Embracing Every Identity to Develop a More Inclusive Culture

Diversity, Equity, and Inclusion « DEI » is not an HR department’s initiative anymore. Over the past year, the Black Lives Matter movement shone a light on inequalities and injustice all around the world and has prompted companies to reevaluate DEI. It is not enough to have diversity and inclusion policies in the workplace; we need to normalize DEI programs such as advocacy and allyship, so these policies become part of our everyday culture.  

For the past 40+ years, we have offered data collection and fieldwork services for marketing and social research companies. To us, there is nothing more important than the accuracy and relevance of the data we collect. We ensure diversity in our studies to reflect the views of our community. As leaders of the MR industry, we must respect and value each voice in our community. It is our job to help organizations to learn about their audiences in order to make significant business decisions. We operate one of the largest online proprietary panels in Canada, comprised of more than 300,000 unique people.  

Throughout the years, we’ve had many conversations about diversity, what it means to us, and how we can live it in even better ways, and we have developed strategies to attract and retain diverse panelists to build true audience understanding for our clients. 

Diversity and inclusion are part of our core values. 57% of our team members at Canadian Viewpoint are visible minorities compared to 52% of people in Toronto; we’re proud to say that our family is reflective of our larger community. We have a longstanding commitment to diversity and inclusion for our team, clients, panelists, and the broader community.  

« We believe a diverse mix of talents leads to creativity and growth; diversity is essential for our organization as we strive to impact the community we serve through inclusivity and equitable culture. »  Jason Zweig, Vice President 

In honour of Pride Month, we sat down with one of our clients, Layton Dorey, Senior Vice President at Northstar Research Partners, to discuss the importance of the DEI programs in the workplace and the Market Research industry.  

To Dorey, DEI’S activities are essentials in promoting awareness about the needs of minority groups in any workplace. Dorey believes a diverse culture enables team members to bring their whole selves to work. « As leaders, we have to create an environment where every voice is heard, where diversity of thoughts and viewpoints are encouraged, » says Dorey.  

We have to celebrate differences to make everyone feel included  
“Diversity and inclusion go hand-in-hand. Creating a diverse team is great, but inclusion happens when you listen to diverse perspectives and change the way your company operates”, Dorey notes. A diverse and inclusive culture creates a sense of belonging for employees, where they can bring their authentic selves to the table.  

Allyship is key to creating an inclusive environment  
« Allyship is about listening and understating where people are coming from, and that’s the foundation of DEI. We all don’t fit into one box or category, and we need to understand that. People in leadership positions must get a sense of the workplace climate through surveys and focus groups and utilize the collected data to redefine inclusivity. Nothing is more critical than understating your normal isn’t someone else’s normal, and that’s okay,” Dorey advises. 

Never assume someone’s gender identity 
Northstar Research Partners aims to be a safe environment for all gender identities. As part of their ongoing commitment to creating an inclusive workplace, Northstar Research Partners have added pronouns to their email signatures. “This initiative will empower our staff and colleagues to use their preferred pronouns and helps us to avoid making gender assumptions based on someone’s name,” says Dorey. 

As dedicated advocates of diversity and inclusion we pledge to cultivate an inclusive and a diverse workplace!  

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