Marketers Still Support EDI—but Pushback and Hostility Are on the Rise, Says CMA Report

Despite growing polarization and budgetary backlash, most Canadian marketers continue to support equity, diversity, and inclusion (EDI) initiatives, according to new research from the Canadian Marketing Association (CMA) in partnership with strategy.

The report, EDI in Canadian Marketing: Positive Progress and Persistent Challenges, found that 66% of marketers actively support EDI programs, with 81% saying they’ve never felt personally disadvantaged by such policies. Even among the 5% who oppose inclusion efforts, two-thirds acknowledge at least one benefit of a diverse workplace.

But enthusiasm is being tested. Nearly 60% of respondents reported pushback on EDI efforts—manifesting as budget cuts, policy stagnation, or passive resistance to training. Those who witnessed resistance also noted a drop in team morale and increased preventable turnover.

“Pushback may be getting louder, but the data clearly show that most marketers still believe in inclusion,” said Barry Alexander, Chief Marketing and Diversity Officer at CMA.

Polarization Is Hurting Teams

Workplace polarization is also rising sharply. 76% of marketers say ideological tension is affecting collaboration, leading to self-censorship, broken trust, and communication barriers.

Worse, one-third of respondents reported witnessing identity-based hostility at work—including smear campaigns, vandalism, and even physical threats. These incidents hurt not only the direct victims but also overall team cohesion and organizational culture.

Microaggressions and discriminatory behavior remain widespread. Over half (55%) of marketers said they’ve seen inequity or exclusion in the last year. Racial or gender-based jokes jumped to 39% in 2025, with the rate especially high—73%—in organizations lacking diverse leadership.

Marginalized Marketers and Older Workers Face Steeper Challenges

The data shows a disproportionate burden on marginalized groups. Nearly 60% of racialized, LGBTQ2S+, or otherwise underrepresented marketers say they need to work harder to be treated equally, compared with just 31% of non-marginalized men.

Marginalized women are particularly vulnerable, with a seven-point drop in reported inclusion (to 57%)—the only group to see year-over-year decline.

Ageism is also intensifying: more than half of respondents say it’s tacitly accepted in marketing, and stigmas against professionals over 55 are on the rise—often voiced by Boomers themselves, according to the CMA.

Leadership Diversity = Better Outcomes

One factor consistently mitigates these problems: leadership diversity. Only 28% of surveyed organizations reported having well-diversified leadership teams—but those that did saw dramatic improvements.

• Disengagement linked to discrimination drops from 68% to 28%.

• Feelings of inclusion rise from 39% to 93%.

• Reports of hostility and microaggressions decline significantly.

The takeaway? Inclusion isn’t just an HR priority—it’s a business performance driver. Organizations with diverse leadership outperform their peers in collaboration, innovation, and resilience.

A Call to Action for Canadian Marketers

With public debate intensifying and workplace divisions growing, marketers are being urged to double down—not back down—on inclusion.

“Canada’s success story is written in many languages and lived in every community,” said Alexander. “When our boardrooms mirror that reality, marketers create products and campaigns that truly resonate.”

The CMA recommends tying inclusion to business KPIs, maintaining open dialogue, and ensuring leadership reflects Canada’s diversity. In a time of rising resistance, these aren’t just ideals—they’re imperatives for long-term growth and workplace stability.

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