Future of Corporate Social Responsibility

How Social Media Is Fuelling Advocacy and Driving True Change

Mediaplanet chatted with Michelle “Indigenous Baddie” Chubb about the power of social media, advocacy, and representation.

Tell us about yourself and your advocacy work through your social platforms.

My name is Michelle Chubb. I’m 24 years old and from Winnipeg, Man. I’m originally from Bunibonibee Cree Nation, north of Manitoba. It’s always been a passion of mine to change the narrative for Indigenous people because of my upbringing and experiences in Winnipeg. Using platforms like TikTok and Instagram have helped me get points across to prevent misrepresentation and misinformation from spreading.

How has social media helped support a movement of representation?

It has helped so much for me, especially within the last year as I joined TikTok. A lot has changed and it seems like more people are engaging and interested in learning and helping, which I’m very happy about.

How do you feel that representation helps others to embrace their cultures?

I think it helps heal the person wanting to reconnect with or embrace their culture because so many cultures have been suppressed for so many years by colonialism. It feels like an honour and a mission of going on the right path to unity.

Having recently taken part in numerous campaigns, what have these brand collaborations meant to you?

The collaborations I’ve been a part of have made the Indigenous community feel seen and uplifted — I know I felt that. It’s such a relief knowing that your people are finally being heard. It gives me hope knowing that I’m on the right path to helping the community out.

Why do you feel that it’s important for organizations to actively foster diversity and representation?

I think it’s important to break away from the chains of colonization and to be represented in a way that’s authentic — not in the same way as Pocahontas or the names or mascots of some sports teams. It’s a step forward in creating harmony between the different views that people have of Indigenous people.

Why Representation and Diversity in the Workplace Matter

Mediaplanet spoke with Ben Borne, Canada's first self-identified Indigenous certified Communication Management Professional, about the importance of representation and diversity in the workplace.

As a co-founder of a thriving business and the first Indigenous certified Communication Management Professional, what does representation mean to you?

Representation in the communications profession means that more people are being seen and heard by organizational leaders everywhere. More diversity among communications professionals means more people listening to and raising the voices of those who are often excluded from the broader conversations held by predominantly cisgendered white folks.

Representation in the profession means we can have difficult conversations around systemic racism and more positive conversations around how to be more anti-racist in our day-today work. These are tough conversations to have, but they’re critical to making our workplaces and broader culture more diverse and inclusive.

Why is diversity in the workplace important?

I’m a firm believer that more diversity in the workplace means more innovation and creativity. An office full of people who all look the same and come from similar cultural backgrounds runs the risk of people conforming and ultimately groupthink.

As an Indigenous communicator, I’m keenly aware that introducing diverse voices into organizational networks can shake things up inside the workplace.

Being well-versed in the corporate sector, where do you see gaps or barriers to entry for Indigenous professionals or Indigenous-owned businesses, and how do you think we can mitigate this?

I’m very pleased to see the increased focus on diversity, equity, and inclusion (DE&I) inside organizations. However, there

are still significant gaps in recruiting and retaining Indigenous talent. This is partly due to a growing talent pool that’s still being nurtured, but also due to organizations not adapting long-term strategies to nurture diverse talent and promote them throughout the organization. Personally, I left an organization because I only encountered barriers to my desire to enter leadership roles. I could only move horizontally, not vertically. This ultimately caused me to resign and grow my skill set on my own. In cases where people leave on these terms, it’s only to the detriment of the organization — and I think organizational leaders need to start recognizing that this happens a lot, and they need to stop letting talent walk out the door.

Do you have any additional recommendations for a more inclusive Canadian business landscape?

I have a couple of recommendations for a few more inclusive Canadian business landscape. First, develop or re-evaluate your DE&I practices. Make sure that DE&I isn’t housed in one department but embedded across the entire organization. DE&I should become part of your daily practice — not just a philosophy or strategy.

Second, give deep and meaningful consideration to how your organization is responding to the Truth and Reconciliation Calls to Action. These calls to action are more than a document with ideas, but a map for a pathway forward for organizations to build more respectful nation-to-nation relationships with Indigenous people.

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Read Ben's full interview at innovatingcanada.ca

Helping Canadian Communities Realize Their Ambitions

As 2021 comes to a close, it’s a natural time to reflect on the year gone by and to look toward what the New Year will bring. In another year underscored by the COVID-19 pandemic, meeting the needs of communities across Canada continues to be paramount.

