The Edge, A Leader's Magazine | Pioneering Leadership

Corporate Social Responsibility

Revealing Opportunities:

Embedding Social and Environmental Goals as a Business Strategy

Reaping the Benefits of Investing in Caribbean Nations

Safeguarding

Data Privacy Amidst CSR Era

EXPLORING THE MOST IN-DEMAND TECH JOBS RIGHT NOW

How the CEO of The Ontario Women’s Hockey Association FRAN RIDER Shapes the Landscape of the Game in Ontario and Beyond

Spring 2024

Committed to carbon neutral operations by 2025.

At Bell, we’re working to advance how Canadians connect with each other and the world.

And while we’re in the business of communications, we’ve got our sights set on much more.

From our pledge of carbon neutrality to creating a diverse and family-friendly workplace to giving back to local communities, we’re committed to making our world more prosperous, more sustainable, and more connected every day.

bell.ca/BellForBetter

today just got better

www.jnbank.com

Lower, 36 Queen East Street, Goodison Building Brampton, ON, Canada L6V 1A2

OVERVIEW SPRING 2024

8

FROM THE EDITOR Leadership in Today's Business World

12

COVER STORY Fran Rider: Pioneering Leadership

18 19 20 21 24 25 26 27 31 32 33 34

BUSINESS Ten Dimensions of Corporate Social Responsibility Integrating Social and Environmental Goals as a Business Strategy Interview: Chris Browne Interview: Demiesha Dennis ECONOMICS Interview: Johan Arcos-Mendez Interview: Becky Wright & Kelsey MacDermaid Empowering Change through Purposeful Investments What is Corporate Social Responsibility?

START-UP Interview: Erica Daniels How Startups Can Use CSR Initiatives as a Powerful Marketing Tool Putting People First: Why It’s Key to Startup Success Interview: Deepa Periasamy WINNERS' CIRCLE

Dr. Diane Wong

W IN

35 37 4

the EDGE Spring 2024

Nissim Black

E

38

N E R S' C I RCL

36

OVERVIEW

SPRING 2024

TECH & INNOVATION Interview: Angad Singh The Most in-Demand Jobs in Tech Right Now Data Privacy and Security in the Era of Corporate Social Responsibility (CSR) Interview: Dr. Breanne Everett POLICIES Advantages of Investing in Caribbean Nations and Cultivating Partnerships Climate Change - Its Challenges and Global Impacts Why the Government Needs to Take Corporate Social Responsibility Seriously Interview: Michaëlle Jean Interview: Bram Lecker MARKETING & BRANDING Marketing for Profit Measuring the Effectiveness of your Digital Marketing Strategy What is Display Marketing and What are its Advantages Crafting a Winning Brand with the Right Name LEADERSHIP Ivalem Aerospace Corporation Case Studies of Exemplary Leaders The Importance of Social Responsibility Matters in Business

D EA

E R S HIP

Why is Corporate Social Responsibility Important?

40 41 42 43 46 48 49 50 51 53 54 55 56 57 62 64 66

Interview: Kevin Johnson

61

Interview: Dave Howlett

69

L Spring 2024

the EDGE

5

Spr ing 2024 F OUNDER & E DITOR - IN -C HIEF | J ENNIFER M. W ILLIAMS P RESIDENT C URTIS E LLIS

P UBLISHER J ORGE M ARSHALL

S TAFF W RITERS C HINENYE E MEZIE | D AVID M ESSIHA | L AUREN S CHWARTZ | S HIRLEY G RAHAM | M AUREEN S IMPSON

C ONTRIBUTING W RITERS D AVE G ORDON | K ENNY H EDGES | D AVID S OLOMON | N ICK D AUK | S TEPHANIE H AWKINS S EAN P LUMMER | J OSHUA C OOPER | J ASON W ADDLE | N IGEL T AKLALSINGH | P ETER C AMPBELL M ARCUS M EDFORD | T YLER G EIS | S HWETA G ANDHI | R OB S HAPIRO | L LOYD P ENNEY | O RVILLE G REEN A ARON L EVINSON | L ILY F RANCES | J ACKIE M ARSON | P RAGYA B ISEN | H ELEN J ACOB | R EBEKAH N EMBHARD | L UKE M ILES C REATIVE D IRECTOR A RMIS N. G OODARZI

BUSINESS DEVELOPMENT

RESEARCH ASSISTANTS

CUSTOMER RELATIONS

ONLINE CONTENT CONSULTANTS

GEORGE WILLIAMS | CHIEF OPERATING OFFICER TABITHA ROCK | OFFICE SUPERVISOR VATHSALA VIMAL | NITEESHA JETLY ARCHANA KESHARI | JYOTI BHAKTIA POOJA PATEL | YASHASHVI PANDEY

ACCOUNTING & AUDITING

ZAIDA RICAFRENTE | CHIEF FINANCIAL OFFICER WEI SHI | ACCOUNTING ASSISTANT

FINANCIAL SERVICES

ROSALEE EDWARDS | VIVIAN HERON DWAYNE BROWN | AMOY DENTON ALTHEA BLOOMFIELD KAREN SCOTT | VINCENTO COREY

WEB DEVELOPMENT DIT WEB SOLUTIONS INC. BEST CREATIVE AGENCY

TECHNICAL SUPPORT

ZONG XIAN YIN JOSEPH SANDY GOMES

DAMION SMITH | IT MANAGER MICHAEL KUKASCH | COMMUNICATIONS SUPPORT AMS GLOBAL SOLUTIONS

O N THE W EB :

HOW TO REACH US:

www.theedgeleaders.com

The Edge, A Leader’s Magazine 250 Consumers Rd., Suite 408 North York, ON, Canada, M2J 4V6

A VAILABLE A T : Chapters, Indigo & selected Newsstands across Canada

ADVERTISING & SALES: 416-773-1077 advertise@theedgeleaders.com

Tel: 416-773-1077 Tel: 416-773-0012

SUBSCRIPTION SERVICES: theedgeleaders.com/subscribe info@theedgeleaders.com

ADMINISTRATION

MASTORA ARGHANDEWALL | OFFICE ADMINISTRATOR

OFFICE SUPPORT

RACHAEL MITCHELL | JENY SARA VARGHESE

MARKETING

JACK LIU | DIRECTOR OF MARKETING TALHA ATHER | MARKETING ASSISTANT PRAGUA BISEN | MARKETING SUPPORT

PUBLIC RELATIONS

JACKIE MARSON | SHANE COTE

HUMAN RESOURCES

LEO IKESON | HR GENERALIST NAZIA SUKHRA | HR GENERALIST

ADVISORY BOARD

RONALD SIMMONS | NENZIE BROAKANDALIZA

L ETTERS T O T HE E DITOR : editorinchief@theedgeleaders.com Please include your name, email, mailing address, and phone number. The editor reserves the right to edit or reject content.

This project is funded in part by the Government of Canada Publica�on Agreement

The Edge, A Leader’s Magazine is published four �mes yearly in Canada. No part of this publica�on can be reproduced without the permission of the Publisher. The opinions expressed herein are not necessarily those of the Publisher and The Edge, A Leader’s Magazine, or its team. Authors agree to grant The Edge, A Leader’s Magazine exclusive rights to publish their works in English across Canada. The Edge, A Leader’s Magazine cer�fies that the content within is original and not in the public domain. Authors have warranted to the Publisher that they are the Sole creator and proprietor of their work. They agree not to hold the Publisher responsible for any damages in the events of a viola�on of these warran�es. The Edge, A Leader’s Magazine content will not violate the privacy of any individuals, nor will it contain any libelous or unlawful ma�er. Addi�onally, there will be no infringements upon the copyright or rights of any person or party. The Publisher shall make no changes to the content without the consent of the Author and shall submit the edited work to Author for approval beforehand.

6

the EDGE Spring 2024

SUBSCRIBE to The Edge and get insights from top industry game changers on

Business Economics Start-Ups Tech & Innovation Policies Leadership THE REAL ESTATE MARKET

10

Trends Impacting the Real Estate Market

Current Policy Changes Impacting Foreign Investment

+ Exclusive Interviews with

RYAN SERHANT REETU GUPTA SAM MCDADI

Canadian Housing Market Pre- and Post-Pandemic

HOW THESE CHANGEMAKERS

are Protecting Communities From Gentrification

How Tech is Enhancing

21st Century Agriculture

Promoting Eco-Conscious Farming Products to Enhance Bio-diversity Aiding

Start-Ups to Revolutionize The Farming Industry

Delving into the Critical Benefits of Tech in Agriculture

Analyzing How Consumer Savings Stimulate Economic Growth

TECH & INNOVATION

25

Innovative Companies of 2022

SIMPLE

Strategies to Cope with Inflation

The Impact of Globalization on the Canadian Economy

PRODUCTIVITY APPS FOR BUSINESS LEADERS

+

the Single-Family Rental Market

Exploring The Political Aspects of Climate Change

How China is Revolutionizing the Tech Industry

DAVID BOONE FENNELLA BRUCE DAVID ONLEY

DARE TO SOAR

SCOTT MCGILLIVRAY

How the Founder of Kingsdale Advisors

Real Estate Investor & Top-Rated Star on HGTV’s Hit Series Income Property, Vacation House Rules and More...

Summer 2022

How the Former President of The Canadian Federation of Agriculture MARY ROBINSON Commits to Improving Farmers’ Lives Worldwide

WESLEY J. HALL

Consistently Delivers Unparalleled Success for North America’s Gigantic Corporations Spring 2023

Summer 2023

www.theedgeleaders.com/subscribe Spring 2024

the EDGE

7

from the editor

Leadership in Today's Business World The concept of leadership has progressed significantly, demanding leaders to engage with global challenges on a broader scale. However, leadership stands at the crossroads of innovation and adaptation in an era of profound transformation, while leaders strive to stay competitive and creative. As we explore the nature of leadership in the contemporary business world, we'll highlight the importance of global perspectives, CSR, and forward-thinking for success.

The Globalization of markets, technological advancements, and the rise of corporate social responsibility (CSR) have reshaped the expectations and responsibilities of leaders.

The increasing prominence of climate change and various environmental issues has garnered greater attention on global policy agendas. However, there is a significant gap in our understanding of how environmental risks and resource limitations could impact future-oriented strategies.

The Evolving Nature of Leadership: Leadership has evolved from traditional autocracy to a more collaborative and adaptive model. Influential leaders must embody agility, empathy, and inclusivity in today's uncertain environment.

Leaders now serve as facilitators, visionaries, and change agents who inspire their teams to navigate complexity while upholding shared values and a sense of purpose.

Global Leadership: Collaboration with other international partners and organizations helps to advance our collective understanding. Globalization has interconnected economies, cultures, and markets, demanding leaders adopt a global perspective. Influential global leaders understand and respect cultural differences, remain adaptable to change and develop strong communication skills to bridge language and cultural barriers. They recognize the world's interconnectedness, enabling them to make decisions with global impact and sensitivity to local nuances.

Corporate Social Responsibility (CSR): Embracing sustainability means prioritizing the long-term impact of business decisions on the environment and society over immediate profits. To build trust and credibility, leaders must actively engage with stakeholders and demonstrate transparency and accountability in CSR initiatives. CSR has become more integral to modern business leadership, emphasizing ethical, social, and environmental considerations. And leaders must make morally sound decisions aligned explicitly with their organization's values and purpose, even if they entail short-term costs. Over the last few years, many companies, including Coca-Cola, Microsoft, Google, Salesforce, and BASF, have committed to CSR initiatives.

Technology's Role: In today's digital age, technology is pivotal in leadership. Leaders must be tech-savvy, proficient in utilizing digital tools for strategic advantage, and skilled

8

the EDGE Spring 2024

"Leaders now serve as facilitators, visionaries, and change agents who inspire their teams to navigate complexity, while upholding shared values and a sense of purpose." at managing remote teams and virtual collaboration. Technology enables data-driven decision-making and innovation, which is crucial for remaining competitive in the unpredictable business environment.

Visionary Leadership for the Future: As business continues to advance globally and culturally, visionary leaders play a crucial role in shaping the future. Luminaries such as David Boone of Staples Canada, Wes Hall of Kingsdale Advisors, Manjit Manjit of Minhas Brewery, and Katherine Regnier of Coconut Software have exemplified the potential of visionary leadership. These successful leaders live by design, establishing systems and processes that ensure business operations run seamlessly, even in their absence.

from the editor

The Essence of a True Visionary Leader: These visionaries prioritize the most profitable and vital actions, avoiding distractions that lead to chaos. These leaders continually evaluate their businesses and teams, using their experiences to visualize new possibilities and purposes. Developing empathy and heightened awareness allows them to lead effectively during complex and volatile situations.

Ethical Decision-Making in Global Business: Developing a solid ethical compass that guides decisions that align with global standards and local values is imperative. While ethical leadership avoids wrongdoing and actively promotes integrity, fairness, and responsible business practice, leaders must lead by example and create a culture of ethics throughout the organization. Ethical decision-making in a global context is a complex challenge, and leaders must navigate diverse legal and ethical frameworks across different regions and cultures.

Crisis Management and Resilience: Reacting to unexpected challenges is inevitable, and leaders should establish crisis management teams, protocols, and communication strategies to mitigate the impact of crises on their organizations. Resilience is equally essential; leaders should have a proactive plan to promote a culture of adaptability and quick recovery after setbacks. A crisis can also be an opportunity for innovation and growth if managed correctly, and visionary leaders can turn adversity into an advantage.

This edition proudly celebrates Fran Rider, CEO of the Ontario Women's Hockey Association (OWHA) and our cover superstar, for her exemplary leadership in sports and business and tireless efforts to inspire others to lead and succeed.

As the business world continues its revolution, I urge our leaders to take actionable steps to implement into their leadership approach one or more of the insights gained from this article and positively impact their organization and the broader business world. Those with a visionary mindset have a unique opportunity to align themselves with the vanguards of change, poised to establish a continuing legacy of impact and innovation.

As always, we remain grateful for your continued readership and the privilege to serve you.

Jennifer M Williams jennifer@theedgeleaders.com

Encouraging Staff Engagement: Provide opportunities for skill development, recognizing and rewarding achievements, and creating a positive work environment. Engaged employees are more likely to be productive, innovative, and committed to the company's mission. Leaders should encourage open communication, listen to employee feedback, and involve them in decision-making whenever possible.

Lifelong Learning and Personal Growth: Leaders must be committed to personal growth and lifelong learning, and staying updated on industry trends, emerging technologies, and leadership best - practices is essential to remain effective in a constantly changing business landscape. Leadership development programs, coaching, and mentorship can aid leaders in their continuous - growth journey. A growthoriented leader sets an example for the team, inspiring them to embrace learning and adaptability.

Innovation and Entrepreneurial Thinking: Successful leaders foster an environment where innovation and entrepreneurial spirit thrive, leading to the development of new products, services, and markets, ensuring long-term competitiveness and growth. They should encourage a culture of innovation, where team members feel encouraged to propose new ideas and solutions. Entrepreneurial thinking involves taking calculated risks, exploring new opportunities, and being open to disruption.

Corporate Social Responsibility

Revealing Opportunities:

Embedding Social and Environmental Goals as a Business Strategy

Reaping the Benefits of Investing in Caribbean Nations

Creativity, Arts & Culture Safeguarding

Data Privacy Amidst (CSR) Era

EXPLORING THE MOST IN-DEMAND TECH JOBS RIGHT NOW

Harnessing Cultural Intelligence in Leadership in an Era of Globalization

Fostering Creativity Drives Innovation Via Cross-Cultural Collaboration

Cultivating How the CEO of The Ontario Women’s Hockey Association FRAN RIDER Shapes the Landscape of the Game In Ontario and Beyond

Essential Habits for Highly Creative Individuals

Exploring the Intersection of Creative Arts and Technology

SHAPING ECONOMIC OUTCOMES INFLUENCED BY CULTURAL FACTORS

CAPTIVATING AUDIENCES

How the Jamaican-Canadian Actor PETER WILLIAMS Redefines Artistry and His Memorable Impact on Sci-Fi Fandom

$10.99

Winter 2023

28

The Bottom Line: Effective leadership necessitates a nuanced and comprehensive approach in the contemporary business environment. Visionary leaders are responsible for adopting a global outlook and giving precedence to Corporate Social Responsibility (CSR) as an essential tool for navigating the business landscape. This enduring leadership paradigm has withstood the test of time across millennia.

6

27843

39178

4

I

Spring 2024

the EDGE

9

10

the EDGE Spring 2024

1-877-563-9268 2124 Lawrence Ave. E. Scarborough, M1 R 3A3 www.scarboromazda.ca www.mazdashop.ca @scarboromazda

R l!li.:

ELLESMERE RD LU

�

LU

�

z LU

""

::.: <(

0 I-

>

""

Cl

�

z

I:::)

0

""Cl �

� � co

::c

�

"" 6

Cl

z z LU LU

::.:

LAWRENCE AVE EAST EGLINTON AVE EAST

:.

Spring 2024

the EDGE

11

Photos courtesy of The Edge, A Leader's Magazine

12

the EDGE Spring 2024

cover story

FRAN RIDER PIONEERING LEADERSHIP

by Jennifer M. Williams

Fran Rider is a prominent figure in women's hockey, known for pioneering efforts in advancing opportunities for female athletes. As the CEO of Ontario's Women's Hockey Association (OWHA), Rider has played a pivotal role in shaping the landscape of women's hockey in Ontario and beyond.

With a career spanning over four decades, Rider's deep passion for the sport and unwavering advocacy for female athletes have driven the progress we witness today. Her journey in hockey commenced as both a player and coach, and her intense love for the game was evident from the onset.

Recognizing the immense potential of women's hockey, Rider became a vocal advocate for its expansion.

Under her leadership, the OWHA has made significant strides in promoting equality and inclusivity within the sport, creating an environment where aspiring young athletes can flourish, and pursue their dreams.

One of Rider's most notable achievements has been her instrumental role in establishing the Ontario Women's Hockey League (OWHL), a premier platform for women's hockey talent to compete at the highest levels. Her visionary leadership has transformed the OWHL into a thriving hub for elite female players, with a strong focus on player development, teamwork, and sportsmanship.

Beyond her contributions to the game's competitive aspect, Rider is a dedicated mentor and backer for female coaches and officials. She tirelessly champions the importance of women taking leadership roles within the sport, inspiring the next generation of coaches and referees to pursue their passions.

Furthermore, Rider is a highly sought-after speaker, sharing her insights and expertise with audiences worldwide. Her extensive hockey knowledge is engaging and inspiring, leaving a lasting impact on all who hear her speak.

In essence, Fran Rider's legacy within Ontario's Women's Hockey Association embodies empowerment, growth, equality, unwavering passion, and a profound love for the game.

Spring 2024

the EDGE

13

cover story

Regarding your journey in women's hockey, please share the story of your early involvement in the sport, and what motivated you to assume a leadership role?

Are there any particular athletes whose development stands out as a testament to the growth and potential of women's hockey?

I had a fiery passion for hockey, ignited during my youth.

Growing up in a sports-oriented family in Etobicoke, my father -- an athlete and Toronto Firefighter; my mother – an advocate for children and loyal Maple Leafs, Argos and Blue Jays fan; and my older brother instilled in me a deep appreciation for sports. While I enjoyed various sports activities, hockey held a special place in my heart.

There are countless high-performance players like Angela James, Cathy Phillips, Vicky Sunohara and Ottawa PWHL captain Brianne Jenner, who made significant contributions and served as inspirations for the sport. However, it's essential to highlight players' achievements at all levels. Many girls who started house league hockey became influential leaders in various fields, proving that the lessons and skills learned through sports can have a lasting impact on one's life.

In 1967, I stumbled upon an article in the Toronto Telegram about a women's hockey tournament in Brampton. Intrigued by the opportunity, I joined a team despite never having played.

I vividly recall my hesitation to step onto the ice, as it was fullcontact hockey. Initially, I wanted to be a mere observer from the bench, but my teammates emphasized the importance of being part of a team over individual performance. Their approval was truly eye-opening and inspiring.

Hayley Wickenheiser is another remarkable example. Her excellence on the ice and her ability to represent Canada in both hockey and other sports, like ball, showcase the multifaceted talents that female athletes possess. Even beyond her hockey career, she pursued her dream of becoming a medical doctor, demonstrating the importance of balancing education and sports.

As for assuming a leadership role, I initially doubted my abilities, but two individuals -- Brent Ladds from the Ontario Hockey Association and Frank Champion Demers -- encouraged me to take on leadership positions. While initially lacking confidence in my leadership skills, I embraced a collaborative approach.

How has government policy influenced the trajectory of women's hockey during your tenure, and what policy changes or enhancements do you believe are still necessary?

Could you elaborate on your responsibilities and influence in shaping the culture and future of women's hockey as the CEO of the Ontario Women's Hockey Association?

My role as CEO of the Ontario Women's Hockey Association (OWHA) is unique and impactful. Founded in 1975, the OWHA is dedicated to advancing women's hockey and is the only such organization globally. With a membership of approximately 60,000, including 40,000 players, the OWHA's mission extends beyond the ice rink.

We're not just shaping the game's future but redefining what women's sport can be. We operate as a provincial sports organization (PSO), and our strength lies in maintaining a flexible and empowering culture. We aim to keep things simple and ensure that everyone involved does their best to serve our extensive network of participants.

