That’s a powerful place to start a conversation about what it means for your brand to show up in June.

The Canadian Context Is Different and Worth Leading With

Much of the DEI backlash that made headlines in 2025 was driven by political dynamics south of the border. Canada’s story is more nuanced, and more encouraging.

According to Ipsos Canada’s 2025 Pride Report, Canadian support for 2SLGBTQIA+ rights and visibility has increased over the past year, even as global attitudes declined overall. Canada ranked among the few nations surveyed across 26 countries where support trended upward. Nearly 8 in 10 Canadians support same-sex marriage, equal adoption rights, and protection from discrimination in employment and housing. Majorities approve of 2SLGBTQIA+ visibility in brands, in sports, and on screen, and those numbers sit above the global average, often by as much as 10 points.

This is the market Canadian brands are operating in. One where inclusion remains a mainstream value, and where consumers are watching to see who shows up with integrity.

That same signal comes through in Canadian consumer behaviour. Nielsen’s Canadian 2SLGBTQIA+ consumer research found that 2SLGBTQIA+ consumers spend $3.7 billion in fast-moving consumer goods annually, representing 4.4% of Canada’s total FMCG purchases. And Numerator data found that 75% of Canadian 2SLGBTQIA+ shoppers believe brands can make a real difference by showing their support, and 55% are more likely to purchase from brands that do.

The Global Picture: Consumers Got Louder While Some Brands Got Quiet

Globally, Mintel’s U.S. Diversity, Equity, Inclusion and Belonging Consumer Report found that consumer support for DEI efforts rose from 42% to 56% in a single year, a striking increase during a period when many brands pulled back. And DISQO’s 2025 LGBTQ+ Advertising & Brand Experience report found that 80% of 2SLGBTQIA+ respondents thought more positively of brands that celebrated Pride while 40% of general consumers now say 2SLGBTQIA+ inclusion in advertising is simply a baseline expectation.

The brands that stayed consistent through 2025 saw it pay off. Morning Consult’s brand tracking data found that brands maintaining their DEI commitments saw purchasing consideration tick upward, while brands that rolled back their commitments saw brand momentum turn negative. Three times more consumers felt the companies that held firm were on the rise than on the decline.

There’s also a clear gap between audience size and ad investment worth noting, not as a warning, but as an opening. PQ Media’s U.S. LGBTQ+ Media Forecast 2026–2030 shows that 2SLGBTQIA+ media represented just 1.57% of U.S. advertising spend in 2025, despite buying power approaching $2 trillion. For brands willing to show up with intention this June, the competitive landscape is less crowded than it’s been in years.

What “Showing Up” Actually Requires

According to DISQO, 87% of 2SLGBTQIA+ consumers say genuine inclusion must come from the inside out, meaning queer people were actually part of making the work, not just approving it at the end. Nielsen data shows that 72% of 2SLGBTQIA+ consumers will stop purchasing from a brand they feel devalues their community. And Collage Group found that 73% of 2SLGBTQIA+ consumers are more likely to consider purchasing from a brand that actively supports diversity and inclusion, but 45% are actively reducing or stopping purchases from brands that have pulled back.

The audience is paying attention. They have receipts. And the data is clear: integrity is now the differentiator, not just visibility.

If you’re heading into June wanting to show up in a way that’s actually earned, the work starts before the campaign brief. At AndHumanity, that’s what we help brands build: the year-round foundation that makes external campaigns credible, inclusive, and worth celebrating.

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The post Pride Marketing in 2026: The Brands Showing Up Are Already Winning appeared first on AndHumanity.

Educational Resources and Voices

The following creators offer incredible perspectives that extend far beyond a single day of awareness. These accounts serve as vital resources for those looking to engage in the lifelong work of decolonizing their perspectives and understanding the systemic roots of the MMIWG2S+ crisis. We encourage you to immerse yourself in their work to better understand Indigenous excellence, resistance, and storytelling:

Resilient Inuk (@resilientinuk):

A vital resource for those looking for active advocacy; this account goes beyond standard social media trends to provide direct support and education specifically tied to Red Dress themes and Indigenous resilience.

