Business Hub Volume 1, Issue 2

Ontario Learning Development Foundation Inc. Photo Courtesy DREW HAYS

BUSINESS
HUB

VOLUME 1, ISSUE 2 | SPRING 2023

Business Hubis a Bi-Annual magazine that © 2023 OLDF Inc.
is published by OLDF Inc., Toronto, ON
Canada. Editorial matter may be reproduced only by
stating the name of this publication, date of
Publisher the issue in which material appears, and by
Ontario Learning Development Foundation the byline, if the article carries one.
Inc.
To contact the editors:
Executive Editor [email protected]
Sheri Adekola PhD 416-628-3786

Managing Editor Ontario Learning Development Foundation
Haeley DiRisio Inc.
87 Irondale Dr 2nd floor, Suite 200,
Copy Editor North York, ON
Laura Bourbonnais M9L 2S6

Contributing Editor Website
Melanie Lennon www.thebusinesshub.info/
Facebook
Creative Editor @businesshubinfo
Aisharja Chowdhury Instagram
@businesshubinfo
Contributors Twitter
Drucilla Gary @businesshubinfo
Eliot Gilbert
Grace Nelson-Gunness All images presented in this issue of Business
Kyle Quilatan Hub are from the collection of the Ontario
Rebecca Benitez-Berona Learning Development Foundation Inc. unless
otherwise indicated.
Social Media Coordinator
Danny Vo Business Hub is published bi-annually online.

Web Developer
William Voung

Sponsors

PROMOTE . MOTIVATE . MENTOR

Business Hub is an online magazine that
aims to promote business excellence and
highlight stories of interest for current or
new small business owners. It releases bi-
annually, with each issue focusing on stories
surrounding business.

Business Hub is made up of young writers
that have an interest in all avenues of
business f rom marketing to technology
to finance. Business Hub seeks to create
stories that are helpful for business owners
and address important issues within the
business world, it is a hub for all things
business.

Haeley DiRisio Laura Bourbonnais Melanie Lennon

Managing Editor Copy Editor Contributing Editor

MEET THE TEAM Aisharja Chowdhury Drucilla Gary Eliot Gilbert

Creative Editor Reporter Reporter

Grace Nelson-Gunness Kyle Quilatan Rebecca Benitez-Berona

Reporter Reporter Reporter

LAND ACKNOWLEDGEMENT

Business Hub acknowledges the Indigenous land on which we
work that has been inhabited by Indigenous Peoples since the
beginning.
As settlers, we’re grateful for the opportunity to meet here and
we thank all the generations of people who have taken care of
this land — for thousands of years and for those who fought to
conserve their land.
We recognize that our work here would not be possible
without the contribution of the Indigenous communities. We
wish to acknowledge the traditional territory of many nations
including the Mississaugas of the Credit, the Anishnabeg, the
Chippewa, the Haudenosaunee and the Wendat peoples and
is now home to many diverse First Nations, Inuit and Metis
peoples. We also acknowledge that Toronto is covered by
Treaty 13 with the Mississaugas of the Credit. We recognize
and deeply appreciate their historic connection to this place.
As settlers, this acknowledgment is a small step to making the
promise and challenge of Truth and Reconciliation real in our
communities and to bring justice for missing and murdered
Indigenous women and girls across the country.

CONTENT SMALL BUSINESS

08 Speaking out
10 Hiring employees

FINANCE

12 Cutting back
14 Developing your passion and your business

TECHNOLOGY

18 Website building for your small business
20 Cybercrime on the rise

SUSTAINABILITY

24 The total package

CAREERS

28 Cottage country careers
30 Dream jobs: Do they really exist?
32 Outsourcing workforce: Pros and cons

MARKETING

36 Product- or service-based businesses
40 Logo design 101

HISTORY

42 The history of Ontario-made textiles

LETTER FROM EDITOR

Hello,
It has been a while since we last talked! We hope you’ve had a chance to read
all the stories from our last issue and some other articles we’ve released on our
website.
I’m here to announce the second issue of Business Hub! Our team has once again
been working hard to write as much business content as possible.
The business world can be hard to navigate, especially for new or aspiring small
business owners. So, in this issue, we have articles to help small business owners
with things like building a website, utilizing cyber security and hiring employees.
We also look at how to use logos and branding as a marketing tool and so much
more! I won’t spoil anymore. You’ll just have to head over and give them all a read.
As we head into spring, a time of new life, we hope all of your business endeavours
will flourish with the season.
Enjoy reading all of our latest content, and leave a comment on any articles that
were helpful to you.

Thank you,

Haeley DiRisio

Speaking out

Helping employees feel
comfortable sharing ideas or
mental health struggles through
open communication

Written by GRACE NELSON-GUNNESS
PHOTO COURTESY COTTONBRO

Within a diverse workforce, various creative ideas can be
shared. These ideas can boost profits, organization, efficiency
and more within a business. On the other hand, having a
diverse workforce also means supporting everyone’s unique
challenges.

Employees can struggle when they feel open communication
with leadership is inaccessible. Whether it’s communicating
an incredible idea or admitting difficulties with work due to
mental health battles.

The Open Journal of Business and Management conducted
a study on open communication in the workplace. It
revealed that open communication involves employees
and management feeling secure in giving feedback, asking
questions, exchanging ideas, and voicing concerns.

When communication is continuously understood and
perceived without judgment, a company has open
communication.

The same study recognized that maintaining open
communication in the workplace not only forms strong
relationships. It also increases organization because everyone
can communicate goals and changes. It raises confidence with
decision making and strengthens company culture by sharing
perspectives on services or products.

However, achieving open communication is not as easy as it
sounds. Open communication does not only rely on proximity
to leadership—it also requires compassion. This is especially
true in regards to communicating information that requires
vulnerability.

The National Library of Medicine conducted a study that
surveyed working adults in Ontario. According to it, eight to
10 per cent of the working population goes through a major
depressive episode.

HRReporter explains that 27 per cent of Canadians wouldn’t
even consider relaying a mental health struggle to leadership.

8 SMALL BUSINESS

RBC identified that 75 per cent of workers feel that not
reporting their mental health struggles negatively impacts
their work. This means Canadians are purposely resisting the
urge to communicate their mental health concerns.

The same study found the most common barriers to
communicating a mental illness include the fear of stigma,
being treated differently and consequences to their career.

The National Library of Medicine’s study validates the fear
of stigma. The misconception that mental illness is linked
with violence and unpredictability has trickled into Canadian
employers and employees’ minds.

As 64.2 per cent said they would be concerned about how the
other person’s work would be affected. But only 19 per cent
said they were concerned because they wanted to help.

Furthermore, trust is an important barrier to the fear of
stigma. There must be trust in leadership to listen without
judgment and take all ideas or concerns seriously. When
employers are not truthful with their commitments, it creates
an atmosphere of distrust. Thus, minimizing employees’
motivation to benefit the business they work for.

In addition, employers should organize employee-led
discussion sessions to promote a safe work environment.
These sessions can be dedicated to expressing ideas
and brainstorming procedures to help employees when
struggling. Or they can make space to list feedback and
criticism.

