—Throughout Black History Month, The Message will be sharing short profiles of Black professionals from across the industry: marketing, advertising, PR, media, and production. Written by POCAM members, the profiles are a way to “fight invisibility,” an exercise in representation for an industry where representation must get better—
Kareem Bonner is the director of eCommerce and digital marketing at Elizabeth Grant Skin Care. Trained in digital strategy, marketing and storytelling prepared him for a marketing career, but his passion for skincare and a love for learning about the science behind it helped him break into his current role. A career highlight? Featuring on the University of Toronto’s magazine cover back in 2016 and in the OMERS 60th anniversary video.
Bonner speaks frankly about handling racism, saying, ”Dealing with racism requires a combination of personal, interpersonal, and systemic efforts.” Here’s what he suggests:
Educate yourself. “I learn about different cultures, histories, and experiences. Understanding the roots and manifestations of racism is crucial for addressing it effectively,” he said.
Speak up against any racist comments or behaviour. “Silence can be interpreted as acceptance, so it's important to challenge racist attitudes when you encounter them,” Bonner explained.
Engage in uncomfortable conversations. Honest conversations about racism are important, even when they’re uncomfortable. Bonner encourages dialogue that challenges stereotypes and fosters understanding.
Cultivate an inclusive environment. Bonner actively contributes to creating inclusive spaces where individuals from diverse backgrounds feel welcome, valued, and respected.
Bonner wants more diversity in senior leadership in marketing; he believes minorities need more of a voice in making important decisions. What is he doing to change the industry? “Besides this interview?” he smiled. “Any talent looking to work in our industry? We have positions open in our organization; I interview a diverse set of candidates.” Bonner also mentors Advancing Black Students at York University, where he educates and inspires the next generation to achieve their goals and dreams.
He says to young Black talent, “Don’t use the colour of your skin as a handicap.” Even if the opportunities are unequal, you still have to put in the effort and grow your skills to make things happen, he added. Building a good network, relationships and support systems within and outside the Black community, improve the chances of getting into advertising and staying there for years to come.
Bonner puts a lot of love and learning into his recently launched YouTube channel, “Gentlemen's Fitness with Kareem” which offers tips for men beginning their fitness journey. “It took me a long time to get to where I am,” he concluded, “I know being a black male, the road to success may take longer; but I am living proof you can achieve your goals and dreams, if you want it bad enough.”
This POCAM BHM 2024 profile was written by Gavin Barrett, CEO/CCO/founder of Barrett and Welsh and a co-founder of POCAM and the Multicultural Marketing Alliance of Canada.
