Summary of "Ontario: Heart, Soul, or Brand?"

Ontario: Heart, Soul, or Brand?

The video Ontario: Heart, Soul, or Brand? explores the complex and often elusive concept of Ontario identity. It questions what it means to be an Ontarian today and how that identity compares to broader Canadian or regional identities. The discussion features four contributors—Marc Mayer, Charlie Foran, Menon Dwarka, and Gail Lord—who reflect on Ontario’s history, culture, diversity, and place within Canada.

Key Points

1. Ontario’s Historical and Cultural Identity

Ontario, home to almost 40% of Canadians, was a critical founding province of Canada in 1867.
The iconic centennial song “A Place to Stand” once symbolized a hopeful, utopian vision of Ontario’s future and identity.
Contributors recall the song with nostalgia but note that the cultural nationalism it represented had a limited lifespan.

2. The Elusiveness of Ontario Identity

Many Ontarians do not strongly identify as Ontarian first; rather, they identify as Canadian or with their city (e.g., Toronto).
The sense of belonging to Ontario is weaker compared to provinces like Quebec, Alberta, or Newfoundland and Labrador, where provincial identity often surpasses national identity.
Ontario’s identity is described as fluid, diverse, and post-modern, reflecting the province’s multiculturalism and complex demographics.

3. Diversity and Cosmopolitanism

Ontario, particularly the Greater Toronto Area, is seen as a global experiment in diversity and inclusion.
The province’s multicultural makeup challenges traditional, singular notions of identity and fosters a cosmopolitan outlook.
This diversity leads to a complex layering of identities—local, ethnic, cultural—that coexist without a dominant, singular Ontario identity.

4. Symbols and Legacy

The current Ontario flag, featuring the Union Jack, is linked to colonial and Family Compact heritage, which some see as outdated or unrepresentative of today’s Ontario.
There is a call among some contributors to reconsider or change the flag and provincial symbols to better reflect contemporary Ontario’s diversity and values.
The Latin motto on Ontario’s coat of arms (“Loyal she began, loyal she remains”) resonates less with younger generations.

5. Comparisons with Other Provinces

Other provinces, especially Quebec and Newfoundland, have a stronger provincial identity.
Ontario’s proximity to large American cities influences its culture and identity differently than provinces bordering more rural or less urbanized U.S. areas.
The influence of American culture is significant but Ontario manages to maintain a distinct identity rooted in public health, civil society, and multiculturalism.

6. Branding Ontario

There is debate over whether Ontario needs a strong brand or slogan like other regions (e.g., California or New York).
Some argue Ontario’s complexity and diversity make branding difficult and potentially reductive.
Others believe a stronger provincial identity and brand could benefit Ontario economically and culturally, helping outsiders understand what Ontario represents.
The panelists generally agree Ontario’s identity is too complex and fluid to be easily captured by a simple brand or slogan.

7. Cultural Leadership and Identity

Concerns were raised about the predominance of cultural leaders in Toronto being brought in from outside Ontario, which may affect the cultivation of a consciously Ontarian cultural identity.
Despite this, Ontario’s cultural scene is vibrant and internationally recognized.

8. Personal Reflections

Contributors express varying degrees of connection to Ontario, with some feeling more Canadian than Ontarian.
The experience of living outside Ontario often sharpens the sense of what it means to be an Ontarian.
The province’s many mid-sized and small cities contribute to a layered identity beyond just Toronto.

Overall Analysis

The discussion reveals that Ontario’s identity is multifaceted, shaped by its history, diversity, and evolving social fabric. It is less about a singular, fixed identity and more about accommodating multiple, overlapping identities. The province’s cosmopolitan nature and multicultural population create a dynamic and complex identity that resists simple branding or nostalgic symbols.

While some see value in creating a stronger provincial brand, others caution that Ontario’s strength lies in its complexity and diversity, which cannot be easily packaged.

Presenters / Contributors

Steve (Moderator)
Marc Mayer, Director and CEO, National Gallery of Canada
Charlie Foran, CEO, Institute of Canadian Citizenship
Menon Dwarka, Artistic and Managing Director, 918 Bathurst Arts Centre, Toronto
Gail Lord, President, Lord Cultural Resources