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Dove Canada calls out ageism in the workplace against women in new campaign

“Women with grey hair are being edged out of the workplace,” is how a Twitter post from Dove Canada starts.

The company has taken an aggressive stance against ageism towards women with the campaign, announcing a $100,000 donation to Catalyst in the wake of CTV News Anchor Lisa LaFlamme losing her seat, with many speculating it was in part because she let her hair go grey during the pandemic,

Catalyst is a “Canadian organization helping build inclusive workplaces for all women,” the company said.

It urged followers to “go grey with us, turn your profile picture greyscale and #KeepTheGrey.”

“Together we can support women aging beautifully on their own terms,” it said.

Age is beautiful. Women should be able to do it on their own terms, without any consequences 👩🏼‍🦳👩🏾‍🦳Dove is donating $100,000 to Catalyst, a Canadian organization helping build inclusive workplaces for all women. Go grey with us, turn your profile picture greyscale and #KeepTheGrey pic.twitter.com/SW5X93r4Qj

— Dove Canada (@DoveCanada) August 21, 2022