Canadian Businesses Find Strategic Advantage in Climate Initiatives Despite Mounting Economic Pressures

The landscape of corporate climate action in Canada is undergoing a significant transformation as businesses navigate competing priorities between environmental commitments and economic realities. Recent data from the RBC Climate Action Institute reveals that sustainability policies are opening remarkable new doors for Canadian enterprises, even as political headwinds and cost pressures force many organizations to recalibrate their climate ambitions.

According to the institute’s latest survey of 150 Canadian executives, an impressive 45% of businesses report that climate initiatives have attracted new customers or business partners. This finding underscores a crucial market shift where environmental responsibility has evolved from a reputational consideration into a tangible revenue driver. The data suggests that despite widespread discussions about retreating from climate commitments, the business case for sustainability remains compelling for companies willing to invest in the transition.

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The Financial Calculus of Climate Action

The survey data paints a nuanced picture of how sustainability policies affect business operations. While 60% of executives acknowledged that implementing sustainability policies led to a moderate cost increase of between 5% and 15% to their business costs, with another 13% reporting cost inflation exceeding 15%, the same research reveals significant offsetting benefits. Approximately one-third of executives reported commanding premium pricing for their lower-carbon products and services, demonstrating that consumers are willing to pay more for sustainable alternatives.

This willingness to pay premium prices for sustainable products aligns with broader consumer trends. According to a 2024 PWC survey, 80% of consumers say they’re willing to pay more for sustainably produced products, even in the face of global inflation. The convergence of consumer demand and business opportunity has created a compelling value proposition for companies that can successfully navigate the transition.

Furthermore, 29% of surveyed executives reported securing new market access through their emissions reduction efforts. This market expansion often comes through international trade opportunities, as global buyers increasingly expect Canadian resources to be sourced and produced in ways that lower emissions and support sustainability. The Government of Canada has noted that buyers of Canada’s resources increasingly demand products that support environmental goals.

Strategic Retreat Amid Political Uncertainty

Despite these positive indicators, nearly three out of five senior leaders said their companies are planning to scale, or have already scaled back, their climate commitments or targets. More than a quarter cited the risk of political blowback in the United States as a key factor in their company’s decision, while just over 20% pointed to shifting sentiment at home for their decision.

The survey, part of the RBC Climate Action Institute’s Climate Action 2026 report, finds businesses in a review-and-reset mode. While a strong majority had a strategy, they were scaling back their targets in the interim. The percentage of executives “agreeing” or “strongly agreeing” when asked whether their organizations will reach its 2030 climate targets stood at 71% this year, compared to 81% last year.

This recalibration comes as tectonic shifts shake up several planks of the Canadian and global economy, including trade, investments, and energy security. The RBC Climate Action Institute’s 2025 report indicates that while climate action in Canada has nearly doubled over the past five years, the country is not on course to meet its climate targets, climate investment is slowing, and concern over climate change is waning among Canadians.

Corporate Leadership Drives Emissions Strategy

Despite the headwinds, executives believe they should be driving climate progress. Corporate priority registered at 63% as the biggest driver of their emissions reduction strategy, followed by government regulation at 60%. With several federal and provincial government climate policies in retreat in Canada, it will be interesting to see whether greenhouse gas emission reduction strategies wane in future surveys.

The finding that corporate priority exceeds government regulation as a motivating factor represents a significant shift in the climate action landscape. It suggests that many Canadian businesses have internalized the business case for sustainability and are moving forward with decarbonization efforts based on market dynamics rather than purely regulatory compliance.

More than half of executives in the Climate Action 2025 report identified government subsidies at 55%, internal funding at 53%, and C-suite buy-in at 50% as the most significant factors for driving emissions reductions in their organizations. This demonstrates that while government support remains important, businesses are increasingly willing to self-fund climate initiatives when leadership commits to the transition.

Energy Efficiency Leads Climate Strategies

Energy efficiency emerged as a popular approach, with 82% of executives identifying it as a way to lower emissions. When asked “what’s the primary focus of your organization’s climate strategy?” 62% picked waste reduction, and 41% identified the purchase of carbon credits—similar to last year’s results.

However, the survey revealed concerning trends in more ambitious decarbonization strategies. There was a notable drop in companies switching away from fossil fuels, falling from 52% in 2024 to 46% in 2025. Similarly, electrification efforts declined from 59% in 2024 to 48% in 2025. These declines suggest that while businesses remain committed to efficiency improvements, they may be pulling back from more transformative changes that require significant capital investment.

The preference for energy efficiency and waste reduction over more fundamental transitions reflects both the immediate cost-effectiveness of these approaches and the challenges businesses face in accessing capital for larger-scale transformations. According to the Canadian government’s analysis, Canada’s clean technology industry contributed $40.6 billion to the country’s gross domestic product and more than 224,000 jobs to the economy in 2023.

Customer Demand Sustains Climate Action

Customer and client demand emerged as a critical driver, with 54% of executives citing it as a key factor in their strategic decision-making—little changed from last year despite new economic and affordability pressures on customers. This persistence of customer demand provides a crucial counterweight to the political and economic headwinds facing climate action.