What strategies have you taken to foster diversity and inclusivity within Ontario's women's hockey community?

From the beginning, diversity and inclusivity have been foundational principles of women's hockey. Our sport welcomes anyone who wants to play, regardless of age or background.

We work closely with various communities to ensure that hockey is accessible to everyone. We also understand the profound impact that sports can have on young people's physical and mental well-being, especially those facing unique challenges.

Our commitment to inclusivity extends to educating and disciplining individuals who misbehave within our community, reinforcing the values of respect and unity. While we have made strides in fostering inclusivity, we recognize that there's always room for improvement. We're continually seeking ways to expand our efforts and provide more opportunities for girls and women to be part of our sport and, by extension, society.

14

the EDGE Spring 2024

Government support has played a pivotal role in developing women's hockey. In the early stages of our organization, we received crucial funding from the Ontario government, which helped establish a foundation for women's hockey in the province. Continued financial support from the government is vital to ensure that women's sports continue to grow and thrive. It's not just about funding a game; it's about investing in the future of society. Women's sports, including hockey, give young girls the confidence and skills to become strong leaders.

One specific initiative I'd like to highlight is Rowan's Law, which focuses on concussion management. This comprehensive program recognizes the seriousness of concussions as brain injuries. It emphasizes the importance of player safety.

Collaborative efforts like these between the government and sports organizations are essential for the well-being of athletes.

What do you consider the key factors that have propelled women's hockey in Ontario and beyond to its current level of success?

I consider grassroots development programs that encourage early participation, strong leadership from organizations like the Ontario Women's Hockey Association (OWHA), the presence of inspirational role models, increased media coverage, and sponsorship support from companies like Esso and Canadian Tire.

Could you delve into the significance of mentorship and the development of female sports coaches and officials in women's hockey?

Providing guidance, support, and opportunities empowers aspiring women to enter coaching and officiating roles, fostering gender diversity. Additionally, experienced mentors

cover story

help young coaches and officials navigate the challenges they may face in a male-dominated field, ultimately contributing to the continued development of women's hockey.

Paint a picture of your vision for women's hockey's future, and outline the initiatives you actively engage in to facilitate its growth and development.

My vision for the future of women's hockey is a thriving, equitable sport with increased participation. By investing in youth programs, supporting aspiring athletes, and advocating for gender equality in sports, we aim to create a brighter future for the game.

Describe your approach to fostering a competitive spirit and nurturing a positive, supportive environment for young athletes.

Balancing competitiveness and a positive environment is a delicate but essential aspect of youth sports. At the OWHA, we emphasize the coexistence of these elements. We believe the player experience is paramount, whether in recreational or competitive settings. Our players learn to play with intensity, within the rules, and respect for their teammates, opponents, and themselves. Recognizing that hockey is a team sport and that every player is an integral part of that team is crucial.

Our athletes understand that they are competing for themselves, their team's success, and the betterment of the game as a whole. The concept of teamwork, both on and off the ice, is deeply ingrained in our culture and is something we're proud of.

includes leaders within our organization and players, coaches, and supporters who have used their platform to push for change, challenging stereotypes and breaking down barriers.

In recent years, we've seen significant progress in establishing professional women's leagues like the NWHL and CWHL and increased media coverage and sponsorship opportunities.

How does the Ontario Women's Hockey Association (OWHA) integrate CSR principles into its operations and initiatives, and how does this commitment contribute to the broader development of the game and the community it serves?

The OWHA is deeply committed to its core values, prioritizing ethics and leadership development. We firmly believe that focusing on values before regulations leads us to the right solutions. Our greatest strength lies in nurturing strong leaders for the future, as we recognize that women who excel in sports excel in various fields, including environmental advocacy.

To reduce our environmental impact, we've implemented measures such as organizing league pools geographically sensibly and transitioning from paper game sheets to online ones, promoting financial efficiency.

Are there any partnerships or collaborations that have been instrumental in achieving your goals for women's hockey?

Our most significant partnership is with our colleagues in women's hockey across Canada and globally. We constantly learn from each other and share best practices within our sport and with other Provincial Sports Organizations (PSOs)

Do you have any memorable moments or achievements from your career that have impacted you?

A sheer love for playing hockey drove me. Winning tournaments and collecting medals or trophies were important, but my primary motivation was the pure joy of being on the ice and competing. The opportunity to play hockey was my gold medal, and I couldn't get enough of it. Every game held special meaning to me, whether at the elite or recreational level. When teams or players come together for a sport, they become athletes participating in a performance, driven by a shared passion for the game and the desire to win.

As for practices, I found them equally enjoyable as games.

Despite the challenges we faced in securing ice time, every minute spent on the ice during practice was an opportunity to work on something to improve, making it highly fulfilling.

How has the culture within women's hockey evolved throughout your career, and in what ways do you believe leadership has played a pivotal role in facilitating this transformation?

The culture within women's hockey has evolved significantly throughout my career. When I first started playing, women's hockey was relatively unknown and had a lower profile. There were fewer opportunities and resources available for female athletes. Leaders in women's hockey have worked tirelessly to raise the sport's visibility and advocate for gender equality. It

Spring 2024

the EDGE

15

cover story

and sports organizations. Esso is a key sponsor that has long supported women's hockey. Their Esso Fun Days program has enabled many young girls to participate in the game, and the Medals of Achievement program has strongly supported women's events. We also partnered with Canadian Tire when we introduced an affinity card, making it more affordable for local community players to cover their hockey costs. These sponsorships have been invaluable in our journey.

Many sports teams experienced disruptions in their competitions and seasons due to COVID-19. How did your team adapt to these uncertainties, and what lessons did you learn from those experiences?

During the pandemic, we streamlined our regulations, retaining only essential rules while empowering our local associations to operate within the guidelines set by their respective health units. Collaboration was the key, with associations sharing ideas and working together to support each other. Despite the challenges faced in Ontario, our associations prioritized players' well-being, regardless of which association they belonged to, with a strong emphasis on mental and physical health. We managed to maintain a variety of programs. Moreover, the pandemic taught us the value of virtual meetings and Zoom calls, enhancing our education, communication, and efficiency while respecting people's time and resources.

What role does education play in empowering female athletes on and off the ice, and how has the OWHA contributed to this?

The OWHA has been instrumental in this empowerment by emphasizing the importance of education as a parallel pursuit to athletic excellence. We encourage our female athletes to prioritize their education, ensuring they have the knowledge and skills to thrive beyond their hockey careers.

Through scholarships, mentorship programs, and educational initiatives, we support their academic journey, fostering wellrounded individuals who are not only exceptional athletes but also equipped to excel in various aspects of life. This approach instills our female athletes' confidence, resilience, and independence, enabling them to tackle challenges on and off the ice with determination and success.

Do you have any thoughts on the importance of grassroots development and its impact on the elite level of women's hockey?

Grassroots development serves as the foundation upon which we build future stars. Nurturing young talent from the grassroots level ensures a strong pipeline of skilled players who can eventually compete at the highest levels. It's crucial for fostering a love for the sport, honing fundamental skills, and instilling values like teamwork and sportsmanship. A robust grassroots system expands the talent pool and creates a sustainable ecosystem supporting elite women's hockey.

What lasting impact do you aspire to leave behind regarding the cultural and structural changes within women's hockey in Ontario?

16

the EDGE Spring 2024

One of the most crucial aspects is the pursuit of world championships and the Olympics. However, the lasting legacy isn't just about the events themselves. It's about treating people with kindness and ensuring every player has a positive experience. The most vulnerable individuals deserve our care and respect. We should never compromise our values for short-term gains. The ultimate equalizer in life is the 24 hours we all have daily, regardless of circumstances.

It's the quality of those days that defines the quality of our lives. Being kind, supportive, and helping one another truly matters in sports and life.

Are there sources of inspiration that drive you to continue your leadership journey in women's hockey?

Part of my inspiration comes from the late Hazel McCallion, an influential person in my life as a mentor and close friend for over 40 years. She motivated and mentored me and taught me valuable leadership skills, which I still live by today.

Additionally, I get inspired by the incredible young women passionate about hockey and the dedicated individuals who work tirelessly to support them. Their determination and love for the sport drive me to continue leading in women's hockey, knowing the positive impact it can have on their lives and the broader community.

Could you tell us about your experience as a speaker and how you use your platform to advocate for women's hockey and female athletes?

Before addressing a group, my approach involves understanding their background and needs. My goal is to boost their selfesteem, encourage involvement, and emphasize the significance of women's sports. Some may have prior experience in sports, while others may need motivation to consider coaching or administration roles. Retirees can also find fulfillment in volunteering in sports. Raising awareness about these opportunities, even among corporate clients willing to support local organizations, is vital. I want everyone to leave with a sense of value and inclusion from our discussion.

How can government policies further support and empower women's sports, and what changes do you hope to see in the future?

Increased funding for sports is mandatory. Recognizing the value of sports is more important than ever in our society, which often emphasizes individualism. However, we must remember that we depend on each other in life and within the sports community. The government plays a role in ensuring responsible spending while supporting values-based sports organizations.

Collaboration is crucial; together, government and sports contribute to citizens' well-being, skill development, and enjoyment, promoting mental and physical health.

While initiatives like Rowan's Law in Ontario exemplify this collaboration, there is room for continued growth and improvement within the sports system. //

LET US STAY WITH YOU.®

Memories create a journey you can always return to.

Discover unparalleled luxury at The Ritz-Carlton, Toronto. Elevate your stay with Club Level accommodations, granting exclusive access to our private Club Lounge and dedicated concierge service. Indulge in curated hotel and destination experiences, enhancing every moment of your urban retreat. ritzcarlton.com/toronto

©2023 The Ritz-Carlton Hotel Company L.L.C.

Spring 2024

the EDGE

17

business

TEN DIMENSIONS OF CORPORATE SOCIAL RESPONSIBILITY

C

by Jackie Marson

orporate Social Responsibility (CSR) is a business management model designed to hold organizations accountable to its employees, stakeholders, customers and the general public.

With consumers placing emphasis on ethical practices and sustainable development, it’s not enough for an organization to provide an excellent product or service, they need to contribute to the environment and society somehow.

Corporations must recognize how their practices directly impact the planet and its people. If they refuse to effectively implement CSR as part of their business model, they risk tainting their image and losing customers altogether.

By creating a plan that incorporates the following pillars, brands can receive better recognition, improve their investor relations, mitigate potential future risks, and influence competition in their industry to follow suit.

CORNERSTONE: ECONOMIC

1. Adherence to Labour Laws When it comes to labour laws, brands must carry out due diligence. Do you recall when Adidas was blasted for exploiting their workers in Bangladesh? It took several years and many initiatives for them to revamp their brand perception.

Brands have an economic responsibility and must be mindful of the laws in each country that their factories operate in, and ensure that their codes of conduct apply to all subcontractors and sub-suppliers.

The clothing company Patagonia is well known for their compliance with the International Labour Organization (ILO). They’ve been able to achieve this by implementing a Supplier Workplace Code of Conduct with policies that encompass every level of their supply chain, including the farm and garment factory.

CORNERSTONE: ENVIRONMENTAL

2. Reduce Carbon Emissions By developing and adhering to sustainable agricultural codes of conduct, brands can be more conscious of their carbon footprint. For example, sustainable farming can help minimize emissions. PepsiCo and ADM have plans to implement diverse crop rotation enabling healthier soils, which in turn act as carbon sinks, and reduce overall on-farm greenhouse gas emissions.

3. Use Renewable Energy Sources Conglomerates have massive budgets that enable them to implement resources 18

the EDGE Spring 2024

at scale. Depending on their energy usage, corporations can install solar panels and wind turbines on their properties to power their facilities. Johnson and Johnson facilities are currently powered by 35 per cent renewable energy, with plans to increase this percentage to 100 per cent by 2050.

4. Prioritize Recycling Organizations should choose eco-friendly packaging manufacturers, such as SupremeX. Their innovative and recyclable packaging solutions prioritize distinctive brand messaging while helping companies achieve their sustainability goals.

5. Switch to More Sustainable Approaches Organizations such as General Motors (GM) have adapted to the times and taken a page out of Tesla’s book. Despite GM’s initial production of gas vehicles, their strategic team saw a brighter future in electric vehicles. They developed Ultium, an electric vehicle battery and motor architecture, designed with an all-electric future in mind to protect the planet.

CORNERSTONE: PHILANTHROPIC

6. Charitable Donations Consumers expect large corporations to serve the community. Corporations can uphold this standard and boost their public image and rhetoric by funding charitable organizations. Since 2009, Microsoft Canada has come to the rescue during emergencies and times

of crisis, donating more than $13 million to humanitarian aid for The Canadian Red Cross.

7. Employee Volunteer Programs To encourage community involvement and support employee volunteer programs, Apple matches employees’ volunteer hours with monetary donations.

CORNERSTONE: ETHICAL

8. Safe Working Conditions Companies must prioritize the safety, well-being, and security of each employee. This includes providing the right equipment, space, adhering to proper health and safety regulations, and promoting equitable, diverse, and inclusive recruitment, training, and opportunities.

9. Ethical Sourcing For corporations like Starbucks, the journey begins in the initial stages of planting and harvesting coffee beans. Coffee and Farmer Equity (C.A.F.E) upholds ethical standards to promote sustainable coffee growing, in conjunction with protecting the wellbeing of coffee farmers.

10. Integrity in Business Practices Corporations, especially those in the food, beverage, pharmaceutical, and cosmetic industries, must be transparent and truthful in their collection of data so that their formulations do not pose any risk to human safety or health. //

business

INTEGRATING SOCIAL AND ENVIRONMENTAL GOALS AS A BUSINESS STRATEGY

by David Messiha

H

ave you ever wondered if a sustainable business strategy can contribute to your organization’s success and the environment? With symptoms of climate change becoming more prevalent, the importance of a sustainable business strategy cannot be underestimated.

The effects of global shipping, for example, have taken a heavy toll on the environment. A report by UNCTAD revealed that cargo shipping is responsible for nearly 3 per cent of the global greenhouse gas emissions, producing as much emissions as the aviation industry each year. Many companies

and organizations around the globe have made commitments to reduce emission targets.

Tech companies like Google and Microsoft have taken up the cause, coming up with determined efforts to slash greenhouse gas emissions in their power-hungry data centres, but finding it hard to keep up with their objective.

Cutting emissions isn’t easy. It takes a lot of effort for a business to devise a strategy to measure how much carbon dioxide and other greenhouse gases they are responsible for. Coming up with a cleaner energy source or substitute can be a hurdle.

Why a Sustainable Business Strategy Matters

Sustainable Business Strategies in Action

Starting a sustainable business or implementing sustainability in your business does not only benefit the environment, but can also increase your revenue. Elon Musk, for example, was among the world’s leading entrepreneurs to champion the cause of going green.

Musk’s Tesla promoted the next phase and future of sustainable energy since its inception.

Many businesses are making efforts to reduce the impact of emissions on the environment. Some are changing business methods and adopting new technologies to become more environmentally friendly.

Starbucks, for example, has made an effort to go green by purchasing organiccertified coffee and embracing green policies. It is adjusting the temperature of its air-conditioned stores, purchasing cabinetry made of recycled material, and incorporating low-flow water valves.

The world we live in is faced with an exploitation of resources, which impacts the environment in many ways.

Developing a sustainable business strategy allows businesses to make tangible long-term investments that benefit the environment in the long run.

With sustainability becoming more prevalent, a study by Nielsen revealed that 66 per cent of customers are willing to spend more for a product if it came from a sustainable brand. Implementing a sustainable business strategy can increase the efficiency and productivity of your business.

Businesses that focus on sustainability are in trend. They are in the best position to get valuable deals and opportunities.

For example, China’s effort to curb its ever-growing pollution allowed it to create investment opportunities worth more than $3 trillion.

Other companies, like Disney, are determined to implement policies that cut greenhouse gas emissions by reducing their electrical energy and including a zero-waste policy to reduce the impact of waste in landfills.

What are the Challenges of Sustainability in Business?

The sustainable revolution is just starting; many industries that have opted out of sustainable policies are changing. The pressure to live up to the standards of sustainability is ever-increasing. Here are a few challenges that businesses must contend with.

Customer Readiness Many businesses are adamant about implementing a sustainable policy, fearing that they might be left behind. That’s

why co-creating a sustainable policy requires businesses to have a profound understanding of their customers and strong partnerships..

Lack of Resources Every business needs a strategy to grow and reinvent itself. To create a sustainable future, some businesses might lack the tools, insights, and expertise to develop a sustainable framework. In many cases, companies do not know where to start.

The Future of Sustainability Businesses are beginning to harness the power of AI technology and Blockchain to measure their emissions and create a sustainable future. Artificial intelligence plays a crucial role in helping companies calculate their product carbon footprints.

By using AI to measure and analyze their greenhouse gas emissions, businesses can reduce their carbon footprint remarkably.

At times, the best efforts are not backed by technology. Other ways of becoming more sustainable include making use of energy-saving technology, aiming for zero waste, setting up sustainable sourcing, and using recyclable materials.

Integrating a sustainable policy can be demanding. The UN aims for a net zero emission policy by 2050. Although requirements and standards need to be implemented, positively impacting our environment is a collective effort! //

Spring 2024

the EDGE

19

business

CHRIS BROWNE

Retail Expert Shares Industry Wisdom

D

by Maureen Simpson evoting nearly three decades of his life to the iconic UK fashion brand Ted Baker, co-founder Chris Browne stepped down as Global Retail Director in 2017, embarking on a new chapter in his career as a retail consultant. His remarkable journey into retail was not initially by design, but rather a fortuitous discovery of his innate passion and aptitude for the industry during his first retail job.

As he moved forward in his career, it became evident that Browne possessed an extraordinary talent for understanding the intricacies of retail, ultimately culminating in his instrumental role in driving Ted Baker's valuation to an impressive £1.6 billion upon his departure.

The Edge sat down with Browne, a luminary in the retail world, and extracted invaluable insights from his wealth of experience.

Photo courtesy of Chris Browne

To what do you owe your professional success?

I attribute my professional success to a simple philosophy that has guided me throughout my career: go above and beyond in every situation. I have always strived to add value beyond the basic requirements of my role. Early on, I realized that if you don't see your job as just a job, but as a vocation you genuinely enjoy, you'll find more fulfillment and achieve more significant results. This mantra has been the driving force behind my entire career.

What is your advice for entrepreneurs on balancing their lives and work?

In the retail industry, most individuals find themselves in the field by chance rather than by choice. I, too, fell into it. During my first week in retail, they promoted me from a full-time sales associate to an assistant manager. At that moment, I decided that if I were going to be a retailer, I would aim to become the best retailer on the planet. I studied my competitors, devised strategies to outperform them, and carried this mindset into every role afterward.

One of my guiding principles is to "wake up and smell the roses." It's vital not to merely rush through life without taking the time to celebrate. I have always been a proponent of acknowledging and enjoying our successes. While striving for the next goal is essential, appreciating the present is equally crucial.

There's a saying, "Find out what you love doing and get someone to pay you for it." It wasn't until 20 years into my career that I realized I had found that thing.

In my extensive career in the retail industry, I've discovered several highly effective strategies for nurturing a positive and productive workplace culture. As a leader, your actions speak louder than words, and your behaviour sets the tone for the entire organization. Demonstrating

What outdated thinking methods do many entrepreneurs still use to run their businesses?

20

One of the most outdated methods I've observed is the "carrot and stick" mentality, where leaders attempt to motivate their teams through a combination of threats and rewards. In my experience, the most effective way to inspire people is by appealing to their sense of responsibility, the desire to provide for their families, and ambition.

People need to feel that they are part of something bigger, something that fulfills their dreams.

the EDGE Spring 2024

What strategies have you found most effective in fostering a positive and productive workplace culture?

integrity, respect, and a strong work ethic is essential.

Communication is another critical element. Ensuring employees feel heard -- by providing a platform for open and honest communication--can help resolve issues, build trust, and foster a sense of belonging. Regular team meetings and one-on-one discussions are all effective ways to encourage dialogue.

Which business part would you say you have had the most difficulty in?

Conflict has been a recurring challenge in my career, particularly with other directors. I have often found myself in situations where I was the lone voice, advocating for a different perspective.

It's important to clarify that this doesn't mean I'm intentionally tricky. Ray Kelvin, the founder of Ted Baker, once described me as such because I didn't always conform to the prevailing consensus.

To illustrate this point, I had the opportunity to meet Steve Jobs in Dallas, Texas, many years ago. Even in a meeting with such a visionary figure, I stood my ground when faced with discourtesy. This experience underscored the importance of maintaining one's principles and standing firm when necessary. //

business

DEMIESHA DENNIS Changing The Narrative

by Lauren Schwartz

D

emiesha Dennis is the Founder and Director of Brown Girl Outdoor World (BGOW), an organization working to change the narrative of belonging in outdoor spaces.

For too long, the image of the old white person, typically men, has dominated how we see the outdoors.

BGOW’s mission is to instill the importance of not just diversity, but also equity, inclusion, and safer spaces, and how this relates to the future of conservation and the image of outdoors in Canada.