In response, CIBC has remained focused on helping its clients, employees, charity partners, and communities achieve what’s most important to them. From running side by side with Canadians to change the future of breast cancer, to empowering the next generation of leaders, changemakers, and entrepreneurs, this commitment is reflected in the bank’s actions — past, present, and future.

Fuelled by a purpose — to make ambitions a reality — the bank further enhanced its efforts to support communities from coast to coast to coast this past year. It built on its commitment by evolving longstanding charitable partnerships and initiatives to keep everyone safe during the pandemic and by launching new programs to support and help create a more inclusive and equitable society.

Putting purpose into action through new and reimagined initiatives

Part of this purpose is taking care of the people and organizations that keep our communities strong. In another year that saw charitable organizations and those they support impacted by the effects of the COVID-19

pandemic, Team CIBC remained committed to helping make a difference, collectively volunteering over 99,000 hours of time and donating millions to over 4,000 non-profits and community organizations.

Of the many causes supported throughout the year, there were a few with which Team CIBC shares a cherished history, such as the Canadian Cancer Society CIBC Run for the Cure, which celebrated its 30th anniversary in 2021.

An annual tradition, the Canadian Cancer Society (CCS) CIBC Run for the Cure takes place every October and is the country’s largest single-day volunteer-led event in support of the breast cancer cause. In partnership with the CCS, the CIBC team has raised more than $58 million for breast cancer research, treatment, education, and support programs, which in turn has enabled Canadians affected by breast cancer to receive vital life-changing support. This year, through a reimagined virtual event, the run raised more than $9 million toward the cause.

in Canada, enabling new discoveries and a greater understanding of the disease," says Andrea Seale, CEO of the Canadian Cancer Society. "Longstanding partnerships like this are rare and we're grateful that since joining us in 1997, CIBC has provided unwavering support to people affected by breast cancer."

Earlier this month, the bank celebrated another fundraising tradition — CIBC Miracle Day. Taking place on the first Wednesday of December for 37 years, CIBC Miracle Day is dedicated to improving the lives of children in underserved communities globally. On this day, CIBC Capital Markets team members and CIBC Wood Gundy investment advisors donate their fees and commissions from the trading day to help kids in need. Since 1984, the annual employee-driven event has raised more than $266 million globally, helping to transform the lives of children and communities worldwide. This year’s virtual Miracle Day raised $6 million in funds to help children’s charities worldwide.

Keeping the spirit of these fundraising initiatives alive in a virtual environment required a level of creative ingenuity and dedication from both Team CIBC and its partners, which is something CIBC’s Vice President of Community and Client Relationships, Andrew Greenlaw, is incredibly proud of.

“Our team, clients, and charity partners came together this year around our shared purpose to support those most in need, successfully overcoming unprecedented obstacles along the way,” says Greenlaw. “We couldn’t be more thankful to everyone who helped us in our endeavours to support our communities, whether it was supporting cancer research, investing in future leaders, or championing inclusive communities.”

Breaking down barriers

In its goal to champion inclusive communities, CIBC also made new commitments and investments in the next generation of leaders and changemakers.

"Together with our dedicated partner CIBC, we've created a national movement that has transformed the breast cancer landscape

In October, the bank launched the CIBC BlackNorth Initiative Youth Accelerator program in collaboration with the BlackNorth Initiative and BGC Canada. As part of CIBC’s commitment to removing barriers, the Youth Accelerator provides students from the Black community with $50,000 over four years for tuition, mentorship, financial education, and opportunities to secure paid internships or co-ops with signatories of the BlackNorth Initiative CEO Pledge. These signatories include hundreds of businesses in a variety of sectors, offering students a broad platform for career discovery.

CIBC is making a major impact in the communities it serves through a wide variety of initiatives.

Anne Pampehl

Together with our dedicated partner CIBC, we've created a national movement that has transformed the breast cancer landscape in Canada, enabling new discoveries and a greater understanding of the disease.

Longstanding partnerships like this are rare and we're grateful that since joining us in 1997, CIBC has provided unwavering support to people affected by breast cancer.

PHOTOS COURTESY OF CIBC

We’re looking forward to working with CIBC and BGC Canada to create real opportunity for the next generation of leaders from the Black communit. This initiative uniquely offers changemakers and emerging leaders in underrepresented communities the resource they need to fully participate in postsecondary education without financial barriers. The BlackNorth Initiative is proud to prioritize both access and inclusion.

