How Canada and the Industry Can Provide Greater Support for 2SLGBTQ+ Community
Canada is often considered a great country to live in for those who identify as 2SLGBTQ+. Same-sex marriage has progressively been introduced by provincial governments since 2003 (with national legalisation in 2005), the federal government has prohibited discrimination on the basis of gender identity, expression and sexual orientation, and in December 2021, members from the House of Commons voted unanimously to ban conversion therapies.
With all this in mind, one might expect Canada’s advertising industry to reflect the country’s accepting stance. Disappointingly, however, that is not the case. Launched by PrideAM - a voluntary not-for-profit organisation that’s also the first 2SLGBTQ+ body for the marketing and brand communications industries - ‘The Queer Lived Experience’ report analysed responses to the 2020 ICA (Institute of Canadian Agencies) ‘Talent Census Report’, and revealed some disheartening statistics. Specifically, people who identify as 2SLGBTQ+ within Canada’s agencies face higher levels of workplace discrimination than their straight and cisgender peers (with 11% of 2SLGBTQ+ individuals having experienced homophobia in their agency), and are 75% more likely to experience sexual harassment in the workplace.
As such, it is sad but not surprising to learn there is also a general unwillingness amongst this community to disclose sexuality and gender identity. The report also found that when asked, 33% of 2SLGBTQ+ respondents skipped the survey question ‘Are you out?’, and in particular, under ‘Gender Identity’, not a single person openly identified as Trans. Additionally, the report indicated that 19% of 2SLGBTQ+ agency professionals describe their current economic status as ‘low income’, (29% above their non-2SLGBTQ+ peers), and these individuals are 31% more likely to be entry-level in agencies - with a 31% lower likelihood of being executives.
LBB’s Josh Neufeldt sat down with Shortstop founder and creative director, as well as member of PrideAM, Sam Archibald, to discuss these statistics, and learn more about how Canada and the advertising industry as a whole can do better when it comes to aiding the 2SLGBTQ+ community.
LBB> Tell us more about PrideAM! How was this organisation formed, and what are you hoping to accomplish?
Sam> Founded in 2015 in the UK, PrideAM was the first 2SLGBTQ+ body for the marketing and advertising industries. Since 2019, we’ve been operating primarily within Canada. Our goals are to promote and celebrate 2SLGBTQ+ in the industry, and to raise more queer voices in Canada, and eventually, our world. So much of our work as marketers and advertisers is about communication. We also want to guide the industry towards better, deep, honest, and inclusive work.
LBB> This report is the result of the efforts of numerous volunteers and members of PrideAM. How did this idea come to pass? How did the report develop?
Sam> The past two years have been transformative for our industry, and one of the downsides of working remotely is that it has left some of us without a community. At the beginning of 2022, PrideAM was a small team of four, so this report on the queer lived experience - made with the ICA’s survey data from 2019 - was a rallying cry to our industry and the 2SLGBTQ+ community within it to get involved. Deven Dionisi from MLSE, Jerry Jarosinski from Klick Health, and I were involved in the report's analysis, summary, and design. Amanda McMillan and Scott were both involved in reviewing the report before its launch.
Thankfully, our numbers have risen significantly since our launch, and we have cross-country participation from 15 industry professionals working on the agency and client side.
LBB> The data behind this initiative is essential, featuring data from the ICA’s agencies (2019) to find out more about the state of life in the industry. How many respondents did you have, and as a whole, what was the research process like?
Sam> The report is a cross-section (essentially a 2SLGBTQ+ lens), on the data from the 2020 ICA Talent Census Report. When putting it together, one of the most important factors was acknowledging this data's limitations. Namely, it is self-reported from 2019 (before the pandemic), and is within Canada only.
The number of respondents was around 1,800 (not all answered each question), but the number of 2SLGBTQ+ individuals was 137. That’s large, but not entirely representative of the diversity in our community. Notably, under gender identity, none identified as Trans, and only a small number identified as Gender Fluid, Gender Queer, and Non-binary. Acknowledging this bias, we felt it vital to publish this report and work towards future reports - with greater transparency and broader data - to develop a clearer picture of the 2SLGBTQ+ lived experience in our industry.