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A post shared by Vanessa Lee Brousseau (@resilientinuk)

Decolonize Myself (@decolonizemyself)

This account offers deep-dive educational content designed to challenge colonial mindsets and provide historical context necessary for decolonization.

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A post shared by decolonizemyself (@decolonizemyself)

Indigenous Intentions (@indigenousintentions)

A powerful blend of awareness-raising and community-focused content that highlights the intersection of Indigenous identity and the ongoing fight for justice.

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A post shared by FEMINIST (@feminist)

Michelle Chubb (@indigenous_baddie)

A Nehinaw (Swampy Cree) advocate who uses her platform to reach millions, sharing a blend of everyday life, ancestral practices like jingle dress dancing, and powerful calls to action regarding MMIWG2S+.

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A post shared by Michelle Chubb (@indigenous_baddie)

Moving Toward Action

How to show up today:

• Wear Red and Educate Others: As emphasized by Amnesty International and Mikisew Group, wearing red on May 5 is a visible act of solidarity that honors lives lost and calls for justice. Pair this visible support with sharing educational content about the 231 Calls for Justice from the MMIWG2S+ National Inquiry to help others understand the legal and systemic changes required to end this violence.
• Donate to Indigenous-Led Organizations:
  • Native Women’s Association of Canada (NWAC): Your contribution directly empowers Indigenous women, girls, and Two-Spirit people while supporting the fight for systemic change.
  • Indian Residential School Survivors Society (IRSSS): This organization provides essential physical, emotional, and spiritual support to residential school survivors and their families, addressing the intergenerational trauma that is deeply linked to the MMIWG2S+ crisis.
  • The Moose Hide Campaign: This Indigenous-led grassroots movement engages men and boys in the effort to end violence against Indigenous women and children, offering resources to stand up against domestic and gender-based violence.
• Advocate for Systemic Change: Deepen your understanding by reviewing the National Calls for Justice, which outline legally-mandated directives for all levels of government to eliminate the marginalization of Indigenous people.
• Attend a Community Event: Look for gatherings, drum ceremonies, or walks in your local community to stand in solidarity with survivors and families. Presence at these events is a powerful way to ensure the stories of those lost are heard and their legacies honored.

True change begins when we commit to the voices of those who have been marginalized for far too long. By elevating these creators and taking direct action, we move one step closer to a more just and human world.

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What is “Calling In”? While a call-out is a public identification of harm – often necessary for systemic accountability and urgent change – “calling in” is an invitation to a conversation. It is a pivot from shame to possibility. It is an act of labour and grace from those who have been harmed, signalling a belief that the brand is capable of evolution.

To be clear, there is a time and place for calling out. When a brand demonstrates a pattern of harm, refuses to listen, or acts with blatant disregard for equity-deserving communities, the public call-out serves as a vital tool for justice. But for the brand that is genuinely trying to do the work, the “call-in” offers a different kind of opportunity.

A Dependency, Not an Opposite: Growth and accountability are not opposites – they are dependencies. You cannot have authentic growth without the willingness to be held accountable for the impact of your work. When our community takes the time to point out a blank spot in our marketing or internal culture, they are essentially saying: “I believe you can do better, and I want you to be part of our future.”

Reframing the Narrative: To build a more human-centric brand, we must replace the defensive fear surrounding call-outs with three core values:

• Gratitude: Acknowledging that those we harmed spent their emotional labour to educate us.
• Perspective: Recognizing that being held accountable means people still have hope in our potential.
• Compassion: Approaching our own growth – and the growth of others – with the understanding that we are all works in progress.

By embracing the “call-in” whenever possible, we stop viewing accountability as a hurdle to be cleared, and instead, start seeing it as the foundation of a truly inclusive brand.

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The post The Power of Calling In | Shifting from Fear to Growth in Inclusive Marketing appeared first on AndHumanity.