Recently, we caught up with Demiesha to discuss nature, community, and belonging.

Photo courtesy of Demiesha Dennis

What do the words “Joy” and “Water” mean to you?

for a community and being a part of the community myself.

Joy in its most basic sense for me, speaks to belonging and finding that place with self or community that causes you to execute from hope for a variety of futures. It calls me to fish, hike, ski, walk, build community, and meditate. All with a desire to become more connected to the world around me. Joy and water for me are synonymous.

Barriers to entry in outdoor activities are present both financially and culturally. What steps need to be taken to eliminate them?

A passion of yours is fly fishing, what drew you to this sport in particular?

Fly fishing allows me to also step into a conversation dominated by folks who don't look like me, neither from a gendered or racially identifying perspective. It also calls me to think more introspectively about how my interaction with the river starts from my home and the ways this could potentially disrupt the rivers I choose to fish by.

Fishing, for me, has become a part of my story and one of the great ways I choose to consistently invite people into the outdoors.

How has the BGOW community shaped you and your organization?

I dream bigger when I think about what’s possible for the folks who come to BGOW to learn. The community reminds me that our story isn't static. And as such, I strive to create opportunities for folks to continue to show themselves possibility. The Brown Girl Outdoor World community for me, has been a part of my growth as well. It calls me to stand more firmly in what I believe is possible

When we talk about history and we talk about where folks see themselves often, finance isn't the sole consideration. If we're not telling folks that they belong, there's no desire to go because they don't feel like spending their money in a place that they’re not welcome. With communities and spaces like BGOW, we're working within communities to show folks that by stepping into those places and reminding folks that despite what was told to us historically, there is belonging.

BGOW has an in-depth process for choosing partners; why is this so important?

We want to know that it’s not just an immediate image to post out there, but that you're actually considering what it takes to involve folks of colour in your business or in your branding. What’s the knowledge that you possess as an organization to say, we've done the work, we're taking the steps necessary, and we're not rushing through this process.

We're taking our time with an end goal in mind to make sure that we're setting ourselves up to truly make a change.

You also volunteer your time on the Algonquin Park Fisheries and Advisory Committee, and with

Friends of Algonquin Park; can you speak to this work and what it means to you?

When I moved to Canada, Algonquin was one of the places that really spoke to me. I wanted to find a relationship with Algonquin Park that said I'm invested in what the future of this space looks like for racially diverse people. What does it look like to make sure that we're providing education and opportunities for folks to learn about the park?

When I speak of the Friends of Algonquin Park, on which I sit on the board of directors, I don't often celebrate this, but I am the first Black woman to do this; and with Canada's history--should have been something that happened a while ago. But here I am in this position, being able to say to folks that this is also possible for you.

What does the future hold for BGOW? We're creating educational opportunities to work with different school boards and different organizations, to bring the experiential knowledge that we have to teenagers. We're hoping to continue to educate parents or caregivers, or those with spending power, to the importance of getting involved in the outdoors through recreation.

We’re hoping to bring this program across Canada, not just speaking to folks in Ontario, but stepping outside of that and saying, “Hey, your belonging in the outdoors and beyond matters across Canada.”//

Spring 2024

the EDGE

21

Why invest in infrastructure in 2024?

Starlight Global Infrastructure Fund - ETF (NEO: SCGI) is an opportunity to invest in critical assets that provide essential services in cities throughout the world. As the world’s population continues to grow and urbanize, there’s an increasing demand to expand and update the infrastructure of many cities in both developing and developed countries.

Benefits of Infrastructure Assets

Infrastructure Subsectors

Enhanced risk-adjusted return potential

•

Airports

•

Railroads

Portfolio diversification

•

Cell Towers

•

Renewable Power

•

Datacenters

•

Telecommunication

•

Energy

•

Transportation

•

Information Technology

•

Utilities

•

Payment Processors

•

Waste Collection

Predictable and steady income Inflation protection

Why invest in infrastructure in 2024?

1

Resilient returns and stable income over time Historically, infrastructure assets have delivered consistent income and a total return premium relative to public equities and fixed income across various market cycles.

Infrastructure Returns (2001-2022) Eurozone Crisis

40.00%

Oil Price Shock

2018 Market Correction

Post-Covid Dislocation

30.00% 20.00% 10.00% 0.00% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 -10.00% Infrastructure - Income Return

-20.00%

Infrastructure - Capital Appreciation Infrastructure Equity

-30.00%

Global Equities Global Fixed Income

-40.00%

Past performance is not indicative of future results. There can be no assurance that past performance will be replicated.

Source: Blackrock, Adding structure to your portfolio with infrastructure, 2023.

2

A period of elevated yet declining inflation While inflation has declined significantly, it is forecast to remain above trend in 2024. Infrastructure firms’ inflation protection mechanism in their pricing structures should remain supportive of the asset class. Notably, historical data indicates that listed infrastructure has produced above-average returns during periods of elevated yet declining inflation—paralleling the current economic landscape.

22

the EDGE Spring 2024

Infrastructure has produced above-average returns when inflation was high but moderating Infrastructure average 1-year real return (January 1973 - March 2023)

16.8% 9.9%

CPI < 2.3% and rising

CPI > 2.3% and falling

6.3%

CPI > 2.3% and rising

4.6%

7.6% avg. return all periods

CPI < 2.3% and falling

Note: Inflation measured by consumer price index (CPI). Past performance is not indicative of future results. There can be no assurance that past performance will be replicated.

Source: Cohen & Steers, Refinitiv Datastream. As at March 31, 2023.

A declining interest rate environment causes infrastructure companies to overearn their allowed returns and lowers their hurdle rates, increasing the potential for accretive growth projects and incremental growth in capital returns.

The end of the Fed tightening cycle is a potential catalyst 18.9%

20%

15.6% 15% Total return

3

Infrastructure outperformance following rate hike cycles

12.1% 10%

7.8%

5%

0%

8.5%

7.6%

7.0% 5.0%

3.4%

Global Global Infrastructure Equities

Global Bonds

3 months after

Global Global Infrastructure Equities

Global Bonds

Global Global Global Infrastructure Equities Bonds

6 months after

12 months after

Past performance is not indicative of future results. There can be no assurance that past performance will be replicated.

Source: CBRE, The Starting Line: Listed Infrastructure ready to run, 2023.

4

The global economy requires U.S. $69 trillion in infrastructure investment by 2035 Looking at the network infrastructure necessary to support economies—roads, railways, ports, airports, power, water, and telecoms—the world needs to invest US$69 trillion total to 2035 to keep pace with projected GDP growth.

Average annual need, 2017-2035, $ trillion, constant 2017 dollars Roads

Rail

Ports

Airports

Power

Water

Telecom

Total

Annual spending, % of GDP

1.0

0.4

0.1

0.1

1.3

0.5

0.6

4.1

Aggregate spending, 2017-35, $ trillion

18.0

$69 Trillion

Aggregate Spending 2017-2035

7.9

1.6

2.1

20.2

9.1

10.4

69.4

Source: McKinsey & Company, Bridging Infrastructure Gaps: Has the world made progress?, October 2017.

Access Global Infrastructure with Starlight Capital today.

Starlight Global Infrastructure Fund - ETF (NEO: SCGI)

Visit starlightcapital.com or speak to your advisor

Starlight Global Infrastructure Fund – ETF (NEO:SCGI) Fund Information

The Fund aims to provide regular current income by investing globally in companies with either direct or indirect exposure to infrastructure.

Investor Suitability

• Seeking a regular source of income • Seeking a balance of current income and the potential for long-term capital appreciation • Seeking to add global hard asset diversification to their investment portfolio

Distribution Frequency: Fixed Monthly Inception: 2018

Asset Allocation Equity

Geographical Allocation 84.2%

United States

40.0%

Canada

37.7%

Netherlands

4.8%

Spain

4.6%

United Kingdom

3.7%

Italy

2.5%

Germany

2.4%

France

2.2%

Excludes cash and cash equivalents.

Private Investments

14.7%

Cash and cash equivalents

1.0%

Fixed Income

0.2%

Swizerland

1.1%

Utilities

24.8%

Industrials

21.5%

Private Investments

14.9%

Real Estate

11.0%

Energy

9.0%

Financials

8.3%

Information Technology

5.9%

Communication Services

2.5%

Consumer Staples

1.2%

Cash and Cash Equivalents

1.0%

Sector Allocation

Source: Starlight Capital. January 31, 2024.

Starlight Capital is an independent Canadian asset management firm with over $1 billion in assets under management. We manage Global and North American diversified private and public equity investments across traditional and alternative asset classes, including real estate, infrastructure and private equity. Our goal is to deliver superior risk adjusted, total returns to investor through a disciplined investment approach: Focused Business Investing. Learn more at www.starlightcapital.com and connect with us on LinkedIn at https://www.linkedin.com/company/starlightcapital/ Starlight Investments Capital LP (“Starlight Capital”) is the manager of the Starlight Capital Funds.

Commissions, trailing commissions, management fees and expenses all may be associated with investment funds.

Investment funds are not guaranteed, their values change frequently and past performance may not be repeated.

Please read the prospectus before investing. The content of this document (including facts, views, opinions, recommendations, descriptions of or references to, products or securities) is not to be used or construed as investment advice, as an offer to sell or the solicitation of an offer to buy, or an endorsement, recommendation or sponsorship of any entity or security cited. Although we endeavour to ensure its accuracy and completeness, we assume no responsibility for any reliance upon it. Starlight Investments, Starlight Capital and all other related Starlight logos are trademarks of Starlight Group Property Holdings Inc.

Spring 2024

the EDGE

23

economics

JOHAN ARCOS-MENDEZ AI Solution for Canada's Food Waste Problem

by Marcus Medford

I

n Canada, 11 million tonnes of food, or 20 per cent of what’s produced, becomes avoidable food loss. Johan Arcos-Mendez saw the waste firsthand and decided to address it.

Arcos-Mendez founded InVerte, which equips food insert containers with a scale and a sensor to assist with portion control. The scale measures how much of an ingredient has been used, and the sensor comes with a light that flashes green or red, depending on whether the right portion size was used.

Arcos-Mendez says “It is like having an intuitive traffic lighthouse” to keep kitchen staff on track.

InVerte also comes with a software application restaurant owners can use to access data analysis, like the number of portions served or employee performance. Arcos-Mendez calls it “intelligent portioning.”

Photo courtesy of Johan Arcos-Mendez

When did you realize this was a problem that you wanted to solve?

How do businesses and customers benefit from using your service?

When I moved to Canada and was living in my university’s dormitory residences.

I witnessed an unprecedented amount of food waste, and as an Ecuadorian, I was appalled by the attitude of North Americans towards food, especially because the place had a buffet. It was an eye-opener to see how folks were grabbing lots of food, but then most of the plate went to waste. That seemed like a major issue, and that's when I knew I had to leverage my technical background to come up with a solution.

Our early adopters benefit from our solution by increasing consistency and reducing food costs. Restaurant operators have increased food costs as a result of poor portioning and squandering at line stations. Imagine you’re a restaurant operator and you have 10 line cooks assembling orders, and sometimes they give too much away or too little, this harms the diner's experience because you lose trust in that brand and you don't go to that restaurant as often. The restaurant owner’s main problem is they want to keep food costs down and have high profitability.

Can you explain how you used AI to help solve this problem?

We use deep learning to monitor time series, which is a sequence of numbers indexed or ordered by time. So, imagine you have 10 numbers and for each number, you assign a label or variable, time, that makes a time stamp. We use an artificial intelligence model to detect whenever one of these time series has an outlier, meaning the scale generates a sequence of numbers, but it throws a nonsensical value. Our intelligent systems can determine, “This has happened and we need to execute an action to remediate the problem,” as opposed to calling the manager, and we automate this.

24

the EDGE Spring 2024

What are the consequences of unequal or inconsistent portion sizes?

Our technology helps with the industry’s high turnover rate because during these periods, that's when the inconsistency of portions increases severely and as a result, you as a customer start losing trust in that brand, so you try something more consistent. Why is McDonald's so successful? Because they’ve mastered all of these processes and they don't really operate as a restaurant, they operate like an assembly line.

What other innovations can you foresee InVerte getting involved in given the technology you have?

Our precision-portion scales are helping restaurants with portion control, but once we’re able to track several food inserts and track the whole line, we're going to be able to provide restaurants with smart recipe guidance. So, whenever the cook gets an order, we’re going to know which ingredients we should tell the employee to grab first, and we can cut down on our training costs, and it's going to be very intuitive for our customers to assemble recipes. One major contributor to food waste is mistaken orders; when this happens at some places, you have to throw it away. So, we're going to be able to eliminate mistaken orders or human errors.

Once we master that, we're going to be able to provide diners the ability to customize their portion sizes and provide them with intelligent billing.

If I have dietary goals to cut down on fat, for example. And one of the main contributors to waste in the industry is customer leftovers. The way I envision us addressing this problem is by giving the diner the ability to customize how much they’d like to eat and as a result, pay by weight, rather than with standard prices or portion sizes. //

economics

BECKY WRIGHT & KELSEY MACDERMAID Inspiring Millions With DIY Expertise

B

by David Solomon ecky Wright and Kelsey MacDermaid, the Canadian duo behind The Sorry Girls Inc., have captured the hearts of a vast audience with their educational videos on DIY crafts, thrifting, home design, and practical projects. As co-founders and creators of a YouTube channel boasting two million subscribers, their journey has evolved over the past thirteen years, accumulating over 10 million monthly views across various platforms.

The genesis of The Sorry Girls dates back to their meeting in film production classes at Humber College. Fuelled by a shared passion for creativity, and a desire to address a gap in online content, they embarked on their video DIY journey in 2010. There and then, they took matters into their own hands, stepping up to create a video of their own, after discovering the absence of useful do-it-yourself Halloween costume tutorials.

Photo courtesy of Becky Wright and Kelsey MacDermaid

Thus was born The Sorry Girls, as a nod to their Canadian roots. Initially centered around small dorm-friendly projects, their channel swiftly transformed into a global creative hub resonating with DIY enthusiasts worldwide.

The Sorry Girls have become champions of breaking gender stereotypes in the DIY space, encouraging those of all ages and backgrounds to embrace hands-on projects. Becky emphasizes their commitment to demystifying the perceived intimidation of home projects, especially for women in trades, stating, “We pride ourselves on making that feel approachable and accessible to anyone.

I love to show people it’s not so scary, and you can do it yourself.”

They’ve gained impressive enough of a reputation as influencers, that two powerful women joined them in conversation lately. The duo had the privilege of interviewing the First Lady of the United States, Jill Biden, and Sophie Gregoire Trudeau, the wife of Prime Minister Justin Trudeau, to talk about home decor.

The Sorry Girls have inspired people to find creative solutions, particularly during challenging economic times.

“I think it’s nice the way thrifting has become more common place, because we’ve been pushing it all along just from a sustainability aspect. I think there was a period originally where people were turned off by the idea of thrifting, using someone else’s second hand items. I love seeing it picked up by our audience,” Becky notes.

Kelsey adds, “During the pandemic, many people turned to our channel as they sought ways to revamp their spaces while confined at home. As the economy continues to shift, more individuals are turning towards DIY solutions, and that's where we meet our audience.”

The Sorry Girls approach each project with a dynamic mix of expertise and a willingness to learn. Becky explains their research process, stating, “We are selftaught in the DIY space. Sometimes, it's a skill I've done a hundred times, while other times it involves new tools or techniques. There's excitement in the storytelling, letting the audience feel like they are learning something with us. It’s sometimes fun when things go wrong, and you make a mistake.”

Acknowledging their own missteps, Kelsey reflects on a failed attempt at crafting terrazzo, a trendy design choice from a few years ago. Becky shares a

larger-scale challenge, recounting her bathroom renovation project, where she realized the importance of seeking expert advice when faced with structural issues like mold and rot.

“On the other hand,” Becky says, “there is that exciting storytelling, where the audience feels like they are learning something with you. It’s not as fun if you have all the answers. It’s sometimes fun when things go wrong, and you make a mistake!”

Beyond their YouTube channel, The Sorry Girls offer a course, distilling their experiences into practical howtos. “We thought it would make a lot of sense for our audience looking for easy, budget-friendly room makeovers,” Becky explains. “A big part of the course is helping people find their individual style and pick a design that reflects them. A surprising number of people said that was the most useful parts of the course.”

As they celebrate thirteen years of creative collaboration, Becky and Kelsey attribute their success to understanding each other's strengths, and they continue to empower their audience with the tools and inspiration to embark on their own DIY journeys. //

Spring 2024

the EDGE

25

economics

EMPOWERING CHANGE THROUGH PURPOSEFUL INVESTMENTS

by Peter Campbell

I

nvesting wisely may seem a bit of a given. However, there are so many confusing and attractive options out there – along with tempting “get rich quick” rabbit-potholes which could easily lead you sideways – that your monetary journey may not be as carefree as you first thought. Along with a desire to meet short-term and/or long-term goals, successful purposeful investing allows you the opportunity to be flexible, and ensures you’re prepared for any unforeseen emergencies.

It would behoove you, however, to do your homework/due diligence in order for you to reach the destination where you and your money are hopefully headed. Investigate, the key to investing successfully is right there in the name. The goal is to invest purposefully. Have a plan and stick to it. Review it as much as you like, but avoid kneejerk reactions.

In it for the long run Whether it be relationships, life, or even your favourite sports team, it is pretty much guaranteed that there are going to be ups and downs. Peaks and valleys are normal, and should be expected.

The same holds true for investments.

There are, of course, High Risk/High Reward investment options – but that’s a whole other ball of financial wax.

If you buy or sell on reactionary impulse, the short-term outcome may be exactly what you expect. But, as the saying goes, slow and steady wins the race.

And you want to win. It’s likely that you don’t want to just do okay, and gain some sort of participation award. If just showing up is what makes you happy, wonderful – but that’s not always cuttingedge leadership material.

Have an impact One of the key ways to invest purposefully – and ultimately empower change – is through the process of impact investing.

Essentially, “impact investing” is a combination of traditional investing and philanthropy. It’s the sweet spot destination where financial gains, environmental change, and social change all meet.

In a world faced with such seemingly insurmountable challenges as social inequality, poverty, and climate change, impact investing has a chance of being our salvation, one of the main reasons being the fact that one of its most powerful benefits is its ability to foster collaboration.

26

the EDGE Spring 2024

Impact Investing spans a wide range of environmental and social issues; including: • • • • • • •

Affordable Housing Clean Water & Sanitation Recycled Energy Education Health Care Recycled Energy Microfinancing – the reducing of poverty through financial services to underserved populations

Often willing to accept slightly lower financial returns if the environmental and social impact is significant, impact investors evaluate their investments based on the triple bottom line of financial, social, and environmental performance.

Impact investing isn’t just some passing financial trend, it’s a complete paradigm shift. Simply put: impact investing is not just about making money, it’s about making a difference.

The Powers of Purposeful Despite its relatively recent debut in the investment world, purposeful impact investing is experiencing notable growth.

Case in point: the Tony Elumelu Foundation – the leading philanthropy empowering a new generation of African entrepreneurs, catalysing job creation across all 54 African countries, driving poverty eradication, and increasing economic empowerment in women.

The Foundation has not only been a prominent champion of impact investing through the development of initiatives that harness the transformative power of entrepreneurship to create positive change in Africa and beyond, but it has also played a pivotal role in nurturing an

impact ecosystem by raising awareness of impact investing and demonstrating its potential to inspire other investors to channel their resources towards sustainable development.

By investing in entrepreneurs and equipping them with seed capital funding – as well as essential training, tools, and resources, along with access to networks and market linkages – the Foundation has fostered a new generation of Africans that are driven not solely by profit, but also by purpose.

Expect the unexpected You aren’t always going to be right. This is a harsh reality of life.

Trust your educated gut, and make your own luck. If the customer is always right, think of yourself as a monetary customer: a person who doesn’t make rapid-fire scattershot guesses based solely on what the trend du jour is, but a purposeful investor whose decisions are based on hard facts and potential outcomes. There’s a reason that successful, knowledgeable financial planners and financial advisors often come highly prized.

When you make a purposeful investment, you enhance the possibilities of empowering change in yourself, your business’ reach, and ultimately your business’ bottom line. Do your research and look before you leap. By investing the time, your financial fruits could prove to be bountiful and rewarding.

The question you should be asking yourself is: what do you and your company purposefully plan on doing?

Invest with purpose and you can make a positive impact on our world. THAT’S a legacy. //

economics

WHAT IS CORPORATE SOCIAL RESPONSIBILITY?

by Sean Plummer

S

hould corporations be socially responsible? The 2003 documentary The Corporation, co-written by Canadian law professor Joel Bakan, made a big impact by characterizing its titular entity as a psychopath, after American law decided that corporations have the same rights as people. This meant, among other boxes ticked off the WHO ICD-10 Manual of Mental Health Disorders DSM-IV, that they were pathologically self-interested and had a reckless disregard for the safety of others.

In the aftermath of this cultural bombshell, corporations have made a lot of noise lately (and loudly) about giving back to society. This management concept was dubbed Corporate Social Responsibility (CSR). It included a commitment to ethical business decisions zero carbon emissions and other environmental promises and workplace inclusiveness, equality, and diversity - implying these policies were not in place previously.

