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Sustainable Canada Project

This multi-sectoral collaborative research project explores how Canadian firms can adapt and perform more effectively and sustainably in the new economy on an international basis. New insights will be leveraged across business, government and civil society organizations.

The work of the Sustainable Canada project is based on the following assumptions and objectives:

Our Assumptions:

  • Canada's economy, businesses and citizens will benefit from the development of a national business strategy founded on principles of economic, social and environmental sustainability.
  • There is now compelling evidence of a positive correlation between companies that perform well on social and environmental factors and those that perform better in terms of competitiveness, sales and stock price performance.
  • Canada is well placed to pursue such a win-win strategy by leveraging traditional Canadian values and extending existing capabilities of Canadian firms.
  • An integrated research program, carried out by a diverse mix of forward-thinking business practitioners, respected academics, capable policy makers and civil society organizations could contribute significantly to the development of a national strategy for the sustainability of Canadian business.

Our Objectives:

  • To explore and test branding strategies aimed at leveraging consumer interest in more socially and environmentally responsible Canadian products and services in international markets.
  • To explore and test mechanisms by which Canadian organizations (business firms, government bodies and civil society organizations) can be legitimately identified with sustainable practices, e.g. through logos, corporate communications, certifications and other devices.
  • To advance the study of social capital and organizational identity in the context of sustainability and the new economy, and Canada's competitiveness in the global economy.

Sustainable Canada Resources and Publications

  • Sustainable Canada — Rebranding
    Commentary by David Wheeler for CBC Radio
  • Why Entrepreneurs, not government, should define Canada
    Paul Lavoie article in Business Niagara magazine
  • Sustainable Canada — Brochure
    Business is changing the way it achieves competitve advantage
  • Sustainable Canada — Tourism
    Jacqueline Medalye, York University
  • Sustainable Canada — Report
    Calgary, Vancourver, Montreal, Toronto, Ottawa
  • Sustainable Canada — Presentation
    The Sustainability of Canadian Business in the New Economy

Other Country Initiatives


PROJECT TEAMProject Leader: Dr. David Wheeler
Evian K. Haub Professor of Business and Sustainability
Schulich School of Business, York UniversityProject Manager: Sue McGeachieAssociates: Barry Colbert, Elizabeth Kurucz, Kelly Thompson

ACADEMIC

  • Prof. Frances Westley, McGill University
  • Prof. Carolyn Egri, Simon Fraser University
  • Prof. Ann Svendsen, Simon Fraser University
  • Prof. Marie-France Turcotte, Université de Québec à Montréal
  • Prof. Christine Oliver, York University
  • Prof. Gareth Morgan, York University
  • Prof. Alan Middleton, York University
  • Prof. Sanjay Sharma, Wilfred Laurier University
  • Society for Organizational Learning

CIVIL SOCIETY ORGANIZATIONS

GOVERNMENT DEPARTMENTS AND AGENCIES

MULTI-SECTOR ORGANIZATIONS

CORPORATIONS AND COMPANIES

INDUSTRY SECTOR ASSOCIATIONS

MARKETING AND COMMUNICATIONS ADVISORS

CONSULTANTS AND COACHES

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