This also contributes to the method of exploring different
avenues of communication. Not every employee will be
comfortable communicating through email. So, employers
should incorporate a mixture of phone calls, video chat and
face-to-face discussions.

Lastly, when employers lead discussions, they need to explain
health holistically. Doing so makes it clear that mental health
is just as important as physical health. Say, there’s a discussion
on how the company policy provides services to deal with
neck pain. The company should also mention how their
policies and benefits help those with mental health disorders.

The National Library of Medicine’s study also found that, 50.3
per cent of Ontario workers said policies and procedures
directed towards mental health support would be helpful
when they disclose their mental health struggles.

Employees shouldn’t be fighting their fear of communication
alone because management has control of creating a safe
work environment.

Open communication requires consistent check-ins and
reassurance. Just like with any conversation, it’s dependent on
effort from both parties.

SMALL BUSINESS 9

Hiring employees

From setting up payroll to posting a job
listing

Written by DRU GARY
Photo Courtesy SIGMUND

10 S M A L L B U S I N E S S

In a business’ early developmental stages, the time It is also important to state the competencies
will come to hire the first round of employees. There and duties of the position. Additionally, state the
are a lot of elements to consider during the hiring essential skills and required level of education
process. In Canada, it is important to know the or certification. It is also helpful to include any
labour laws of your province since they vary from special considerations. These can include physical
place to place. requirements (being able to lift up to 50 pounds,
for example). Specific licensing, such as a driver’s
You should be aware of the laws around minimum license or firearm license required to fill the position
wage, which is $15 in Ontario. It’s crucial to know should also be listed.
the laws around shift length (eight hours) and
maximum hours worked per week (48 hours) as Many job listings will also list that the applicant
well. It’s also important to know about vacation time, must be able to legally work in Canada. Typically,
breaks and benefits. they’ll also list that they should be above the
minimum age of employment for the specific job.
Minimum wage is the lowest possible hourly wage Getting specific will weed out applicants who are
to pay employees. The rules around weekly and daily ineligible or unqualified for the position. It also
hours worked can only be exceeded if the employee ensures that you only receive applications from
has signed a written agreement. The Ontario people who will be a good fit.
government has posted a guide online that contains
all the labour laws within the province. After the job listing has been finalized, it’s time to
post it so applicants can submit their resumes and
After sorting through logistics, a business owner is applications. There are a few websites people look
ready to open a payroll account with the Canadian to when searching for a new job. Some of these
Revenue Agency (CRA). A payroll program account websites are LinkedIn, Indeed and ZipRecruiter. You
is an account number assigned to an employer or could also use your business’ social media accounts
business owner. It serves to identify their business to post the listing.
when dealing with the CRA. This 15-character payroll
program account number contains the nine-digit Additionally, you can ask applicants to send their
business number (BN). The BN is a one-of-a-kind resumes and cover letters to your business email.
federal government number system that identifies There are also ways to contact post-secondary
your business and the accounts maintained under institutions to post your job listing on their student
the business. jobs board. That is in the case that you are interested
in hiring students or alumni from specific schools.
Setting up a payroll account allows the employer
to post a job listing for the position they’re trying to Following the posting of the job listing, you can sit
fill. A job listing should state your business’ mission back and watch the applications roll in! You will be
statement clearly and concisely. This is so that the one step closer to finding a qualified and reliable
prospective applicant knows what your business employee to fill your open position.
does and what it stands for. This way, they can
determine whether they are a fitting applicant for
the position.

S M A L L B U S I N E S S 11

Cutting back

Simple cost reduction businesses to the equipment they need for a
strategies fraction of the retail price.

Social media marketing

Written by KYLE QUILATAN Marketing doesn’t always need to be a pricey task.
Photo Courtesy SCOTT GRAHAM Many businesses already have accounts on social
media, so it’s important to use these platforms to
There are many things to consider when starting their fullest potential. It is becoming more difficult to
a business. However, expenditures need to be market effectively on social media without spending
monitored for everything to run smoothly. money. Though, creating ads on platforms such as
Instagram and Twitter is a relatively inexpensive
There are many ways to minimize spending, and option. Instagram has different bidding models
some methods are so simple they might even get such as cost-per-click or cost-per-impression, prices
overlooked. will vary based on the chosen model. On average,
the price of a cost-per-click ad ranges from $0.70
Here are some easy ways to help your business’ to $1.00. The analytics tabs on many social media
bottom line through cost reduction. platforms make it easy to track spending and adjust
campaign strategies. This allows businesses to tailor
Buying second-hand equipment their ads to help attract their customers.

Buying everything brand new is often unsustainable, Email marketing
especially for businesses just starting out. It can
be tempting to give your business a polished look Another popular and cost-effective marketing
with newer items. But many smaller businesses strategy is email marketing. There are around four
cannot afford this luxury. There are several places billion email users in the world, and this number
to buy second-hand items. Sites like Craigslist, eBay continues to grow. Thus, it makes sense to reach out
and Kijiji are perfect for this. They help connect to customers this way. When marketing via email,

12 f i n a n c e

remember that quality beats quantity every time. However, contractors are less expensive to hire
People receive several emails a day. So, it’s important when cutting out extra costs (such as taxes, benefits,
to ensure that yours stands out from the rest (and training and other expenditures.) These tend to be
not in a bad way.) Don’t send emails too frequently spent on full-time employees. Hiring freelancers
to avoid being marked as a spammer. or contractors also allows for flexibility that isn’t
always possible with salaried employees. Hours, job
Using website builders requirements and more can be individualized for
each contractor based on the changing needs of a
A business’ website is often one of the first places business.
a customer will go when exploring the business’
offerings. A website must be eye-catching and Hiring consultants
easy to navigate to avoid leaving a bad impression.
Hiring a professional to make a website can get Consultants can suggest, implement and guide
quite pricey, but fortunately there are several free many new cost-cutting strategies for a business.
online site builders. Services like Wix, Weebly and They can also help to spark ideas among other
WordPress are beginner-friendly and still produce employees. It may seem counterproductive to pay
great results. someone to reduce costs. But an outsider may be
able to see things about a business that people
Hiring freelancers and contractors within it might overlook. Consultants can help
to save in the long run. And the strategies they
Contract workers often earn higher wages than implement will stay with a business long after the
regular employees. The Dice 2019 Tech Salary Report consultant leaves.
reveals that on average, full-time tech employees
earn around $93,013. On the other hand, contractors Cost-cutting doesn’t have to be an intimidating task.
in the same field earn an average of $98,079 for There are many ways to save that go beyond this
those working for an agency. And $94,011 for those list. Different businesses will use different strategies
working directly for their employers. based on their specific needs. In the end, it’s
important to cut back as much as possible to allow a
business to keep growing.

finance 13

Developing your passion
and your business

You don’t have to look for a
passion to profit from—you
can develop it.

Written by REBECCA BENITEZ

‘Follow your passion, and success will follow.’

