Culture Shift

Cultivating mindsets, narratives and norms that enhance our capacity to embrace energy transformation

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.

Related Initiatives

2017 Showcase

Alberta Energy Narrative - Hearts and Minds

Alberta Municipal Climate Leaders

Partnering to devise, test and refine an integrated set of tools and a community of practice to help elected official and administrations of Alberta municipalities accelerate the implementation of impactful climate solutions.

Latest News & Insights

Bridging Industry and Indigenous Perspectives in Establishing Canada’s Battery Value Chain

The Lab celebrates its 10th anniversary with launch of ‘All-Star’ Fellowship

Bridging the Divide: Navigating Funding Challenges in the Energy Transition

Bold Leadership, Big Impact: Alison Cretney Among Canada’s Clean50 Honourees

Latest Publications

Indigenous Partnerships

Authored by BMAC, this report reflects efforts to bridge Indigenous and industry perspectives on advancing battery and critical minerals value chains in Canada.

SHOP

Optimizing Alberta’s Electricity Distribution

To ensure cost-effective and efficient service, utilities will need to implement new solutions to service new customers, manage intermittent generation, and address shifting loads in order to ensure optimization of the system. However to do this, they require capabilities that currently don’t exist.

SHOP

Towards a Western Canadian Battery Value Chain

Realizing Western Canada's potential to build a world-class battery supply chain requires more than isolated investments — it requires a coordinated regional strategy grounded in global competitiveness, clean innovation, and economic reconciliation.

SHOP

Explore Other Innovation Areas

Electricity

Clean Technology

Narrative Shift

Future Economy

Regional Pathways

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