Pink Attitude Evolution
challenge
Despite being one of the most educated and fastest-growing workforce segments, South Asian women in Canada faced disproportionately high unemployment during COVID-19. The broader issue was systemic: persistent barriers to career advancement and representation in leadership. With Canada’s future labour force growth tied to immigration, ignoring this gap was not just a social issue
but an economic one.
result
The initiative led to transformational outcomes:
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Built a national coalition of partners such as Sephora, TD, ScotiaBank, IGM and Federal government as sponsors for the program.
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Findings garnered through a national survey generated over 26 million in earned media impressions
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The results are now being used to inform corporate DEI strategies and public policy dialogues, sparking change beyond just the South Asian community.