This phrase has built the conception that if you work hard
enough for your passions and dreams, you’ll be successful.

Often, ‘success’ is used in terms of gaining great fortune and
notoriety, while passion involves a hobby or interest. Both
descriptions may be accurate, but viewing these terms from
this perspective can negatively affect potential passion-led
business leaders.

This may cause disappointment if significant wealth isn’t
gained. Over time, that ‘passion’ may evolve into feelings of
hatred.

Success in this context may not be guaranteed. But this
shouldn’t deter entrepreneurs from making the investments
they need to realize their ambitions and build successful
businesses. The first step is to redefine these two concepts.

In an article by psychological science, passion is not fixed
to one hobby. It is already within us. It is the drive and
excitement we feel when we have found our potential in
expanding the possibilities of ourselves.

Here is how you can pursue these goals and develop both
your passion and business.

Start small

Before going all out, it’s best to break down your goals into
small and manageable tasks.
The smaller your preparation, the less likely you are to make
mistakes. The more likely you are to achieve small successes.
This can be as simple as market research or implementing a
small, consistent schedule.

14 F i n a n c e

Photo Courtesy ANTONI SHKRABA As your small victories build, your big dreams won’t
seem so unrealistic. Additionally, remember that you
are constantly learning and that each error is a chance.
Remain patient with yourself and your efforts will never
fail you.

Educate yourself

You can never learn too late or too much. The more
knowledge you gain, the more control you feel in making
informed decisions. Reach out to financial advisors,
programs and initiatives created specifically to help new
entrepreneurs start their businesses.

Many of these are inexpensive or free. Much of this
support also comes from networking and mentoring
opportunities to build your confidence.

What your passion can do for others

It is great to feel passionate, but if you want to build
profit, consider how it can realistically help others. For
instance, if you are passionate about self-growth and
have expertise in this area, you might start a blog. You
could expand it into high-quality posts or a podcast with
guest speakers.

Push yourself to move beyond atypical pieces that
deal with the same problems with the same solutions.
Do extensive research, but also include a personal
account to introduce yourself to your audience. You gain
attention when you find a balance between personality
and professionalism.

For further resources, you can network with other
bloggers and potential clients. The close engagement
you have with people who are looking for help is the
best aspect of using a blog. You can create a niche
community. Within it, everyone can freely encourage
others to get involved while maintaining strong
relationships with clients.

You might also try including online courses on your blog
if your knowledge is best absorbed through e-learning.
You may easily change the course content and access
professional templates. You can do so with several free
and inexpensive tools, including canva and thinkific
without needing prior coding experience. All these
concepts have the potential to be profitable while
enhancing the lives of others.

finance 15

Photo Courtesy KAROLINA GRABOWSKA

16 f i n a n c e

Keep your day job—for now

It’s best to keep your current job. That is if you’re still
in the beginning stages of your business with minimal
savings in your bank account. Building passion requires
a sense of security—and this includes income. Don’t
reconsider until you have made adequate funding and
your small business has steadily brought in a large
enough profit.

Don’t limit yourself to one passion

If clay making is your hobby, don’t let it stop you from
entering the commercial market. You can explore other
avenues or combine it with your passion to discover
alternative pathways of business. You might even find
a new passion that accelerates your knowledge and
enriches your business.

Seek social support

Studies show support from leading role models
and friends in a non-judgemental space builds our
resilience to stress.

New business leaders should have a group to lean on
because most of their time is spent alone building
their business. In times of self-doubt or worry, having a
community to turn to can reignite passion.

Entrepreneurs can still enjoy the satisfaction of
transforming their interests or passions into businesses
with the right procedures and resources. However,
that should not constrain their ability to decide how to
conduct their business.

Building those passion-filled emotions requires time
and patience that can result from cultivating inner
development. As does starting a new hobby or project.
When considering your next business move, don’t just
think of what you’re passionate about. Learn how to
nurture it and apply it, then success will follow.

finance 17

Website building for your
small business

Constructing an COVID-19 world can prove profitable. That is due
accessible online to the new stream of consumers turning to online
presence and storefront orders instead of in-store purchases.

Written by DRU GARY In terms of online sales, over 70 per cent of
Photo Courtesy KOBU AGENCY businesses with online sales used a company
website and 36 per cent of businesses used a third-
Creating a website is an important part of building party website, platform, app or online marketplace.
a business today. Many businesses have abandoned Around 11 per cent used an app they built for their
brick and mortar altogether and opted to save business. The numbers show that most businesses
money on rent. They’re doing so through a digital are using websites to drive their online sales. Credit
storef ront. cards are also the most accepted mode of payment.
As 81 per cent of businesses reported them as their
In 2020, Canadian businesses brought in over $350 primary payment method.
billion in sales, whereas the physical retail sector
earned $22 billion. The COVID-19 pandemic changed When constructing a website, one of the first
the landscape of e-commerce and the way people steps is selecting a domain name that aligns with
shop in general. your business’ name. When choosing a domain,
it is important to search what you plan to name
Online sales for businesses grew significantly since your website. In doing so, make sure the chosen
2013, when all Canadian businesses grossed $136 name isn’t already taken. It is important to keep
billion in e-commerce. An online storefront in a post- your domain name short and concise and avoid
unnecessary characters such as hyphens or
underscores.

18 t e c h n o l o g y

It is also highly recommended to choose a domain of your website. You want to communicate who you
name that is search engine optimized (SEO). This are and what you do clearly and concisely. Doing
means including keywords and a location in the so will inform potential customers who visit your
domain name. For example, “TorontoMovers.ca” website. You should display your mission statement,
would be SEO-friendly because it is short and contact information and any other relevant details
includes the business’ location and the service that first-time website visitors need to know.
provided.
So users can purchase services and products from
If you have previous experience coding or building your website, you will need a service allowing
websites, creating a website from scratch is an customers to transact financially. There are many
option. There are also services to help with website- different platforms to use, such as Shopify, Wix,
building for those less experienced in the area. Business Squarespace and GoDaddy. You can assess
Cira.ca is a website for Canadians looking to build your business needs and choose which platform is
their own website. It allows you to browse through best for your growing business.
registrars and select one that can offer the services
you need. Once you get your website up and running, with
hosting and e-commerce, you should spruce up
A registrar is a company that sells domain names the website. Make design choices that reflect your
and related services like web hosting. Choosing a personal taste and the aesthetics chosen for your
registrar that works for you and your business’ needs business and its services.
is a key step in launching your website.
From there your website will be ready for customers
After the technical elements are completed, it is to browse with your products and services available
important to start working on the “About us” section to purchase.

t e c h n o l o gy 19

Cybercrime on the rise Photo Courtesy MIKHAIL FESENKO

Cybersecurity should not just be considered for
your business—it should be a top priority

Written by REBECCA BENITEZ

20 t e c h n o l o g y

Cybercrimes are becoming a big concern in Canada, also understand the resources available to them
with every growth rate breaking records from the for self-defense. Investments in IT support, experts
previous year. In 2020, CyberEdge Group reported and cybersecurity programs greatly improve the
that 78 per cent of Canadian organizations fell effectiveness of security measures.
victim to cyber-attacks at least once. In 2021, this
increased to 85.7 per cent. Common types of cybercrime

