Diversity, Equity, Inclusion,
and Belonging in Marketing

Building brands through socio-cultural awareness, authenticity and data.

Celebrating Diversity

Celebrating diversity is the key to understanding the ever-evolving marketplace that caters to consumers from various socioeconomic and cultural backgrounds. BTI understands that diversity extends beyond race or ethnicity alone and celebrates differences within the audience subgroups, including age, gender, disability, religion, ethnicity, and sexual identity, to provide better-targeted ideas and solutions.

Celebrating Diversity

Celebrating diversity is the key to understanding the ever-evolving marketplace that caters to consumers from various socioeconomic and cultural backgrounds. BTI understands that diversity extends beyond race or ethnicity alone and celebrates differences within the audience subgroups, including age, gender, disability, religion, ethnicity, and sexual identity, to provide better-targeted ideas and solutions.

Elevating Equity

No two people are the same, so one solution is likely not applicable to everyone. BTI understands needs, behaviours, and motivation to design solutions that solve problems and limit barriers for the end-user. BTI elevates equity by recognizing barriers and advantages and creates brands consumers want to support because they represent them and their values.

Learn more about an equity-driven BTI initiative to support and fund underrepresented entrepreneurs – the VOICE Grant Program.

Elevating Equity

No two people are the same, so one solution is likely not applicable to everyone. BTI understands needs, behaviours, and motivation to design solutions that solve problems and limit barriers for the end-user. BTI elevates equity by recognizing barriers and advantages and creates brands consumers want to support because they represent them and their values.

Integrating Inclusion

Integrating inclusion ensures your brand connects with the largest possible audience and creates a stronger bond with existing customers. Inclusiveness is valuing and respecting people from all backgrounds and embracing what makes them unique. BTI implements inclusive marketing strategies that communicate that differences among people are respected and valued by your company.

Integrating Inclusion

Integrating inclusion ensures your brand connects with the largest possible audience and creates a stronger bond with existing customers. Inclusiveness is valuing and respecting people from all backgrounds and embracing what makes them unique. BTI implements inclusive marketing strategies that communicate that differences among people are respected and valued by your company.

Inculcating Belongingness

Belonging adds to the DEI equation and shifts towards psychological safety and authentic inclusion. BTI understands that being “included” does not necessarily equate to a feeling of “belonging.” BTI empowers building a culture of belonging by amplifying the target audience’s voices to nurture a sense of individual and collective purpose among them.

Inculcating Belongingness

Belonging adds to the DEI equation and shifts towards psychological safety and authentic inclusion. BTI understands that being “included” does not necessarily equate to a feeling of “belonging.” BTI empowers building a culture of belonging by amplifying the target audience’s voices to nurture a sense of individual and collective purpose among them.

INDUS

Boosting Mental Health

Building a Resilient Community

CANADA BEEF

Explore The World Of Beef

 Revitalize. Renew. Remind.

What our partners are saying

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"We could not be happier with the results of this rebranding project for LAC. I always recommend BTI to friends and colleagues and I look forward to working with the team again in the future."

Rob Hart

Director, Marketing & Communications Living Arts Centre

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"We were very pleased with the results of the Cashmere UltraLuxe Bathroom Tissue launch campaign executed by BTI. The feedback from our team and retailers was overwhelmingly positive, and as a result, this campaign set the standard for future product launches."

Stephen Turner

Vice President – Market Development and Consumer Insights Kruger Products LP

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"We can always count on BTI to be at the cutting edge of industry trends and technology. They have proven to be a true partner with whom we collaborate daily. I would highly recommend BTI to any organization looking for assistance with marketing their business or product."

Sanjay Soni

Founder, Managing Lawyer Nexera Law Group

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"Over time our relationship with BTI has grown from tangible marketing materials to digital marketing and branding support. It is rare to find an agency as well versed in so many services as BTI. They are our trusted partner and advisor."

Richard Rogerson

Managing Partner Packetlabs Ltd

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"BTI was responsible for building out our new website which is more reflective of who we are and we are seeing more traffic, better results and more leads coming through our website. We can always count on BTI to provide expertise and marketing insights, no matter what the ask."

Scott Archer

Connected Accounting & ERP Product Manager Accountek Solutions

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"BTI played an important role in establishing our brand and vision. Our meetings with BTI were very exciting and professional. The whole group had lots of energy and we had fun as we shared ideas, brainstormed and planned. I am grateful that BTI was our partner."

Naveen Seth

CEO, Seth Commercial Corp. Chaska

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"BTI played an important role in establishing our brand and vision. Our meetings with BTI were very exciting and professional. The whole group had lots of energy and we had fun as we shared ideas, brainstormed and planned. I am grateful that BTI was our partner."

Sahib Rana

Co-Founder of the Lazeez

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"BTI created the roadshow concept, and continues to manage and execute the cross-Canada training experience on behalf of Whirlpool. BTI always ensures we are pushing the limits with creativity, technology and new ideas to inspire a change in behaviour."

Yogesh Somani

Senior National Manager, Sales Training & Merchandising

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"Our partnership with BTI is seamless and incredibly efficient. They are a valued part of our day-to-day operations and our ability to grow our business. I would recommend BTI to any brand looking for promotional elements for use across a variety of medias."

Michelle Domet Senior

Senior National Manager, Sales Training & Merchandising

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"BTI has built a reputation for building brands for some of the most recognizable retailers in North America. We are very thankful to BTI for being a big part of our growth from inception to the sale of our brands that we built together."

William C. Hargis

Jr.President and CEO 4u2u Brands LLC

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"The team at BTI are both creative and strategic in their approach to marketing and branding. Our relationship is a true partnership in every sense. I would highly recommend BTI to any company looking for a creative partner to help build their brand."

Renate Fox

Director, Marketing Teriyaki Experience

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"It is rare that a company has the expertise and marketing insights required to handle a new product launch throughout all stages of brand development. Without question these capabilities from BTI contributed to a strong product launch and laid the foundation for future success."

Andrew Pollock

Vice President, Marketing Cott Beverages Canada

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"BTI has become our go-to agency for out of the box thinking and creative ideas. Our most sincere thanks to the team at BTI for taking this project from vision to reality, and for the integral role they played in the success of Indus."

Gurpreet S. Malhotra

Chief Executive Officer Indus Community Services

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