TORONTO, September 5, 2002 -- Nine out of ten Canadians say businesses and government should make environmental and corporate social responsibility a top priority and use leadership in these areas as an international competitive strategy, according to a new national survey led by York University.
Fifty-eight per cent say they believe Canadian companies would sell more outside of North American markets if they had a better image for social and environmental responsibility, according to the survey, which was commissioned by Prof. David Wheeler of York University’s Schulich School of Business and conducted by Environics International.
"What we are witnessing here is a groundswell of opinion in favour of Canada and Canadian business adopting a leadership role on global environmental and social issues," said Prof. Wheeler, director of the Erivan K. Haub program in Business and Sustainability at Schulich.
Aside from the commissioned survey, Prof. Wheeler’s research team investigated a variety of business sectors and found that many were well placed to benefit from a "sustainable Canada" approach.
The survey is part of an "action research" project spearheaded by Prof. Wheeler and funded by the Social Sciences and Humanities Research Council of Canada.
"The premise of the research is that it might be possible to ‘brand’ the country and thus better promote Canadian goods and services in international markets using traditional Canadian values of social justice and care for the environment," said Dr. Wheeler. "The evidence is that such an approach would be especially effective in non-US markets."
Also participating in the project are researchers at McGill, University of Toronto, UQAM, Wilfrid Laurier and Simon Fraser University. The project is also expected to involve leaders from business, government and non-profit groups.
The researchers plan to work with leading Canadian companies to develop both external brand identities and organizational capabilities to leverage a national brand. The research assumes that external identity and internal organizational values and beliefs must be consistent for Canadian companies to achieve competitive advantage.
Paul Lavoie, well known for his advocacy of a powerful international brand for Canada, is a key project partner and driving force on "branding Canada". Noted Lavoie, "The challenge for us, and perhaps the country, is that compared to 10 years ago many fewer Canadians believe that Canada ‘is showing powerful leadership’ on global environmental issues (50 per cent compared with 70 per cent a decade ago)."
The Social Sciences and Humanities Research Council's (SSHRC) Initiative on the New Economy (INE) is a five-year $100 million program that will help Canadians better understand the impact of the new economy on business, education and society. This initiative strengthens SSHRC's role in funding innovative thinking about real life: work, school, education, immigration, human rights, mass communications, law, the environment, the past, our future.
-30-
For further information, please contact:
| Prof. David Wheeler | Cim Nunn |
| Schulich School of Business | Director, Media Relations |
| York University | York University |
| 416-736-5809 | 416-736-2100, ext. 22087 |
| 416-399-0133 (cell) | cimnunn@yorku.ca |
YU/071/02