There has been increased awareness calling for Malware
cybersecurity investments. Small- and medium-
sized businesses continue to be the most Malware is designed to gain unauthorized access
compromised of all organizations. In fact, they to a system and disrupt it by modifying, destroying,
account for 41 per cent of cyberattacks in 2021, with blocking or rendering data. It can also significantly
damages incurring up to $100,000 in costs. affect the performance of the system. Examples of
malware include worms, trojan viruses, spyware and
The Insurance Bureau of Canada (IBC) released a adware.
report stating that only half of the affected small
business owners said they implemented stronger Phishing
defenses in cyber protection. And only a quarter (24
per cent) planned to invest in cyber insurance within Phishing is a common counterfeit communication
a year. operation. It can be found through emails or text
messages that appear to be from a credible source.
Cybercrime means identity and corporate theft, loss Cybercriminals often manipulate vulnerable people
of staff and customer sensitive information, disabled into clicking their links using emotional strategies
servers and disruption of trades. And large financial like fear, curiosity or greed. Once a link is accessed,
losses potentially leading to bankruptcy. In a few private data is stolen.
seconds, your business could disappear.

Aside from recovering lost data, the costs of Ransomware
repairing are crippling. Some costs may include
quarantining infected software and hardware, Ransomware is one of the most significant threats
repairing or replacing infected systems and to businesses globally. It encrypts sensitive data
implementing stronger security. until a specific ransom in Canadian dollars, bitcoin
or cryptocurrency is paid. In some cases, this data
As cybersecurity technology advances, so, too, do is not recovered and is completely deleted by the
cybercriminals’ innovative tactics. Understanding cybercriminal. More people began to work from
cybersecurity and the ways a cybercriminal home in recent years. This has sparked more
can compromise your system is the first step in opportunities for online criminals to target small
developing a prevention strategy. businesses.

What is cybersecurity? Disrupted denial of service (DDoS)

Cybersecurity is the prevention and protection A DDoS assault disrupts the traffic of a business
of equipment, networks, software and data of an server, service or network. It does so by flooding
individual/organization through various security it with so much malicious internet traffic that the
layers. Many programs such as Kaspersky Internet server crashes. A cybercriminal accomplishes this
Security offer these multi-layered services. These by creating hundreds to thousands of “botnets”.
services provide protection of email spam, malware, These make up a literal army of infected devices that
phishing, hacking attempts and data leaks. cooperate under the criminal’s command.

But a comprehensive security strategy for a Incident response plan
company must cover all parties concerned. All
employees who work with technology must receive Often, in the unfortunate event that a data breach
cybersecurity training and participate in the does occur, if there is no incident response plan laid
company’s security prevention strategy. They must out for all staff to use, panic can quickly ensue. The
Canadian Centre for Cyber Security recommends

t e c h n o l o gy 21

that staff always have a written response plan on • Eradication
hand. This ensures that a productive response is
carried out without incident. Provide instructions on how your staff can remove
and restore infected systems. This can be as simple
Each response will vary based on the incident of as disconnecting infected devices and wiping
each business. They claim the incident response out the virus with an antimalware program. This
plan should at least stick to the PICERL process: may require more complex steps, which all IT
professionals must conduct.
• Preparation

Identify the first steps employees should take • Recovery
when a potential incident has occurred. Examples
include evaluating risk assessment, information on Specific staff should be instructed on how to restore
symptoms of a data breach and assigning specific backup data and replace or wipe data storage drives.
roles to every employee. As well as contacting IDS systems also proposes activating a cloud-based
professional staff or affiliated businesses as soon as replica of your entire network. It could save your
possible. whole business by allowing operations to continue
while investigations continue.
• Identification
• Lessons learned—make sure it doesn’t
Outline how your organization will identify and happen again!
detect an incident. As evidence of a data breach, this
phase requires all data available for access. This can This may be the last step, but keep in mind that
include log files, error messages, intrusion detection it should always be first in your prevention plan.
system reports and firewalls to be documented. Take inventory and understand how the incident
Assess the severity of the breach and track down the occurred in full transparency with your team. Then,
source. evaluate your incident response plan to see if there
could be additional improvements.
• Containment
Even with the most advanced security measures,
Outline the unique actions your organization must human error will continue to pose a serious threat
take to prevent further damage from occurring and to your business. Your employees are your greatest
shut down necessary devices. Some steps could asset and greatest responsibility. As a leader, you
be: change all passwords while documenting old cannot hold people responsible for future mistakes if
ones and contact all potential at-risk individuals and you do not prioritize safety via education. Short-term
your bank. Then, disable remote open access on the cybersecurity training can save you from long-term
internet until the malware has been eradicated. damage.

Photo Courtesy FRANCK DO

22 F O O T E R

23

The total package

A guide for Toronto businesses to implement
sustainable packaging

Written by GRACE NELSON-GUNNESS
Photo Courtesy ROSEBOX

24 S u s t a i n a b i l i t y

“Sustainable and charge only for the contents at checkout,” says
packaging can be Michelle Genttner, the co-owner of Unboxed Market.
achieved through “Even things that have a volume measure in store
persistence and like milk, soap and oil are charged by weight, so you
organization” can get as little or as much as you like. If customers
don’t have their own containers, they are welcome
Company packaging conveys a brand and message to use any of our deposit jars.”
to a target audience. However, businesses should
consider how packaging can also communicate Sustainable packaging can be achieved through
what they stand for. persistence and organization. But, some businesses
feel hesitant to implement sustainable packaging in
Unsustainable packaging is undoubtedly their already established business plan.
contaminating the earth.
Here are some methods to consider to integrate
sustainable packaging into business models.

If it has to be plastics, make it the
good kind

The United Nations reflected on the consequences Plastic is the most common packaging material.
of the human population potentially reaching For companies using harmful plastic, a good place
9.6 billion by 2050. They said that if that were the to start would be switching to plastics that can be
case, everyone would need three more planets to appropriately recycled.
maintain their wasteful habits.
Marcus says, “At the very least, businesses can
As of 2021, 37 per cent of people in the U.S. ensure that the plastics they use in their packaging
prioritized sustainability during their shopping are recyclable in their city’s recycling program.”
experience. Thirty per cent said they are willing to
pay more for sustainable products. Toronto’s recycling program condemns a lot of
common packaging materials. Black takeout
Sustainable packaging reduces environmental harm containers, bags and cutlery, prepackaged foods
by being made with raw ingredients, reducing the wrapping, stand-up resealable bags, straws,
production process, or being reusable. aluminium foil, paper cups and waxed cardboard.

