Canada’s energy transition is not just a technological or economic challenge — it is a cultural one, especially in Alberta.
Many people identify deeply with the industries that have sustained our prosperity over the years, making shifting mindsets, narratives, and norms critical to building the trust, ambition, and collaboration needed for transformative change. Without evolving the stories we tell about energy and its role in our lives, innovation risks stalling out against the inertia of the status quo and the stagnating forces of polarization.
By pioneering new narratives that reflect hope, shared values, and the possibility of not just any future—but a better one—we can accelerate public support, policy action, and investment in solutions aligned with a net-zero future.
At the Lab, we see culture-shifting innovation as essential to realizing our vision of a prosperous, inclusive, low-carbon energy system.
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