Globe Media Group was proud to host ‘Inside B2B,’ an exclusive gathering of influential leaders from the financial, technology, retail, and media sectors. Thirty guests came together to discuss their key concerns following the U.S. election, its potential impact on Canada, and the ways generative AI, climate change, and global conflicts are shaping business decision-making around the world.
Tracy Day, Managing Director of Creative Studio and Ad Innovation at The Globe and Mail, opened the event with remarks that highlighted the impressive scale of the Canadian B2B sector, worth 2 trillion dollars and accounting for 65% of the country’s GDP. She spoke about The Globe and Mail’s role in helping influential leaders understand what’s happening in markets and how The Globe’s reporting is a crucial resource that B2B decision-makers use to guide their choices.
“Together with the Globe Alliance network, we reach over 70% of the country across all our platforms. We’re proud to connect with the ambitious Canadians shaping the future. Report on Business Magazine is at the heart of this mission, reaching 2.8 million readers across print and digital,” she said.
Impact of the political climate on business performance
The panel was moderated by Dawn Calleja, Editor of Report on Business Magazine at The Globe and Mail. She was joined by three panelists from across the business landscape. Jay Badiani, Chief Marketing Officer at IBM Canada; Jacoline Loewen, Director of High Net Worth Relationships at Burgundy Asset Management; and Sean Stanleigh, Head of Globe Content Studio at The Globe and Mail.
With many business leaders concerned about what the U.S. election could mean for global markets, the conversation focused on how business outcomes will be affected within this new political climate.
Sean made a compelling case for businesses to focus on scenario planning in the coming months. He argued that it’s never been more difficult for companies to connect to divided audiences, and cutting through the noise necessitates focusing on brand awareness and, crucially, staying in the market while maintaining a sense of political neutrality.
Jay echoed this sentiment, suggesting that companies reevaluate their marketing strategies, stating, “Your marketing strategy doesn’t need to be reactive to headlines. It shouldn’t be based on politics. It should be based on what audience you’re trying to address and what’s going to engage them.”
The Canadian opportunity
Amid the conversation about political uncertainties, Jacoline pointed to the wealth of opportunities within Canada, noting that many see it as a strong second choice to the United States. Not only is Canada the 9th largest economy in the world, it is also home to the fifth largest number of millionaires, with Jacoline adding, “I don’t think that people realize the amount of wealth that is here, which is giving a real vote of confidence.”
Redefining business with AI
The discussion shifted to artificial intelligence and its growing role in today’s society. The speakers shared diverse perspectives on the long-term impacts of AI on businesses, with Sean emphasizing the importance of a balanced approach. He stressed that technology should support people, not replace them. Jay added that more strategic use of AI leads to better outcomes and underscored the importance of leveraging AI to advance broader business objectives.
Building on this idea, Jacoline emphasized AI’s ability to improve human relationships, sharing how it has freed up her time to focus on the clients central to her business. She underscored the value of using AI to gain insights that could help deepen these connections.
Building a future-forward business: from data to ESG strategies
The speakers shifted to the key priorities businesses should focus on next. They discussed the importance of a robust data strategy supported by a solid architecture to gather and interpret data effectively. The conversation then turned to climate issues and the value of an ESG scorecard, with panelists noting that aligning a company’s values with its suppliers is critical for a successful ESG strategy.
The discussion ended with speakers reflecting on what they are most excited about in the coming year. Jay talked about Agentic AI, a new form of artificial intelligence which will be proactive instead of reactive. Sean spoke about the opportunities technology will deliver, reiterating that Canada’s economy is well positioned, while Jacoline focused on AI’s ability to drive slow marketing.
Key takeaways from the event
- It’s crucial for businesses to maintain political neutrality if they want to connect with divided audiences
- Businesses should continue investing in impactful brand marketing to ensure visibility and relevance
- Canada has a wealth of untapped potential
- AI is reshaping the business world, and companies need to learn how to use it for their objectives
The panel was a comprehensive discussion on the political realities facing today’s business leaders, providing valuable insights on how to leverage AI effectively and strategic approaches for achieving success in uncertain times.
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