Unboxed Market in Toronto and Eco+Amour However, they do accept rigid plastics. This includes
locations around the GTA achieve all three. food jars and lids, beverage bottles and lids,
disposable plates and cups, clear food containers
Sarah Marcus, the co-founder of Eco+Amour, and more.
explains that she and Laura Craig always had a
passion for sustainability. The two have wanted to Make reusable products accessible
create a less wasteful way to shop for cosmetics.
This includes making reusable shopping bags or
“As a refillery, most of our products are sold in containers accessible in markets and grocery stores.
refillable containers. Whether they be rented from It also means providing reusable takeout containers
the store on a deposit program, preloved/sanitized or advertising that customers must bring their own
containers that our customers donate or a personal to restaurants. And rewarding customers who do.
container that a customer has brought in from
home and refilled,” says Marcus. In addition to containers, Unboxed Market has
cotton bags for products like apples.
Unboxed Market saw immense amounts of waste
coming from bars and restaurants. They were Genttner suggests, “Offices could do an audit of
dedicated to becoming a zero-waste market by their waste and create sustainable options like
focusing on reusability. bringing back the water cooler instead of single-use
water bottles.”
“We weigh the container before they start shopping

S u s t a i n a b i l i t y 25

Photo Courtesy BENCH ACCOUNTING

26 s u s t a i n a b i l i t y

Utilize technology

Technology and sustainability go hand in hand.
One example is restaurants requiring customers to
scan a QR code to view a menu rather than produce
paper menus.

“Restaurants and cafes could consider companies
like Muuse,” says Genttner. They have created a
free-for-consumer app where takeout containers
and coffee cups are scanned in and out like a library
book, completely eliminating takeout waste.”

Collaborate with sustainable
businesses

Partnering with local, sustainable businesses
can make the process easier and provide more
opportunities to save products.

“Seek out partnerships or collaborative efforts to
offset waste or bi-products of whatever they are
manufacturing or selling. For example, we often
accept discoloured or imperfect products and
offer that at a huge savings to our customers,” says
Marcus.

Eco+Amour collaborates with local businesses that
align with their environmental ethics, thus refilling
customer containers with eco-friendly products.

Seek out sustainable distributors

Once a business becomes comfortable with
implementing sustainable packaging, it should
seek out distributors with their own sustainable
packaging methods. This ensures they are not still
contributing to the problem.

For the Unboxed Market, Genttner says, “We
purchase items in large format, like 25 lb bags of
flour and 20 litre jugs of soap and work with our
vendors to ensure proper packaging wherever
possible—preferably reusable, but when not,
cardboard is a standard format.”

Sustainable packaging can’t be achieved overnight,
but small steps towards it can be very rewarding to
businesses and the planet.

s u s t a i n a b i l i t y 27

Cottage country careers

Despite an urban exodus, thousands of jobs are
available in rural Ontario

Written by ELIOT GILBERT
Photo Courtesy COTTONBRO

Ontarians increasingly seek a life away from cities. northern hospitals to pay for temporary agency
Traffic is down significantly in city centres such as nurses. That cost is an estimated $200 per hour.
Ottawa, Toronto and Oakville. Meanwhile, Bruce Retention bonuses are also temporary measures,
County has seen the largest workplace traffic ranging from $10,000 to $75,000 in 2021. These are
increase. Parry Sound, Muskoka and Haliburton are temporary measures. But they demonstrate the
close behind. These trends point to a mass exodus demand for the profession, which is expected to stay
from Ontario urban centres driven by the province’s strong in the future.
affordable housing crisis.
This demand extends beyond nursing and into
Some of this traffic is fueled by remote workers many other areas of the hospital. These jobs include
seeking better living and working conditions. So, medical laboratory professionals, physicians,
if someone wants to live rurally, is remote work personal support workers and many other specialist
the only option? The unemployment rate in rural professions.
Ontario was 5.8 per cent in 2021. However, there are
still industries in high demand in rural Ontario. Working in rural Ontario as a healthcare professional
can involve a higher workload and larger scope of
Health care practice. Though this is stressful for some workers,
others enjoy the unique freedom to practice a
Ongoing staffing shortages are experienced variety of skills.
province-wide in the healthcare industry. So, it
makes sense that these shortages extend to the A lower cost of living, higher salary and an
rural areas in the province as well. In fact, the appreciative community make rural health care
staffing shortages in rural settings are sometimes attractive for some workers. However, the industry is
larger than in urban areas. stressful for some, as rural communities rely heavily
on all healthcare workers.
The demand for healthcare workers has forced some

28 c a r e e r

The skilled trades According to it, the Ontario wine industry
contributed $5.49 billion to the economy between
Though the skilled trades shortage has been 2011 and 2019. It also grew 64.5 per cent. Ontario
province-wide for years, in northern Ontario wine tourism specifically generates more than $1
communities, skilled trades are highly in demand. As billion annually, serving 2.6 million visitors.
of 2022, 2,600 skilled trades jobs in northern Ontario
are unfilled. Beyond wine, the provincial government is investing
$5.5 million across 23 projects throughout northern
The Ontario labour market analysis lists in Ontario in 2022.
demand roles in rural Ontario. These include heavy
equipment operators, construction estimators, The COVID-19 pandemic took a toll on the tourism
machinists and wood and lumber graders. Due to industry. However, it is making a steady recovery
the shortage of skilled tradespeople in northern and has been granted government subsidies to help
Ontario, various construction and skilled trades are rebound.
lacking in the region.

A tradesperson in rural Ontario can expect a good Careers beyond remote work
salary and an in-demand profession.
Remote work is a solution for some professionals
The tourism sector wanting to live more rurally in Ontario. However,
not every job can be remote. Despite the high
Rural Ontario is overflowing with tourism potential, unemployment rates in many of these communities,
depending on the location. Ontario’s wine country there are still careers in demand. Beyond health
is one of them. Wine Growers Ontario released care, the trades and tourism, there are attractive
a recent analysis that showed the industry’s opportunities in law, web design, teaching and
impressive performance. agriculture.

career 29

Dream jobs: Do they
really exist?

The pros and cons of merging
your passion with work

Written by MELANIE LENNON
Photo Courtesy ANDREA PIACQUADIO

30 c a r e e r

Many of us, sometimes as early as elementary someone to apply their talents, interests and values
school, encounter the age-old question: What is to their work.” Doing what you love could play a big
your dream job? role in feeling fulfilled at a job. Utilizing your talents
and interests in your career sends you on your way
Having a job is an inevitable part of life, so most to a happy, purposeful work experience.
people hope to pursue a career they’re passionate
about. After all, in the words of Confucius himself, The cons
“Choose a job you love, and you will never have to
work a day in your life.” A dream job is still a job

But how much of that is true? Are dream jobs We get so caught up in the glamour of it all. Some
entirely as they seem? The appeal of having a job of us may forget that, at its core, a dream job is still a
combining both passion and profit may distract us job. You might have co-workers you don’t get along
from its reality. with or tasks that aren’t of interest to you. Inevitably,
there will be Monday mornings filled with dread or
In 2021, a survey by Moneypenny revealed that just pay cheques without enough zeros at the end.
seven per cent of American respondents had their
dream job. This means the remaining 93 per cent Although you may be doing something you love, it’s
consider themselves to be working in careers that important to recognize that no job is perfect. You
don’t fully interest them. But—is that really so bad? will have to learn to accept both the good and bad if
it’s something you truly want. The ratio between the
In the end, what it boils down to is two things. One, two may end up being your deciding factor.
you make your passion your career. Or, two, you
choose a job that allows you to spend time on your All work and no play
passion outside of work.
Hobbies are something we turn to for enjoyment.
Before deciding which path is right for you, let’s Many of us partake in them of our own free will,
discuss some pros and cons of chasing your dream simply because they make us happy. But when you
job. turn that hobby into your job, what do you do in your
spare time? You may just discover that your hobbies
The pros start to feel like you’re taking your work home. It’s
no longer an activity you can engage in on your own
You earn money doing what you love time—it’s your nine-to-five.

