Sparx Publishing Group is not your typical digital marketing agency — we’re a team of purpose-driven marketers on a mission to make the world better. And the journey toward better begins with walking our talk.
We don’t just amplify the efforts of purpose-driven organizations; we are purpose-driven. We don’t just champion diversity; we are diverse. We don’t just offer marketing services; we believe in being good at what we do for others by doing it for ourselves.
Here are the core traits that make Sparx, Sparx and empower us to live out marketing with purpose, every day.
We’re Purpose-Driven
Our story began over 10 years ago with a spark of an idea to level the playing field for Canadian self-directed investors via a free online resource called Sparx Trading. To reach and engage this audience, we grew a passion for creating content marketing that has a positive impact on people and planet.
Sparx has come a long way from our humble beginnings. We have since expanded into a purpose-driven marketing agency dedicated to working with companies and organizations who are thoughtful and intentional about making the world a better place. For us, quality, attentiveness to detail, and innovation are reflections of our principles and key aspects of delivering on our purpose. And since our values are so integral to who we are, we want to work with other values-aligned organizations to make their impact shine, amplify their good, and help ignite the spark in other individuals and businesses to be purpose-driven.
Every member of the Sparx team is invested in driving positive change.
We’re a small team with big dreams, and the biggest one we all share: to make the world better. This is exemplified in our initiatives, Make The World Better Day, which grew out of a place of both loss and hope, and our publication, Make The World Better Magazine, where we amplify the voices of changemakers because we’re inspired by their stories and are rooting for their success.
We also participate in various initiatives that enable us to give back and help others, such as Movember, Kiva loans, and our personal seasonal gifting practices, where we donate funds to causes that are important to our clients. As of 2021, this gifting practice has led us to jointly donate a total of 5,000 meals to various local food banks across Canada and the US and to amplify donations to the Hospital for Sick Children in Toronto and a local humane society in Florida.
Beyond traditional marketing goals, our purpose-driven communications also reflect our belief that being equipped with the right knowledge is another critical part of making the world better. By sharing our takeaways from purpose-driven events we’ve participated in, such as Brand Battle For Good and Make The World Better Day, and raising awareness of mission-aligned recognition days, observances, and organizations through social media and in our newsletter, we hope to inspire others, hold ourselves accountable, and spark meaningful conversation.
We’re Diverse
As a CAMSC-certified minority-owned and -led organization, our team is certified diverse. We’re open to new ideas and every staff member is encouraged to bring their unique perspectives to the table. We’re passionate about amplifying diversity and applying our diverse set of backgrounds and experiences to drive innovation and create marketing that speaks to the plurality of the places we live and the audiences we serve.
Championing diverse voices and learning about identities different from our own is incredibly important to us. As open-minded marketing experts, we want to help others communicate their diversity story and to do our utmost to help further the diversity, equity, and inclusion (DEI) cause.
One way we’re championing diversity is through Make The World Better Magazine. Our fifth edition, which launched in July 2023, is the Diversity, Equity, and Inclusion issue. We’re so thrilled to share the inspiring stories of organizations and individuals who are helping to make the world more diverse, equitable, inclusive, and accessible.
Since DEI is a central part of who we are and our purpose-driven communications, we will continue to seek more ways to incorporate it into our Sparx-owned marketing and to amplify more and more diverse voices. As we learn and grow, we will continue to share our DEI learnings, pitfalls, and wins with our audience in the hope of making our own diversity story better.
We Offer Services That We Use Ourselves
At Sparx, we invest time, energy, and resources into our own marketing because we believe in being good at what we do for others by being good at it for ourselves.
Our expertise is first-hand — we’re professionals who work in the marketing space, so we know the problems, limitations, and opportunities different workflows bring to client work. Not only does this increase our adaptability and ability to plan, scope, and execute effectively, it enables us to create the best work possible for our clients as we’re constantly refining our processes and skills in our owned brand marketing efforts.
Everything we do is tried-and-true, and we dedicate ourselves to making the best content, solutions, and strategies possible for us and our clients. We will never deliver solutions we would not feel proud to use for Sparx.
Whether it’s building websites, blog posts, whitepapers, downloadable guides, marketing collateral, advertisements, brand guides — you name it — we’ve done it for ourselves. This includes:
Publishing our own magazine, Make The World Better Magazine and doing this as a service for clients as well, including Canadian Securities Exchange Magazine.
