Drivers of diversity in marketing in Canada 2021

Factors driving diversity in the marketing industry in Canada as of January 2021

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Release date

April 2021



Survey time period

December 2020 and January 2021

Number of respondents

425 respondents

Special properties

among marketers

Supplementary notes

The source providers the following information about survey respondents: "A significant percentage of the survey participants are C-suite executives (23%) or senior executive management (29%). On the brand side, 58% indicate that they are a primary decision-maker and an additional 33% say they are part of the decision-making process. The survey participants represent the full spectrum of marketing, with 38% from brands, 28% from marketing agencies, 16% from marketing services, and 8% from the not-for-profit or government sectors. Participation was strong across the country, from small, medium and large organizations, and from different demographic groups (Millennials, GenXers and Boomers). More than 50% of participants consider themselves to be a member of a minority group, and 13% were raised or educated outside of Canada."

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