Or, as Canadian PM Justin Trudeau told the World Economic Forum during his 2018 keynote address: “Society is demanding that companies, both public and private, serve a social purpose.”

But CSR’s authenticity is being debated, not just in Davos, but at water coolers and on social media. Not suprisingly, Professor Bakan tackles CSR in the follow-up documentary, 2020’s The New Corporation: The Unfortunately Necessary Sequel. In it, economist Robert Reich concludes there is no such thing as Corporate Social Responsibility.

So, is CSR simply part of a PR strategy disguising the financial elite’s lust for profit and power? Or are corporations having a change of heart – assuming they have hearts.

There are many examples of corporations seeming to do better. Some even have proven track records of social responsibility while, for others, CSR looks like a too-little-too-late response to public pressure.

An example of the former is Patagonia.

The popular and profitable American outdoor apparel company is a trailblazer in its ethical and sustainable business practices. They pledge 1 per cent of sales to environmental causes, and their Worn Wear program lets users

trade in and buy used Patagonia wear.

Meanwhile, founder Yvon Chouinard decided in 2022 to donate his family’s company (valued at around US$3 billion) and its future profits to the fight against climate change.

Then there’s Microsoft. The New York Times described its co-founder Bill Gates as “an international symbol of greed, arrogance, and hubris” back in the ‘90s for his company’s domination of the home computer market. Then, in January 2020, just two months before he announced his resignation from Microsoft to focus on philanthropy, the tech giant pledged to become carbon negative by 2030 and establish a US$1-billion ‘climate innovation’ fund.

This was met with much media fanfare, but Microsoft continues to partner with oil companies - like its technology partnership with Exxon, which has itself pledged to expand its oil production over the coming years.

Are the benefits of Microsoft’s so-called Sustainable Living Plan negated by such partnerships? And the benefits of CSR are both tangible and measurable.

They include: Improved Brand Equity and Corporate Reputation: Big companies that appear to genuinely support CSR initiatives can expect to see brand growth and improved public perception. One study

by Kantar Consulting saw a 17 per cent brand value growth over 12 years in companies that the public considered “highly impactful” in terms of CSR. Attraction/Retention of Employees: ‘People, planet, and profit’ are the values many millennials and Gen Zs are looking for in their employers these days. That means these younger employees - who

will one day take over your company are likelier to stay (and stay productive) if they believe you share their societal goals.

Impressing Investors: Investors are more likely to want to work with corporations with a plan for and track record of Corporate Social Responsibility. Taking CSR seriously can show investors that your company is interested in long-term as well as short-term growth. To that end, corporations should keep track of their environmental, social, and governance (ESG) metrics to have on hand when trying to attract new investment.

Of course, no number of press releases about your Corporate Social Responsibility will matter if the public doesn’t believe they are authentic.

Let’s take Bell Canada’s Let’s Talk Day as an example. The telecommunication giant’s annual social media campaign is meant to de-stigmatize discussions surrounding mental health. But it was pilloried on social media in January 2023 by those pointing out the apparent hypocrisy of Bell taking $122 million in COVID labour subsidies before laying off hundreds of its employees. Some claimed Let’s Talk amounted to nothing more than a charitable tax write-off and free advertising for Bell.

Acting like a good citizen rather than a psychopath is the preferable (and at least morally profitable) path, not only for people but corporations, too, while Corporate Social Responsibility seems to have become part of contemporary business practice, there is also (arguably) a growing realization among big companies that big profits don’t have to come at the expense of public perception. //

Spring 2024

the EDGE

27

TELECOMMUNICATIONS & INFORMATION TECHNOLOGY SERVICES

ENGINEERING SOLUTIONS THAT ADD VALUE TO YOUR ORGANIZATION

CONTACT US (647) 995 4694 info@amsglobal.ca amsglobal.ca

28

the EDGE Spring 2024

Eyewear Women's & Men's Sunglasses and Eyewear

PRADA

PRADA

Mykita Mylon

DIOR

Masunga

Andy Wolf

1075 Queen Street West Toronto, ON M6J 1H3 Phone: 416-534-2235 Email: hello@eyewonderoptical.com www.eyewonderoptical.com

Spring 2024

the EDGE

29

30

the EDGE Spring 2024

start-up

ERICA DANIELS Passionate About Storytelling

A

by Pragya Bisen multiple award-winning documentary filmmaker, a successful entrepreneur, and above everything else, a woman celebrating her cultural heritage and amplifying the Indigenous voices for social change. Erica Daniels--a Cree/Ojibway from Peguis first nation, knew from a very young age that she wanted to inspire the youth and give them a chance of changing their own destiny, just like she was given when she needed it the most.

Now leading a strong team of storytellers who develop and produce films from the spirit of respect and kindness aiming to build communities that are accepting of everyone around, Erica is also the winner of 2022 Pow Wow pitch, Canada’s premier pitch competition for Indigenous entrepreneurs.

Photo courtesy of Erica Daniels

From the Beginning At just 16, she decided to join Just TV as a teen multimedia program lead where she worked with at-risk youth in Winnipeg and immediately found her calling there.

Whilst contemplating dropping out of high school, she was informed about this multimedia program at Just TV that helped the at-risk Indigenous youth and decided to continue her journey in that direction.

Along with a new perspective, a lot of new learnings came her way. She gained expertise in a lot of multimedia skills including camera operation, lighting, audio, editing, production, public speaking, and interviewing.

The girl who wanted to drop out of school, now after discovering the multimedia industry in-depth went on to graduate from a pair of programs--the new Indigenous voices program, and the IndigiDocs program through the National Screen Institute, and further went to work for CBC News.

Kejic Productions The term Kejic comes from an Anishinaabe word, which means the sky. And just like her passion for her community and culture knew no limits, the sky was the starting point for Kejic Productions.

Her passion for storytelling was growing by day, and she knew she wanted to go for something bigger for herself and her community, and that is when she decided to become an entrepreneur.

Through Kejic Productions, she has built an Indigenous owned and lead production with a focus on bringing together communities through culturally rich content, as well as providing on-thejob training to Indigenous youth.

Erica considers herself fortunate for the resources to be able to reach many Indigenous families and document their stories.

She has a passionate female team of Indigenous storytellers with an authentic perspective aiming to amplify the Indigenous voices for social changes, and embracing culture and education.

With a strong base of clientele from all cross Canada, Erica is grateful for everything she has achieved and all the lifetime connections she has formed during this journey.

Erica loves to share everything she learnt from her elders and ancestors so that the youth of today doesn’t get lost and know what their roots are and where they come from.

Motherhood and Heritage Being a hands-on entrepreneur of a multimedia production house and being a mother at the same time presents a lot of challenges, but is setting an example for her daughter.

In her culture, family is everything, and having a daughter brought a lot of life to Erica. She attributes her success to the pride she has for herself and her people, and enjoys being a part of rituals that move her.

She firmly believes that “this is a crucial time to belong to an Indigenous background, the original people of our homeland, and tell stories that represent our tribe and perspectives in front of the world.”

This encapsulates her passion about bringing more Indigenous women into the industry. Her aim is “to create a world where every Indigenous woman has an opportunity to dream, to be a part of this industry and start their own business without any limitations.”

Erica Daniels feels blessed to be the bridge connecting the indigenous youth to their culture and proving that they have an equal opportunity to have a successful career in any field they want. //

Spring 2024

the EDGE

31

start-up

HOW STARTUPS CAN USE CSR INITIATIVES AS A POWERFUL MARKETING TOOL

by Lauren Schwartz

C

orporate Social Responsibility (CSR) is a hugely important part of a company’s branding and business practices. CSR refers to a company’s internal and external efforts to positively contribute to environmental initiatives and the well-being of society.

If done correctly, CSR can enhance a company’s image and reputation, increase loyalty and trust among consumers, and see improved employee retention. It can give companies competitive advantage as it differentiates them from others, and with CSR rising in importance for consumers, consumers are more likely to seek out brands that align with their values and beliefs. It will also give brands a financial advantage, as environmentally friendly initiatives save money, and stakeholders and investors are becoming increasingly interested in supporting companies with strong CSR. So, how do companies ensure that they demonstrate a strong commitment to CSR, and how does it apply to marketing?

CSR Initiatives The most important part of CSR is making sure that companies are practicing it internally. If a company is pledging to support diversity, then they should have hiring practices that give diverse talent equal opportunities. This also extends to their employees, who should then be diverse as well.

If they are pledging to be fully environmentally friendly, their distributors and manufacturers should be committed to being sustainable in addition to the company themselves.

Companies should be committed to ethical labour practices, putting the health and well-being of their employees at the forefront of the organization, making sure that their organization is fully accessible to everyone, regardless of ability, and can accommodate all employees and their unique needs. They also need to be committed to ensuring their employees are being paid fair and competitive wages, on top of regulating the number of hours they work per week.

Partnering with or donating to charities are also an integral part of CSR, it shows to consumers that companies care about more than just making money.

Companies also need to commit themselves to continuous research into their CSR initiatives to ensure that their contributions continue to have a positive impact.

32

the EDGE Spring 2024

Now, for startups, doing all of this may seem like a lot of very expensive work.

And it is. However, keeping all of the above points in mind is important for success. Startups can pick one CSR initiative and slowly work towards achieving it. Incorporating CSR into business practices right away is an important way to establish a brand as authentic and having values that are important to the everyday consumer.

Plus, as a startup grows, they can start incorporating other initiatives as well in addition to the initiative they started with.

Marketing CSR marketing is tricky, as it needs to be genuine and can’t come across as holier-than-thou. It also can’t come across as marketing. Consumers hold brands accountable, and so any claim a brand makes needs to be backed up with evidence of action, no matter how small. Luckily for startups, CSR is somewhat already included in their business model.

Most startups are created due to an identified gap in the market. They are already aware that consumers are looking for something specific and are here to fix that gap. Identify how the gap fits in with CSR initiatives and how it reflects the brand’s values and beliefs. Startups can then ensure that they have been socially and environmentally aware right from the start, thus making themselves more trustworthy and reliable.

Brands also need to make sure to include their CSR initiatives in their mission statement and their list of values. While this may not seem like marketing, a brand’s mission statement and values are available right on their website, a place that all consumers will go when researching a company.

The important part here is to ensure that CSR marketing materials are kept separate from regular marketing materials.

Consumers are looking for authenticity, and it’s very hard to convince people of said authenticity if all of a company’s good deeds are linked to them trying to sell things. Instead, CSR initiatives should be highlighted as separate posts, and CSR accomplishments should only be marketed when socially appropriate.

In addition, CSR can also improve a company’s Search Engine Optimization (SEO) score as materials will be using the same keywords that a specific target market is searching for. Plus, this will also enhance a company’s image and help them have a broader outreach to new customers and markets.

In Conclusion Overall, in order for CSR to work, the initiatives need to reflect a company’s brand and values. CSR should not be something that is added later, but is an integral part of the company and informs decisions and business practices both internally and externally. In other words, companies can’t just talk-the-talk, they need to walk-the-walk, too. //

start-up

PUTTING PEOPLE FIRST: WHY IT’S KEY TO START-UP SUCCESS

I

by Chinenye Emezie t's common knowledge that Canada’s economy is powered by entrepreneurs including SMME (Small, Medium and Micro Enterprises) which are often touted as the backbone of the economy. Entrepreneurs are designed to make their businesses appealing to their target audience, but they cannot do this alone. They need the help of others in the form of hired hands or employees. This is where the key of putting people first comes to play.

The steps to a successful business setup are not usually clear cut or spelled out for every business owner or startup, but they’re achievable and obtainable, even within a short timeframe.

Let’s consider some of the strategies that prove that a people’s first approach to business is one of the essential keys for new businesses to establish themselves successfully.

People-focused Marketing and Promotion Strategy

Adopting a People-focused Work Culture

After production, the next step for any business owner is the marketing and promotion, bearing in mind the targeted audience. With this well spelled out, the business will have an easy job of reaching their consumers directly. The most successful businesses are those well thought out to solve a need in society. And it doesn’t matter what the business is--if there’s a target market, it is most likely to succeed.

Other aspects of the concept of putting people first in business (otherwise known as a people-centric culture) as a means to a successful business are the application of human resource policies that drives the company culture.

A People-focused Product and Innovation Strategy Although, there has been instances where businesses have been born because of the sheer passion of the founder to fulfill a particular dream, only for the business to grow and catch on because people realized that the service is one of those things they did not realize they needed. Case in point include disruptive business models like Airbnb and Uber, to mention a few.

Then there’s the factor of business owners who think outside the box to innovate niche products and services targeted at a selected portion of the society. This they do with the understanding of putting the needs of this particular group above their own selfish interest or gain. A perfect example includes privately run caregiver establishments.

Market survey is another strategic solution that enables startups to improve on already produced goods and services.

This can be done through figuring out and prioritizing the needs of the target audience, and how the company can better service them.

The Importance of being a People-centric Business Product testing for the purpose of putting the needs of the consumers first is an essential key to better quality products and services.

As a new service focused company, a people first approach ensures that long-lasting business partnerships are established between the startups (owner + staff) and clients.

This can translate from best policies to company culture that fosters growth opportunities for employees and staff, and corporate social responsibility initiatives with your staff at the forefront, which creates an avenue of excitement and diligence towards ensuring that the company’s goals are continuously being met.

It also helps with attracting top talent to your company. This in turn will drive innovative ideas from your staff into the business space. Which ultimately ensures positive contributions towards the growth of the company, all because of the value placed on them.

Additionally, this strategy contributes to evaluating the business focus. When the focus of your business shifts from the bottom line which more often than not is profit, to the people contributing to the growth of the business, success is assured. Happy staff and great product lead to happy clients, thus translating to growth. It’s all a free-flowing recipe for success. Putting people first is the surest way to ensure that your startup business not only grows but flourishes.

Happy Customers Equals Successful Company When businesses experience repeat customers, it’s often a direct result of the customers very first encounter with the establishment, usually, by the careful thought put into the design and development of the product that ensures those consumers needs are satisfactorily met. It could also be the result of an excellent service by staff rendered during the course of the transaction, leading to a happy clientele — a win for the business.

All of these strategies working cohesively translates to a very satisfying business relationship for all parties involved. //

Spring 2024

the EDGE

33

start-up

DEEPA PERIASAMY Managing Pain Through Holistic Approach

D

by Jason Waddle

Photo courtesy of Deepa Periasamy

Tell me about your Background.

After completing my undergraduate degree, I earned a Masters in Physiotherapy and graduated with distinction. I worked in Bangladesh for two years, and then moved to Malaysia as a practicing physiotherapist. Along with working as a therapist in a clinic in India, I also worked at the local college as a lecturer.

What brought you to Canada?

I moved to Canada, and, though I was working in the profession desired, I eventually learned that Canada would be a great place to start up a physiotherapy clinic. My journey working in Canada began as an assistant in a physiotherapy clinic. Or two years, I wrote the registration exams and practical. And I was able to register as a Canadian physiotherapist.

Can you tell me about your clinic?

Yes. Lambton Physiotherapy & Rehab is our first-owned business in our profession.

The clinic opened up to patients in 2022. My passion for physiotherapy was the reason for opening up a clinic in Sarnia, Ontario. My husband and I have a genuine interest in helping people. We endeavour to explore our technical knowledge.

The Lambton clinic opened up when the pandemic began to subside. Postpandemic, I began to witness a genuine need for therapy within the Sarnia region.

Along with patient care, it became important to research and implement new unique approaches to aid patients in the community. Patients came in with an increase in physical discomfort.

34

the EDGE Spring 2024

eepa Periasamy is part owner of the Lambton Physiotherapy & Rehab. They are the 2023 Platinum Winners for best Physiotherapists and Rehab Clinics in Sarnia. The business has been open now for nearly two years. Periasamy has a long-time investment in learning about pain management, healing, and practices involving a holistic approach.

It was rewarding interviewing Periasamy and learning about her journey to open a physiotherapy practice in Sarnia, Ontario.

Did you experience any challenges opening a new business?

We lacked a lot of formal business and marketing strategies. In time, we learned how to approach individuals and spread the news of our physiotherapy clinic.

I started to network with other health professionals: doctors, therapists, and business owners. Attending business seminars and healthcare seminars.

Through these venues, I met many informed business owners. Prior to opening up our practice, I had nine years of experience working in a nursing home. This was at Vision Nursing Home in Sarnia. This gave me more experience and confidence. Working at Vision really added to my knowledge base for my current clinic. I learned how the Canadian Health System works. My skills were further refined. There were no major issues opening the new clinic. Positive Google reviews really helped to spread awareness about our new clinic.

Can you mention some ofthe practices and products implemented at the clinic?

Recently, we purchased a Bioflex Laser Therapy that helps treat patients suffering with chronic pain. There has been good efficacy with many patients’ outcomes.

We have cupping therapy, acupuncture, dry needling, therapeutic modalities including IFC, ultrasound, shockwave, exercise therapy, and massage therapy.

These are some of the main practices in our clinic. We provide a thorough written initiative for patients so they can review what has been done and what needs to be continued for ongoing health benefits.

In addition, our clinic provides a massage therapist for individuals requiring one.

When did your passion for physiotherapy and healing first merge?

As a student, I had been interested in biology and anatomy. As a licensed physiotherapist, my passion comes from the positive results patients receive at our clinic. When people start feeling better and living happier, this confirms that our practice is meeting the needs of our clientele. From a personal standpoint, I feel like I am having a profound impact on patient’s lives, physically and mentally.

It is important for me to approach each patient with a multifactorial approach.

If some things not working for them, we find a method that does work. Pain management requires consistent study and up-to-date methodologies.

What are some of the health challenges patients face in rehabilitation?

Pain. You must listen closely when investigating causes of injuries or symptoms. Effective communication and implementing proper rehabilitation and treatment on patients, leading to a positive treatment outcome. People come to the clinic for diverse issues. The most common complaint is generalized muscle pain. Chronic pain.

How can Canadians take better care of themselves?

Work life balance. Maintain healthy eating habits and exercise routines.

People over forty may do well to focus on strength training and not only cardio.

If your body is in pain, listen to it. Do not push through pain. One cannot stop the aging process, but one can prolong it. //

winners' circle

DR. DIANE WONG A Trailblazer in the Medi Spa Industry

by Lily Frances

D

r. Diane Wong is a cosmetic physician with over 20 years of experience in the non-surgical cosmetic industry. Known for her “baby-steps” approach which focuses on taking slow steps regarding treatments, she takes a client-first approach with her patients.

She has written articles, appeared on various programs, and has been advising and partnering with spa organizations to bring to the forefront the concerns associated with the Medi Spa industry. Medi Spa is a term that is supposed to refer to a medical clinic that provides medical skin treatment and is supervised and operated by a qualified medical physician. Of course, Medi Spa has now come to mean a wide range of things. This is dangerous, as many clients have become the victims of malpractice and lack of training needed to perform treatments safely.

As such, Dr. Wong has spent much of her career advocating for medical training and expertise in cosmetic spa treatments, having seen first-hand the damage caused by botched treatments performed by untrained or unqualified spa employees. Dr. Wong has cemented herself as an industry leader, prioritizing patient needs and safety, and customizing and personalizing treatments rather than following trends.

Photo courtesy of Dr. Diane Wong

Career Beginnings Dr. Wong studied medicine at McMaster University, receiving her degree in medicine in 1996. After this, she completed her residency, specializing in urology from 1996 to 2000. At the time, there were only two female physicians practicing urology in all of Canada, and Dr. Wong found herself hugely outnumbered by her Caucasian male peers.

She has stated that her time in urology gave her thick skin, from being the smallest person in the operating room, needing special accommodations in regard to surgical attire, to presenting at a urology conference where the entire audience was male. While she has said that she fell in love with surgery the first time she did it, it was also not meant to be.

In 2001, she received her certificate to practice family medicine, and opened her own practice, which she ran until 2006.

Glow Medi Spa While working as a family physician, Dr. Wong opened her flagship clinic, Glow Medi Spa in Yorkville, Toronto in 2001.

This was a huge shift, saying goodbye to surgery, and instead embracing the beauty industry with its needles and

lasers. This is a change that she says was welcome, as she is able to better connect with clientele, many of whom are women, building long-lasting relationships with patients as they trust her with their care.

The name, Glow Medi Spa, was inspired by the reviews she received, of clients remarking on their glowing skin after treatments. The clinic became hugely popular and has won several awards, including the Canadian Top Medi Spa award in 2017, 2018, and 2019. Due to the clinic’s popularity, dominated by word-of-mouth referrals by their exclusive clientele, Dr. Wong was able to open two more locations, one in Aurora in 2015, and one in Markham in 2017.

During this time, she also worked as an educator, teaching medical professionals on the uses of lasers and injectables such as Botox. She also joined the Leading Spas of Canada to work with spas to ensure that all treatments were being given ethically, with patient safety at the forefront.

Pandemic Changes Up until 2020, Dr. Wong loved her job, but was also swept up by it, she has stated that she had no time for her personal life, pushing off family and friends for another time. However, COVID-19 forced her to stop due to the shutdowns, and

this finally made Dr. Wong reevaluate her values and priorities.