LBB> Did you have any preconceived expectations for what the research would tell you? If so, what were they, and why?
Sam> Working in the industry can feel like you’re in a very progressive place, but we created this report to uncover the voices we don’t often hear from.
When Deven, Jerry and I initially looked at the data, we saw some familiar patterns from our own experiences, but also uncovered some surprising findings. Limitingly, our expectations were informed by our experience in the industry as gay, non-disabled, cisgender, employed, white men. Our industry has a long way to go in improving diversity and inclusion from the entire 2SLGBTQ+ community - reflecting our diverse experiences and expectations.
All three of us had stories of hearing, witnessing, and experiencing workplace discrimination, but seeing the data reflect that we are more likely to than our straight peers - in almost every form - was disheartening. I have felt my identity is a superpower in certain situations, brainstorms and presentations. It can disarm and give me space to speak. That may be just my privilege. Our report showed that 33% of 2SLGBTQ+ respondents skipped the question asking, ‘Are you out?’.
LBB> What takeaways did you find most interesting/important? What were the most surprising takeaways? Was there anything that caught you off guard?
Sam> Unsurprisingly, an important takeaway was that our industry has a lot of work to do regarding discrimination in all its forms. Statistics that stand out are that 18% of us have witnessed racial bias (compared to 9.6% of our straight peers), and that we are 75% more likely to experience sexual harassment in our agencies.
It’s also important to recognise that our representation was overwhelmingly under 35 years old - which points to the fact our industry has a major ageism issue - but that compared to straight peers, we’re 29% less likely to be department leads/directors or 31% less likely to be executives.
Our opinions on change were perhaps the most disparate, indicating how diverse our communities’ lived experiences are. We’re not a monoculture, and it can be hard for us to see just how different our views and perspectives can be, depending on the agency, department, position, location, and past experience we bring to the table.
LBB> What do Canadian brands and agencies need to be taking away from this study?
Sam> Brands and agencies are busy, but the sad truth is that we have a lot more work to do before we can improve the 2SLGBTQ+ experience within their walls. We’ve outlined four actions in our appeal to the industry within the report (page 32, for those readers curious). Still, primarily, it’s about transparently communicating your steps and actions.
Oh, and please don’t ask your 2SLGBTQ+ employees and coworkers how they can fix the problem, become tokens, or speak on behalf of the community.
LBB> Another interesting takeaway is that while the advertising industry has above average representation of 2SLGBTQ+ individuals compared to the Canadian population, these professionals are generally younger and in a more financially precarious situation. Why is this? And how can the industry react accordingly?
Sam> Cross-referencing our data with Canadian and international statistics paints a similar picture. A growing proportion of 2SLGBTQ+ around the world are under the age of 30, and it’s no surprise to you reading this that our industry/culture is obsessed with youth - both in our work, and our hallways. But, when it comes to retention and promotion, we’re not as likely to be running and managing our agencies. 2SLGBTQ+ Canadians have lower incomes across all industries, with our average personal income being $39,000 compared to $54,000 for non-2SLGBTQ+ people.
We’re in a more financially precarious situation because, statistically, we have fewer resources to fall back on (acceptance from our families and communities), and our mental health and well-being are all factors that separate or intersect with our individual experiences. This correlates with our report within the industry, as 19% of 2SLGBTQ+ respondents described themselves as low-income - 29% more likely than their straight peers.
LBB> How can the industry do a better job of improving representation for the 2SLGBTQ+ community, both nationally, and on an international level?
Sam> Individually, we need to acknowledge that discrimination is systematic and privilege is structural. That doesn’t change, whether you are an intern laying out a presentation deck, or an executive reviewing one in your corner office. The good news is that broader representation is also proven to be good business, so leaders should pay attention to the younger 2SLGBTQ+ employees pushing for diverse representation behind and within our work.