Our campaigns don’t just sell products – they shape perceptions and culture. Every casting choice and creative decision influences how people see themselves and others. Yet, this data shows we’re far from equitable representation.

What the Numbers Tell Us

• 53% of industries score below the global average for representation in content.
• Only 12% of talent in ads have dark skin tones.
• Just 6% of screen time includes seniors.
• Only 15% of screen time features people with larger body types.

These figures show which stories are centered and which are sidelined.

Why Representation Still Matters

Representation isn’t just moral — it’s business-critical. Consumers connect more deeply with brands that reflect real diversity and reject tokenism. Authentic inclusion fosters trust, engagement, and creativity. When people see themselves in ads, they feel valued; when they don’t, they tune out.

Turning Insight into Action

This report is a reflective moment for marketers and media leaders alike. Real progress requires shared responsibility across creative development, production, and leadership. Key actions include:

• Expanding casting calls to include diverse talent
• Collaborating with culturally competent industry professionals to ensure nuance
• Building inclusive review processes to remove bias early
• Measuring success beyond aesthetics, through equity and impact

A Call to Create Responsibly

Representation matters. Advertising can perpetuate stereotypes – or help dismantle them. For those of us shaping the stories the world sees, this is our reminder: create responsibly, inclusively, and with intention.

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The post What 1 Million Ads Reveal About Diversity and Representation in Marketing appeared first on AndHumanity.

As we enter the Year of the Horse – a symbol of energy, freedom, and perseverance – it’s a perfect time to celebrate not just the holiday itself, but the brands that honour it with respect, intention, and joy.

Here are eight signs that a brand’s Lunar New Year initiative goes beyond surface-level celebration:

1. Authentic cultural depth

Look for storytelling that reflects real relationships to Lunar New Year – not just decorative nods like red envelopes and dragons, but meaningful symbols, histories, and memories. Strong campaigns highlight the Year of the Horse’s spirit: boldness, vitality, and optimism, brought to life through narratives that resonate beyond a sales pitch.

2. Respect for diversity

“Lunar New Year” is not one uniform celebration. It’s marked by different traditions across Chinese, Vietnamese (Tết), Korean (Seollal), Japanese (shōgatsu), Thai, Mongolian, and Tibetan communities, among others. The most inclusive brands recognise these distinctions – celebrating each culture’s uniqueness rather than merging all Asian identities into one monolith.

3. Joyful, uplifting visuals

Authenticity doesn’t mean austerity. This is a time of vibrant colours, dragon dances, dazzling food spreads, and laughter with family. The best creative work translates that energy into visuals and messages that feel heartfelt – not clichéd.

4. Meaningful symbolism

Cultural precision matters. For example, in Chinese homes, the character 福 (“Fu,” meaning “fortune”) is hung upside down to symbolise that “prosperity has arrived.” In Vietnam, peach blossoms (hoa đào) or kumquat trees reflect hope and renewal. These details add richness to storytelling and show that a brand has done its homework.

5. Genuine collaborations

When brands partner with community creators, artists, or cultural consultants, the results often speak for themselves. These collaborations bring nuance and lived experience into every detail – ensuring campaigns don’t fall into stereotypes or token gestures.

6. Modern relevance

Tradition evolves, and so should representation. It’s refreshing when modern Lunar New Year campaigns reflect today’s families and diaspora lifestyles – such as intergenerational video calls, diasporic fusion foods, or younger creators redefining customs while staying rooted in culture.

7. Purposeful products

Thoughtful product design or limited editions that reflect genuine cultural inspiration – rather than using Lunar New Year merely as a sales gimmick – show deeper intent. Packaging that incorporates storytelling, artistry, and community contributions can make all the difference.

8. Community-vetted authenticity

The strongest sign of respect? Research and feedback from the very communities a brand seeks to celebrate. Whether through focus groups, cultural advisory panels, or long-term relationships, genuine engagement builds lasting trust.

As audiences grow more discerning, cultural literacy must keep up. Lunar New Year offers a brilliant opportunity for brands to not only market, but meaningfully connect. By seeking and elevating the campaigns that get it right, we celebrate not only the Year of the Horse – but the ongoing movement toward more inclusive and respectful storytelling.