“We’re looking forward to working with CIBC and BGC Canada to create real opportunity for the next generation of leaders from the Black community," says Dahabo AhmedOmer, Executive Director of the BlackNorth Initiative. "This initiative uniquely offers changemakers and emerging leaders in underrepresented communities the resource they need to fully participate in post-secondary education without financial barriers. The BlackNorth Initiative is proud to prioritize both access and inclusion."

The bank also further contributed to Indspire and has donated $8 million since 1994 to support Indigenous youth with scholarships, mentorship experiences, and career opportunities through programs like Building Brighter Futures, Rivers to Success, and Soaring: Indigenous Youth Empowerment Gathering.

To mark the International Day of Persons with Disabilities, CIBC announced the launch of the second Inclusive Design Challenge in partnership with MaRS to help remove barriers to employment faced by Canadians living with disability. With the first challenge focusing on access to work, the next phase looks at 'Support at Work,' and seeks solutions that reimagine the workplace.

"Challenges are a proven method to stimulate innovation to find solutions for complex societal problems," says Alex Ryan, Senior Vice President of Partner Solutions at MaRS. "By opening the problem-solving process to traditional and non-traditional partners, the Inclusive Design Challenge seeks ideas to reimagine workplace accommodations, increase access to assistive technology, and create flexible work environments."

Challenges are a proven method to stimulate innovation to find solutions for complex societal problems. By opening the problemsolving process to traditional and nontraditional partners, the Inclusive Design Challenge seeks ideas to reimagine workplace accommodations, increase access to assistive technology and create flexible work environments.

Advancing social and economic equity Now as the bank looks toward the future, it’s focusing its efforts on funding partner organizations in Canada that support greater employment outcomes and access to education.

In November, CIBC announced the launch of the CIBC Foundation, which will serve to advance social and economic equity by creating greater access to opportunities for underserved communities in Canada. The foundation’s launch exemplifies the bank's genuinely caring belief that together as a community with shared vision, we can overcome obstacles and emerge more united,

resilient, prosperous, and ready for a sustainable future.

“At CIBC, we believe that an inclusive economy with opportunity for all lifts our society and benefits everyone,” says Greenlaw. “Through the new CIBC Foundation, we’re putting our purpose into action and investing in opening new avenues to opportunity for underserved communities in Canada so we can all live in a world without limits to ambition.”

To support this goal, the bank made donations totalling $70 million in 2021 to launch the foundation and has plans to grow that amount to $155 million over time. With these initial donations, the CIBC Foundation will be one of Canada's top providers of funding grants to charitable organizations. The foundation will also play a significant role in supporting the social element of the company’s environmental, social, and governance (ESG) commitments.

As we head into 2022, CIBC will be accepting applications starting in March and plans are underway to launch the foundation in the U.S. next year.

See how CIBC is making a difference in your community CIBC encourages clients, community members, not-for-profits, and other Canadians to reach out to learn more about how it’s making a difference in its communities and how you can get involved.

To learn more about CIBC’s efforts, please visit cibc.com/en/ about-cibc/ corporateresponsibility/ community-andsponsorship

This article was sponsored by CIBC.

FACE Is EconomicAmplifying Wellness and Wealth for Black Canadians

The historic, first-of-its-kind Black Entrepreneurship Loan Fund is helping to open up capital, innovation, and job creation

Black entrepreneurs and Blackowned businesses in Canada face a range of systemic barriers to growth and success, such as negative social attitudes, a lack of networking opportunities, and difficulty in accessing local and international markets. Another major challenge and barrier for Black entrepreneurs is a lack of equity and intergenerational wealth, which can make meeting the criteria for financing from most banks near impossible. Fortunately, a new program — the Black Entrepreneurship Loan Fund, run through the Federation of African Canadian Economics (FACE) — is working to flip the script by providing black entrepreneurs with the financial tools they need to succeed professionally and contribute to Canada’s economic vitality.

Accelerating wealth creation for Black Canadians

The Federation of African Canadian Economics (FACE) is a national and bilingual, Black-led not-for-profit organization focused on providing resources and information to the Black community across Canada to accelerate wealth creation for Canadians of African descent. The organization was created in 2020 to address the needs of Black business owners and entrepreneurs who were severely hurt financially by the pandemic. Through specialized programs, resources, education, and network opportunities, FACE provides support and fosters a business community to promote Black entrepreneurial success.

