Canadian Tire

Diversity, Inclusion & Belonging

Read the 2022 Diversity, Inclusion and Belonging (DIB) Year in Review and learn about Canadian Tire Corporation’s journey to a culture of belonging.

Across our group of companies, we live and work by our core values, including our value that inclusion is a must. We understand the importance of taking thoughtful action to create authentic, measured, meaningful and sustainable change. We know that when we collaborate and strive for connection, we are stronger together. From cultivating diverse talent and perspectives, listening to our customers, employees and partners, and helping prioritize the needs of equity-deserving communities, we are united in our purpose of being here to make life in Canada better.

Our Vision

At Canadian Tire Corporation (CTC), we are on a journey to create a culture where belonging thrives, and diversity, inclusion and equity are infused into everything we do.

Our Strategic Focus Areas

To achieve our vision and drive impact, we are committed to addressing the following priority areas:

Our People

Attract, retain and develop diverse talent: Create training to improve cultural awareness and talent pipelines while providing opportunities for employees to have increased mobility across the organization

Our Culture

Build an inclusive environment: Prioritize employee voices and leverage diversity data to ensure workspaces and practices are welcoming, open, and barrier-free

Our Customers

Reflect all customers: Develop resources, training and messaging that help us better serve and connect with our diverse customers

Our Communities

Make our communities better: Address the barriers and issues that matter most to our communities

Our Framework

By hosting the annual Diversity, Inclusion and Belonging (DIB) Survey andCourageous Conversation sessions with thousands of employees across our organization, we remain focused on achieving belonging as our core outcome. For belonging to be embedded into our DNA, we will prioritize three key enablers: diversity, inclusion, and equity.

Diversity Inclusion Belonging Equity Ensuring that people have access to opportunities and resources that meet their needs The representation of the visible and non-visible ways in which people may differ The participation and integration of different perspectives, views, and ideas An environment that fosters individual authenticity and common purpose to unlock engagement and performance

When equitable policies and practices are coupled with a diverse workforce and an inclusive organizational culture and work environment, we can foster belonging to create innovative and impactful spaces.

Our Journey

“CTC is cultivating a more representative, welcoming, and connected culture, and belonging is at the centre of our journey. Belonging ensures that we welcome and seek out diverse voices, incorporate and illuminate new perspectives and actively create accessible and fair opportunities that will unlock potential.

We are working to ensure that everyone feels seen, heard and that they can actively contribute to our purpose to make life in Canada better. While we are in the early stages of our journey, our commitment to progress is unwavering.”

– Letecia Rose, Vice-President, Diversity, Inclusion and Belonging
diverse people talking with laptops open in front

Learning Activities

We believe that knowledge is a critical building block for change. Through our educational events, workshops, and resources, we are investing in our teams’ learning and development to raise awareness and understanding of crucial diversity, inclusion, equity, and belonging issues that impact our employees, customers and communities. We feature thought leaders and tackle complex issues and challenges through live events, online learning resources, mandatory team training sessions and company-wide town halls.

These activities have helped employees increase their knowledge and awareness of cultures, identities, and experiences while providing them with the tools to change behaviours and make spaces more inclusive. Through the monthly Belonging Bulletin newsletter employees learn about resources and opportunities available to continue making inclusion a priority in their work.

two people having a conversation

Courageous Conversations

Our Courageous Conversation listening sessions are a safe space for our employees to listen and share their experiences, stories, perspectives and challenges without fear of judgement or repercussion. To date, thousands of CTC employees from across our offices, call centres, stores, and distribution centres have come together to have Courageous Conversations, challenge the status quo, and provide invaluable feedback, all of which we have used as insights to inform our Diversity, Inclusion and Belonging roadmap and strategies.

We use Courageous Conversations in the following ways:

To respond

Provide teams with a safe and dedicated space to come together, heal and take action in response to an internal or societal event.

To engage

To enable discussion

Annual Diversity, Inclusion and Belonging Survey

Through our annual DIB Survey, first implemented in 2020 and available to all employees, we collect insights and measure the feeling of belonging across the organization. The survey is administered by an independent third-party partner, allowing us to view scores for small populations, measure trends over time, and compare our ratings with the global retail benchmark.

