At UM Canada, we know an inclusive strategy starts long before a campaign goes live. It begins with understanding the evolving realities of the audiences their clients’ brands serve every day.
In her latest WARC piece, Katey Gault, VP of Strategy at UM, explores key lessons from Canada’s BIPOC Inclusion Hackathon—hosted by the Account Planning Group of Canada in partnership with POCAM (People of Colour in Advertising and Marketing). She examines why brands need to rethink how they reflect modern multicultural realities.
As Canada’s population continues to evolve, brands have a real opportunity to move beyond treating inclusion as a communications lens and instead embed it earlier in strategy, product development, and decision-making. The strongest ideas come from challenging assumptions, broadening perspectives, and designing with lived experience in mind.
Read Katey’s full perspective on how brands can build more relevant, authentic connections in a changing cultural landscape here.