In 2020, after two months of shutdown, she sold her Markham location, now called Mernov Medi Spa so she could focus more on her other two locations as well as her family. She has written about how unsure and unstable everything seemed, especially as someone who was working so hard towards a certain dream or vision, when the pandemic suddenly threw a wrench in all of it.

Eventually, she embraced video consultations and appointments, and once she was given the green light, slowly opened up her practices in person, while following all health and safety measures as outlined by the government and health officials.

Current Happenings On April 20th, 2023, Dr. Wong bid farewell to her flagship clinic in Yorkville. After over 20 years at the clinic, she handed over the reigns to Dr. Suzanne Mady, choosing to operate solely out of her Aurora clinic, which has now been renamed G Medi Spa. She also downsized the clinic, moving to a new location in Aurora. She still offers the same treatments as before with the exceptionally high standards that all of her clients have come to expect, just a little closer to home. //

Spring 2024

the EDGE

35

winners' circle

PAULETTE SENIOR Gender Equality is Within Our Reach

W

by Shweta Gandhi hat if we could achieve gender equality in our lifetime?

This purpose is what drives Paulette Senior to champion for women and equity-seeking communities. In a career spanning close to two decades, Senior has become a strong advocate for issues comprising gender equity and justice, gender-based violence, women’s empowerment, and the wage gap.

Senior spoke to The Edge, A Leader’s Magazine about these crucial concerns and the institutional systemic overhaul needed urgently to support girls, women, and communities across Canada.

Photo courtesy of Paulette Senior

What does your role as the President & CEO at the Canadian Women’s Foundation entail?

The most important part of my role is helping everyone catch the vision of a gender-equal Canada. It’s difficult for us to envision because we haven’t experienced it yet. Gender inequity for women, girls, and Two Spirit, trans, and non-binary people is woven into our workplaces, schools, laws and policies, communities, public spaces, even our homes.

Think about the economic, health, relationship, and democratic toll of longlasting gender barriers, from pay gaps to childcare barriers, to risk of poverty, to unsafety and fear of abuse, to who’s missing at leadership tables. No wonder the UN says that, at our current pace, achieving full gender equality might be centuries away.

What are the biggest issues affecting women and girls in Canada today?

Rising gender-based violence, including sexual assault and intimate partner violence, is a top concern for women, girls, and gender-diverse people in Canada. 44 per cent of women experience some form of abuse from a partner in their lifetimes. Rates of abuse are high for those who are marginalized: racialized and Indigenous women, women with disabilities, women in the North. Every 2 days, a woman or girl is killed by violence in Canada.

How can women empower themselves to be leaders in a male-dominated

36

the EDGE Spring 2024

workplace and tackle the wage gap disparity?

Taking a step back, male-dominated workplaces and sectors are grounded in a history where women and equityseeking people didn’t have a pathway in, and might have been actively barred from getting in through bad policies and practices. Being a woman leader, or a leader of colour, or a leader with a disability in these places is tough, not simply because you’re the only one in the room, but also because the workplace isn’t set up to support and value your talents and expertise.

First thing that needs to happen: change those policies, practices, and approaches in the workplace that get in the way of diverse leadership and equity. Develop a strong strategic plan with competent, accountable leaders, clearing the way forward to enable underrepresented leaders to advance. End gender pay gaps as a workplace strategy and priority: don’t leave it to the worker to have to negotiate their way out if it, don’t leave it to management or unions to fight for it.

It’s by nature a systemic issue to tackle.

How can single mothers empower their young ones to grow up and be resilient in the face of adversity?

I remember how intentional I had to be as a single mother of a young boy.

I raised him with feminist, anti-racist, social justice values, and I think it helped him become the man he is today. But it was a challenge. My heart goes out to all single mothers and caregivers who may similarly struggle to raise their young children in 2023 to value and love human

rights, to respect women, to be strong and resilient people themselves — their girls, boys, and nonbinary children alike.

A place where mothers and caregivers can start is healthy relationships. Talk about what it means to be in relationships where consent is valued and where everyone feels heard. Give your children tools to question sexism, discrimination, and stereotyping that feed unequal and bullying relationships.

Do you have advice for the 2SLGBTQIA+ community who deal with harassment/hate/bullying in the digital space?

Whether you’re on social media, streaming platforms, dating, messaging and meeting apps, or on game sites, if you’re a woman, girl, or Two Spirit, trans, or non-binary person, you’re at greater risk of hate, harassment, and violence. In Canada, we’ve seen a 72 per cent increase in hate crimes since 2019, largely due to increased hate in digital spaces against women, 2SLGBTQIA+ people, and targeted ethnic and religious groups. Given the digital nature of our lives, this is a major civic engagement and democracy problem.

Our Alright, Now What? podcast delves into these very issues in an in-depth series. We need systemic solutions: regulation for tech companies who own these platforms. We need government and legislative solutions that answer contemporary safety needs. On the user side, you can try to be safer: curate your social media spaces, report when you experience or witness harm, keep your passwords safe, or get offline support. //

winners' circle

JANE WOOD

Revolutionizing Toy Innovation

J

by Shirley Graham ane Wood, the founder of The Original Toy Corporation (T.O.T Corp.) in Ontario, renowned for the Gertie & Friends toy line, is a dynamic force in both business and athletics. As the C.E.O. of T.O.T Corp., she also heads Bug in a Rug Canada. Balancing her roles as a mother of four and a competitive Ironman triathlete, Jane's secret to success lies in her ability to prioritize her family, seamlessly integrating her passion for sports, and creating innovative products that resonate with consumers.

Wood's dedication to designing toys and crafting privatelabel creations for national chains remains unwavering. She navigates time management challenges as a competitive athlete, dedicating six to eight hours weekly to her Ironman training. She juggles her diverse responsibilities and creates groundbreaking products that inspire others to pursue their dreams with grit and gumption.

Photo courtesy of Jane Wood

You're the C.E.O. of T.O.T Corp, a mother of four and a competitive runner. What is your secret to balancing it all?

I act more in an advisory role to T.O.T now. I design toys and work on privatelabel creations for national chains. My kids are now at the age where they need less of my time, and I think they prefer time without me. I wish I had more time to train for my races. Much preparation should go into the training required for a full Ironman.

My coach used to joke, "Are you on a real training program for this race, or are you on the two-week Ironman Jane Wood program?" It sucks on race day, but life gets in the way, and my training is the first thing to give to make space.

But I will not eliminate it from my life.

From organic merchandise for pregnant moms to Diaper Dude bags, it's a pretty outside-the-box approach. What has inspired you?

It was the fact that there were very few funky products available when I lived in England, and I had my four kids sell products these other people had created for a long time, as they spotted a need.

Now, I am the one creating the products.

When growing up, did you dream of starting a business? What would

you be doing if you were not an entrepreneur?

I never thought I would have my own business. I did not know [about] what I wanted to do. Like my dad, I was always good at sciences and math, so I thought being a doctor was possible. I knew I was not a fan of bureaucracy and red tape, so it now makes sense that I don't answer to many people except for the bank manager.

T.O.T Corp. is known for its unique and creative toys. Can you share a bit about the inspiration behind your innovative toy creations?

We draw inspiration from various sources, including child development and play trends. We aim to create toys that entertain and stimulate children's imaginations and learning. We work closely with a team of designers and child development experts to ensure our products align with our mission of providing fun and educational experiences for kids.

Bug in a Rug Canada is your distribution company. How do you ensure your products stand out in a competitive market?

Ensuring our products reach the right audience and stand out in the market is multifaceted. We employ a strategic

approach that includes market research, effective branding, and partnerships with retailers who share our values. We also prioritize customer feedback and constantly innovate to meet evolving market demands. By staying attuned to our customers' needs and maintaining the quality and uniqueness of our products.

What has been the most rewarding aspect of being a product innovator, and how has this transition impacted your business?

The most rewarding aspect of being a product innovator has been bringing my creative ideas to life and seeing them resonate with customers. This transition has given us greater control over our product offerings and brand identity.

While the shift presented challenges, it ultimately empowered us to drive our business forward with unique, innovative, and customer-focused products.

What advice do you have for aspiring entrepreneurs, looking to balance family life and career pursuits?

I would say, be adaptable, don't hesitate to delegate, and find a support system that understands your goals. Life will throw curveballs, but you can achieve your dreams with determination and a strong foundation. //

Spring 2024

the EDGE

37

winners' circle

NISSIM BLACK

Using His Music To Uplift And Bring Hope

by Dave Gordon

N

issim Black is an internationally renowned AmericanIsraeli rapper, who recorded his first song at age 13. His childhood, that at the time he believed to be normal, was surrounded by drugs, gangs, and violence. His first two albums were recorded under the name D Black, grabbing attention amongst fans.

After a spiritual awakening in adulthood, he underwent a conversion to Orthodox Judaism and changed his name to Nissim, meaning “miracles” in Hebrew. While his earlier recordings were filled with tales of guns, drugs, and violence, as Nissim, he imparts themes such as faith and identity.

Many songs in his repertoire have delighted fans, including the 2020 hit Mothaland Bounce, which as of Jan 2024 had over five million hits on YouTube. He’s set to release an 18-track album, Glory, in Spring of 2024.

Photo courtesy of Nissim Black

What’s the overall theme of the new collection of songs?

It's really centred around faith and elevation. There are a lot of songs that are very encouraging. I feel like we are not getting enough of that kind of music. One thing for sure, you are not getting the same thing you hear on every other album.

I think I went a big Black Soul, Black Gospel with it, mixed with some very high energy pop/rock type feel. I really did a blend of styles. Part of it feels very cinematic and theatrical.

Do you have a favourite place to write songs?

Sometimes, I write on airplane rides. It’s the whole euphoria of seeing the clouds, and imagining myself out on the clouds.

It’s the feeling of being above the world, seeing how big it is and how small I am.

It makes me think of the greatness of God and how big He is. This world is in Him. When I’m at the Western Wall, I don’t like to be at the front.

There’s something about being at the back, seeing the grandeur of the wall that makes me feel small. I’m a dramatic performer. A lot of those things have gone into the music.

38

the EDGE Spring 2024

Your music has attracted admirers from many countries, religious backgrounds, and nationalities – did you make a conscious choice to make your art for wide audiences?

Rabbi Shalom Arush and a lot of other people have told me, ‘Nissim, your message could be global.’ I also didn’t inherit an idea, or space, where I think my goal is to sit only in this quiet place, and not influence or inspire the world.

For me, over the last few years, I’ve been able to really see that’s my calling. From the time I was a kid, this is what God has called me to do.

What is it you want people to know most about you?

I think we get very stuck in our ways, and in our upbringing, the way we see the world. I think, just the way the world runs or is operated by God, is that there are things that come to shake up what we’ve ever known. For some, it’s bigger, and for some, its more subtle.

I feel like we all have a purpose, a reason why we are here. A lot of times, we have to be in a different environment and a different world to fulfill that purpose.

I think that my story, I hope, will show to other people that sometimes you have to open yourself up into knowing what

you don’t know. You don’t know what the future is going to look like. It may be something completely different from where you envisioned yourself.

Is there a message you have for young, aspiring, Black professionals?

Well, the truth is, a few years after things started to break for me, people didn’t understand how much ‘not work’ I was doing. I was focused on was myself, my character traits, what kind of husband I was. I feel like that granted me success.

Sometimes, we are so busy working on the craft, we aren’t working on ourselves.

A lot of times working on ourselves makes better songs. Since I’ve worked on myself, I know how to connect. Any great song writer doesn’t just know how to write an awesome melody or lyric.

They know how to resonate with the person on the other side listening. The most powerful music comes from a musician who is very tuned into who they are. I think that makes for better long-term success.

With two to three minutes, you could have the opportunity to put uplifting messages and awesome messages to change the whole world. //

Spring 2024

the EDGE

39

tech & innovation

ANGAD SINGH

Streamlining Manufacturing Framework

by Chinenye Emezie

W

ith manufacturing operations inherently generating diverse datasets, LeanSuite as a software developer is addressing this issue through the provision of a centralized hub for data, and the breaking down of departmental barriers.

This, in a nutshell, according to co-founder Angad Singh, is what the tech solution company is all about. In his own words, “Manufacturing operations inherently generate diverse datasets, often hoarded in silos. The prevailing challenge lies in managing these datasets through disparate methods and individuals, limiting cross-functional utility. LeanSuite addresses this issue by serving as a centralized hub for data, breaking down departmental barriers.” The Edge, A Leader’s Magazine caught up with Angad to discuss further about the groundbreaking company and what the future holds.

Photo courtesy of Angad Singh

According to your website, “The LeanSuite is a powerful software which allows Digital Solution for Lean Manufacturing to uncover losses…”

Tell us more about what this entails.

LeanSuite is a robust tool designed for Digital Solution in Lean Manufacturing, revolutionizing how losses are uncovered and addressed. Unlike traditional methods that often involve manual tasks, our software streamlines the entire Lean Manufacturing framework, automating processes for seamless implementation.

This enables data accessibility from anywhere, fostering efficiency and quick decision-making. For instance, our software eliminates the tedious task of manual report generation. With just a click, comprehensive reports become instantly available, providing valuable insights into various aspects of manufacturing.

What was the driving force behind setting up The LeanSuite? Can you tell us more about your journey so far?

Our journey began with hands-on experience in manufacturing, spending a decade on the shop floor struggling with manual processes, reliance on spreadsheets, and the absence of readily available reporting. The inception of The LeanSuite was fueled by a recognition of this glaring gap in the market, where a lack of efficient solutions for lean manufacturing persisted among

40

the EDGE Spring 2024

companies. This realization fueled our commitment to explore and develop ways to automate manufacturing processes, propelling us on a continuous journey of innovation and efficiency enhancement within the industry. My partner, Prabhpahul and I were motivated to be pioneers in addressing this gap, driven by an assurance that lean manufacturing is not just advantageous but imperative in today's industrial landscape.

The tech and innovation space has been essential to our daily lives in recent years. What would you say is the impact of The LeanSuite in this space, with regards to problem solving?

The impact of The LeanSuite in the tech and innovation space, particularly in problem-solving, has been substantial.

We've delivered a tenfold return on investment for our customers, by significantly accelerating the implementation of the lean framework within their operations, to reduce all the non-essential tasks that were needed to sustain the implementation.

What, in your own words, are your biggest accomplishments so far since setting up The LeanSuite? What are you most proud of?

Our most significant accomplishment at The LeanSuite stems from the successful development and implementation of

our robust and adaptable product that consistently delivers 10x results for companies of any size and manufacturing type. We take immense pride in consolidating various lean principles and methodologies into one powerful hub, promoting accountability, visibility, and ultimately contributing to an enhanced bottom line.

As new entrepreneurs, how would you describe the business terrain for other upcoming entrepreneurs who are seeking to take the same path as you did? What advice do you have for them?

It’s important to start on the entrepreneurial journey with persistence, recognizing that although the road may be long, the experiences gained along the way are invaluable. Don’t be hesitant to seek guidance and reach out to mentors, especially in areas where expertise is lacking, as their insights are invaluable.

Always maintain a continuous learning mindset and stay curious and open to new ideas to continually enhance your knowledge. Make sure to take time to actively acknowledge and celebrate the small victories, as these moments form the foundational success of your journey and keep you motivated. Always prioritize your customers throughout your business's growth, and foster connections by actively listening to their feedback and collaboratively solving problems. //

tech & innovation

THE MOST IN-DEMAND JOBS IN TECH RIGHT NOW

T

by Nick Dauk ech jobs have been in high demand since the internet boom, but today is an especially interesting time in tech’s history as AI, social media, and cloud computing are integrated into virtually everyone’s daily lives.

Some roles are more sought after than others, and there are dozens of unique factors that may impact how one business views the importance of two different roles, such as a web developer and a data analyst. However, the current state of the industry, combined with hiring trends, suggests that these are some of the most in-demand jobs in tech right now.

1. Full Stack Developer Young professionals, especially recent graduates entering the tech scene, should acknowledge that certain roles are still indispensable despite tech’s advances.

A full stack developer, for example, is still a necessity.

Thousands of websites and apps are launched every day. APIs are connecting these apps and websites to create streamlined communication for businesses across multiple software programs. Without a developer who can create, maintain, troubleshoot, and scale both frontend and backend processes, many of these websites and apps will fail.

The essential role a full stack developer plays in tech today cannot be understated.

While tech advances create new roles that tend to elicit high salaries, full stack developers are very much still in high demand. And perhaps more importantly, this foundational role may provide career consistency that other positions do not have.

2. Cybersecurity Engineer It’s said that cybersecurity professionals are always working to prevent a crime that’s already happened: by the time they’ve identified the problem and

created a solution, a hacker has already found a new weakness to exploit.

Cybersecurity engineers have a powerful part to play in preserving the digital safety of not only a business, but of its clients as well. Network security breaches can be catastrophic depending on the severity of the cyberattack and the data stolen. With so many companies increasing their reliance on cloud-based servers, a cybersecurity engineer is far from a modest support position in an IT department.

3. Cloud Architects Cloud computing is slowly overtaking in-house computing. Although many companies will continue to keep their own servers in-house, the sheer amount of data being created each day requires a stronger, scalable infrastructure that is safer than most in-house network servers are. Unfortunately, many businesses either haven’t used cloud computing before, or have relied on a third party to perform these services, leaving them unsure of how to move their businesses forward.

Enter the cloud architect.

These individuals can create bespoke solutions for these organizations, designing, developing, and sustaining long-term, cloud-based infrastructure that enables a company to grow, evolve, and compete with other businesses who may have more robust cloud capabilities.

Cloud architecture cannot solve every cloud computing problem, but a skilled cloud architect can mean the difference between a business simply surviving and one scaling at a sustainable level.

4. AI Engineer/Developer/Analyst Artificial intelligence is quickly integrating itself into every industry imaginable.

Many programs like ChatGPT are being adopted by those who understand how to leverage its potential and by others hoping to save money through automation.

Regardless of the success or failure of these programs right now, AI will only grow as a resource across business sectors. That’s why employees specifically trained in the development, analysis, and maintenance of AI will only grow as a high-paying career options.

CNBC reported that roles like data engineers and research scientists working in an AI context are exceeding $100,000 salaries and can be accomplished remotely. AI is still in its infancy as far as mainstream adoption is concerned, but for every independent company that adopts a chatbot or automates a process, we should assume that global tech giants are hard at work to make AI as functional, accurate, and easy to employ as possible.

5. Project Manager It’s an exciting time to work in the technology industry, which is why it’s important that professionals without tech-specific skill sets realize just how fertile this landscape is for growth. Project managers are keystone employees in nearly every industry, and tech is no different.

Consider the global changes occurring right now as companies like SAP are migrating all of their clients to cloudbased software. So many enterprises are not equipped to complete these significant software transitions, or have the knowledge required to execute a plan that will enable them to continue performing their operations without daily disruption and scale the business over the next few years. Project managers who understand the pain points, solutions, and how to assemble a successful team will be invaluable to these clients.

As tech continues to evolve, employees in these career fields can position themselves for success at both the corporate enterprise level and as a contractor or consultant for small-tomid-sized companies. //

Spring 2024

the EDGE

41

tech & innovation

DATA PRIVACY AND SECURITY IN THE ERA OF CORPORATE SOCIAL RESPONSIBILITY (CSR)

by Nigel Taklalsingh

A

ccording to a 2023 report by IBM, the global average cost of a data breach in 2023 was $4.45 million (USD), a 15 per cent increase over 3 years, with almost 60 per cent of the costs related to lost business and post-breach response efforts. For a customer, a data breach can result in a loss of their secure financial information, an exposure to their sensitive health care records, and complete identity theft.

The importance for organizations to manage and protect customer data has been recognized through varying data protection and customer privacy acts worldwide, e.g., the General Data Protection Regulation (GDPR) in the European Union, the Data Protection Act in the United Kingdom, and the Consumer Protection Privacy Act (CPPA) in Canada.

Considering the increasing trend of data breaches, customers are now taking further steps to protect their data.

Based on a report by the International Association of Privacy Professionals (IAPP) over the 12 months from March 2022 to March 2023, “85 per cent of consumers deleted an App, 82 per cent opted out of sharing data, 79 per cent avoided a particular website and 67 per cent decided against making an online purchase due to privacy concerns.” These actions indicate a decline in customer's trust in organizations regarding the protection of their data.

This trend presents an opportunity for organizations to take a more comprehensive approach to safeguarding customer data by integrating this responsibility with their Corporate Social Responsibility (CSR) program.

The integration should be seen as a strategic response to build trust based on the customer’s evolving view of an organization’s responsibility regarding the safeguarding of their data. Incorporating data protection into an organization’s CSR program also develops broader organizational capabilities which can strengthen its responsiveness and resilience to data breaches.

The first step to achieving this integration is to establish guiding principles for a more strategic approach to data protection:

42

the EDGE Spring 2024

•

Transparency: Clear and timely communication is key to building trust with customers. Organizations must be upfront about data collection and use, and quickly respond to any breaches to demonstrate concern for customer privacy. (Harvard Business Review, 2015)

•

Data Governance: Formalizing roles and responsibilities, appointing privacy officers, conducting audits, and adopting practices to prevent breaches are critical requirements to ensure the organization can meet its obligations for data protection.

•

Cybersecurity: Cybersecurity must be treated as a ‘businessas-usual’ activity. New products and services need to consider how they reinforce existing measures or reduce cybersecurity risks.

