As we begin 2025, strategy reached out to marketers to identify seismic changes in 2024, and to give us their New Year’s resolution for the next year. Heather Cameron, head of brand and creative for DoorDash Canada, is next up in our week-long series.

What do you think was the most seismic change of 2024? What is your New Year’s resolution to adapt to that change in 2025?

The shift of the sports landscape to make more room at the table for women to go pro in soccer and hockey in Canada, the rise of viewership in women’s basketball coupled with launching expansion teams, and finally seeing era-defining athletes highlighted on the cover of some of the world’s most influential publications has forever changed the opportunity space. DoorDash is built to empower local economies and a core component of living this is creating equity of access. We’re going to keep leveling the playing field for years to come, demonstrating by action – not just aspiration.

What’s one thing you hope the industry plans to start doing, one thing it needs to stop, and one thing you hope it changes in 2025?

Start boldly investing into moments that shape culture. Create connections with early investments that bring brand missions and people’s values together. Stop playing it safe by going all-in on things that are easily repeatable. We want to see more brands move to where audiences are growing to drive new opportunities and create meaningful change, beyond taking calculated risks.

For more of our New Year’s resolution series, please check here.