Brands Support Canadian Host Lisa LaFlamme Who Was Fired Due to Grey Hair

Although he denied claims that the face of the CTV National News program, Lisa LaFlamme, was fired for refusing to dye her grey hair, the CEO of the parent company BCE Inc.&Bell Canada, Mirko Bibic, failed to convince the public that sexism or ageism did not lie behind that decision.

To remind, a week ago, the Western world was disturbed by the firing of the popular host who addressed internet users in a video stating that she was let go and that she was shocked and upset by it. Since 58-year-old LaFlamme was replaced by a 39-year-old colleague, and she annoyed her bosses during the pandemic by stopping to dye her grey hair, the public came to her defense, claiming that such sexism and ageism in 2022 is unacceptable.

#KeepTheGrey

In addition to numerous public figures addressing the television network with an open letter, and users criticizing them on social media, brands like Wendy’s, Dove, and Sports Illustrated have come to the defense of the discriminated journalist and host, making this story global.

The Dove brand, which aims to boost women’s self-esteem regardless of age through numerous campaigns, reacted to the news about LaFlamme by changing its recognizable gold logo to grey and deciding to ‘go grey’. In an Instagram post, they stated that women with grey hair are being pushed out of their workplaces, so they decided to go grey. Laura Douglas, a manager at Canadian Dove, explained that Dove wants to be part of the current discourse and draw the audience’s attention to the pervasive ‘ageism’.

– The Dove #KeepTheGrey campaign aims to support women who are discriminated against because of their age and their decision to let their grey strands show – Douglas stated, announcing that the company plans to donate one hundred thousand dollars to the global non-profit organization Catalyst, founded by feminist and author Felice Schwartz.