Evaluation of strategic relationships, partnerships, and suppliers need to meet minimum organizational requirements for cybersecurity.

•

•

Industry Collaboration: Data breaches are a widespread problem that can quickly escalate into a crisis, affecting multiple organizations and millions of customers. There is a mutual benefit to developing collective knowledge and industrywide standards and best practices, which demonstrates a commitment to protecting customer information.

(Wells Fargo, 2023).

Culture of Responsibility: An organization’s responsibilities to its customers also need to be reflected in its employee behaviours.

Organizations need to develop a culture of data responsibility, which involves educating employees on privacy principles, fostering a sense

of accountability, and integrating data ethics into corporate training programs.

Once these principles have been established, the next step is to evaluate the current level of organizational readiness with safeguarding customer data.

1.

Assign the responsibility for data protection to a person at the executive level with accountability for embedding the guiding principles within the organization, and the ongoing management and reporting.

2.

Conduct a comprehensive inventory to identify and categorize all customer data within the organization. This includes all data types, sources of data, and storage locations.

3.

Use a trusted external provider to conduct a risk assessment to identify potential threats and vulnerabilities with the collection, use, and storage of data.

4.

Identify all suppliers and partnerships that have access to customer data, with an understanding of the purpose of need and retention of the data.

5.

Measure the current level of employee awareness regarding data protection routines and cyber threats.

These combined efforts signal to customers that organizations recognize the responsibility they have to protect customer information, which is necessary to maintain their trust. //

tech & innovation

DR. BREANNE EVERETT Harnessing Medical Change

by Aaron Levinson

D

r. Breanne Everett realized that change was needed in the medical field when the drain of chronic diseases like heart attack, cancer, stroke, and diabetes were posing more of a threat on the healthcare system than infectious diseases. That got her thinking about what she could do to tackle the crisis for people suffering from diabetes.

Her pioneering medical tech company Orpyx, established in 2010, was the answer. The Calgary-based digital health company develops pressure-sensitive shoe inserts for people with diabetes to quickly gauge the loss of feeling in the feet and lower legs.

The revolutionary soles prevent diabetic foot ulcers and amputations, thanks to their insole system that detects foot pressure, step count, and gait to prevent issues that arise from lack of nerve sensitivity.

The unique wearable technology won several awards, including the Governor General’s Innovation Award among others.

Photo courtesy of Dr. Breanne Everett

The Challenges of Starting a Company When she initially established Orpyx, it just started with two people, ever growing by the day, her team now has more resources to execute on her vision. That doesn’t undermine experience; some issues the team found challenging to tackle early on became less difficult over time.

Although medical device regulation was difficult initially, the problem wasn’t as challenging as securing funding for her research on the sensory system. With the right experience and expertise, Dr. Everett managed to think ingeniously and resolve the issues at stake resiliently.

How Do the Orpyx Insoles Work?

The Orpyx insoles work on the foot so that people can live healthy lives without worrying about the ramifications of a disease like diabetes. The custom-fitted super-thin insoles can easily fit in your shoes; they detect weight distribution, movement, and temperature hot spots while wirelessly streaming the data to the cloud. The data can then be analyzed easily by your doctor or other helpful app alerts. When an issue of concern arises, the app can quickly alert you to adjust the pressure, or call a podiatrist or doctor for consultation.

Ever practical and useful, the ultra-thin sensory insoles fit a variety of sizes.

Their custom-made pressure system is tailored to each patient’s treatment plan.

It counts steps to gauge the activity level, while taking the temperature to indicate when inflammation and tissue damage are occurring.

Because of its state-of-the-art, advanced tech features, Orpyx has thwarted foot ulcers in many patients and prevented further amputation among diabetics. Foot ulcers can cause serious issues for patients with diabetes; they can lead to infections, lower extremity amputations, peripheral neuropathy, and foot deformities.

The Future of Orpyx With amputations costing the medical industry billions of dollars yearly, Orpyx saves lives. The pioneering medical tech device is doing more to take ownership of data in the medical field; it is also finding ways to leverage technology to get patients and healthcare providers to gain a complete and accurate picture of their health.

Because it is user-friendly, the Orpyx app can help you easily navigate your health in our digital era. When she first started Orpyx, Dr. Everett was moved by patients suffering from multiple wound complications and potential amputations; seeing that human aspect inspired her to move ahead with her project.

Early on, Dr. Everett knew that challenges were inevitable, but that didn’t stop her from pursuing her dream to invent a device that empowers people to control their health. With a growing customer base, Orpyx continues to constantly meet the challenges of the health and safety needs of Canadians and clients around the globe. The company has a staff of 75 in Calgary, including several others throughout Canada and the United States.

With the ever-growing need for expansion, Orpyx recently negotiated an increase of its office space to 25,000 square feet.

The additional space will house the company’s research and development labs and manufacturing facility.

With many achievements and accolades to her name, Dr. Evertt isn’t giving up on her research and development in the diabetes field any time soon. Her concern about amputations in diabetics has resulted in recognition as a leading entrepreneur in Calgary’s medical tech field. Most recently, she was listed among the top 100 most powerful women in Canada, as she continues to create a better future for patients with diabetes! //

Spring 2024

the EDGE

43

Real Estate Reimagined Finding a home has never been easier!

With Bloc Estate, searching for real estate is simple, fast, and better for your wallet.

Whether you're buying or selling, we apply industry expertise and analytical technology to determine the best price for your next real estate transaction.

Download Our App! T: +1 (647) 258-6352 E: mail@blocestate.ca www.blocestate.ca 1-935 Sheppard Ave W. North York, ON M3H 2T7

44

the EDGE Spring 2024

Experience

Luxury

For business or pleasure, come see why we truly are Your Home Away From Home .™

Book directly at montecarloinns.com and save.

Spring 2024

the EDGE

45

policies

A DVA N TAG E S O F I N V E S T I N G IN CARIBBEAN NATIONS AND CULTIVATING PARTNERSHIPS

by Rebekah Nembhard

I

nvesting in Caribbean nations offers numerous opportunities, not only for financial growth, but also for fostering robust and enduring relationships.

This article explores the critical advantages of investing in Caribbean nations and underscores the importance of establishing solid partnerships in this vibrant and dynamic region.

Additionally, it sheds light on the benefits accruing to the Canadian government from such endeavours.

46

the EDGE Spring 2024

Diversified Investment Portfolios

Economic Stability and Growth

Caribbean nations provide an extensive array of investment opportunities spanning diverse sectors. The economic landscape of this region boasts prospects ranging from tourism and hospitality to renewable energy and agriculture. For Canadian investors, diversifying their portfolios by venturing into the Caribbean facilitates risk mitigation associated with economic fluctuations and cultivates a more resilient financial strategy.

Numerous Caribbean countries have consistently demonstrated economic stability and sustained growth. This stability attributes to prudent fiscal policies, attractive tax incentives, and government initiatives to attract foreign investments. Canadian investors stand to benefit, not only from potential substantial returns, but also from contributing to the stability and growth of the region.

policies

Strategic Location and Trade Hub Situated at the nexus of North and South America, the Caribbean region serves as a strategic trade hub. This geographical advantage enables Canadian businesses to expand their global footprint and gain access to international markets, ultimately contributing to Canada's economic growth and trade relationships.

Abundant Natural Resources Caribbean nations possess abundant natural resources, including fertile soil, marine life, and renewable energy sources. Canadian investors can harness these resources to support local industries while championing sustainable practices aligned with Canada's environmental stewardship commitment.

Cultural Diversity and Tourism

Promoting Canadian Values and Expertise Canadian businesses frequently adhere to ethical business practices, champion environmental sustainability, and embrace social responsibility.

By investing in the Caribbean, they can propagate Canadian values and exper tise, showcasing Canada's leadership in responsible and sustainable business operations.

Strengthening Global Influence It strengthens Canada's global influence by establishing robust economic and diplomatic ties with Caribbean nations. It could result in increased collaboration on international issues, heightened support within international organizations, and a more influential voice in shaping global policies.

The Caribbean's cultural richness and natural splendour make it a premier tourist destination. Canadian investors operating in the tourism and hospitality sectors can realize financial gains and strengthen cultural bonds between Canada and the Caribbean. It fosters increased tourism and cultural exchange between the two regions, benefiting Canadian and Caribbean communities.

Infrastructure Development

Enhanced Diplomatic and Trade Relations

Caribbean nations are increasingly becoming hubs for technology and innovation. They provide opportunities for Canadian tech companies to collaborate with local startups and entrepreneurs, fostering innovation and knowledge exchange.

Canadian investments in Caribbean nations have the potential to foster stronger diplomatic and trade relations.

The Canadian government can leverage these investments to bolster its regional influence and enhance bilateral cooperation across various domains, including security, education, and healthcare.

Job Creation and Economic Growth Investments by Canadian businesses in the Caribbean often lead to job creation and spur economic growth within host countries. It, in turn, enhances the livelihoods of local populations and aligns with Canada's commitment to global development and poverty reduction.

Caribbean nations can contribute to infrastructure development projects that enhance connectivity, such as ports, airports, and telecommunications networks. These developments can benefi t both local economies and Canadian investors.

Technology and Innovation

Education and Training There is high potential for educational partnerships between Canada and the Caribbean, including exchange programs, scholarships, and vocational training initiatives that promote skill development and workforce enhancement.

Healthcare and Biotechnology Opportunities exist for Canadian phar maceutic al companies to collaborate with Caribbean nations on research, development, and healthcare infrastructure projects, especially in light of recent global health challenges.

Sustainable Tourism Canadian investors can be pivotal in promoting eco-friendly tourism initiatives that protect the environment and benefit local communities.

Regional Integration Caribbean nations often work together on regional integration initiatives.

Canadian investors can leverage these partnerships to access a broader regional market and enhance their economic prospects.

Risk Management Critical risk management strategies for Canadian investors in the Caribbean include legal protections, insurance, and due diligence practices to ensure their investments are secure.

Cultural Exchange Programs Initiatives that foster cultural exchange beyond tourism include art exhibitions, music festivals, and cultural exchange programs between educational institutions. These programs can deepen cultural ties and mutual understanding.

Environmental Conservation Canada's commitment to environmental conservation and its investments in the Caribbean can align with Canada's goals for protecting natural habitats, marine ecosystems, and biodiversity.

Public-Private Partnerships The potential for public-private partnerships in infrastructure project collaborations can create win-win situations for Canadian investors and Caribbean governments.

In conclusion, investing in Caribbean countries offers economic advantages for Canadian investors while allowing them to establish meaningful and enduring relationships. Through portfolio diversification, the harnessing of regional resources, and the forging of connections with local stakeholders, Canadian investors contribute to the prosperity and growth of both nations. //

Spring 2024

the EDGE

47

policies

CLIMATE CHANGE - ITS CHALLENGES AND GLOBAL IMPACTS

T

by Kenny Hedges he day Senator James Inhofe held up a snowball inside the chambers of the US Congress to disprove climate change, it was fodder for Jon Stewart’s edition of The Daily Show within 24 hours. Few moments in the history of the debate have ever better exemplified the seeming cognitive dissonance that occurs in nonbelievers, though there are psychological realities that might help better understand it. Why would someone disbelieve what has generally been the scientific consensus since the 90s, and why would they go to cartoonish lengths to prove it?

It’s critical that Canadians take extra care in the future preventing mosquito and tick bites, and any insect bites while traveling.

The National Library of Medicine recommends any DEETcontaining products.

The more obvious and unfortunate answer is money. Senator Inhofe has long been a climate change denier, and in 2015, the same year of the snowball incident, he received $10,000 in campaign contributions from BP Oil’s Political Action Committee. In Canada, while conservative MP Pierre Poilievre has been mostly silent on the issue, he has been vocal in attacking the carbon tax, and has been seen sporting an #OilsandsStrong T-shirt. However, particularly under the US’s two-party system (though some would argue there has been some cultural convergence), there is a tendency toward binary thinking that makes them more vulnerable to this type of misinformation.

A rise in green energy is expected, but Canada is slow to catch up. Since the Paris Agreement was signed, we’re the only G7 country whose greenhouse emissions have increased.

Nevertheless, it’s becoming a little harder to deny as summer months extend noticeably year by year. Bird migration patterns are beginning earlier. In the Northern Hemisphere, snow cover is declining. The sea level has risen 6.5 inches since 1950, three of them in the last 20 years. It can make one feel helpless, perhaps yet another reason it’s preferable to shut it down. Though NASA has stated the human impacts on the earth’s climate are now irreversible, they also stress that anything and everything you can do helps. Here are some of the real world challenges global warming is presenting us with now, and what we can do.

Physical Health According to the Canadian Government, climate change is expected to both directly and indirectly impact the prevalence of several insect-born diseases, including West Nile, Zika, and Yellow fever. While Canadians should worry about international travel, climate change has also favoured tick-borne diseases locally.

There’s also the concern of older diseases thawing out of the ice, such as the Reindeer Anthrax Outbreak in the Russian Arctic in 2016. Horror fans may also be alarmed at the striking similarities to the plot of John Carpenter’s The Thing. To put it simply, we don’t know what’s waiting for us under the ice.

48

the EDGE Spring 2024

Power and Electricity Bills In the last 20 years, blackouts caused by weather-related incidents doubled. The wildfires in California over the past two years forced PG & E Pacific Gas & Electric Company to shut down preemptively, which is likely to become more and more commonplace.

By now, the basics should be obvious. LED lights are superior to filament bulbs in energy efficiency, buy green appliances and use them during off-peak hours when possible. Ideally, promotion of green energy and personal responsibility should be encouraged, particularly around the office.

Food Inflation has already been a major issue in Canada, but food prices are only expected to rise although greed should also be listed as a global environmental issue. Should greenhouse gas emissions continue their current path, vegetable and legume yields could drop by 35 per cent by 2100. With more crops spoiling or failing to produce thanks, to warmer weather (such is the case with New York apples currently), their scarcity will lead to a rise in price. It’ll become more important not to waste food, so buy in bulk when possible and have proper storage.

Working Outdoors The heatwave last summer in Arizona grew so intense that a doctor said people were coming to the burn centre simply from having contact with the pavement. Heatwaves are also expected to become more and more frequent, making any recovery from them more difficult. People who work outdoors will be most affected, as well as those who work in warehouses or structures without proper airflow. It’s critical to know the symptoms of heat exhaustion and take long breaks for water when necessary.

It’s especially difficult when the solutions barely sound like they’ll solve anything, but the hard truth is that much of what can be done is out of an ordinary citizen’s capabilities.

The principles of sustainability should always be adhered to, but ultimately, the best course of action is to urge your government to take action. //

policies

WHY THE GOVERNMENT NEEDS TO TAKE CORPORATE SOCIAL RESPONSIBILITY SERIOUSLY

by Tyler Geis

A

s we progress forward in a new decade, where corporate structure and the workforce is under a microscope, as well as the environmental needs of the planet, it’s up to governments all over the globe to take a good, hard look at Corporate Social Responsibility (or CSR). In order to effect change in society for the better, it's up to the officials we elect to examine what big businesses do for their communities and the challenges they can help overcome to create change.

Let’s start from the ground up. What is Corporate Social Responsibility? CSR is a concept where massive corporations take into consideration the interests of what society needs in its current state. It is an idea that goes beyond just legislation that gets passed by the government, but is more about whether a company can go the extra mile for amplifying the quality of life for the community around their consumers that relates to the laws that a government passes. CSR is something that has already been implemented for many years by companies globally. Take for example, BP Oil, which, a few years after their disastrous oil spill in the Gulf of Mexico, has found its redemption story in the years that have followed with ads letting the people know that they are there to serve America. In 2020, the company announced that they plan to reduce oil and gas production by 40 per cent over the next decade, as well as no more oil exploration in countries that do not have any upstream activities.

Another perfect example of a large company that has committed itself to a good cause is the coffee company, Nespresso. Rather than their competitors, who don’t provide their consumers with the chance to better the planet, Nespresso makes recycling their number one priority as they strive towards a sustainable future. If you were to buy Nespresso coffee, they would provide you with a recycling bag to go along

with it, so you’re not just tossing away cups of used coffee grounds. Both the aluminum coffee pods, and the coffee grounds can be recycled. If you just look at Nespresso’s website, you can see they take their social responsibility seriously.

CSR is about capturing opportunities to better the world and be ahead of the curve of society and its ever-changing needs. And in doing so, this avoids massive risks that a company must take.

Any sort of idea like this being out there for us to examine comes with pros and cons. For a change of pace, let's start with some cons. Companies may see a higher cost and a lower return on profits due to implementing tasks like this. However, what CSR has been known to do is also enhance a brand’s image, and this can increase sales among the organization's target consumer audience. CSR has also been known to create happier communities around the company, reduce unemployment, and assist in aid to third-world countries, and the major war these days is to combat climate change.

Depending on who is at the helm where the bills are passed, that may become a major cause a company can aid in.

The main focus in today’s world are millennials, as they are now at the forefront of the workforce. As generations come and go, so do work ethics and approaches to seeking proper employment. Millennials have a different

approach to the workforce. Seventy per cent of millennials have stated that their decision to take a job somewhere has to do with how the organization impacts and influences the community around it. Fifty per cent of millennials have stated that they would take a pay cut with a job if they found out that the organization has core values that line up with theirs. This just adds to the fact of what governments should oversee in terms of a company's CSR. If they want to target the employees that are in the thick of today's workforce, they may need to present themselves in a fashion that appeals to the job seeker.

In the end, it is important for governments to make sure companies do their part in elevating society to a better place than it was in the decade prior. To echo a past U.S. President, “Ask not what your country can do for you, ask what you can do for your country.” To combat the topic of this article a little bit, it is also good for companies to just do the good deed of CSR, regardless of government oversight. Example: Ben and Jerry’s Ice Cream spends practically $0 on advertising, but a ton of money on cause marketing with no government oversight. Sometimes, it's the altruistic companies that restore faith in humanity for us and set an example for other companies to do the same. //

Spring 2024

the EDGE

49

policies

MICHAELLE JEAN From Refugee to Governor General

by Shirley Graham

M

ichaëlle Jean served as the Governor General of Canada from 2005 to 2010. Her tenure marked a historic moment in Canadian history, as she became the first Black person and the first person of Haitian descent to hold this position of the highest office in the land.

Photo courtesy of Michaëlle Jean

Early Life and Education Born in Port-au-Prince, Haiti, Michaëlle Jean experienced a turbulent political climate in her home country early in life. She and her family fled Haiti during the oppressive Duvalier regime, and sought refuge in Canada in 1968. The Jean family's journey to Canada was a testament to their resilience and determination in the face of adversity, a trait that would become a defining feature of Jean's life.

Jean pursued her education zealously, earning degrees in Italian and Hispanic languages and literature from the University of Montreal. Her passion for language and culture would later become a career hallmark as she championed multiculturalism and bilingualism in Canada.

Journalism and Broadcasting Before becoming Governor General, Jean had a successful career as a journalist and broadcaster. She worked with the Canadian Broadcasting Corporation (CBC), hosting and producing programs focusing on social issues, culture, and human rights. Her career in journalism demonstrated her commitment to giving voice to marginalized communities and addressing critical societal issues through the media.

Public Service and Leadership Jean's career also emphasized the importance of multiculturalism and bilingualism in Canada. Her academic background in languages and literature, including Italian and Hispanic languages, gave her a deep appreciation for linguistic and cultural diversity. She actively promoted bilingualism and multiculturalism, emphasizing the value

50

the EDGE Spring 2024

of Canada's diverse heritage and the need for inclusivity.

Her ascent to the role of Governor General exemplified her commitment to public service and leadership. Her career path showcased her dedication to Canada and her desire to contribute positively to the nation's growth and well-being. Her leadership skills, honed through her career, were evident during her tenure as Governor General, where she effectively represented Canada domestically and internationally.

Governor General of Canada In 2005, Michaëlle Jean was appointed as the 27th Governor General of Canada.

Her tenure was marked by a focus on social issues, cultural diversity, and youth engagement. She used her platform to advocate for Canada's indigenous peoples, promote the arts and culture, and support Canadian troops serving abroad.

Humanitarian Causes Jean was a passionate advocate for various humanitarian causes. Her dedication to social justice, and her desire to make a positive impact on society, is evident through her involvement in issues such as homelessness, poverty, and HIV/AIDS. She used her platform as Governor General to raise awareness about these critical issues and promote efforts to address them. Her advocacy extended beyond mere words; she actively engaged with organizations and individuals working on these fronts, contributing to tangible change in the lives of those affected.

Indigenous Rights During her time as Governor General, Michaëlle Jean demonstrated a solid

commitment to advocating for the rights of Canada's indigenous peoples.

She used her position to shed light on the challenges faced by indigenous communities, and encouraged dialogue and reconciliation efforts. Her advocacy helped raise awareness about the residential school system's legacy, land rights, and cultural preservation.

This dedication to indigenous rights contributed to the ongoing national conversation about reconciliation with Canada's indigenous peoples.

Crisis Leadership Amidst Tragedy In 2010, a catastrophic earthquake of magnitude 7.0 struck Haiti, leaving a trail of devastation and human suffering in its wake. This natural disaster was particularly poignant for Jean, given her Haitian heritage and deep personal connection to the country. As Canada's Governor General at the time, she rose to the occasion with unwavering compassion to provide aid and support to the people of Haiti.