Maintaining and regularly crafting new content for our blog and extending this service to our clients, which can be seen in the one-time, series, and monthly blog posts we made for Galt Foundation.
Staying active on our own social media channels and building, publishing, and managing social media content for our clients.
Creating downloadable purpose-driven marketing guides, with adjacent marketing campaigns (ads, landing pages, email drip campaigns) to raise brand awareness, and offering this service to our clients as well, including TPD and Work With Us Foundation.
We’re also well-versed when it comes to data. The Sparx team uses data and analytics extensively to inform our decision-making to make sure our own campaigns work as effectively and efficiently as possible. We extend this to our clients in order to provide them with the data and solutions necessary to get the results they need, when they need them.
And since we know how to manage our workflows and pace ourselves properly, we always deliver quality results. Working against timelines and within budgets? We do that daily.
Conclusion
Walking our talk is an intrinsic part of Sparx because our team members bring a genuine interest, enthusiasm, and passion for the work they do. We’re driven by our purpose to make an impact, as we believe that it’s the right thing to do and that we should always bring our best. This unique combination of elements is what makes our brand special.
Are You Marketing With Purpose?
We’d love to work with your values-aligned organization. Contact us for a free consultation and to help market your one-of-a-kind impact story.
Like all great explorers, Sparx travelled far and wide this June to uncover the latest insights and trends in the purpose-driven space. From Kelowna to Toronto, we listened to expert speakers, met with mission-aligned professionals, and even collaborated on a major impact-led event.
Check out recaps from the events we attended this June!
The 5th Annual National Magazine Awards: B2B Luncheon
At this awards luncheon to celebrate the best of the best in Canadian B2B magazine publishing, Alex had the pleasure of mingling with award-nominated magazine writers, editors, and contributors. Plus, over a delicious lunch, she learned more about the B2B magazine industry and all its facets, including distribution channels, monetization paths, and target audiences.
Perhaps best of all though, we had the chance to spread awareness about our purpose-driven publication, Make The World Better Magazine, and share copies with interested individuals.
Read more details in our NMA:B2B Awards Luncheon recap blog post here.
Creating Inclusive Communities Dialogue
As part of National AccessAbility Week, Hamish Khamisa, Founder & President of Sparx, headed to the University of British Columbia (UBC) Robson Square in downtown Vancouver to join representatives from various organizations and members of the community for Creating Inclusive Communities Dialogue on June 2, a full-day session hosted by Mainland Community Services Society, with lectures and some collaborative elements.
Hamish had the pleasure of hearing from Heather McCain (they/them), Founder and Executive Director of Live Educate Transform Society (formerly Creating Accessible Neighbourhoods), and Harmony Bongat (she/her), disability advocate, co-facilitator, content creator and educator. Throughout the day, the session featured the lived experiences of people with disabilities, neurodiversity and the intersectionality of identities, and perspectives on what “inclusion” really means to some disability advocates.
There were countless moments that stuck with him, including the story of an attendee, an Indigenous woman who overcame adversity having been born with a disability, who is a powerful example of the importance of advocacy in health care, especially for persons with disabilities and for Indigenous Peoples.
The event accommodated various disabilities, including providing stim toys on each table for individuals with stimulation needs and describing the images on screen during presentations so people with visual impairments could follow along. Yet, even at an event designed for accessibility, it’s clear how far we still have to go.
To ensure a fellow member could participate in the group session while being visually impaired, Hamish asked for sticky notes to be read out loud for those who couldn’t read the board, a small initiative to support a peer with a disability. After all, when it comes to showing up for the disability community, #ItStartsWithMe.
Overall, this event inspired us to find ways to be a better ally to people with disabilities, and we look forward to next year’s event!
Together Ensemble 2023
In October 2021, Sparx proudly signed onto the UN Global Compact’s Sustainable Development Goals program, which provides a guideline for businesses to operate responsibly. And while we’ve been continually bettering ourselves in this program, we wanted to learn more about the Sustainable Development Goals (SDGs) globally and new ideas for solutions. Enter, Together Ensemble, a virtual event on June 7–9, with five in-person gatherings held across Canada.
