2023 Impact Awards winner: Hassan Reda, JTI-Macdonald Corp.

On top of his job as trade marketer-sales, Hassan Reda leads JTI’s Pride chapter in Canada, campaigning relentlessly to give a platform to 2SLGBTQI+ topics. In 2022, Reda produced multiple standout campaigns designed to enhance awareness and education—hosting panels, organizing ‘Pride fusion’ events to drive allyship, coordinating trade engagement with Pride Toronto and more—all with boundless energy and enthusiasm.

JTI-Macdonald Corp.: Employee Resource Group (ERG)

Founded in 2019, JTI Canada’s DEI ERG is more than a committee, it’s a core element of the company’s culture, with a mission “to foster an environment where differences are amplified and celebrated as a competitive asset; where hidden barriers faced by particular groups or marginalized communities are identified, understood and dismantled constructively and equitably; and where, thanks to continuous top-down executive level support, psychological safety and the well-being of JTI’s people plays a central role in our overall business strategy.” 

In addition to celebrating, supporting and educating on a wide-range of important topics, the 20-plus person group is constantly evaluating and improving. In a recent survey, 97% of 207 respondents either ‘agreed’ or ‘strongly agreed’ that people of all cultures and backgrounds are respected and valued at JTI Canada. 

“Our ERG plays a fundamental role in JTI Canada’s organization,” says head of legal, Tom Williams. “It experiments, it innovates, it sparks conversation, and it succeeds in achieving its goals, time and again.”