Is Canadian Advertising Still Committed to DE&I and Opening Access for Black Talent?

In 2020, the Black Lives Matter movement sparked an industry-wide reckoning, with agencies and brands pledging to do better in fostering access and inclusion for Black talent. 

Now, in 2025, the landscape has shifted dramatically. The 2023 Supreme Court ruling on affirmative action has fuelled anti-DE&I sentiment across North America, with some corporations dissolving their diversity departments altogether. With Donald Trump’s return to the White House further dampening momentum, the question arises: is the Canadian advertising industry still standing firm on its commitments, or are those promises fading?

Three leading Canadian agencies - Zulu Alpha Kilo, Public Inc., and TBWA\Canada - share their perspectives on where DE&I stands today and why supporting Black talent remains imperative.

At Zulu Alpha Kilo, diversity has long been embedded in the agency’s DNA. Reaching out to discuss the subject with Christina Hill, executive director of creative operations, she is adamant that their approach is not swayed by external pressures.

“At Z.A.K, we celebrate our differences. Our culture has always been grounded in bringing together a diverse group of creative, curious, and kind people who question the status quo to fight sameness in all aspects of our business. We continue to seek out great talent from all ethnicities, gender identities and sexual orientation because we want our Zuligans to reflect the communities in which we operate.”

While some companies pull back on DE&I initiatives due to a fear of backlash, economic pressures, or even a perceived lack of ROI, Zulu Alpha Kilo is doubling down.

“As we see others pull away from DEI initiatives, we remain committed. We publish an annual report on all of our DEI efforts to hold ourselves accountable and share our progress. This year, we’ve built stronger partner networks for diversity and inclusion, focused on Black, Latine, trans, non-binary, and Indigenous people. For example, we’ve subscribed to Petal (owned by Bloom), a full-service HR and DEI consulting firm that helps organisations build anti-oppressive workplace systems.”

Beyond internal efforts, the agency continues to drive change through its 20Doors Scholarship Fund, a programme championed by CCO and founder Zak Mroueh.

“Zak initiated this scholarship program for BIPOC students. At a personal cost of $250,000, he is providing 20 scholarships over five years and mentoring all 20 students, along with the creative leaders at the agency. We already have 12 recipients.”

For Christina, the business case for DE&I is indisputable. Beyond its social impact, she sees diversity as an essential driver of innovation and business success.

“DEI is not a trend and should be the foundational underpinning of finding and retaining the amazing, talented individuals who see things differently and can create ideas that will literally change the world. Without different perspectives, you risk creating more of the ‘same’ and that’s not good for our clients’ business or our industry.”

For social impact agency Public Inc., diversity, equity, and inclusion are non-negotiable. Adrienne Rand, chief strategy officer, emphasises that DE&I is not just about corporate ethics – it’s a business necessity.

“Our team has always been stronger because of the diverse voices and lived experiences that each and every one of us has. And time and again, we’ve seen the same result for the businesses we work with, both from an operational standpoint and a consumer response one, too.”

In a recent study conducted with global market research organisation, IPSOS, on the state of today's conscious consumer, the agency found that at least half of all consumers surveyed consider a company's values when making a purchase. “We expect that number to only continue growing,” Adrienne adds. “So, despite the current socio-political landscape, honest and clear impact commitments from businesses very much still matter. In fact, they’ve never mattered more.”

From a creative standpoint, Jill Applebaum, Public Inc.’s chief creative officer, highlights how diversity is fundamental to powerful storytelling in advertising.

“We're inundated with so much content that it's often only the really honest stories, stories that are deeply connected to culture in some way, that break through all the noise,” Jill points out. “Those kinds of communications can only be created with a diverse group of writers and designers and actors and directors and more. The world around us is diverse, so our art needs to reflect that in order to resonate. Otherwise, it can come off as being performative – and today’s audiences can smell that a mile away!”

When it comes to inclusivity, TBWA\Canada operates with one simple tenet: diversity is the key to compelling creative work. “Our belief is simple: the best creative work comes from teams that truly reflect the cities in which we operate,” says CEO Eve Rémillard-Larose,  underscoring the agency’s commitment to fostering representation in the industry. “When we bring together diverse perspectives, backgrounds, and lived experiences, we tell richer, more authentic stories – stories that resonate with real Canadians.”

Despite broader social and political shifts, TBWA\Canada remains steadfast in its commitment to Black talent and equitable access. “While the landscape may shift, the business case for diversity has not. Our industry thrives on fresh ideas, and that requires talent from all walks of life. Creating pathways for Black talent isn’t about exclusion, it’s about ensuring that opportunities exist for everyone to contribute and succeed.”

Though progress has been made since 2020, Rémillard-Larose acknowledges that there is still work to be done. “There is still much work to be done. Access and inclusion are not just momentary trends; they are essential to the long-term health of our industry and the brands we serve. At TBWA\Canada, we remain committed to fostering an environment where everyone has a voice, a seat at the table, and the opportunity to shape the future of Canadian advertising.”

Canada is one of the most culturally diverse nations in the world, and Zulu Alpha Kilo, Public Inc., and TBWA\Canada take pride in ensuring their teams reflect that richness. By fostering workplaces that mirror the diversity of the communities they serve, they are not only driving better creative outcomes but also reinforcing the values that make Canadian advertising unique.

While the broader socio-political climate may be undergoing constant change, these agency leaders make one thing clear: diversity, equity, and inclusion are not optional. As companies and institutions grapple with the challenges of sustaining their commitments, agencies like Zulu Alpha Kilo, Public Inc., and TBWA\Canada are demonstrating that prioritising access for Black talent is not just the right thing to do—it’s vital for the industry’s future.

As the conversation around DE&I evolves, the advertising world must ask itself: will it stand by its promises, or will progress be undone? The answer will shape not only the industry but the next generation of Black creatives and professionals who aspire to be part of it.