During the virtual sessions we attended, we learned about the crucial steps needed for action on the SDGs from a range of experts across academia, business, government, and more. Some key areas explored were the critical moment we face in mitigating the worst impacts of climate change and the importance of harnessing the creative ingenuity of young people.
A session that was really impactful for us was “Just Transition: Creating an Inclusive and Green Economy Together,” which explored “the concept of a just transition and how other approaches […] must be integrated to ensure that the future economy is one that is green and leaves no one behind.”
The session featured speakers, Nathan Grandjambe, Senior Manager, Indigenous Economic Prosperity, Vancouver Economic Commission; Tessa Jordan, Program Head, Sustainable Business Leadership programs, BCIT; Janet Andrews, Secretary-Treasurer, New Westminster & District Labour Council; and Max Cohen, PhD Candidate in Geography, University of British Columbia, and was moderated by George Patrick Richard Benson, Senior Manager, Economic Transformation at the Vancouver Economic Commission.
The event gave us a lot of valuable information to work with for our own SDG initiatives, and we’re inspired to see new ideas for a better world come to light in Canada and beyond.
SunDAC
As a long-time partner of the Canadian Securities Exchange (CSE), we were thrilled to attend their first-annual SunDAC on June 13, co-hosted with Grove Corporate Services, Newsfile, and OCI Group, a private mining industry networking launched to bring together members of the mining and capital markets communities in person.
We had a great time mingling with everyone and reconnecting with friends among a range of attendees, sponsors, and hosting companies.
Plus, we had the opportunity to hear about the latest developments in the mining space, all while enjoying great food and music, even as the weather turned the event into “RainDAC” later in the evening.
Social Finance Forum 2023
While in Toronto, we also attended the Social Finance Forum 2023 on June 15, presented by Future of Good and SVX, which featured sessions on the state of social finance in Canada, climate finance, and the need for diversity and representation at the decision-making level.
The event taught us that social finance has gone from “nice to do” to “must do” in order to respond to the crises of recent years, exposing the increasing need for capital to be used as a force for good.
It was great to hear from changemakers like Christine Bergeron, former President and CEO of Vancity, and Sage Lacerte, Founder and CEO of Sage Initiative, both organizations which are reshaping the investment landscape and improving the financial well-being of historically-excluded groups and their communities.
Additionally, we were thrilled to connect with so many mission-aligned connections professionals working to use capital to positively impact communities across Canada.
Stay tuned for our Social Finance Forum recap blog coming soon!
Not only did we learn how to advance the circular economy from expert speakers, like the Honourable Steven Guilbeault, Canada’s Minister of Environment and Climate Change, we were able to connect with so many people from a variety of backgrounds in the B2B, B2C, government, and education spaces, all of whom are passionate about protecting the planet. Plus, we had the chance to distribute the Circular Economy edition of Make The World Better Magazine to environmental sector champions.
We left with so many inspiring takeaways from each session and discovered critical areas that require our focus and efforts, such as the lack of circular economy awareness and the importance of using marketing to educate people on how zero waste initiatives can fit into their lives.
Stay tuned for our Canadian Circular Economy Summit recap blog coming soon!
Summit on Responsible Investment 2023
When the Canadian Securities Exchange was looking to host an event to dive into socially responsible investing and environmental, social, and governance (ESG), we were all in to collaborate and bring the vision to light.
At this full-day event in Kelowna on June 27, members of the Sparx team met with companies listed on the CSE, investors, and sustainability experts.
While the day featured an incredible lineup of speakers, panel discussions and company pitches, we were exceptionally proud to have Dr. Victoria Hurth, global expert; thought leader in sustainability, ESG, and purpose governance; and Cambridge Institute for Sustainability Leadership Fellow, kick off the event with a compelling keynote presentation on the purpose-led economy.
In the afternoon, Sparx’s Make The World Better panel brought together changemakers from past editions of Make The World Better Magazine, Mike Williamson, Founding Partner and CEO at Cascadia Seaweed; Bram van den Berg, COO and CFO at Circular Rubber Technologies; and Tracy Lydiatt, Mining Innovation Project Manager at Foresight Canada, as well as Sage Lacerte, Founder & CEO at Sage Initiative who is part of the upcoming issue.