FACE is a coalition of five prominent Black business and community support organizations from across Canada: the Cote des Neiges Black Community Association, Groupe 3737, the Black Business and Professional Association, the Africa Centre, and the Black Business Initiative. Together, these Black leaders are on a mission to drive generational wealth for Black business owners by empowering them with sustainable economic resources, capacities, and strategic partnerships.

“This is the first time in Canada’s history that black entrepreneurs will have access to a Loan Fund that is designed specifically to meet their needs and to support them in achieving their professional goals. This is a major step to creating wealth for Canadians of African descent,” says Tiffany Callender, Co-Founder and CEO of FACE

An Innovative and History new loan program

FACE’s key mission is to oversee applications for the new Black Entrepreneurship Loan Fund (BELF), which began accepting applicants on May 31, 2021. The BELF was created by FACE as a component of the Black Entrepreneurship Program, a partnership between FACE, the federal government, the Business Development Bank of Canada (BDC), and private sector financial institutions.

FACE acknowledges the unique challenges and barriers that Black entrepreneurs and business owners face due to systemic discrimination, inequality, limited access to needed financial support, a weak relationship between Black entrepreneurs and financial

institutions, and the underrepresentation of Black-owned businesses in the traditional banking system. The BELF was designed to create a more robust and efficient pathway for access to capital for Black entrepreneurs by using both traditional financial institutions as well as government support. The Fund helps Black business owners with access to capital investments, working capital, and additional business resources for expansion through loans of up to $250,000.

“The BELF is the first loan program that explicitly considers the different systemic barriers that black entrepreneurs are faced with today. This, I believe, will make a world of a difference for black entrepreneurs who want to start a business, grow a business, or hand over the fruits of their labour to their children,” says Callender.

Promoting economic and social empowerment

The BELF funds both start-ups (to a maximum of $50,000) and existing businesses under two programs: the micro loan pilot program and the macro loan program. The former program administers micro loans ranging from $10,000 to $25,000 in Ontario and British Columbia, in partnership with Alterna Savings and Vancity credit unions. The macro loan program, overseen by FACE in partnership with the Government of Canada and the BDC, administers loans ranging from $25,000 to $250,000. To date, FACE has approved over 10 million in loans to businesses coast to coast in diverse industries.

This fund is one of the most innovative lending plans in the country and was designed by Black professionals and financial experts. The BELF is a historic achievement and a significant milestone in opening up capital, innovation, and job creation for Black entrepreneurs and business owners.

Helping Black-owned businesses grow

With the support of the BELF, Canadian Black business owners and entrepreneurs can get the financial support they need to start up, scale up, and grow across Canada and the world. Interested applicants can apply for the micro or macro loan programs by submitting their business plan, financial statement and projections, up-to-date income tax returns and notice of assessment, and personal statement of affairs.

“Black entrepreneurs now have at their disposal a loan fund program that is efficient and easy to apply for. Whether you’re applying for a micro loan or macro loan, we will guide you through the process and provide you with the necessary tools and knowledge you need to succeed professionally,” says Callender.

FACE has other major partners that help further its mission of providing Black Canadians with the necessary resources, knowledge, and confidence to not only operate successfully as Black entrepreneurs but to thrive as a community across Canada. In addition to the BDC, FACE has solicited MNP as a preferred professional services provider for FACE clients, and other large corporations such as Deloitte and Ernst & Young, and software company HubSpot. Good things are in store for the future of FACE and the BELF.

It was only possible because we were granted our loan from FACE! I was a branch manager for 11 years and dedicated 20 years of my career to the banking industry. I've tried to get funded on several occasions and start this muchneeded business for the community. Unfortunately, I would always get declined because there are practices that prevent Black Canadians from getting access to capital. Our goal is to find a way to close the economic gap that exists.

Receiving this loan from FACE made me feel like everything is possible, not only for myself but also for the younger generations of African descent.

After knocking on several doors for financial support, we finally decided to apply to FACE.

Our loan allowed us to acquire a refrigerated truck, purchase additional products for our business, and also retain our four full time employees.

Obtaining this loan will help us ensure the sustainability of our growing business as well as help us position ourselves as pioneers in the community.

GoodsZilla Inc. was approved for a much-needed loan from FACE! Usually, when you are at the startup phase of a business, the reflex is to ask family members for financial support. However, coming to Canada as an immigrant with my family back home, I didn’t know where to get funding for my business.

