Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

Below is a release excerpted from Ipsos on their latest research, which was premiered at the Companies & Causes Canada conference October 11, 2017.

Causes are more important than ever to Canadians and to the companies/organizations they choose to deal with. A recent Ipsos survey found that Canadians are placing increasing emphasis and prioritization on the extent to which companies are supporting causes. Since 2016, there have been significant increases in the number of Canadians who are very interested in what causes companies support (50%, up 4 points), are loyal to brands that sponsor good causes (48%, up 4 points), and always pay attention to which causes companies support (41%, up 6 points).

“Canadians are in a bit of a funk. We are more worried than ever about our futures, and this plays out in our increasing expectations of companies. We want companies to do more than ever when it comes to taking on a leadership role in improving the world and supporting important causes,” said Jessica Avery, Vice President, Canada, Ipsos Marketing. Canadians are looking to all sectors to have strong cause-related programs, with significant increases in the expectations of having a strong program for financial institutions (56%, up 4 points) and alcohol companies (43%, up 5 points). As in previous years, Canadians think first of Canadian Tire (13%), Tim Horton’s (12%), and McDonald’s (7%) when it comes to companies that give back.

Source: Canadians Who Are Very Interested in What Causes Companies Support Sees Significant Increase

Bluenotes ditches retouching in its fall campaign

Bluenotes is taking a stand against the images of perfection young people are pressured to keep up on social media.

The brand’s back-to-school campaign, developed in-house, appears under the tagline “Your genes. Our jeans. No filter.” and does not use any retouching in the photographs of its models.

“In this day and age, we’re all highly exposed, and our [16- to 24-year old] target lives in a world full of peer pressure and perfection,” says Asia Lewicki, director of marketing at Bluenotes. “We wanted to stand behind them and empower them to be real and true to themselves. It’s all real, from the models themselves to how the jeans fit them. Hopefully us embracing what is real and authentic will take some of the pressure off for our customers, even a little bit.”

Read full article on Strategy Online

2017 Program

Wednesday, October 10

9:00 am – Noon: Pre-Conference Workshop (Separate Fees Apply)

Event Sponsorship Decoded: From Galas to Community Events to Peer to Peer

In this half-day session, sponsorship expert Chris Baylis will empower you to turn more of your proposals into sales.  You’ll learn to leverage the latest sponsorship and corporate fundraising trends mean to drive greater success for your organization. Read full description here.

Thursday, October 11

8:00 am: Official Conference Kick-Off

Breakfast, Bonding and Beginnings

Expand your circle of corporate citizenship colleagues by breaking bread together and engaging in an enjoyable ice breaker. Then get the lay of the land for our day together from event chair David Hessekiel.

8:30 am

The Power of Purpose in a Transparent World

An internationally recognized pioneer and leader in purpose and CSR, Carol Cone kicks off our conference with her take on doing well by doing good in 2017 and beyond.

8:45 am

Digging Deeper: Purpose in the Canadian Context

Public CEO Philip Haid joins Carol in a conversation about the concepts she has shared in the Canadian context and then we’ll open the floor for your questions.

9:00 am

Anatomy of a Partnership: Aveda Canada & WaterAid

The 11-year collaboration between Aveda Canada and WaterAid continues to thrive because the company and cause have built open communications and been committed to change.  Aveda’s Darlene Paguandas and Water Aid’s Nefertiti Saleh trace the program’s history and offer valuable advice on building long-lasting alliances.

9:30 am

Canadian Research Premiere

Get the latest insights into Canadian consumer attitudes towards corporate citizenship and cross-sector partnerships from Ipsos Marketing Vice President Jessica Avery.

10:00 am                                 Break

10:30 am                                 Your Choice of Breakout Sessions:

Measuring Partnership Value (Corporate Track): Executives agree that measuring the value of a partnership is important, but how many of us are satisfied with how we do it? CIBC’s Monique Giroux will share a methodology that has served her company well in assessing charity alliances and in designing new programs that deliver improved return on investment.

chris_baylisDeveloping New Corporate Relationships (Nonprofit Track – Intro Level):
New or dissatisfied with your success in bringing on new corporate partners? Then don’t miss this master class on targeting, opening doors, developing dialogue and reaching win-win agreements with companies led by Chris Baylis, president of The Sponsorship Collective.

Embracing Employee Engagement (Nonprofit Track – Senior Level):
Companies are increasingly demanding employee engagement opportunities.How can organizations of different shapes and sizes create opportunities that really work for their missions and strengthen their corporate alliances? WE Chief Development Officer Erin Barton leads our highly interactive dive into this topic.

The Essential Qualities of Cause Campaigns (Joint Track): 
Before joining Canada’s Children’s Hospital Foundations as CEO, Mark Hierlihy identified the essential qualities of dozens of successful corporate social initiatives from around the world. Armed with case studies that demonstrate these qualities, Mark will show you how to apply them to your own work to strengthen future campaigns.