Stay tuned for our Summit on Responsible Investment recap blog coming soon!
Team Up With Sparx
Looking to make the world better? Check out Make the World Better Magazine to find out more about organizations making real change and reach out to us. We’d love to work together on any marketing-related projects to make a positive impact both locally and globally.
For non-Indigenous Canadians, ourselves included, there are aspects of how we live and interact with the world that we may have never questioned, particularly when it comes to economic and resource-based systems. Many of us have been raised and educated in spaces that espouse ownership of assets, and consuming items extracted from a façade of “infinite” resources.
Every day, however, we’re closer to reaching critical breaking points environmentally, economically, and socially. From unprecedented natural disasters to housing crises to heightened threats faced by the 2SLGBTQI+, BIPOC, and disability communities, these issues stem from a disconnect between the wisdom of the past and what a good life truly entails.
“We need to right size our relationship with each other, we need to right size our relationship with Mother Earth, and we need to right size our relationship and heal our relationship with the ancestral world,” says Paul Lacerte, Founding Managing Partner of Raven Indigenous Capital Partners, the first and only Indigenous-owned and -led venture capital firm in North America.
We were honoured to sit down with Mr. Lacerte for this issue of Make The World Better Magazine to learn more about the work Raven Capital does and the importance of Indigenous economic participation.
Historically Excluded from the Conversation
Indigenous Peoples were the first, and, to this day, remain essential caretakers of the land. From managing wildfires to protecting waterways, they continue to hold this knowledge from their ancestors, which could sustain this beautiful land for generations to come.
According to Lacerte, “There’s this incredible richness that is resident in Indigenous epistemologies and ways of thinking and being that actually, if I’m being totally honest, […] it’s possible that Indigenous ways of knowing and being is our only hope to avoid the apocalypse.”
Unfortunately, the economic systems in place have excluded Indigenous Peoples from having a seat at the table due to centuries of historic injustices, including stolen land, denial of basic rights, and residential schools, of which Mr. Lacerte himself is a first generation survivor, along with being a day school survivor.
In addition to the generational trauma of these historic injustices, the effects of decades-long exclusion from economic participation are felt to this day.
“There’s a seven-year life expectancy gap between Indigenous and non-Indigenous people in Canada. Seven years. I want to live those seven years, and I want my loved ones to be able to live those seven years — and my kids,” Lacerte tells us. “And so, poverty, and the lack of access to own-source capital is one of those big drivers.”
He goes on to say, “Economic exclusion and poverty is [also] a big driver for violence against Indigenous women. And we’ve had a whole national inquiry as to why so many Indigenous women are murdered or gone missing, and I have that lived reality in my own family. So there’s a lot of urgency.”
Framing Capital as Medicine
The founders of Raven Capital seek to bridge this economic gap faced by Indigenous Peoples. Their mission is “to empower Indigenous entrepreneurs with the capital and expertise they need to succeed,” with a vision of a revitalized Indigenous economy. The Raven Capital team works closely with Indigenous entrepreneurs to get them investment-ready, then helps facilitate the investor-entrepreneur relationship.
“We’ve really been pretty heavily engaged in looking for the kind of medicine that we need to create the straightest line to a better future than the past that we’ve had. Because there’s such a big gap in Indigenous-owned capital and Indigenous-managed capital, so that we can change the way that it behaves for our people, that we can change the experience of entrepreneurs, so that it’s less extractive and harmful, and so that the money acts a lot more like love and healing. There’s just a big gap in that space,” he explains.
“And so, we saw the opportunity and the right time to approach investors and see if, in this reconciliation climate, that there is a level of confidence and readiness to invest in an Indigenous-owned venture firm, and acknowledging that we’re going to behave differently and that the capital might look a little bit different.”
Operating from an Indigenous Worldview
To help tell the story of their viewpoint to investors, Raven Capital shares the following on their website: “As an Indigenous intermediary, we honour the Seven Sacred Teachings and operate from an Indigenous worldview. We follow traditional Indigenous protocols, work for the well-being of people and the planet, and acknowledge our responsibility to the next Seven Generations and weave that into our investment process.” The Seven Sacred Teachings guide them toward mino-bimaadiziwin, which roughly means “to live a good life,” and are represented by the Eagle (love), the Buffalo (respect), the Bear (bravery), the Sabe (honesty), the Beaver (wisdom), the Wolf (humility), and the Turtle (truth).
