Sustainable Canada Project

Archived Content

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