I loved the ‘Feeling Seen’ report from ITV, System 1, and DECA in the UK. It demonstrates the business case for improved representation, and how marketers and their agencies can take the right steps toward proper representation. Diverse advertising makes us feel good and seen when it authentically represents us. Beyond stereotypes and shallow paradigms, many different identities and cultural insights exist to draw from.
There isn’t one 2SLGBTQ+ experience which lends itself to issues and opportunities for us. That also means that representation can mean one thing to one portion of our community, and something entirely different to another. Put another way, what works for a 36 to 54 year old white ‘G’ may not work for an 18 to 24 year old BIPOC ‘Q’.
LBB> The report encourages ‘positive and impactful changes’ for 2SLGBTQ+ professionals through education, policies and practices. What does this look like, and how can the industry achieve this?
Sam> First, we believe in raising queer voices in our industry and work. Through that, we feel positive, and impactful change can begin to take form.
Second, as we head into 2023, we’re going to be releasing more resources, more perspectives, and more best practices for our industry. One of the big goals of this report was to signal to those of us working and thriving within the industry that this is a safe, non-hierarchical organisation to have your voice heard.
Third, for organisations and individuals outside the 2SLGBTQ+ community, change starts within. We want them to reflect, understand, respect and appreciate what this community can bring to our industry (and I don’t just mean the annual Pride sponsorship ad). Beyond 2SLGBTQ+ inclusion training from one of the many accredited organisations (shout out Pride at Work Canada), several organisations are taking steps and making positive changes already, so how can we amplify that?
Similarly, some incredible work is happening to make positive changes in other diverse communities. For example, there’s POCAM here in Canada, and the One Club’s ‘Where Are All the Black People?’ conference. We’d love not to reinvent the wheel regarding programming and learning what works from other organisations. We’re currently exploring several initiatives to deliver this in the best way possible for our community - from diversity standards, mentorship programs, thought leadership, and our role in Canadian society.
We plan to continue ‘The Queer Lived Experiences Report’ into 2023 and beyond. Positive and impactful changes for 2SLGBTQ+ professionals must be measured and tangible for our community. False promises, DEI initiatives that are abandoned each fiscal quarter, and stereotypical representations aren’t going to cut it.
LBB> For readers who might still be 'in the closet', or struggling with their sexuality or gender identity, is there anything you’d like to say?
Sam> Being and loving yourself is one of the hardest things you can do - especially for our community - and something I still struggle with after 20 years of being out of the closet. Stereotypes aside, there is a profound reason why RuPaul gets religious at the end of ‘Drag Race’.
I would want to let anyone still in the closet or struggling with their sexuality or gender identity know they aren’t alone, especially in this industry. A great resource exists with NABS Canada; their mental health support acts almost as an industry employee assistance program.
Too often, we can put our heads into the work and tell ourselves that it’s just a stupid ad, that we can’t change the way the world works, or that no one will appreciate or understand what we have to say. No matter your voice's language, pitch, or volume, you have one we want to amplify.
LBB> Is there anything you’d like readers to know about PrideAM?
Sam> While we’ve been around for a bit, we are still relatively new. We need 2SLGBTQ+ professionals in the industry to help us make the change they want.
We’re currently within Canada, but we believe our organisation should exist worldwide. If you or a colleague may be interested in connecting with us, please don’t hesitate to reach out.
LBB> How has the information gained from the study affected the way PrideAM will be working in the future?
Sam> The information gained from the study has reaffirmed our need to diversify the voices within PrideAM and the industry. Not seeing the full 2SLGBTQ+ community represented in the agency workforce is disappointing. It may be due to our scope of data, or we simply aren’t welcoming to those who aren’t cisgender, white, and lesbian or gay. The report really is a starting point; we see more listening and action to be done in the coming years.
But in the meantime, I’d like to add that we need you! Send us an email at queers@prideam.org if you are curious, passionate, or have something to say.