It was important for Raven Capital to integrate the Seven Sacred Teachings into their business practices, not only to honour the teachings for themselves but to also build a trusting relationship with the Indigenous founders they work with.
When Mr. Lacerte and the Raven Capital team approach Indigenous entrepreneurs who are looking for capital, they say that the words these entrepreneurs share with them are medicine.
So, instead of asking, “are you looking for capital?”, Raven Capital would approach with something like, “can you please share your medicine of making a change in the well-being of our people?” Instead of “meetings,” they come together to lift up Indigenous Peoples, which, for them, is sacred and, therefore, a form of ceremony.
“When our team says that to Indigenous founders, there’s almost an immediate healing that starts to happen because of the love and dignity and humility and respect, and some of those Seven Sacred Teachings start to become activated. And because those teachings are activated in our conduct, in our words, in the way that we create the condition for communication and information exchange, it starts to become way less extractive and hierarchical and imbalanced, and it starts to become really loving and safe.”
Speaking the Same Language
Raven Capital also works with non-Indigenous investors who do things in congruence with the Western economic systems in place. Therefore, the Raven Capital team is focused on helping both groups speak the same language when it comes to capital.
According to Lacerte, decolonizing the exclusionary business lexicon is a necessary step, and Raven Capital is committed to doing just that. “One of the ways that we are decolonizing the process and bringing forward Indigenous values and the Seven Sacred Teachings is to change the way that we talk. And that is also risky because the ecosystem trades in the space of confidence, and confidence is often derived from mastery of those acronyms and mastery of the commercial concepts, and so people look for that. And so, the approach that we’re taking is to redefine the way that we speak with each other.”
And the approach that they’re taking is working. In January 2023, Raven Capital closed a $100 million Indigenous venture capital fund, backed by some of Canada’s most prominent foundations and financial institutions, which provides patient and growth capital, as well as support, to start-up and growing Indigenous businesses.
Indigenous-Led Social Enterprises Driving Positive Change
Not only does Raven Capital’s fund directly support Indigenous social enterprises, these social enterprises also create meaningful and quantifiable impacts in Indigenous communities and beyond.
For example, Cheekbone Beauty, a company in Raven Capital’s portfolio, is the very first Indigenous-owned and -founded cosmetics company. They have a theory of change to empower people with make-up by making them feel seen and connected with others, and, thus, less likely to inflict self-harm, a cause near and dear to Cheekbone’s Founder, Jenn Harper.
True to Cheekbone’s mission to make a difference in the lives of Indigenous youth and women and to better the planet, Cheekbone has donated over $250,000 to important causes, uses recyclable packaging, and works with corporate leaders in the cosmetics industry to reduce the level of racism against Indigenous women.
And Cheekbone Beauty isn’t the only social enterprise in Raven Capital’s portfolio that’s advocating for and empowering marginalized groups.
Bobbie Racette, a queer Indigenous woman, is the Founder and CEO of Virtual Gurus, a marketplace of talented Canadian and American virtual assistants. Lacerte tells us that Bobbie’s theory of change is investing in people across the DEI continuum, betting on people that others have given up on.
“For Indigenous and non-Indigenous people along the gender continuum, when they see role models like Bobbie, I think that [it] is empowering, enabling, and it’s charting a pathway that other folks see and can walk in her shoes,” says Lacerte of Bobbie’s success in leadership roles.
Not only are these social enterprises in Raven Capital’s portfolio paving the way for more Indigenous representation in the broader economy, some, like OneFeather Mobile Technologies, are directly facilitating Indigenous participation through their services to ensure more Indigenous people have a spot at the decision-making table.
Lacerte states that OneFeather, “is removing barriers to participating in democratic processes by enabling Indigenous people to vote on their cell phone. And that, because of the mobility of Indigenous people, that is reducing barriers around travel and distance, it’s reducing our carbon footprint, and it’s enabling more fulsome participation in […] land-based decisions.”