Courageous Commitment Sessions

Following Courageous Conversations and the annual DIB Survey, people leaders have the opportunity to attend Courageous Commitment Sessions to translate data and dialogue into action. These facilitated workshops:

  • Build team cohesion, support, and momentum by setting DIB goals and working to improve DIB survey scores overall.
  • Enable leaders to share inclusion metrics with teams and co-create tangible solutions.
  • Offer leaders access to coaching and training, as well as workshop facilitation support.
  • Provide opportunities to address inclusion concerns raised by employees, and create a culture of transparency that values employee voices.

Our People

four female hikers hugging and laughing during their hike in the woods

Employee Resource Groups (ERGs)

Employee Resource Groups (ERGs) are voluntary employee-led groups that help increase engagement across the organization by building communities among people with shared cultures, identities, and experiences.

These groups are formed by and made up of our employees, and provide a snapshot of the diversity found throughout our organization and the communities we serve. We value their lived experience and expertise and work with them to build programs, products and environments that are more inclusive and representative, while driving business outcomes. We know that supporting and working with our ERGs is vital to building a more inclusive, collaborative, and authentic culture—one where all employees feel seen, heard and that they belong.

ACPI logo BEN logo MHM logo Tipen logo EN-ABLE logo SAAT logo Families @ the Tire logo PRISM logo Latinx logo WLN logo

The Asian Canadian Pacific Islander (ACPI) Network: The ACPI Network raises awareness and celebrates ACPI culture, fostering a sense of belonging for our ACPI employees and allowing every aspect of their identity to be seen, heard, and welcomed.

DIB Committee Network

The Diversity, Inclusion and Belonging Committee Network connects business resource groups of employees who are embedding diversity, inclusion and belonging practices into our business units and banners at CTC and addressing areas of opportunities that come out of the annual DIB Survey.

Our Actions

Inclusive leadership sign


In 2022, CTC partnered with Giants of Africa to host the Inclusive Leadership Forum. The event brought together 200+ participants and Equity, Diversity and Inclusion leaders to have action-oriented conversations about barriers, best practices and belonging in the workplace. Speakers included Amanda Parris, Award-Winning Writer, Producer and Host; Kike Ojo-Thompson, Founder and CEO of the KOJO Institute; Professor Maydianne Andrade, Canadian Black Scientists Network President; Prasanna Ranganathan, Diversity, Inclusion and Belonging Leader; Jarvis W. Sam III, Founder and CEO, Rainbow Disruption; Akim Aliu, Chairman and Founder of The Hockey Diversity Alliance and Time to Dream Foundation; Masai Ujiri, Co-Founder, Giants of Africa and Vice-Chairman and President, Toronto Raptors; and our very own Letecia Rose, Vice President of Diversity Inclusion and Belonging at CTC..

group photo of volunteers


In 2022, we hosted the first-ever Diversity, Inclusion and Belonging Summit to celebrate and recognize employees helping drive belonging at CTC. The two-day event featured special performances, a multi-course dinner, professional development workshops, and networking opportunities. Speakers included Annahid Dashtgard, CEO of Anima Leadership; Samra Zafar, Award-winning Speaker, Bestselling Author and Educator for Equity, Mental Health, and Human Rights; and Dr. Celina Caesar-Chavannes, Business Consultant, Coach, International Speaker, and Best-selling Author. Employees also received awards based on their colleagues’ recognition of their efforts.

pronouns badges


Gender pronouns are words used to refer to others without using their names. Using a person's correct pronouns fosters an inclusive environment and affirms a person's gender identity. By affirming each other's pronouns, we're creating a culture where people feel comfortable with their external appearance and their gender identity. In 2022, we piloted the Pronoun Pins at the Tire program, enabling employees to request pins to display their pronouns at work and events. Building on this initiative, pins, training, toolkits, and more resources on how to affirm a person’s identity will be available to the broader network by 2024.