Perhaps the most appealing part of a dream job This regularity could cause burnout, making you
is the promise of being paid to do what you love. less inclined to devote leisure time to a hobby that’s
Instead of relying on a separate income to fund now your job. To cope, you may find yourself eager
your hobbies or passions, you can merge the two. to discover a new passion. There’s nothing wrong
Although there’s no guaranteeing your dream job with having a career you love and a hobby you enjoy
will bring in the big bucks—money is still money. At separately.
the end of the day, you get to do what you love and
receive a pay cheque for it. Most people don’t have Overall, your dream job may be out there, but
the luxury of experiencing that. remember, not every day at that job will be a dream.
Consider the pros and cons of merging your passion
You’ll feel fulfilled with your career before deciding it’s the right move
for you.
Not everyone views their job solely as a source of
income. Going through the motions can be tiring, Passions make us who we are. They drive us and
especially if you feel there’s very little payoff. It’s make our days meaningful. However, they don’t
important to find purpose in what you do, to feel have to define our work. Understand that the two
fulfilled in the workplace. When you’re proud of your things can be separate and just as fulfilling. This
work, it shows. perspective can help achieve passion-fueled lives in
whatever way works best.
According to Indeed, a fulfilling job “enables

career 31

Outsourcing workforce: Photo Courtesy REMY GIELING

Pros and cons

Are you sustaining
or harming your
business by looking
outward?

Written by LAURA BOURBONNAIS

Hustle culture is prominent in today’s
business world. However, it is not feasible
for many businesses, especially small ones,
to practise all tasks alone. At the very least,
outsourcing should be considered.

What’s outsourcing? Why
outsource?

According to Tech Target, outsourcing means
“a company hires a third party to perform
tasks, handle operations or provide services.”

The third-party provider ensures their
computer systems or workers perform tasks
externally or at their facilities.

Companies can outsource services, tasks or
even entire divisions.

Professional outsourcing includes specialized
services like accounting, administrative, legal
and purchasing jobs.

Some tasks may be too complicated for
companies and require a professional licence
or additional training. They may also be
unable to hire full-time employees or meet
obligations.

Companies outsource for efficiency reasons,
to lower costs or focus on other tasks to stay
competitive. Since they focus on a particular
task, the provider is usually more efficient
than the company.

32 c a r e e r

Types of outsourcing “Companies outsource

Onshoring/reshoring: Relocating services or work to for efficiency reasons,
a cheaper location in the company’s country.
to lower costs or focus
Onshoring allows for a similar time zone and work
culture. However, the third party’s salary will be on other tasks to stay
similar to in-house employees’ salaries.
competitive”
Offshoring/offshore outsourcing: Relocation
of services or work to international third-party It allows businesses to reduce costs and shift their
providers, reducing labour costs. focus to their primary business functions, saving the
time it takes to fill orders.
Offshoring allows companies to surpass local
regulations prohibiting specific activities. Types of process outsourcing

Nearshoring: Moving business operations to nearby Knowledge process outsourcing: This deals with
countries and regions, combining the benefits and “outsourcing knowledge development” to improve
risks of offshoring and reshoring. products like data analysis and research, according
to Outsource Accelerator.
Nearshoring serves to improve services by reducing
time delays and costs in the closest country where Recruitment process outsourcing: All elements
labour is cheaper. of outsourced recruitment, including application
tracking, evaluation and management of posting.
IT outsourcing means investing in a team who
can work on time-consuming technology-related Legal process outsourcing: All legalities, including
projects. Every business needs technical support. regulatory compliance and litigation.

Some companies have such success with offshore Insourcing: In-house employees performing tasks
developers that they’re hired full-time. that could be done by outside companies or
contractors.
Project outsourcing: When companies need
assistance with specific or complex projects without Insourcing may mean hiring new employees on a
needing to hire a temporary employee. temporary or permanent basis. Companies may
need to invest in new hardware, software and
Business process outsourcing means contracting a equipment and reengineer business processes.
third-party service provider with a business process
usually handling repetitive tasks. Insourcing should lower production costs, which
are passed down to shareholders and buyers
Contracting is synonymous with business process whose profit margins increase. Companies can
outsourcing or contracting out. boost profits, passing down the reduced costs to
consumers.
Manufacturing outsourcing involves hiring a
manufacturing company, ideally one whose Pros of outsourcing
practices share the company’s values, for cheaper
production. By outsourcing, companies can streamline
production and free up cash, training, facilities and
Outsourcing the manufacturing process can personnel for more beneficial projects.
reduce costs and avoid payment for manufacturing
materials, infrastructure and equipment. Outsourcing means fewer concerns about overhead
costs like office supplies.
Multisourcing combines specialized companies’
outsourcing output with service providers. It is According to Investopedia, outsourcing encourages
most common in highly specialized sectors like new competition by contributing to the supply
technology. chain’s fragmentation.

Process-specific outsourcing means outsourcing a Previous barriers to entry can be significantly
particular function to a specialized external service reduced.
provider.
career
33

Cons of outsourcing

According to Forbes, a company’s competitive edge
lessens as competitors follow. As per Investopedia, “Any
new company can hire those same contractors and for
the same cost.”

An outsourced worker can easily replace a company with
a new client. Companies might also feel less in control
and sensitive data could be mishandled.

Outsourcing could mean language barriers, difficulties
troubleshooting due to unreliable internet, time
differences and factory pollution impacting workers and
communities.

Outsourced labour leads to communities relying on
factories and assembly lines becoming ghost towns. It
may be detrimental to the local economy and the tasks
unnecessary to the outsourced country’s development.

Outsourcing also impacts insourced countries. As more
work is outsourced to China, Chinese workers request
higher wages, eliminating outsourcing’s economic
benefit.

Employees may struggle to collaborate with third-
party providers. If they feel underpaid, mistreated
or threatened, they could leave and start their own
company.

Outsourcing may negatively affect customer loyalty.
Consumers may see outsourcing as avoiding regulations,
leading to bad publicity.

As per Forbes, the resources needed to manage
relationships when outsourcing may overpower “the
resources devoted to the tasks that were outsourced.”