“That wisdom, and the fulsome of the democratic process for Indigenous people to participate in land management decisions, is really good for Canadians, […] and enabling the voice of Indigenous people who often act as stewards and sometimes the last line of defence around sacred waterways, around sacred sites, around old-growth forests. And there is huge strength that’s being built in the Supreme Court of enabling Indigenous jurisdiction, but that jurisdiction can get given expression by removing barriers through technology and enabling people to vote with their phones, renew their status card on their phones, and make sure that the legal framework inside the jurisdiction of what we know as Canada is not allowed to continue to exterminate our people through legislative and regulatory processes.”
By making democratic participation accessible for all Indigenous Peoples and economic participation accessible for all purpose-driven Indigenous entrepreneurs, positive change happens, environmentally, economically, and socially — something that benefits everyone, Indigenous and non-Indigenous alike.
What’s Next for Raven Capital
Upon closing the $100 million Indigenous venture capital fund, Raven Capital will be deploying roughly $60 million of that in Canada and investing about $40 million in the United States.
Raven Capital has also updated their impact measurement framework, called Raven Impact Measurement (the RIM), which was published in December 2022. The RIM speaks to their epistemology, philosophy, investment practices, and alignment to the UN Declaration on the Rights of Indigenous Peoples. It’s open source, so Lacerte invites everyone to go to Raven Capital’s website and download the RIM document to use it for their purposes.
“The idea is that we’re gifting that medicine into the ecosystem for folks to be able to draw those lessons and those teachings and use it to strengthen their own life, use it to strengthen their own personal investing practices, use it to understand that every dollar that you spend as a consumer is an investment decision. And we can start to shift people’s paradigm of the way that economic strength, for every single dollar is used, and that it can start to lean towards this reconciliation space and this regenerative economy and restorative economy.”
Additionally, Raven Capital recently brought together their portfolio companies for a three-day, land-based retreat to heal on the land, do some ceremony, spend time with elders and knowledge keepers, and engage in training and skill-building to prepare for the uncertain economic climate and scale companies for impact. Lacerte says the goal of these retreats is to focus on wellness, prevent mission drift, and continue facilitating the decolonizing trajectory.
“The inertia in the capital markets and the commercial ecosystem […] is towards extraction, the inertia is towards profit, the inertia is towards individual wealth as opposed to community well-being,” Lacerte tells us, pointing to his right. “And we want to go this way,” he adds, pointing to his left with a laugh. “We want to shift a lot of those things, but it takes a lot of intentional effort to do that.”
How You Can Get Involved
Reconciliation has been part of Canada’s discourse for years now, but many non-Indigenous Canadians may not know where to start or how to deepen their work. With a plethora of content to parse through, there’s one resource in particular that Mr. Lacerte recommends for everyone to engage with.
“Here in Canada, the UN Declaration on the Rights of Indigenous Peoples is now legislated, as of June 2021. And so, we are going forward now, inviting both individuals and companies, Indigenous and non-Indigenous, to familiarize themselves with the 46 articles of the UNDRIP and then understand where there are opportunities to take action to implement one or more of those 46 articles.”
He continues, “It’s been since 1982 ‘til today that there’s been this effort to bring this global consciousness about the fundamental rights that Indigenous people have and the way that there is mutual benefit. The more we give expression to those rights and remove the barriers to the fundamental human rights of Indigenous Peoples, the better off our land will be, the better off our society will be, and I think we’ll have a society that we can be proud of because we’re taking our foot off of the throats of Indigenous Peoples and good things will happen for all of us the more we do that.”
Additionally, if you’re an investor or are simply in the market for new consumer goods and services, Lacerte says there are plenty of opportunities for you to use your dollar to support Indigenous-led initiatives. “For investors, there is certainly going to be an opportunity this coming summer to engage and participate [with Raven Capital’s initiatives]. And, obviously, shop Indigenous. If there are opportunities going forward, folks can familiarize themselves with the Raven Capital portfolio and Indigenous marketplaces all over Turtle Island. There’s this massive opportunity to transform the Indigenous economy as consumers, as customers, and as allies, so there’s lots of opportunity in that space.”
We thank Mr. Lacerte and Raven Capital for the opportunity to listen and learn about the important work Raven Capital is doing, as well as the incredible Indigenous social enterprises within the Raven Capital portfolio. We appreciate you sharing your time, wisdom, and stories with us and our readers.