We seek to improve the health and well-being of Canadians by advancing policy that achieves positive, tangible environmental change.
We aspire to be recognized as a leading source of information on environmental issues, to partner credibly with government and industry in developing environmental solutions, and to be a trusted voice on environmental policy.
We work to constantly improve our ability to discuss, educate and engage people with content that is current and thoroughly researched in order to create change.
INCLUSIVE: We consider the interests of all those with a legitimate stake in an issue, and with them we seek opportunities to partner and to build coalitions of support for progressive policy
INDEPENDENT: In all business activities, we work to maintain our capacity to act independently in representing the needs of the general public.
NON-PARTISAN: We seek to work cooperatively with all levels of government and with all political parties to ensure that the environmental needs of current and future generations are addressed.
RESULTS-ORIENTED: We choose issues and engage in activities when we judge that we may reasonably expect tangible results that improve the environment from our participation.
FOCUSED: We undertake activities that are fundamentally directed at supporting and enabling policy change.
EVIDENCE-BASED: We are led by science, basing our positions upon sound research and objective analysis, rather than ideological labels.
LEARNING: We build our knowledge and capacity by constantly testing our assumptions and validating our impact by surveying our colleagues, by consulting experts and by maintaining an open mind when engaging stakeholders.
INNOVATIVE: We always seek new and effective means of achieving our mission, adapting our approach to advocacy as issues emerge and the market evolves.