Black History Month Reimagined: How Canadian Brands Are Showing Up Differently

Diversity, equity and inclusion (DEI) has shifted from a communications moment to a business expectation. In Canada especially, the brands that resonate most aren’t the ones posting during Black History Month, they're the ones embedding equity into their operations, partnerships, and economic impact. Here, the work tends to be less campaign-driven and more rooted in community investment, entrepreneurship, and long-term relationship building. The brands and institutions who stand out  the most are not necessarily the loudest: they are the most consistent, and their actions extend well beyond messaging.

Shopify Shopify has approached DEI through the lens of entrepreneurship — one of the most meaningful levers in the Canadian landscape. By investing in funding initiatives, mentorship, and platform access, the company has helped underrepresented founders and creators build sustainable businesses. The focus isn’t awareness for awareness’ sake; it’s structural. Tools, visibility, and opportunity are built into the ecosystem itself. DEI becomes less of a statement and more of a function of how the business operates and grows.

RBC and TD Bank

Canadian banks have increasingly positioned themselves as ecosystem builders rather than campaign participants. RBC has spotlighted and supported Black-owned businesses through grants, mentorship, and visibility tied to its broader entrepreneurship efforts. Similarly, TD Bank has backed initiatives connected to the Black Opportunity Fund, youth employment, and financial literacy programs. In both cases, February serves as a moment of amplification for work that happens year-round. These efforts often live beyond marketing across philanthropy, innovation, and community engagement which naturally strengthens credibility and impact.

Media outlets

Media outlets like CBC and Historica Canada have played a defining role in how Black History Month is experienced across the country. Through features, interviews, documentaries, and educational content, they spotlight Black Canadians across industries, generations, and regions. The strongest examples prioritize representation behind the scenes as much as on screen, ensuring stories are shaped by community voices rather than external interpretation. The result is storytelling that feels grounded, nuanced, and reflective of lived experience, not just commemorative.

What separates meaningful DEI work from performative participation is integration. Here in Canada, credibility comes from embedding equity into how a business operates, who it funds, who it hires, who it partners with, and who it gives visibility to. For the brands highlighted, Black History Month is a powerful moment of amplification, but it is not used as a starting point.

They understand that community investment, economic inclusion, and representation are long-term investments that require consistency and accountability. Today’s audiences are highly critical. Intentions are no longer enough, impact is what resonates.