Episode Summary
Matthew Tsang is the co-founder of AndHumanity, an inclusive marketing agency based in Vancouver. What began as a traditional agency with his sister Tammy, My Loud Speaker, has evolved into a purpose-built firm embedding Justice, Equity, Diversity, and Inclusion (JEDI) principles into every layer of their work. The conversation touches everything from immigrant-parent expectations and early bootstrapping, to redefining how marketing connects with human truth.
Episode Highlights
The origin story: From party-promoting on a university campus to launching a family business from their mom’s home office under a one-year ultimatum.
A new definition of marketing: Why inclusive marketing is not the same as diversity or multicultural marketing—and why most agencies get it wrong.
Bootstrapping at its grittiest: Living on ham and cheese sandwiches, sharing office space with motion graphic artists, and renting their workspace for parties…yes, even risqué ones.
The birth of AndHumanity: How a maternity leave, passion for justice, and the George Floyd movement sparked a complete agency transformation.
Long-term vision: Why Matthew believes inclusive marketing won’t be a specialty in 10 years—it’ll be the norm.
Agency Info
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Company: AndHumanity
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Guest: Matthew Tsang
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Year Started: 2020
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Employees: 1-10
Inclusive marketing is not about adding more voices—it’s about passing the mic.
Matthew Tsang
Key Takeaways
Inclusive Marketing is Not a Buzzword, It’s a Rebuild
Matthew doesn’t just slap diversity on top of a campaign and call it inclusive. He and Tammy are redefining the marketing process from the inside out, questioning everything from research methods to creative execution. “Inclusive marketing means passing the mic, not just adding more.”
Your Brand’s Future Is Gen Z
If your marketing doesn’t account for cultural nuance and authenticity, you’re already behind. Gen Z expects brands to walk their talk, and inclusive marketing is becoming table stakes.
The ROI of Representation Is Real, even if it’s hard to measure
While many executives still ask for the “business case” behind inclusive efforts, Matthew challenges marketers to consider the invisible impact: representation changes how people see themselves and the world.
Sacrifice Isn’t Glamorous, But It’s Necessary
Sleeping at the office. Turning a vinegar factory into a production space. Cleaning up after all-night parties to keep the lights on. The Tsangs’ journey reminds us that resilience often means doing the gritty, uncomfortable work. “We weren’t paying ourselves. But we were building something bigger than us.”
Consulting is Powerful, But Execution is the Real Influence
Although AndHumanity is often brought in for DEI strategy, Matthew dreams of owning the full execution pipeline again, because implementation is where change sticks.
Show Notes
- “The Story of When I Realized I Wasn’t White” – A personal essay by Matthew exploring the early roots of his commitment to representation.
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