Representation isn't just a slide on a deck
When I moved countries, I packed clothes, things, memories from home. But I also packed doubt, comparison, and a whole lot of identity crisis with me. Because I was and am a part of the ‘diversity’ people talk about.
Don’t get me wrong. It’s 2026. Everyone talks about diversity, equity and inclusion. TikTok, Instagram, the streets. But we need to have more honest conversations. During one of our E&D cultural discussions at ZGM this month, we had an interesting discussion about the Super Bowl and the elephant in the room (i.e. Bad Bunny and his performance re: the U.S. political climate). I could go on endlessly about the things I learnt but one thing that stayed with me was how representation isn’t a diversity slide – a check-the-box corporate task – in a deck. It’s seeing someone who sounds like you, looks like you, grew up like you, on the biggest stage in the world. And it’s the lasting impact of that: the feeling that the biggest stage in the world has room for you too. When Bad Bunny symbolically handed the trophy to his younger self, (mind you, I teared up), it felt like life came full circle for me, too. Gah, I’m a crier anyway.
From being niche to being the growth engine
In advertising, we often hear that diverse audiences are a “niche,” but the truth is they are the growth engine of our culture. Knowing where your audience comes from is critical for effective marketing. In a recent resource – Why International Migration Trends Matter for Canadian Businesses – Environics Analytics notes that people bring “cultural preferences, shopping habits and brand expectations from their home countries. When you understand these origins, you can create messages that feel relevant and build trust.”
Put simply, pay attention to diversity, and you will soon find yourself with an edge in the industry.
One thing I’ve learnt after living in Canada for almost three years is that the cities are layered. Edmonton isn’t Calgary. Calgary isn’t Toronto. And none of them are a monolith. Within every postal code is a thousand micro-identities navigating ambition, family expectations, reinvention, and belonging. And when we create work that reflects that truth and not in a performative way, we don’t just make ads. We build emotional equity.
When brands show up authentically and without apology, they’re doing more than selling a product. They are giving people permission to exist fully and loudly in a world that often asks them to minimize themselves.
That’s what great brands can do at scale. They can tell someone sitting in a small apartment in a cold Canadian winter, “There’s space for you here.”
I leave you with this. Diversity, equity and inclusion are ever evolving. Maybe if we had more conversations and listen to what people have to say about them, we’ll deepen our understanding of the so-called ‘diverse’ audience. Because to know and understand them is to acknowledge that they’re the heartbeat of culture. It’s time we recognize that they are not just shaping what’s next, they are what’s next.
About the Author:
Sarah Fernandes is a Copywriter at ZGM Modern Marketing Partners with a diverse background in marketing and advertising, spanning 5 years across India and Canada. Apart from being a copywriter, she’s also been a Content Writer and a Marketing Consultant, so she’s gotten a lay of all the lands, from social to strategy to digital. She’s also a proud pop, culture, and pop culture enthusiast. Ask her anything about advertising and she’ll tell you all about it while she solves the Rubik's cube and makes a mean biryani to go with it.