She mobilized efforts to coordinate relief and humanitarian aid, leveraging her position and influence to rally international support for Haiti. Her heartfelt appeals for assistance resonated with people worldwide, and she became a tireless advocate for the earthquake's victims.

Legacy and Impact Michaëlle Jean's legacy as Canada's Governor General is one of breaking barriers and advocating for inclusivity and social justice. Her tenure paved the way for greater diversity in Canadian politics and public service. She inspired countless individuals, particularly those from underrepresented communities, to pursue their dreams and aspire to leadership roles. //

policies

BRAM LECKER Championing Employee Rights

by Shirley Graham

A

skilled advocate and trusted advisor, Lecker has earned his place among the top employment and labor lawyers in Toronto, consistently ranking within the top three for three consecutive years -- based on client ratings on threebestrated.ca -- a testament to his exceptional legal acumen.

Lecker remains actively involved in client cases while mentoring a talented team of employment lawyers, who handle complex disputes ranging from wrongful dismissal to minority shareholder oppression, workplace harassment, and denial of disability benefits.

Lecker's firm also specializes in trial and appellate advocacy in employment cases, job layoffs, and severance package negotiations, ensuring comprehensive legal support for clients.

Photo courtesy of Bram Lecker

Distinguished Career Lecker's legal journey began 40 years ago as a general practitioner, but it was after 30 years ago when he recognized an unmet need in the market, representing non-unionized employees in wrongful dismissal and disability law.

With unwavering determination, he established his own practice, eventually becoming the principal lawyer. Over the course of a quarter-century, he has mentored a team of nine lawyers specializing in this crucial and nuanced field.

One of his most impactful cases resulted in a change in legislation, offering protection to independent contractors and vulnerable employees, setting a precedent in Ontario's justice system and earning recognition as one of Canada's ten most important legal decisions in 2018.

Another noteworthy case saw Lecker advocating for an employee who refused to be on-call for a 24-hour shift, due to a desire to spend quality time with his family. The case reached the Supreme Court of Canada, which ruled in favour of the employee, leading to the recognition of "family values" that must be upheld in the workplace.

Lecker takes pride in his work, championing the rights of those who have been wrongfully dismissed or have

faced disabilities, illnesses, or accidents related to their employment.

While many lawyers enter the profession with an altruistic desire to help humanity, Lecker recognizes that practicing law is also a business. He focuses on allocating sufficient resources to effectively support his clients' cases while maintaining a stable financial operation.

His firm operates on a "recovery" basis, with no upfront retainers, providing clients with the help they need to achieve favorable outcomes.

The Person Behind the Law Lecker describes himself as a "prickly pear" – tough on the outside but compassionate within. His passion for championing the rights of the underprivileged drives him, especially when he witnesses unfair treatment, particularly toward those who are ill or injured.

His key to success lies in treating clients as honoured guests. Simple acts like greeting with a smile, offering tea, and showing respect set the tone for a respectful and productive attorney-client relationship.

Motivation and Inspiration He is privileged to work alongside selfmotivated, passionate staff, including his

eldest son. Witnessing his employees adopt his approach and mentoring them brings him immense satisfaction, akin to that of a teacher.

Secrets to Success Lecker's success can be attributed to two core principles: delegation and investment. He emphasizes the importance of delegating tasks to the right people, recognizing that overextending one’s self can hinder growth. Additionally, he believes in investing in software, office environments, and talent to expand and improve.

Advice for Future Entrepreneurs and Lawyers For lawyers seeking to establish their careers, Lecker recommends investing in a professional website and a skilled web marketer, highlighting the significance of online presence in acquiring clients.

He emphasizes the importance of treating clients with dignity, and letting them know that you are fully committed to supporting their legal needs.

In closing, he encourages entrepreneurs to strike a balance between work and personal life, underscoring the importance of enjoying time with family and friends amidst the demands of entrepreneurship. //

ACROSS BOUNDARIES Supporting Mental Health

MISSION We help racialized individuals with mental illness and/or addictions, who need support.

Case Management Services Psychiatric Consultation Program Addictions and Wellness Services Youth Case Management Services Mental Health and Justice Initiative Family Support

WHERE TO FIND US

ACROSS BOUNDARIES

52

51 CLARKSON AVENUE, TORONTO, ONTARIO M6E 2T5, CANADA the EDGE Spring 2024

To provide equitable, inclusive and holistic mental health and addiction services for racialized communities within an antiracism, anti-Black racism and anti-oppression framework.

CALL TO GET HELP

(416) 787-3007 EXT. 222 ACROSSBOUNDARIES.CA

branding & marketing

MARKE TING FOR PROFIT: UNLOCKING SUCCESS WITH SEO

A

by Jennifer Williams s with any business, marketing remains the driving force behind its success. The bridge connects a product or service to its intended audience, shaping perceptions and driving sales. In today's digital age, one of the most potent tools in a marketer's arsenal is Search Engine Optimization (SEO). This strategic approach not only enhances visibility but also maximizes profitability.

The Power of SEO SEO is the art and science of optimizing a website's content, structure, and online presence to rank higher in search engine results pages (SERPs). When done effectively, SEO can significantly increase organic (non-paid) traffic to a website, ensuring that it attracts visitors actively seeking the products or services on offer. This targeted traffic often translates into higher conversion rates and increased profitability.

Search engines like Google, which dominates the search landscape, utilize complex algorithms to determine the relevance and quality of websites. By aligning your marketing efforts with these algorithms, you can ensure that your website is displayed prominently to users actively searching for relevant keywords. This visibility is crucial, as studies have shown that most users do not venture beyond the first page of search results.

Crafting an SEO-Driven Marketing Strategy Keyword Research It forms the bedrock of your SEO strategy. Identifying the keywords your target audience is searching for allows you to tailor your content to their needs. Tools like Google Keyword Planner and SEMrush can aid in discovering high-traffic, lowcompetition keywords.

High-Quality Content Content is king in the digital realm. Creating informative, engaging, and relevant content satisfies users and signals to search engines that your website is valuable. Regularly updating your blog and creating informative articles, videos, and infographics can establish your brand as an industry authority.

On-Page Optimization Optimizing individual pages involves incorporating target keywords into titles, headings, meta descriptions, and content. It sends a strong signal to search engines about the content's relevance.

Technical SEO The technical aspects of your website matter. Ensure fast loading times, mobile-friendliness, secure connections (HTTPS), and an organized site structure. These factors enhance user experience and improve your site's search engine rankings.

Link Building Earning high-quality backlinks from reputable websites is a critical aspect of SEO. It signifies to search engines that your content is authoritative and trustworthy. Guest posting, influencer collaborations, and shareable content can facilitate this process.

Local SEO For businesses with a physical presence, optimizing for local searches is fundamental. It involves creating and maintaining a Google My Business listing, encouraging online reviews, and ensuring consistent NAP (Name, Address, Phone Number) information across platforms.

Measuring and Adapting One of the beauties of digital marketing, mainly SEO, is the ability to measure results accurately. Tools like Google Analytics and Search Console provide valuable insights into website traffic, user behaviour, and keyword performance.

Regularly monitoring these metrics enables marketers to adapt their strategies based on real-time data, ensuring that efforts remain aligned with audience preferences and search engine algorithms.

The Bottom Line In the realm of marketing for profit, SEO is a formidable ally.

Its ability to drive targeted organic traffic to your website can significantly impact your bottom line. However, it's crucial to recognize that SEO is a long-term strategy. Results might not be instantaneous, but the sustained effort can yield substantial returns over time.

SEO is not a one-size-fits-all solution. Each business has unique goals, target audiences, and competitive landscapes.

Crafting an SEO strategy tailored to your specific needs and consistently refining it based on performance is the key to unlocking the full potential of this powerful marketing tool.

So, embrace the power of SEO and watch your profitability increase in the digital domain. //

Spring 2024

the EDGE

53

branding & marketing

MEASURING THE EFFECTIVENESS OF YOUR DIGITAL MARKETING STRATEGY

by Claire Sampson

M

easuring the effectiveness of your strategy helps to identify the tactics that are working from the ones that aren’t, giving you the opportunity to revise and make improvements to your strategy, so that your organization can drive tangible results.

Setting SMART Objectives: Start with outlining measurable goals for your marketing strategy. Based on past performance, be realistic when setting these objectives, and ensure they are focused and revolve around the following: • • • • •

S - Specific M - Measurable A - Achievable R - Relevant T - Timely

For example, a SMART objective for your e-commerce business could be to increase sales by 10 per cent within the next 6 months. Setting these objectives is needed to determine what the results of your marketing strategy should be, and to help keep you on track.

Key Performance Indicators (KPIs): Next, it’s integral to establish Key Performance Indicators (KPIs). As the name suggests, KPIs are a good way to measure performance over time. Narrow down the KPIs that are relevant to your channels and tactics.

KPIs For Social Media: • Reach: The number of people that saw your post.

•

•

54

Engagement: The average number of interactions your social media content receives per follower. If your posts have a high reach but nobody is interacting with your content (i.e., they’re not liking it, commenting on it, or sharing it), then the content may not be providing as much value as it should.

Impressions: The number of times your post was visible in someone’s

the EDGE Spring 2024

brand was mentioned in? feed, regardless of whether they saw it or not.

Since all social media apps have their own analytics and insights integrated within their respective apps, the best way to measure these metrics is directly on the social platform itself. Keep track of the best times to post, and what type of content your audience is engaging with most.

KPIs For Email Marketing: • Open Rate: The percentage of people who opened your email campaign.

•

•

Click Through Rate (CTR): The percentage of people who clicked on your email campaign.

Bounce Rate: The percentage of emails that did not get delivered.

To measure these KPIs, opt for an email marketing platform like Mailchimp.

Mailchimp automatically generates reports for each campaign you send out, identifying these key metrics and providing click-maps to see where exactly people are clicking on your newsletters or daily campaigns.

KPIs For Public Relations: Share of Voice (SOV): The total • number of mentions of your brand across media websites, forums, and blogs. SOV helps to understand where your brand is, in comparison to the competition. Think of it as the amount of conversation and voice that your brand has. Share of Voice is calculated by the following formula: Brand mentions/Total Market Mentions x 100 = SOV per cent •

•

Sentiment: This metric measures the overall tone of brand mentions, whether it is mostly positive, negative or neutral.

Reach of Mentions: If your brand was mentioned in the media 15 times, what is the reach for each of those platforms/articles/posts that your

You might be wondering how on earth you're supposed to calculate some of these metrics on your own. Don’t fretthere are media, monitoring tools such as Meltwater, that do all the work for you. Meltwater tracks and analyzes the web for specific keywords, brands, or topics that you choose, and provides data visualizations for each of the metrics listed above, so that you can have a better understanding of how well your PR campaigns are performing.

KPIs For Pay-Per-Click (PPC): • Cost Per Click (CPC): The average amount that is paid when someone clicks on an ad.

•

Cost Per Acquisition (CPA): The cost of acquiring a new customer.

•

Return on Ad Spend (ROAS): The amount of revenue made for every dollar spent on campaigning.

KPIs For Website: • Traffic: Number of users who visit a website.

•

Bounce Rate: The percentage of website visitors that leave without clicking on anything.

•

Conversion Rate: The number of conversions divided by the number of visitors.

No need to panic or frantically pull out a calculator, because Google Analytics calculates all of those metrics for you.

Optimize A great way to compare different ads, emails, and landing pages, is to carry out A/B Testing to determine which performs better for your organization's objectives.

Remember, marketing requires constant iteration. What works for one channel moght not for the next; but the numbers don’t lie, so lean into the data, and let it drive your decision-making. //

branding & marketing

WHAT IS DISPLAY MARKETING AND WHAT ARE ITS ADVANTAGES?

by Luke Miles

D

isplay marketing involves the use of display ads, with the aim of reaching potential consumers on the internet who may one day be interested in buying certain products and using services offered by companies.

Display ads themselves are pretty simple. There isn’t much that needs to go into them. After all, they aren’t meant to be large and overtly obtrusive; otherwise, every internet user would install an ad blocker. These ads are the slender displays that lurk on the sidelines of webpages in skyscraper-like shapes, banners snuck between text, or squares in corners.

Unlike native ads, which mimic regular content on websites or social media platforms, display ads are unmistakeably ads upon first glance; however, standard practice dictates that display ads should not ruin the user experience of people browsing sites. As a rule, they can’t take up more than threequarters of the screen and they can’t function like pop-ups.

They’re only ever allowed to fill empty available spaces on webpages—and there often isn’t much of this, so everything in display ads has to count. Generally, there should only be three components in a typical display ad: brief text/copy in a crisp, easy-to-read font; high-quality imagery, video, or GIF combined with a company logo; and a call to action button that contains a link to one of the company’s webpages where they can complete a purchase or learn more about the company’s offerings.

These are the basic elements of display ads, and every display ad will contain these elements, but their raison d'être will be different, depending on the profile of the consumer or the nature of the website.

These are the reasons display ads may be in front of any particular consumer:

Remarketing Some display ads are attempts to bring a consumer who was already interested in a product or service, as evidenced by time spent on the company’s webpages, back into the fold.

These display ads are reminders of the company, so interested consumers won’t forget about them.

Personalized Ads Personalized ads relate to the demographic description and interests internet users have previously given up online.

Personalized ads target potential customers by sending them ads that might appeal to them based on qualities like age, gender, race or based on what they’ve searched for across the web.

Site Placement Ads Site-placed ads are ones the advertiser or marketer has personally selected to be displayed on relevant websites of their choosing.

Contextual Ads Contextual ads are placed on webpages where the context of the page is directly related to the context of the advertisement.

For example, an ad for lipstick on a beauty advice blog. Since people reading beauty blogs are most likely to be interested in lipsticks, advertising lipstick in this case would be appropriate.

The Advantages of Display Marketing Now that we’ve covered the basics of display ads and display marketing, what are the benefits of using this advertising technique? Here are the reasons why a business owner might consider attracting new buyers and clients with display ads.

Always Around Though display ads aren’t entitled to take up much space, they aren’t easy to miss either. Being perfectly optimized for webpages, display ads will fit right in the middle of web content or beside the content, or they will be the first thing consumers see when opening a webpage. It doesn’t help that they’re often boldly coloured and flashy with calls to action like discount offers. The downside, however, is they may be perceived as annoying if advertisers take things too far, which prompts users to install ad blockers on their browsers.

Easy-Peasy Creation Since only three elements are necessary to end up with a standard final display ad, they can be whipped up within mere hours. A display ad can be as simple as a catchy sentence and a logo on a bright background colour, accompanied by a button linking to the company’s website.

Long-Term Value Display ads may be a surefire way to put the idea of a product or service into internet users’ heads, but unfortunately, the data tells us that display ads don’t generate a lot of instant conversions, like sales and sign-ups. If the users aren’t specifically seeking out a company’s products or services, they’re not likely to click on display ads. However, display ads are an efficient way to gradually introduce consumers to goods and services, as well as continuously remind them of companies or products over a period of time. //

Spring 2024

the EDGE

55

branding & marketing

CRAFTING A WINNING BRAND WITH THE RIGHT NAME

by Aaron Levinson

A

powerful brand says much about you. After all, it has the power to sell your company. A strong brand can influence how others perceive your company. In many ways, it is the nucleus of the company’s success and is reflected in its marketing strategy.

Granted, picking a name and logo for your company is not always easy. Nevertheless, you don’t have to fret. Consider a few helpful steps to build a competitive brand that can enhance your reputation and make you stay relevant.

Choose the Right Name Choosing the right name involves researching ideas and keywords. You can begin by compiling a list of words or phrases that define your business and what it does. A helpful tip could be to investigate the meaning of words in different languages. This is especially important if you will be operating in several countries. It ensures the name has the desired meaning across different cultures and isn’t hampered by innuendos or nuances.

Sometimes you might inadvertently choose a name that compliments one culture and offends another. That’s why it is imperative to select a name that is easy to spell and pronounce; this can remarkably improve your recognition.

Avoid generic and broad names; this allows you to stand out from the crowd. Some generic names might not accurately reflect your company’s offerings. Finally, before heading to print, check the name to see if it is trademarked or copyrighted by someone else. If it is, this might create legal issues if you accidentally choose someone else’s intellectual property.

Create Powerful Visual Representation The logo is the foundation of your brand; the symbol people associate with your company. That’s why you must choose colours and fonts wisely. Consider hiring a designer to use balance and symmetry when selecting the right logo.

You will want to create a memorable logo so that people will remember it from the first time they see it. Logos that are easy to remember often have a substantial impact because they make the brand stick in consumers' minds.

A timeless logo focuses on quality over quantity, removing unnecessary elements and crazy ideas. This involves keeping your logo simple and basic by eliminating unnecessary clutter.

Remember to focus on saying more with less.

56

the EDGE Spring 2024

Find an Online Domain Once you have a brand name, it’s time to create an online domain that’s easy and memorable. A domain name that’s simple to remember and pronounce will make it easy to recall and search for. When it comes to domain names, less is more.

The shorter the name, the easier it is to remember and type, which means users will most likely find you.

It is wise not to exceed two to three words. You can also include SEO keywords in your domain name to make it rank higher on search engine results. Moreover, your domain name should have a handle to be readily available on all major social media platforms to increase customer visibility and engagement.

Market Your Brand When you have finalized your brand name, logo, and domain name, it’s time to market your brand. Social media is a powerful tool to do that. It allows you to share content with potential customers and build relationships.

Building a following is imperative. You can start by sharing content online and by word of mouth to allow users to interact and follow you. Platforms like Facebook, LinkedIn, X (formerly Twitter), and Instagram can help you share content with potential customers and build relationships.

Influencer Marketing is another way to promote yourself.

Influencers often have a large following; you can tap into their networks and gain access to a new market of potential clients. At times influencers might endorse your brand for a small fee, but you can also use their expertise to craft content that engages people on social media platforms.

Build Your Brand Protecting your brand preserves its integrity, reputation, and interest. The first step is registering a trademark for your brand name and logo. This ensures no one will use your name or logo to market their products and business.

Once you have a good reputation, more people will be inclined to visit your website, purchase your products, and follow you on social media. An efficient customer service portal and service can make a big difference in client retention.

Tools like Hootsuite and Google alerts allow you to respond promptly when necessary.

When done thoughtfully and strategically, launching your brand can effectively communicate its value, allowing you to stand out from competitors! //

BOOK YOUR ADVENTURE ABOVE THE CLOUDS What comes to mind when you hear the phrase, “The Sky’s the Limit”?

If it’s flying first class with a glass of champagne in hand, surrounded by the laughter and excitement of your closest friends and family members, then there’s a good chance you're envisioning Ivalem Aerospace Corporation.

Whether you're planning a business rendezvous, an intimate getaway, or a grand-scale event, Ivalem offers a diverse fleet of small, medium, and large-sized private jets, so that you can experience an innovative, luxurious, and efficient way of travel.

Ivalem Aerospace is a culture of diversity and team-work, making every journey smooth, safe, and sophisticated. They believe in rewarding excellence, which is why their team goes ‘above and beyond’ to contribute to their collective success - and yours.

- Advertisement Spring 2024

the EDGE

57

OUR SERVICES

Private Jet Charter Whether you need a light jet for a quick trip, or a spacious long-range jet for a transcontinental trip, Ivalem Aerospace’s fleet caters to your needs. Lavishly furnished, equipped with state-of-the-art entertainment, and plenty of space to work or relax, Ivalem ensures your travel experience is as unique as you are. They pay meticulous attention to detail, comfort, and quality. From in-flight delicacies curated by world-class chefs, to personalized ground transportation, every aspect of your journey is tailored to your preferences.

Euroflight Club For those who desire to be part of their elite community, the Euroflight Club membership grants access to fleets of VVIP jumbos. These rental options accommodate anywhere from 10 to 189 passengers. They take privacy and security seriously, and follow rigorous measures to ensure the confidentiality and safety of their clientele.

Aircraft Sales and Brokerage Additionally, Ivalem offers a platform that facilitates aviation transactions, providing transparency, trust, and guidance for buyers and sellers. Their brokerage services manage negotiations, documentation, and logistics, thereby streamlining the sales process.

- Advertisement 58

the EDGE Spring 2024

Spring 2024

the EDGE

59

Maintenance and safety are the top priorities. A team of technicians carry out routine inspections, system checks, repairs, and overhauls, using contemporary diagnostic tools to ensure optimal functionality, reliability, and safety. They adhere to aviation regulations and industry standards, taking a proactive approach with preventative measures to identify and address potential issues before they escalate.

Take to the skies with confidence, knowing you’re in the best hands possible.

Visit www.ivalem.com or call Ivalem at: +1 (437) 258-6750 to soar together.

60

the EDGE Spring 2024

- Advertisement -

leadership

KEVIN JOHNSON Leader in Marketing and Mentorship

by Dave Gordon

l

eading GroupM Canada as its CEO, Kevin Johnson draws upon over 20 years of expertise in advertising and marketing, steering the company towards unprecedented growth in the expansive landscape of global advertising.