Two people looking at the pictures in the gallery


The following year, CTC unveiled its first Legacy Space in partnership with the Gord Downie & Chanie Wenjack Fund. Legacy Spaces are safe, welcoming physical places for all employees to learn, reflect and honour Indigenous cultures. CTC's Legacy Space was designed in partnership with an art curator – August Swinson, a team of artists – Alanah Jewell (Morningstar), Bangishimo, Cody Houle and Luke Swinson, and The Indigenous Peoples Employee Network (TIPEN).

The launch was followed by two enterprise-wide events: a Truth and Reconciliation event hosted by TIPEN and A Conversation with Phyllis Webstad, the founder of Orange Shirt Society. Both events provided employees with an opportunity to learn, reflect and discuss tangible ways of advancing truth and reconciliation in their work and personal lives.

pride parade


In 2022, for the first time in our company’s history, we participated in the Toronto Pride Parade under the leadership of the PRISM employee resource group and alongside our 2SLGBTQIA+ employees and allies. In addition, several Canadian Tire, Sport Chek, and Mark’s stores in the Greater Toronto Area added window and entrance displays to show their support to the 2SLGBTQIA+ community.

Ashley holding I'm a changemaker are you? sign.


On the second anniversary of the murder of Mr. George Floyd, we hosted the enterprise-wide event Remembering George Floyd. Led by the Black Employee Network (BEN), this event allowed employees to share what the murder of George Floyd meant to them, while reminding us of the importance of remaining committed to ending anti-Black racism in our communities.

two people with notebooks sitting at the desk


People are the drivers of outcomes at CTC. We are creating a welcoming and inclusive workplace where employees have access to ongoing professional development opportunities. These include helping them build management and executive capabilities, while levelling the playing field for those from equity-deserving backgrounds. Currently, we offer the McKinsey Connected Leaders Academy’s Management Accelerator and Executive Leadership programs.

Ashley holding I'm a changemaker are you? sign.


Studies show that support from committed, high-quality leaders can help people accelerate their leadership journeys. At CTC, we are leveraging the power of networks to connect employees across business units. Currently, we offer CivicAction Leadership Foundation’s CivicMatch program to accelerate internal talent's access to leadership opportunities and create powerful, reciprocal learning opportunities.

Ashley holding I'm a changemaker are you? sign.

Advancing Truth and Reconciliation

, marked Canada’s inaugural National Truth and Reconciliation Day. To recognize this important day, CTC hosted a company-wide Truth and Reflection learning event, which featured inspiring Indigenous leaders who shared their stories and knowledge about the residential school system and offered their personal perspective on meaningful reconciliation. In addition to a live fireside chat between activist Ashley Callingbull and Leanne Bellegarde, employees had access to workshops on land acknowledgement and traditional teachings led by the First People’s Group’s team.

Addressing Anti-Black Racism

In , the Black Lives Matter movement presented the opportunity for all of us to take a closer look at ourselves and our values. This led to the creation of our formal Diversity, Inclusion and Belonging (DIB) team that is working to implement a five-year strategy and DIB commitments. We committed over $600,000 to organizations dedicated to helping Black communities across Canada and an additional $200,000 to Black grassroots organizations recommended by our employees.

In , as our work continued, we collaborated with Randell Adjei, the first Poet Laureate of Ontario, to capture the many emotions that were still very present while looking forward to the ongoing work that lies ahead.

Orange Jersey Project logo.

Driving change through sport

Through our partnership with the Orange Shirt Society and Keener Jerseys, the Orange Jersey Project (OJP) was developed to help coaches educate hockey teams about the history of the residential school system in Canada. The OJP is sending 10,000 orange practice jerseys to youth teams across the country to spark dialogue about residential schools and their harmful impact on Indigenous children and families.

Matthew Shepard Foundation, Erasing Hate since 1998.

Speaking with Judy Shepard

We were excited to have the inspirational Judy Shepard join CTC to share her wisdom and lessons with the organization. As a passionate mother and 2SLGBTQIA+ activist, Judy told the story of her son Matthew’s murder to emphasize the importance of making spaces safe, inclusive and welcoming for people to come as they are. During the session, she offered suggestions and best practices for allyships and making the world more open to diversity to drive understanding, acceptance, and social change.