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Marketing has been living in this essentialist trap for decades. We’ve built entire strategies around the idea that you can understand someone by knowing their gender, ethnicity, or ability. The industry calls this “diversity marketing” or “multicultural marketing,” and we’ve been patting ourselves on the back for it since the 1990s.

But here’s what many – even seasoned – marketers do not understand; “diversity” or “multicultural” marketing misunderstands how humans live. It treats identity like a filing system – Black goes in this box, disabled consumers in that one, 2SLGBTQIA+ over there. The problem? Real people don’t fit in boxes.

And herein lies the main difference between the more popular terms like “Diversity Marketing” or “Multicultural marketing”, and the more nuanced “Inclusive Marketing”.

The primary missing piece from all this is intersectionality.

Intersectionality considers how various forms of oppression overlap and interact to create unique experiences. Rather than looking at lived experiences as standard, separable or generalizable sum of parts, it looks at whole human experiences. Take a look at this image below:

Why we love this diagram is that it illustrates how identities like race, ethnicity, class, language, religion, sexuality, mental health, education, and body size don’t exist in isolation – they overlap in endless, dynamic combinations that shape singular, whole human experiences.

With all this said, it should be clear that “diversity marketing” or “multicultural marketing” approaches are now outdated liabilities in 2026 – they breed tokenism, stereotypes, and missed connections while consumers demand authenticity. Retirement of these terms isn’t optional anymore; it’s survival. It’s time marketers look at their audiences as whole humans instead of categories, so they can start delivering campaigns that actually resonate deeply, drive loyalty, and reflect our intersectional reality. Like any big change, this shift will be difficult for the industry – but it all starts with one simple truth: nobody’s identity fits a box.

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The post Why “Multicultural” and “Diversity” Marketing is Overdue for Retirement appeared first on AndHumanity.

1. Addressing Creative Team Power Dynamics

Creative workplaces often lean on subjective feedback and personal taste, which can unintentionally give more weight to voices with positional power or privilege. To design equitable ideation processes, intentionally structure sessions that elevate the contributions of equity-deserving participants. This includes offering multiple forms of input – like anonymous submissions or asynchronous collaboration tools – to mitigate biases and ensure every idea has a fair chance to lead.

2. Building Cultural Literacy and Competency

Inclusive creativity starts with learning before creating. Every member of a creative team should have the necessary literacy in the histories, contexts, and stories of the communities they’re trying to appeal to. This ongoing education ensures that the work moves beyond representation and into deep, meaningful, and authentic storytelling. When teams approach campaigns with awareness and contextual understanding, they unlock creativity rooted in respect rather than assumption.

3. Creating Not Only Safe, but Brave Spaces

Safe spaces are essential – they prioritize comfort, trust, and belonging for every contributor. But brave spaces take this a step further. They encourage dialogue across different lived experiences and perspectives, embracing the tension that sparks innovation. Brave spaces empower team members to challenge conventional narratives, knowing that their professional environment rewards the courage to think differently.

4. Going “Deep, Not Wide”

A common misconception is that culturally specific creative only resonates within the focus community being represented in the creative. Research and experience prove the opposite – deep, nuanced stories connect universally because authenticity transcends boundaries. By focusing on “deep stories,” we craft creative that is emotionally resonant for its intended audience while remaining engaging and insightful for all viewers.

5. Designing Counter-Stereotypical Creative

Counter-stereotypical creative is not only socially responsible – it’s effective. It’s the kind of content that makes audiences pause mid-scroll because it disrupts expectations. By deliberately flipping tired narratives and visual clichés, you can create work that is both bold and memorable. In doing so, you break patterns of bias and tell stories that reflect real diversity and humanity.

