After four attempts to contact a marketing executive from Canadian Tire’s corporate office, I decided to launch an official complaint by writing an open letter to Canadian Tire’s corporate executives.
In the fall of 2014, I called twice to complain about offending gender-stereotyped images. I noticed in July 2015 that the images were still posted in the store, so I decided to call as well as write an email to Canadian Tire, once again voicing my opinion.
I have yet to speak to a marketing representative about this issue.
In my open letter, I voiced my concerns regarding Canadian Tire’s choice of posters in their kitchen and cleaning departments depicting mothers and daughters happily working in the kitchen and cleaning the house.
I also respectfully requested that Canadian Tire executives remove the stereotyped images as well as review their marketing strategies to better reflect modern family values.
Open letter to Canadian Tire Corporate Office / Marketing Division
In the Fall of 2014, I visited my local Canadian Tire Store and noticed a collection of sadly
outdated photos of women with their daughters happily doing housework.
I was understandably shocked that a large Canadian company would willingly represent
women and young girls in this light. Furthermore, the fact that no men or boys were
included in the photos demonstrated a great lack of respect and insight into the realities
of modern families.
I addressed the issue with store management. They told me their hands were tied since
the posters were part of Canadian Tire’s National marketing strategy. I was referred to
Canadian Tire’s corporate office where I could voice my complaint formally. I did so on
In July 2015, I visited the Canadian Tire store, and nothing had changed. I was
disheartened to see the same stereotypical images still displayed for all to see.
The issue I have with this marketing is the underlying message it is sending to our
society. These photos are a throwback to the 1950’s. Now that we are firmly grounded
in the 21st century, it is time Canadian Tire’s philosophy catches up with the progress in
gender equality. As a national store brand, Canadian Tire has a duty to be responsible
with their advertising and to rethink how they portray family roles and responsibilities.
These outdated images seep into the subconscious of our society, thereby perpetuating
gender role stereotypes – the same stereotypes that so many of us are trying to
overcome for ourselves and for our children.
Canadians are often applauded and respected for their progressive values, and it is time
that Canadian Tire aligns its marketing vision to properly reflect point of pride.
I respectfully request Canadian Tire’s corporate marketing department to take down the
offensive posters, review its advertising and marketing strategy and adapt it according
to society’s reality – a progressive community.