A Brand New Canada?

Fresh research results from a recent national survey indicate Canadians might be able 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.

Left: David Wheeler

Survey findings revealed that nine out of 10 Canadians want businesses and government to make environmental and corporate social responsibility a top priority and use leadership in these areas as an international competitive strategy. Fifty-eight per cent said they believe Canadian companies would sell more outside of North American markets if they had a better image for social and environmental responsibility.

"The evidence is that such an approach would be especially effective in non-US markets," says Prof. David Wheeler of York’s Schulich School of Business, commenting on the survey he commissioned, which was conducted by Environics International.

For further details check the York Web site: http://www.yorku.ca/ycom/release/archive/090502.htm.