6. Avoiding Tokenization with “The Replacement Test”

Representation is more than assembling a diverse cast – it’s about depth and cultural integrity. The simple “replacement test” for commercials (coined by our agency) helps assess whether a script is truly inclusive or merely tokenistic and performative. Here’s the test; if your protagonist can be swapped with someone from any other community without changing the rest of the script and story, then there is no deep cultural nuance affecting the story. It’s likely a blanket approach based on assumed “universal truths”.

To be clear, truly inclusive creativity is not a checklist – it’s a continuous practice of listening, unlearning, and co-creating. But by embedding these principles into your process, your team will not only begin to produce more equitable creative, but also more imaginative, impactful, and lasting work.

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We’ve seen it firsthand across the client brands and teams we work with – trust doesn’t come from big campaign launches or sweeping corporate pledges. It’s built quietly and continuously in how leaders listen when it’s uncomfortable, how systems respond when harm is named, and how teams are empowered to show up fully as themselves. Those everyday choices are where inclusion either lives or fades.

True inclusion isn’t a one-time workshop or a position on the org chart. Hiring a Chief Diversity Officer without shifting who holds decision-making power only reinforces the same patterns that eroded trust in the first place. Instead, inclusion grows through shared accountability and intentional change that rebalances influence, voice, and opportunity.

Trust deepens when people see leadership matching words with action – when listening leads to adjustment, when mistakes lead to repair, when policies evolve because real feedback demanded it. It’s these small but significant demonstrations that tell teams: You are safe here. You are seen here. You are part of the vision here.

Inclusion is not only something brands need to say. It’s something they need to do. And they need to do it every day. It shows up in how campaigns are developed, whose stories are centered, and how respectfully communities are engaged. It’s reflected in the language used, the partners chosen, and the power shared. And when inclusion becomes a consistent behavior, not a performance, trust follows naturally.

Earning trust through inclusion isn’t just good ethics – it’s good business. Audiences, employees, and communities can sense authenticity. And when they trust a brand to mean what it says, they stay, advocate, and help build it stronger.

In a world where promises are plentiful, it’s the consistent, human acts of inclusion that make all the difference.

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A brand being called out isn’t necessarily a crisis. It can be a turning point – if you know how to discern noise from nuance.

Understanding the Difference Between Noise and Nuance

Call-outs come in many forms. Some are driven by performative outrage and short headlines meant to go viral. That’s noise – indignation without depth, criticism without curiosity.

Nuance, on the other hand, invites learning. It stems from lived experience and considers a brand’s history and patterns, not just isolated moments. Nuanced feedback holds brands accountable while leaving room for growth. Brands that focus on nuance rather than reacting to noise build resilience and earn deeper trust over time.

How Brands Often Get It Wrong

When confronted with criticism, two common missteps derail brands from real accountability:

1. Responding defensively. Trying to justify intent misses the point if harm has already been caused. Accountability begins when brands recognize impact, not when they defend intention.
   
2. Responding with words alone. Brands that only respond with words with no sort of plan of action and commitment to further learning, and/or donation to harmed communities will be seen as performative. No matter how well crafted the response is, unless audiences see some sort of consequence*, then the response won’t matter as much. And this is the important part; the consequence can either be decided by the brand, or by the public. If the brand’s chosen consequence isn’t enough, then you can bet the public’s consequence will make up for it.

*Consequence does not necessarily mean punishment

Clarity, Not Comfort, Builds Connection

Many brands hold back from communicating their values out of fear – fear of alienating audiences or being “too political.” But trying to be everything to everyone only dilutes purpose. Discomfort isn’t failure; it’s a sign of clarity.

People connect with brands that stand for something real. Inclusive marketing thrives on empathy – it acknowledges difference while holding firm to integrity. The goal is not to erase all tension but to lead with context, care, and courage.

When brands step forward with clarity and accountability, they attract communities that share their values and respect their growth. Those who stay neutral risk fading into the background while others lead with purpose.

The strongest brands aren’t the ones that avoid mistakes – they’re the ones that learn aloud. By distinguishing noise from nuance, responding with both humility and action, and embracing the clarity that comes with discomfort, brands can transform call-outs into catalysts for connection and credibility.

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