketing collateral against these standards to help you determine how accessible your website will be for everyone. Make adjustments as needed and ensure text and visuals are clear, readable, and compatible with screen readers. ■Get everyone’s input. If your purpose-driven organization has a diverse team, it can be extremely helpful to give everyone the chance to provide their input. By bringing forward their unique backgrounds, perspectives, and identities, your teammates can help identify problem areas and provide innovative ways to communicate to audience segments you want to include. Just a note: don’t expect diverse employees to heavy-lift educating fellow staff and/ or consumers. Be respectful of their time, energy, and boundaries, and consider how you can compensate them for their eff orts if they agree to help out beyond their usual job description scope. WHAT DOES EFFECTIVE DEI MARKETING LOOK LIKE? DEI marketing should be represen- tative of both your internal team and the audience you want to engage with your brand. So, what does that look like exactly? Eff ective DEI marketing removes barriers, celebrates diff erences, and invites everyone to interact with you by communicating your unique story and values in a way that forms a strong emotional connection. It contains im- agery and messaging that is accessible, inclusive, representative of folks from diff erent walks of life and backgrounds, and keeps gender balance in mind. After all, representation is a bridge to your brand. Consumers want to feel seen and heard, and will ask themselves, “can I see myself in this?,” which is why 47% of Gen Z consumers are more likely to trust brands that they feel represent them in their advertising, according to Microsoft Advertising. Unfortunately, a Top Design Firms’ study found that only 29% of BIPOC consumers feel that their race is accurately represented in advertising, and a 2021 Facebook study found that 54% of consumers do not feel culturally represented in online advertising, even though 71% of consumers expect brands to promote diversity and inclusion and 59% are more loyal to brands with diverse and inclusive online advertising. If consumers can't see themselves as the right fi t for an organization’s product or service then they will not feel connected to a brand, and that feeling could result in decreased engagement. To build that bridge and invite in your desired audience, your DEI marketing should represent them accurately while avoiding homogenous, biased, or cliched imagery and messaging. Effective DEI marketing removes barriers, celebrates differences, and invites everyone to interact with you by communicating your unique story and values in a way that forms a strong emotional connection. 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