Nevertheless, according to Outsource Accelerator,
outsourcing can be strategic for business continuity,
as you’re not putting all your resources in one place.
Companies are also planning to increase outsourcing.

Various types of outsourcing and their pros and cons
should be considered carefully before deciding whether
to outsource. Doing so affects company culture.

34 c a r e e r

Photo Courtesy THISISENGINEERING RAENG

career 35

Photo Courtesy BLAKE WISZ

Product- or service-based
businesses

Knowing and Business-to-consumer market
understanding your
business type to boost Businesses in this market advertise and sell
your marketing efforts products and services directly to consumers for
purchase (i.e., retail.)
Written by LAURA BOURBONNAIS
This market caters to the largest group of potential
consumers as they base their marketing strategies
around certain demographics within the population
like gender, age groups and special interests.

According to Indeed, a business market is “a method Business-to-business market
a company uses to sell products or services.” A
business market’s size fluctuates with the number of Companies focus on advertising and selling their
customers. services or products to other businesses to reuse
or resell them. Some companies may also sell to
Knowing and understanding the different types of consumers.
business markets can help you determine how to
market to your ideal consumers. An example of a business-to-business market is a
company installing internet services or cable in an
office.

36 m a r k e t i n g

Services market Product vs. service business

A company advertises and sells services to A business’ marketing message and strategy
consumers and businesses, thus working in both depend on whether it’s a product or service
a business-to-business and business-to-consumer business. The product business sells a physical
market. According to Harvard Business Review, product, while the service business provider sells
companies benefit from maintaining long-term their skills.
relationships with customers.
In a service business, you emphasize the customer’s
A professional services market helps specialized user experience, while product-based businesses
professionals advertise and sell services. These deliver consistent products.
companies’ employees usually have specific
certifications or licences. While consumers can purchase products online
from anywhere, most service businesses can only
Service-based business offer services to consumers in their local market.

This business sells a service consumers need. It’s difficult to receive ratings for a service business
as it may take longer for a service to be completed
Examples of service-based businesses include or take effect. Meanwhile, a product can be used,
health care and home repair. evaluated, reviewed and shared almost immediately.

Service businesses tend to focus on individualized According to Harvard Business Review, international
customer experience and maintaining positive client economies have “become dominated by service-
relationships. focused businesses.” However, a lot of the
techniques and tools used by service managers
The pricing varies based on the industry and the were designed to address product companies’
experience of those operating the service. challenges.

Product-based business Product-service hybrids

According to Small Business, a “product-based A company offers a product for sale and is presented
business sells actual physical things,” including to the consumer as a service.
raw materials and agricultural, consumer and This is most common in technology through service-
technology products. based software programs. These programs fulfill
customers’ immediate needs, providing customer
Google and Microsoft are product-based companies. support.

According to HubSpot, the more familiar you are Product classification
with consumer habits, the better you can “market
your product.” This organizes products based on consumers’
buying behaviour, price range and similarities
Customers can easily determine a product’s with competition. This is crucial to establishing
purchase value and exchange, return or rate it, marketing strategies.
influencing prospective consumers. Thus, product
value is determined by consumer perception. Convenience goods

Product-based businesses make the product These are products that are purchased repeatedly
compelling, due to their workforce that produces it by consumers without a second thought (i.e. toilet
at an enticing price. paper.) Once they’ve chosen their brand, they
usually stick with it.

marketing 37

Shopping goods You conceptualize the product and determine how
it serves customers. Then, you build your product
Products that are commodities that are researched roadmap, identify goals and establish your product
and compared before purchase. vision and mission.

Specialty goods Research market demand. Seek unbiased feedback,
draft your proof of concept and ensure the product’s
Are unique on the market such as luxury cars. technical feasibility and that problems are course-
corrected.

Unsought goods Learn how your competitors attract customers
and sell. Determine your potential customers’
These are products folks buy because they feel they preferences and your retail category.
have to, such as batteries.
Create a user experience prototype, then develop
Tangible financial benefits and release a viable product. Update your product
based on user feedback.
Benefits that are verifiable in value according to
buyers and sellers. Market your concept, find your brand voice, test
packaging and prices and analyze ideas, complaints
Non Tangible financial benefits and suggestions. Consider consulting experienced
professionals.

Benefits with a value that sellers perceive but buyers You should also source materials and secure
cannot easily verify. manufacturers. Determine your cost of goods
sold, including expenses, to establish a retail price.
Intangible non financial benefits You may conduct webinars addressing how your
product benefits consumers, then launch it. Zoom
These hold a value that neither buyers or sellers can and Dropbox are examples of successful new
quantify. product developments.

Product development breakdown Consider brainstorming new product development
ideas by conducting customer surveys and
According to Shopify, new product development “is identifying problems to solve and new technologies.
the process of bringing an original product idea to
market” and beyond. To reap the most success in your business venture,
you must know where to situate your business.
It requires identifying a problem for which Doing so will guide you in marketing your product
consumers are willing to pay for a solution. or service and targeting it to your ideal customers.

Photo Courtesy FIRMBEE COM

38 m a r k e t i n g

39

Photo Courtesy NORDWOOD THEMES

Logo design 101

A beginner’s guide to
colour psychology

Written & Illustrated by KYLE QUILATAN

When creating a business identity, it’s important highly controversial field. Perceptions of colour are
to consider how recognizable a brand will be. dependent on a variety of factors. And not everyone
Much of this has to do with having a memorable will have the same associations with every single
logo. Colours play a big part in achieving that. colour.
Brands become attached to their logos, making
it impossible to imagine one without the other. A study shows that men tend to prefer bolder
More importantly, it becomes difficult to forget the colours, while women tend to prefer softer colours.
colours associated with both. But this study leaves out several variables. It only
includes participants from Western societies, so it
What is colour psychology? doesn’t include many cultural or religious variations.
The study is also unable to consider personal
Simply put, colour psychology is the study of how associations. Much of the perception of colour
colours affect people’s perceptions and behaviours. comes down to personal experience and preference.
Different colours are often associated with different
emotions. Consider these common associations: red Colour psychology and marketing
is an angry colour and blue is a sad colour.
A brand needs to have a strong presence to attract
Colours can also have associations that go beyond customers. This includes having a memorable logo.
emotions. For example, green is often thought of as
a colour of nature and healing. Colour choice is often a big part of logo design as
companies try to use common colour associations to
While there are many common ideas of how people build their identity. For example, the iconic golden
perceive colour, colour psychology remains a arches at McDonald’s are yellow, which is considered

40 m a r k e t i n g

an optimistic colour. It tends to give off a cheerful • Red: Evokes excitement and passion,
aura and is easy to spot from a distance. That makes sometimes considered the “strongest” colour.
it perfect for attracting customers on a busy road. Examples include Nintendo and Puma.