Previously at the helm of MediaCom Canada, Johnson propelled the agency to newfound business triumphs, while enhancing its public standing. A seasoned figure in the media realm, Johnson is not only an advocate for inclusion, mentorship, and equity, but also a vocal proponent for these values both within and beyond the advertising sector. His frequent engagements highlight the critical role of top-down DEI leadership in fostering a more inclusive industry. Beyond his professional commitments, Johnson actively contributes to the community as a mentor in Rexdale, Ontario. As well, he lends his expertise to various organizations dedicated to media and social services, holding positions on the boards of Numeris, Ad Standards, Trillium Health Partners, and Children's Wish Foundation of Canada.

Photo courtesy of Kevin Johnson

What excites you about what you do?

Each day is different. We work on multiple clients, so every day is interesting. One day, you can be talking about the financial industry, and the impact that the economy is having. And then the next day, you can be talking about sporting goods, and how consumer behavior is changing across the board. And in terms of our expertise, likewise, you could be talking about digital innovation, and where that's going; and AI, and then turn around and talk about podcasting; and how traditional radio continues to work for consumers.

You'd mentioned once that growing up, you never had a mentor? What did you do in the absence of a mentor?

I always caveat that, because I'm very cautious that people may say that I didn't want or need a mentor, and therefore, they can follow that path as well. And that's not true. If I were to go back, I would have found someone to help me avoid stumbles that I've made, or allowed me to accelerate. I tried and did what I thought was best at the time.

I grew up in a single-parent home, five children, and devout Christians. For me, it provided me a very constant, firm level of trust and faith that everything was going to be okay, regardless if it

doesn't work out the way we want it to.

My upbringing prepared me to dust off, to be resilient, and keep going.

You once wrote about being the only Black person in the room. Could you speak to that?

You’re referring to an article on LinkedIn from a few years ago, and it became viral.

It recounted my life in the advertising industry, and how as I began to walk through different rooms, boardrooms, meeting rooms, social business events, you name it, I was the only black person in the room. There were moments where I felt lonely.

My upbringing had been in an impoverished area in Etobicoke. So I had struggles just from a financial standpoint, that most of my peers and most individuals wouldn't understand.

So my passion now, in addition to leadership, is to make sure that we bring in new people into our industry, more representative of what Canada looks like.

What’s your super skill?

From a leadership perspective, understanding what our clients need and want from us. In order to be a better leader, I've had to develop empathy for the people that I'm working with, in

order to connect with them. I do believe it really is a craft to understand different groups of individuals, and how to make sure that they feel heard and felt. And so that's something that I've developed and tried to improve over time. I think it has paid off.

What is GroupM’s point of differentiation?

All 1,200 people across Canada, are really pushing to make advertising better for people, where we are inclusive, bringing together all communities, addressing all communities. From an industry standpoint, we have committed to more than 2 per cent of our total spend on diverse and Black-owned media. And that's super important.

We have started an internship program called Launchpad, a 14-week program, providing people opportunity to get into this industry, and be trained. There are young people that I hadn't expected to be in the industry. I've met people that were graduating interns that had been in war-torn areas, and made it out. I've had individuals that have just been in the country for six months. The stories!

So these last two years for me have been two of the most rewarding, and really being able to give back in many different ways. //

Spring 2024

the EDGE

61

leadership

CASE STUDIES OF EXEMPLARY LEADERS

by Helen Jacob

R

eal leaders leave a significant impact on individuals, and on society. These are some of the best at what they do — whether it’s business, sports, or politics. Here are some of the most influential people in the world.

Nelson Mandela, Nelson Mandela was South Africa’s first black president from 1994 to 1999. He was best known for being a social rights activist, politician, and philanthropist. He joined the anti-apartheid movement in his 20s — he was fighting against a system of legislation that upheld segregation against non-white citizens in South Africa. He then joined the African National Congress in 1942, and for 20 years, he directed a campaign of peaceful and nonviolent protests against the South African government and apartheid.

Mandela was put in prison in 1962 for political offenses, and for 27 years, he spent his time there. In 1993, he was awarded the Nobel Peace Prize, along with South African President F.W. de Klerk, for their efforts in fighting against apartheid. Today, he is known as one of the greatest civil rights activists in the world. Mandela’s birthday, July 18, is known as Mandela Day — a day to promote global peace.

Photo courtesy of Wikipedia

Michele Romanow, A prolific investor, Michele Romanow is a serial entrepreneur who started six companies before she turned 35. Armed with a plethora of degrees, she founded the Tea Room, the first zeroconsumer waste coffee shop, during her civil engineering undergrad at Queens University. Because of her ingenious ideas and ability to think outside the box, she was awarded the Queen’s University’s Tri-colour Award -the highest honour in the University’s history.

In 2015, Romanow made her debut at CBC’s Dragons’ Den and was named under Fortune’s 40 under 40. She received several accolades, like Canada’s youngest powerful woman and Canada’s Angel Investor of the Year. Considered a visionary leader, Romanow is a firm believer that the world’s toughest challenges can only be solved by committed entrepreneurs.

Photo courtesy of Canadian Business

62

the EDGE Spring 2024

leadership

Michael Jordan, American basketball player Michael Jordan is considered to be one of the greatest basketball players — and maybe even athlete — of all time. He won six championships with the Chicago Bulls, and was named Finals Most Valuable Player all six times. He was the NBA Most Valuable Player five times, and a 14-time All-Star. He is also a four-time gold medalist with USA Basketball and was named the USA Basketball Male Athlete of the Year twice. He has several partnerships, including Nike — the Nike Jordan brand has earned him well over $1 billion over decades. He recently became the richest NBA player ever after selling his majority stake in the Charlotte Hornets, with an estimated net worth of over $3 billion.

Photo courtesy of Wikipedia

He’s also involved with a variety of charities including Boys & Girls Clubs of America, Buoniconti Fund to Cure Paralysis, and LIVESTRONG. Jordan hosted his Michael Jordan Celebrity Invitational, an annual charity golf event from 2001 to 2014. The proceeds from the gold event went to foundations such as Make-A-Wish, Cats Care, and the James R. Jordan Foundation. He has also donated the largest sum of money to Make-A-Wish foundation — $10 million in honour of his 60th birthday.

Kevin O’Leary, Known as Mr. Wonderful, Kevin O’Leary is a successful Canadian entrepreneur and businessman.

He launched SoftKey Software Products, a technology company that sold software geared toward family education and entertainment, from his basement. He then sold it for $4.2 billion. Today, it’s known as the “Learning Company”.

Since then, he has made several successful investments and business ventures, and is also famous for being one of the sharks on Shark Tank.

Photo courtesy of Wikipedia

Wintson Churchill, Winston Churchill is one of the most famous politicians of all time. He was an incredible writer, orator, and leader who led Britain to victory in the Second World War. He served as Conservative Prime Minister twice in his long career. Churchill went to the Royal Military College of Sandhurst and, had a brief career in the army.

At the age of 25, he began his career as a statesman in the House of Commons, and went on to become First Lord of the Admiralty, Minister of Munitions, Chancellor of the Exchequer, and eventually, Prime Minister.

He was also a scholar, journalist, and war correspondent, among many other things. Churchill’s writing career earned him a Nobel Prize in Literature in 1953. He inspired people with his leadership and character, and is considered one of the defining figures of the 20th century. // Photo courtesy of Wikipedia

Spring 2024

the EDGE

63

leadership

THE IMPORTANCE OF SOCIAL RESPONSIBILITY MATTERS IN BUSINESS

by Joshua Cooper

I

n business, companies can sometimes lose sight of the social responsibilities that keep us all in check.

The importance of these social constructs cannot be overstated, as they offer a framework for which we can all abide without negatively impacting the people around us. With the #Metoo movement and other social causes coming to the forefront, businesses are increasingly encouraged, and sometimes forced, to take a long, hard look at how they are operating, and in what ways does it align with these social constructs.

Here are some points on the importance of social responsibilities in business, and how you can use them to relate to your audience.

64

the EDGE Spring 2024

leadership

Social responsibility means acting in the best interests of a company’s environment and society. Social responsibility is known as corporate social responsibility (CSR) as it applies to business, and is becoming a more prominent area of focus within businesses, due to shifting social norms.

There is a moral imperative as well. Actions, or the lack thereof, will affect future generations. Put simply, social responsibility is just good business practice, and a failure to do so can have a deleterious effect on the balance sheet.

Companies that take part in social responsibility programs often see an added benefit of boosting their brand image.

Embracing socially responsible policies goes a long way toward attracting and retaining customers, which is essential to a company’s long-term success. Furthermore, many individuals who know that part of a company's profits will be channeled toward social causes near and dear to them will gladly pay a premium for goods.

Companies that implement social responsibility programs have the additional benefit of boosting their brand image.

Social responsibility programs can also have a positive impact on morale among employees. The increase in morale should lead to a boost in productivity.

Social responsibility helps benefit society and the environment while lessening negative impacts we impart on them. Companies involved with social responsibility can do so in several ways, including following ethical labour practices, making changes that benefit the environment, and promoting volunteering and philanthropy. Benefiting society and lessening the negative impacts on the environment are among the main benefits of social responsibility. Consumers are increasingly looking to buy goods and services from socially responsible companies, which can have a positive impact on their bottom line.

A business’s ability to maintain a balance between chasing economic stability and paying attention to societal and environmental issues is a critical factor in social responsibility.

The main way for a business to achieve social responsibility is to strike a balance between being attentive to societal and environmental changes while maintaining a watchful eye on their finances. For example, companies may look to reduce their carbon footprint and limit waste in an effort to negate their environmental impact.

The Lego Group, manufacturer of Lego toys, has committed to reducing its carbon impact. It was named a World Wildlife Fund Climate Savers Partner in 2014. There’s also the social responsibility of ethical practices for employees, which can mean offering a fair wage. This arises when there are limited employee protection laws. Ben & Jerry’s Homemade Holdings Inc. has integrated social responsibility into the core of its operations. The company purchases Fair Trade Certified ingredients.

Social responsibility can be an effective tool to increase employee engagement. As opposed to simply collecting a paycheque, socially conscious companies tend to attract employees who are eager to make a difference in the world.

There is strength in numbers, and collective employee efforts can achieve substantial results, which increases workplace morale and boosts productivity. Many companies, such as those with “green” policies, have made social responsibility an integral part of their business models, and they have done so without compromising profitability.

There are numerous ways for your company to be seen as socially responsible, and as an entrepreneur, it’s your job to ensure that your company leads the way. Whether that be through employee engagement, environmental initiatives, or through “green” policies, it’s your job to ensure your company is on the cutting edge of social and environmental changes that our society is prone to.

Doing so will allow you to connect to your customer base more fully, as well as provide you with a strong backing of environmental agencies that help protect our earth. Take the initiative and ensure your company follows through on its words. Remember in general, social responsibility is more effective when a company takes it on voluntarily, instead of waiting for the government to require them to do so through regulation. //

Spring 2024

the EDGE

65

leadership

WHY IS CORPORATE SOCIAL RESPONSIBILITY IMPORTANT?

by Rob Shapiro What is Corporate Social Responsibility (CSR)?

CSR speaks to a company’s overall mission beyond turning a profit.

It focuses on “ethical practices, sustainability, philanthropy, community outreach, and stakeholder engagement”.

CSR is self-regulated, meaning a company must outline and execute its policies and strategies without third-party or government oversight.

Corporate Social Responsibility is a broad business idea that outlines a company’s commitment to ethical business practices.

CSR best practices indicate a thorough and expansive approach where a company’s socially responsible policies inform all business operations.

Thoughtful CSR strategies often include philanthropy and paid time off for employee volunteering.

CSR emphasizes the triple bottom line: profit, people, and the planet.

Common CSR activities include responsible investing, creating, or contributing to social programs, waste reduction, carefully vetting suppliers and investors for ethical practices, sustainability, and community relations.

CSR works best when viewed as an opportunity, not an obligation.

The Benefits of an Effective CSR Strategy Many consumers believe that a company is responsible for having a positive societal and environmental impact, in addition to offering products and/or services.

CSR also refers to whether a company incorporates ethical labour practices and responsible marketing and communications.

Many current business leaders see CSR as a competitive advantage when it’s genuine and properly executed.

Socially responsible companies can improve communities and society while promoting a positive image of their company that impacts the bottom line.

This approach can also do wonders for employee morale and be an effective recruitment tool.

Most Millennials and Gen Z deem socially responsible companies more attractive than those without a CSR strategy.

66

the EDGE Spring 2024

leadership

How to Create an Effective CSR Strategy Follow these 6 steps to create a CSR strategy that will impact your company’s culture and bottom line.

2

3

4

Outline the potential benefits of a CSR strategy. One way to do this is to research your competitors who have taken this conscientious approach and gauge the benefits they reaped.

Turn benefits into objectives. Using the benefits you outlined in the previous step, create a list of realistic objectives that your company can achieve by undertaking socially responsible policies.

Conduct research into the various initiatives that you want reflected in your CSR strategy. Most companies focus on social and environmental causes, and it's best to choose based on what would help and appeal to your employees and customers.

1 Since CSR is a broad term, the first step is for a company to define what it specifically means to them.

5 Communicate your CSR strategy to employees, investors, partners, and relevant community members before its official launch.

6

Common CSR Mistakes

Create a launch plan that will ensure all your customers, fans, and followers understand your CSR initiatives and how they will affect your operations and offerings.

Avoid a silo approach. This means developing partnerships with agencies and community groups or members who share your vision, can add relevant perspectives and help spread your message.

Start this process with your employees, and then move on to your customers. The reverse order could result in employee discontent.

Need to fully incorporate your social responsibility into your company. Ideally, it must be part of every department and decision.

Do not be disingenuous about your corporate social responsibility, nor should you treat it as a branding exercise solely designed to boost profits.

Invest in the right team as every CSR strategy needs to be spearheaded by people with the proper experience, knowledge, and commitment to your goals.

Authorize your CSR strategy team to execute an ambitious strategy without creating roadblocks that will impede their efforts.

Implement a reporting and assessment system that is clear and consistent and will foster accountability.

Stats About Corporate Social Responsibility

77%

71%

55 %

41%

25 %

77% of Canadians have a desire to work for a company with a strong CSR policy.

71% of Canadians would do unpaid volunteer work if offered the time off.

55% of Canadians report that when job hunting, it's important to them that prospective employers participate in socially responsible initiatives.

41% of U.S. millennial investors put a lot of effort into researching a company’s societal and environmental contribution before investing.

25% of U.S. consumers impose a zero-tolerance policy for companies that commit ethical infractions.

How Can Entrepreneurs Use Corporate Social Responsibility CSR isn’t just for established companies. Entrepreneurs can build a business on a foundation of corporate social responsibility.

Entrepreneurs can include their social responsibility into their initial business plan and align it with their business model.

Another approach for entrepreneurs is to only seek investors and employees who share their social and political values.

Spring 2024

the EDGE

67

leadership

What Companies are CSR Leaders?

Google's energy conservation efforts have resulted in its data centres using 50% less energy than others globally. Google also invested $1 billion into renewable energy projects to help other companies minimize their environmental footprint.

50% $1 B

Coca-Cola places an enormous emphasis on sustainability for the climate and agricultural sector and their packaging. This approach is embodied in their “world without waste” messaging.

Ford launched an endeavour to “build a better world” and increased its investment into building electric vehicles to $22 billion up from their initial $11 billion. Their goal is to achieve carbon neutrality by 2050.

Wells Fargo donates up to 1.5% of its revenues to charitable causes annually. Through this initiative, donations have been made to more than 14,500 nonprofits. Additionally, Wells Fargo donated $6.25 million in support of the COVID-19 pandemic response.

Bosch reduced its ecological footprint by transforming 400 of its locations into climateneutral sites. The company’s new initiative is to further reduce its emissions by 15% by 2030.

Levi’s launched a $1 million fund to match employee donations to organizations that were combating gun violence. This was the result of town hall meetings where employees expressed their concern over gun violence and how it was affecting their lives.

$11 B $22 B

1.5% $6.25 M

15%

$1 M $1 M

SOURCES https://www.nibusinessinfo.co.uk/content/what-corporate-social-responsibility#:~:text=Corporate%20social%20responsibility%20(CSR)%20is,impact%2C%20and%20considering%20 human%20rights. https://www.linkedin.com/pulse/importance-corporate-social-responsibility-creating-impact-magazine/ https://www.businessnewsdaily.com/4679-corporate-social-responsibility.html https://benevity.com/resources/create-corporate-social-responsibility-strategy#:~:text=Developing%20a%20CSR%20strategy%20should,Resources%20teams%20or%20Office%20Managers. https://www.linkedin.com/advice/3/how-do-you-make-social-responsibility-part-your#:~:text=To%20integrate%20your%20social%20responsibility,empower%20employees%2C%20 engage%20and%20collaborate

Brands: https://digitalmarketinginstitute.com/blog/corporate-16-brands-doing-corporate-social-responsibility-successfully https://benevity.com/resources/corporate-social-responsibility-examples https://www.investopedia.com/terms/c/corp-social-responsibility.asp https://tweakyourbiz.com/posts/top-7-mistakes-companies-make-with-corporate-social-responsibility https://www.randstad.ca/employers/workplace-insights/corporate-culture/how-important-is-corporate-social-responsibility-to-canadian-workers/#:~:text=77%25%20of%20Canadians%20 want%20to,in%20charitable%20and%20philanthropic%20initiatives

Stats pulled from: https://online.hbs.edu/blog/post/corporate-social-responsibility-statistics

68

the EDGE Spring 2024

leadership

DAVE HOWLETT Starting with the Individual

I

by Kenny Hedges

Photo courtesy of Dave Howlett

nternational keynote speaker Dave Howlett has spent the last 20 years promoting his Real Human Being (RHB) philosophy and third gear framework. The first gear is narrow-self-interest, and the second is incentive-based behaviour, doubtlessly evidenced in any workplace. Howlett encourages third gear-thinking: intrinsic rewards, or “doing the right thing.” Howlett spoke with The Edge, A Leader’s Magazine about his philosophy’s relevance and methods.

We’re reaching a point now where people are starting to have to reckon with what it actually means to be a real human being, with AI rapidly changing the workplace. Can you talk to me a little first about your RHB philosophy?

you Christian? Are you Muslim? Because all your stuff is in our holy books.” I got news here, it's in everybody's holy books.

The only thing I did — I put a number to it. I was invited to speak at a mosque in Mississauga[…] and the holy leader [opened] up the Qur'an and started to point out examples.

I was lecturing somewhere about two weeks ago, and the head of their onboarding services said to me, “What would you say the most precious attribute of an employee would be?” I said self-awareness. He said, “How do you test your self-awareness?” I said I teach the RHB philosophy. Much as we want to label people, and put them in the good and bad categories, at the end of the day, most of us are human beings. Sometimes we act like saints, and sometimes we act like the opposite of saints. The most precious attribute is not acting good or bad, it's knowing how you're acting.

All we have to do is look at the news nowadays, and take a look at people aligning themselves with their group. My biggest thrill is when I teach a business audience, and they go and teach to their kids, and they use it to get along with other people. The best philosophy methods are universal, not just about business and making money. They're about being a better human being.

So, it's a philosophy that centers around intention. Two friends and I started Dive Store in the early 80s, and within five years, we were on the top five stores in Canada. Did we have the most money?

No, but we were passionate about what we did. And that was the genesis of Real Human Being, which I learned earlier –– on that reputation is really important.

Would you consider it a legitimate philosophy? You did mention someone once credited it with “creating a moral compass for the business world.”

Define legitimate –– I mean, I've had people come up after my keynote's some time ago, “Are you Hindu? Are

There's some concern over what can be said at the workplace. 49 per cent of workers fear repercussions for being open about their mental health. Has this run into conflict from business leaders?

Sure. [A lot of leaders] talk about company culture. Where does culture come from?

I have leaders that companies want to build what they call an amazing culture –– where employees all treat each other like human beings rather than a very hate-set office.

Stress will drive people back to first gear.

Most people live in second gear. Most people, companies, and businesses think logically in second gear. How do I create this shift in a company? It's not by realigning people's desks. It's by starting with the individual.

We've touched on the other two gears.

When you're talking with business leaders, what's the hardest thing about getting them into the third?

Every business leader is different. Some of them will dismiss third gear, they mix up empathy and sympathy. I will tell you a couple of trends that are helping me now. A lot more businesses are led by women, and I'm not saying all women have a streak of empathy in them, but women tend to be a little bit more open-minded.

If somebody's trying to build a diverse workforce based on equality around gender, identity, ethnicity, my material is extremely well-received. Most of us just want to be treated like human beings.

So, if the leader of the organization has that mindset, I'm in. I can tell you, every company's got third-year values in it — it's called leadership, integrity, and cooperation.

You’ve led quite an eclectic life.

What aspects of such a multifaceted existence contribute to an entrepreneurial mindset?

Curiosity. I'm an insatiably curious person.

I want to interview you now.

Curiosity is a central aspect to being an entrepreneur. Part of that is revealing problems. If I don't talk to you, I don't know what keeps you awake at night, I'm just pushing product at you. So, when I talk to employees of different companies, I show them questions that uncover needs. //

Spring 2024

the EDGE

69

70

the EDGE Spring 2024

Winter 2023

the EDGE

75

Winter 2023

the EDGE

75