Canva - A Conversation WIth Zach Kitschke The CMO of Canva

Canva has become synonymous with user-friendly design, boasting over 75 million active users worldwide. But beyond its intuitive interface and vast library of templates lies a deeper mission: to empower everyone to design anything. 

This commitment to accessibility extends far beyond software, establishing Canva as a powerful force for good in the design world.

A Conversation with Zach Kitschke, Canva's CMO

Afdhel Aziz, a design industry influencer, caught up with Zach Kitschke, Canva's Chief Marketing Officer, to delve deeper into the company's purpose, vision, and social impact initiatives.

Aziz: Zach, welcome! It's been a remarkable journey for Canva. What's changed and what's stayed the same?

Kitschke: It's true! Nearly a decade ago, Canva began as a small team in Sydney. Today, we're a global force with over 2,800 employees and a community of 75 million leveraging Canva to express their creativity and achieve goals. The scale has changed, but our mission to empower the world to design remains our core principle.

The world is increasingly visual and digital. We've made our product accessible to everyone, including non-profits, major organizations like Zoom and Salesforce, and educators integrating visual communication into classrooms. We believe design tools should be available regardless of income, location, or experience.

Our product has grown significantly as well. We recently launched Canva Sites and Canva Video, empowering users to create professional websites and videos without prior training or expensive software.

Aziz: It's been an impressive ride. Can you elaborate on Canva's brand identity, purpose, and vision?

Kitschke: From the beginning, our mission has been to empower the whole world to design. Our vision is to literally empower everyone to design almost anything with Canva. We showcase our vibrant community to highlight how people use Canva to achieve their goals, from small businesses to enterprises like Zoom and FastCompany. Our brand reflects the same level of empowerment and inspiration embedded in our product.

Aziz: Social impact seems to be woven into Canva's DNA. How has it evolved?

Kitschke: "Be a force for good" is a core value at Canva. This translates into various initiatives, like the 1% pledge, where we donate 1% of equity, profits, team time, and product development to positive causes. The Canva Foundation allows us to give back through team efforts, product features, and community engagement.

We see our "Two-Step Plan" as a virtuous cycle. Step one is becoming a valuable company, and step two is using that success to do the most good we can. Our community is integral to this plan. We redirect profits to support causes we care about, without passing the cost to our users.

For example, we've supported global crisis relief efforts, planted trees through our "One Print, One Tree" program, and donated to Ukrainian creators. Every team member and Canva user becomes part of our positive impact journey.

Aziz: Your focus on representation and collaborating with BIPOC creators is commendable. How has this resonated with your community?

Kitschke: We're fortunate to have a globally diverse community using Canva daily. From social media managers in Brazil to small business owners in the US, they value finding authentic content that reflects the world they live in.

As our platform grows, so does our responsibility to maintain a diverse and representative content library. We launched the Diverse Creator Fund to amplify creators and champion global diversity. With over 75 million users, we provide a platform for creators to connect and inspire on a wider scale.

The program has garnered immense interest, and we'll soon unveil talented individuals and their collections that capture the unique cultures we celebrate.

Aziz: Finally, your founders' plan to give away most of their wealth has resonated globally. What advice do you have for entrepreneurs on staying true to their values?

Kitschke: Align, define, practice, and champion your values every day. These values shouldn't just be written down – they should be the core of everything you do.

At Canva, we ensure every decision, interaction, and conversation is values-driven. Our values define product development, how we treat our team and community, and our impact on the world.

Canva's story exemplifies success, social responsibility, and empowering a global design community. Their commitment to making a positive impact inspires not only creators but also businesses everywhere.