However, as mentioned before, colour associations • Orange: Considered a friendly colour.
are not always universal. While one person may see Examples include Fanta and Reese’s.
yellow as a happy colour, another may see it as a
sign of caution. • Yellow: Considered an optimistic, eye-
catching colour. Examples include
How can colour still be an effective marketing McDonald’s and Denny’s.
tool if its resulting perceptions are inconsistent?
To answer this, it’s important to have a slight • Green: Relates to health, nature and serenity.
change of mindset. Don’t think too much about The easiest colour for the eyes to digest.
what the colours mean to every single customer. Examples include Xbox and Whole Foods.
Don’t attempt to cater to the colour associations of
individuals as that is next to impossible. • Blue: Signals dependability and security and
is the most popular logo colour. Examples
Instead, think about what the colour means to your include Walmart and Oral-B.
business’ identity. Do your business’ colours match
what the business has to offer? Think about what • Purple: Symbolizes creativity and
the colours mean to your brand and then consider imaginativeness. Examples include Hallmark
how this might connect with customers. and Cadbury.

There are no clear-cut guidelines for how to do Notice how some logos borrow from multiple colour
this. It might come down to trial and error. But it’s categories. For example, while the Walmart logo is
important to be able to find colours that match your predominantly blue, it also features eye-catching
business’ identity. yellow. The company is able to benefit from both
colour associations. While also having a large colour
contrast to make the logo more memorable.

A study shows that people prefer easily recognizable Some companies also benefit from breaking
brands. Part of this means having a relevant set of conventions in colour associations. As a gaming
colours included in your brand’s personality. company, Xbox often inspires excitement and action.
But they still choose to use a calm green in its logo.
Designing a logo for your business
There is no definitive answer on which colours work
In her paper about brand identity, psychologist best for which brands. Regardless, it’s important
Jennifer Aaker presents five core dimensions that to carefully consider which colours to use for a
most business personalities fall into. These include business’ identity to connect with its customers. It
sincerity, excitement, competence, sophistication becomes much easier to market to the public when
and ruggedness. Some businesses have an overlap you have a logo that sticks with people.
between two of these traits, but most fall into just
one.

When creating a brand identity, think of what
personality you want your business to have. Then,
use colours in your logo to support that personality.

Again, there’s no single formula for achieving this
and choosing the perfect colours. But common
colour associations can be somewhat helpful.

They are not meant to be the entire basis of your
colour selection. But knowing some associations can
help build a personality when considering different
colour combinations. Note that the following list
applies mostly to Western cultures and may not be
applicable worldwide.

marketing 41

Photo Courtesy SEBASTIAN SØRENSEN

42 h i s t o r y

The history of
Ontario-made
textiles businesses

The shift of the provinces production
of textiles over the years

Written by ELIOT GILBERT

A century ago, the Ontario textile industry was thriving.
A recent industry analysis shows the industry shrunk
significantly between 2011 and 2015 in terms of workers,
factories and mills. The government of Canada has not
supplied a more recent industry analysis. Though, based on
sales data, the industry was less valuable in 2021 than it was
in 2015. There was a period of mid-decade growth, but the
overall trend for that domestic production is downward.

These days, Ontario imports more textiles than exports.
According to the World Bank, in 2019, Canada imported
more than US $10 billion in textiles from five of its top
suppliers. In contrast, that same year, the country only
exported US$2.8 billion to its top five customers.

This is a part of the tendency of Western nations to export
manufacturing overseas where goods are cheaper to
produce. Globalization has had outspoken mainstream
opposition since the late ‘90s. Nonetheless, many
consumers enjoy the lower prices for textile goods.

Before widespread globalization, the domestic textile
industry produced enough goods for most of the country.
At its height, the nation supplied 60 per cent of its own
textile needs. Now, it only supplies a fraction of that
number.

What is the history of the textile industry, and what led to
its decline?

The Métis textile industry

Before settlers entered Canada, Métis people in Quebec
and Ontario already had a rich weaving tradition. According
to the Canadian Métis museum, these traditions involved
finger weaving buffalo hair. They also involved weaving
nettle fibre and hemp into usable textiles and baskets.
When French colonists brought wool from overseas, the
Métis people adopted wool into their weaving practices.

One famous example of a wool garment made by the

h i s t o ry 43

Métis is the Métis sash. French settlers of North mills. By the early 1900s, the industry had newly Photo Courtesy KAROLINA GRABOWSKA
America famously wore a colourful sash known as innovated knit goods and synthetic blends. The
the assomption sash. This assomption sash was a height of this time in the 1900s grew to a size of
prominent highlight on fur traders’ otherwise grey about 2,000 factories and mills. They spun, wove and
outfits. The Métis people took a liking to the sash knit their own fabric.
and created the Métis sash. It was a softer and looser
weave, at times incorporating splashes of beadwork. At the peak of production, Canada produced 60 per
cent of its domestic textile needs. The country met
According to the Métis Nation of Ontario, the Métis all of its military requirements for both world wars.
sash was made with a finger weaving technique. The majority of the industry has always been in
It had a wide variety of purposes aside from Ontario and Quebec.
decoration. The sash could be used as rope, a key
holder, a bandage and a washcloth. It could also The decline
be used as a sewing kit and a horse bridle. Métis
craftspeople began selling and trading their sash to Many of the top manufacturing industries in Canada
the Québécois and the Métis of Western Canada. began to shrink in the 1960s. This included textile
goods.
The cottage weaving industry
During the 1940s and ‘50s, many of Canada’s trading
The Canadian Encyclopedia explains how, before partners focused on post-war rebuilding and
industrialization, textiles were either imported or restructuring. This allowed Canada to enjoy a greater
produced as a part of the cottage industry. The global market share. However, after the powers had
cottage industry consisted of hand-spinning yarn rebuilt, Japan, Europe and China emerged as global
and hand-weaving textiles on a loom. After Loyalists industrial leaders.
settled in Ontario, flax was grown and sheep were
raised to provide raw fibre. Some of the Loyalist The purchasing trends at this time focused on the
settlers were professional weavers and many of cost of production. This meant that countries with
the women knew how to spin yarn. Between the lower operating costs were much more competitive
hand-spinners and weavers, local textiles were in an increasingly globalized world.
manufactured for their own use, and for sale and
trade. Eventually, foreign economic powers began building
textile mills and factories in countries with lower
Because of the industrial revolution, some European expenses than their own. Textile manufacturing is
immigrant weavers from Scotland, Ireland and labour-intensive. So, investors were able to create
Germany were out of work. So, they chose to come cheaper textiles due to lower worker wages and an
to Canada to work as farmers. When they arrived, overall lower cost of production. The trend continues
they found they could continue in their profession of to the current era.
weaving.
The textile industry in Canada was one of the sectors
The booming years most affected by globalization in the 21st century.
Between 2004 and 2011, the industry’s jobs lessened
The years between the 1820s and the early 1900s by 60 per cent.
experienced a rapid expansion of the local textile
industry. This was due to mass industrialization, Today, the country imports most of its textiles.
according to Ingenium. Though the future is uncertain for the industry,
it remains an important part of the Canadian
The first mills were wool mills, and by the mid-1800s, economy. Ontario is at its centre, producing 46 per
the industry grew to include almost 400 cotton cent of all domestically-made textiles.

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