11:45 am                                 Pre-Lunch Networking Break

12:15 pm Lunch (Sponsored by CIBC)

Welcome from CIBC


Keynote Speaker: Paul Alofs, President & CEO, The Princess Margaret Cancer Foundation

After 20 years as a successful corporate leader with Disney, HMV and BMG Music, Paul Alofs has spent the past 14 years exponentially increasing revenue at The Princess Margaret Cancer Foundation. Under Paul’s leadership, the Foundation has raised $1.2 Billion in net fundraising revenue. He will offer you advice, insight and inspiration for building a more successful organization and satisfying career based on the concept of Passion Capital.

1:45 pm            Your Choice of Breakout Sessions:

Pointed Conversations Business and nonprofit leaders share crisp, concise presentations each focused on one critical insight in this exciting session. Presenters will include Seventh Generation Brand Manager Amanda D’Ortenzio and others to be announced soon.

Taking Corporate Alliances to the Next Level (Nonprofit Track – Senior Level) Too many of our corporate alliances end up being short-term affairs. How can we better structure our efforts to create longer-term relationships that generate greater business and social returns? Tania Little will share a process that has yielded dramatic results for Food Banks Canada and help you identify ways to improve your organization’s corporate strategy.

Pitch Perfect (Nonprofit Track – Intro Level) 
In this high-energy session led by Catalist’s Brittany Hill and Maureen Carlson, you’ll learn best practices for succinctly and effectively communicating what makes your organization attractive to corporate partners. Then you’ll watch three pre-selected nonprofits pitch a panel of experts which will critique their efforts.

2:45 pm                                 Break

3:00 pm

CEO Perspective: Getting Buy-in at the Top

In 2016 French’s suddenly became a household name when it committed to use only Canadian ingredients and to exclusively produce ketchup in Canada. The result was remarkable goodwill and a significant increase in sales. Elliott Penner says this success depended on demonstrating good corporate citizenship and being opportunistic but also because as CEO he was committed. Elliott will share insights from the top to help improve your success in cause marketing.

3:25 pm           

Turning Corporate Engagement on its Head
After living a tough life as a teenager, Michael Prosserman leveraged his challenges to start Unity Charity to help improve the mental health of youth. He’ll inspire, entertain and educate us on how combining his passion for hip hop with simple and authentic engagement philosophies is helping empower over 150,000 youth across the country and creating opportunities for companies to do well by doing good.

3:50 pm           

Closing Panel: A look ahead

Business and nonprofit experts join conference chair David Hessekiel in a look at what lies ahead for companies & causes at the intersection of purpose and profit in Canada.

4:15 pm      Closing Remarks                       

4:30 pm – 5:30 pm                             

Post-Conference Reception (Sponsored by PUBLIC, Inc.)

Debrief after a content-packed day with a beverage at this post-conference reception. Quite possibly the best time to compare notes and continue your networking experience!

Holiday Jumble Game Created to Raise Money for SickKids

RL Solutions, a Toronto-based healthcare software company has developed Holiday Jumble—a digital game created in support of The Hospital for Sick Children (SickKids). Designed with a Christmas spin on the saga everyone loves, players are tasked with helping Santa organize his workshop in time for the big day–and an even better cause. Santa and RL are asking you to play and spread the word in support of reaching the company’s $20,000 donation goal.

Source: Holiday Jumble Game Created to Raise Money for SickKids

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2017 Conference Evaluation


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FREE WEBINAR >> Moving from Sponsorship to Partnership: Kids Help Phone, Bluenotes and SYNNEX

Happy Girls 1For more than 26 years, Kids Help Phone has sought support from corporate partners to aspire to achieve their important mission of connecting kids to professional counseling and resources 24/7/365. Over the years, they’ve learned the importance of customizing unique and meaningful strategic corporate alliances that move their mission forward while helping partners achieve relevant business objectives.

In this webinar, Kids Help Phone’s Susan Hallsworth is joined by Royal Nasager of Bluenotes, a Kids Help Phone partner for more than 20 years and Shana Kapustin with SYNNEX, a Kids Help Phone partner for eighteen months. The trio will share practical lessons learned and tips for partnership structure and evolution.

Download Slide Deck here

Speaker Bios

royal_300pxRoyal Nasager, Director of Marketing, Bluenotes

This self-described “all around great guy,” at Bluenotes, is passionate about people, giving back and all things denim. He also plays a pretty mean guitar.





Shana Kapustin_300px

Shana Kapustin, Director, Human Resources, SYNNEX Canada

Shana Kapustin joined SYNNEX Canada Limited in April 2011 as the national Director of Human Resources. With a dedicated team of HR professionals, her oversight includes all things human resources/ health & safety related for 800 employees within five sales offices & five distribution centers across Canada. In April 2014, Shana began leading the company’s Corporate Social Responsibility portfolio in Canada, at which time the partnership with Kids Help Phone was cemented.


Susan_Hallsworth_300pxSusan Hallsworth, Director, Corporate Development, Kids Help Phone

A passionate believer in the power of partnerships, Susan has developed and led mutually beneficial relationships across multiple sectors throughout her career. With a love for learning, Susan continues to evolve her business and corporate social responsibility education and share and apply these learnings to her work regularly.