During a 2021 survey carried out among marketers from Canada, 59 percent of respondents stated that leadership was the factor driving diversity in their organization. This was the most common factor. Clients or customers as a driver of diversity were named by 20 percent of responding marketers.
Factors driving diversity in the marketing industry in Canada as of January 2021
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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Canadian Marketing Association. (April 13, 2021). Factors driving diversity in the marketing industry in Canada as of January 2021 [Graph]. In Statista. Retrieved January 02, 2025, from https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/
Canadian Marketing Association. "Factors driving diversity in the marketing industry in Canada as of January 2021." Chart. April 13, 2021. Statista. Accessed January 02, 2025. https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/
Canadian Marketing Association. (2021). Factors driving diversity in the marketing industry in Canada as of January 2021. Statista. Statista Inc.. Accessed: January 02, 2025. https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/
Canadian Marketing Association. "Factors Driving Diversity in The Marketing Industry in Canada as of January 2021." Statista, Statista Inc., 13 Apr 2021, https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/
Canadian Marketing Association, Factors driving diversity in the marketing industry in Canada as of January 2021 Statista, https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/ (last visited January 02, 2025)
Factors driving diversity in the marketing industry in Canada as of January 2021 [Graph], Canadian Marketing Association, April 13, 2021. [Online]. Available: https://www.statista.com/statistics/1237314/drivers-diversity-marketing-canada/