An opportunity like this has given me the foundation to build this robust product and attract investors. This is how the FACE loan came in and helped us hire great talents and create amazing products.

for Black entrepreneurs in Canada.

Tania Amardeil

PHOTO CREDIT: AUGUST DE RICHELIEU/PEXELS.COM

Tiffany Callender Co-Founder & CEO, FACE

Toronto Pearson — Canada’s Airport, Your Airport

As Canada’s largest airport, Toronto Pearson International is a space that represents the diverse beliefs, opinions, and perspectives that make Canada a great nation. Here at the Greater Toronto Airports Authority (GTAA), we believe that if there’s one place that should be a true reflection of diversity, equity, and inclusion (DE&I), it must be Toronto Pearson. Our business, after all, is to connect people and cultures from all over the world.

DE&I has been a core value of the GTAA since its beginnings in 1996. As society evolves and changes, under the leadership of our President and CEO, Deborah Flint, we’ve evolved in kind and have developed a strategy that encompasses the importance of DE&I in the workplace and for all employees.

A diverse workforce

The GTAA’s DE&I strategy is focused on developing a diverse workforce and an inclusive culture to help build our business for the future. We’re committed to and focused on listening to our employees, building trust within the organization, being transparent, and sharing these learnings across the business. Ultimately, our goal is to ensure that DE&I are embedded into the fabric of the GTAA with diverse representation at all levels, all while fostering a safe, respectful, and inclusive work environment where all employees can make a meaningful contribution.

Fostering a diverse workforce and an inclusive workplace starts from within. I recently joined the GTAA as the DE&I Director, and I'm committed to evolving the DE&I strategy for all employees, implementing inclusive leadership training for all managers, and creating dedicated DE&I councils to drive business decisions for all equity-deserving groups. The GTAA launched its Diversity Meter, a comprehensive and impactful survey of not only

diversity measures, but also feelings of inclusion and perceptions at work. All of this will help us better do our job of providing a warm welcome to people from across the globe.

Actions speak louder than words Here at the GTAA, DE&I aren’t just values we talk about — we also back them up with action. Over the last two years, we’ve taken a more visible and active approach in the community by signing the BlackNorth Initiative CEO Pledge in July 2020. We’ve also invested over $300,000 in Black, Indigenous, and People of Colour (BIPOC) organizations through our Propeller Project program.

Through the Propeller Project, we invest in community-building initiatives to support organizations and projects working in local neighbourhoods to create stronger, healthier, and happier communities. Each of these organizations has its own unique area of concentration, but collectively their activities contribute to the ultimate goal of helping to build better futures for those impacted by systemic racism.

Not only are we working diligently in the communities we serve, but we’re also making progress here in the airport by co-developing new programs and services with advocacy groups for persons with disabilities. Last year, we became the first airport in Canada to offer the Sunflower Lanyards Program for passengers with invisible disabilities.

The lanyard provides a discrete way to signal that a passenger may need additional assistance or extra time completing a task. We’ve deployed Aira technology for passengers who are blind or low-vision and hearing loops and video translation for passengers who are deaf or hard of hearing, and have installed accessible check-in kiosks to create a more inclusive airport experience for all travellers.

Looking ahead

Looking forward to 2022 and beyond, we’re ensuring that our DE&I commitments are top of mind — starting with our leadership and extending all the way to our frontline staff. Next year, we’ll implement a leadership commitment and accountability program to position our leaders to model behaviours, values, and norms that foster inclusion and equity. We’re committed to working together to develop fair and equitable people practices across the board that effectively remove barriers — from branding and recognition to hiring, development, and performance.

Together, we’re committed to continuing this journey to ensure that the principles and practices that drive DE&I are present in every corner of our airport. Every person passing through Toronto Pearson will be treated with respect and dignity, and every person — our employees and our passengers alike — should feel that their breadth of human experience is valued.

To learn more about the GTAA’s commitment to

equity, and inclusion, please read our latest annual report at torontopearson.com

This

For the Greater Toronto Airports Authority, operator of Toronto Pearson, the airport should be a true reflection of the diverse global passenger base it serves.

Molara Awosedo, Director, Diversity, Equity, and Inclusion, Greater Toronto Airports Authority

article was sponsored by the Greater Toronto Airports Authority.

diversity,

Molara Awosedo

Every person passing through Toronto Pearson will be treated with respect and dignity, and every person — our employees and our passengers alike — should feel that their breadth of human experience is valued.