However, only 30% of executives cited investor demand as a key factor, suggesting that while institutional investors talk extensively about environmental, social, and governance considerations, this pressure has not yet translated into a primary driver of corporate climate strategy for most Canadian businesses.

The sustained customer demand aligns with broader consumer behavior studies. Research from American Express found that 76% of Canadian adults would be more likely to trust and be loyal to a company that works to address environmental issues. Additionally, 64% of Canadians are looking to make more sustainable behavior choices across clothing, food, technology, and travel purchases.

Barriers to Climate Progress

Lack of access to capital topped the list of barriers facing executives in their effort to lower their corporations’ greenhouse gas emissions. This finding appears paradoxical given that 35% of executives also reported that climate initiatives improved their access to capital. The contradiction likely reflects a bifurcation in the market, where established companies with strong track records can access green finance, while others struggle to secure funding for climate projects.

In addition to capital constraints, the challenge of qualifying for government incentives and regulatory uncertainty, along with macroeconomic conditions, were most frequently ranked as the top three barriers. The Government of Canada has responded by announcing investments of nearly $150 million from Canada’s Output-Based Pricing System Proceeds Fund in 38 Decarbonization Incentive Program projects, demonstrating ongoing commitment to supporting business climate action.

However, navigating government incentive programs remains complex. The survey respondents’ difficulty in qualifying for government incentives suggests that while substantial funding is available—the federal government has committed $93 billion through Clean Economy Investment Tax Credits spanning 2024 through 2035—the application and qualification processes may be overly burdensome for many businesses.

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Government Policy Support and Industrial Carbon Pricing

The Canadian government continues to position climate action as both an environmental and economic imperative. Environment and Climate Change Canada recently launched engagement on changes to the minimum national stringency standards for industrial carbon pricing, known as the federal benchmark criteria, to ensure that all industrial carbon pricing systems in Canada drive emission reductions while enabling companies to remain competitive.

Industrial carbon pricing has become a key pillar of Budget 2025’s Climate Competitiveness Strategy. According to the Canadian Climate Institute, 70 major decarbonization projects across the country, collectively valued at over $57 billion, are supported by carbon pricing. The World Bank reports that there are currently 113 carbon pricing instruments implemented around the world, covering about 28% of global emissions.

Well-designed carbon markets create opportunities for Canadian businesses to generate revenues from investing in cleaner production while ensuring the long-term value of those investments. The Output-Based Pricing System sets emissions performance standards for industry on an emissions intensity basis, providing a financial incentive for industries to lessen their emissions while protecting against the risk of carbon leakage.

The Competitive Disadvantage Paradox

Nearly a third of surveyed executives suggested they faced cost disadvantages compared to competitors with fewer climate considerations. This finding highlights one of the central challenges of climate action in a globalized economy: businesses that invest in sustainability may find themselves at a competitive disadvantage relative to rivals in jurisdictions with less stringent environmental requirements.

However, this challenge may be temporary as international markets evolve. Canada’s Climate Competitiveness Strategy, announced in Budget 2025, explicitly recognizes that the global shift to a low-carbon economy is accelerating and changing how growth happens and where capital flows. The strategy positions climate action and economic growth as inseparable, aiming to build a stronger, more sustainable, and more competitive Canada.

The emergence of border carbon adjustments and carbon tariffs in major trading partners could eventually level the playing field. The United States Foreign Pollution Fee Act is making its way through the U.S. Senate and could impose levies on carbon-intensive imports. While this could catch Canada in the crossfire, it also demonstrates that climate considerations are becoming embedded in trade policy, potentially rewarding countries and companies with stronger climate performance.

Public Sentiment and Climate Concern

One of the most concerning findings from the broader climate action landscape is the decline in public concern about climate change. According to the RBC Climate Action Institute, only 14% of Canadians cited climate change as one of their top three concerns in 2024, compared with 26% in 2019. This waning public concern creates challenges for political leaders seeking to maintain ambitious climate policies and for businesses that have invested in sustainability as a competitive differentiator.

Despite declining concern about climate as an abstract issue, Canadian consumers continue to demonstrate interest in sustainable products and services. This suggests that while climate change may not rank among voters’ top political priorities, it remains a factor in purchasing decisions when presented with tangible options.

The Path Forward: Innovation and Capital Flows

Looking ahead, the RBC Climate Action Institute suggests that Canada may have reached a peak of policy interventions from the federal government, and in the years ahead will need more private capital and innovation to drive progress. The institute’s proprietary national index, which assesses policy ambitions, investment flows, business and consumer views, and emissions progress, indicates that the next phase of Canada’s climate transition will depend heavily on private sector leadership.

Canada has committed to cutting emissions up to half below 2005 levels by 2035 under its nationally determined contribution to the Paris Agreement. This target represents Canada’s next milestone toward its commitment to achieve net-zero emissions by 2050. The 2035 nationally determined contribution will require all sectors of the economy to continue reducing their emissions while maximizing the economic security and well-being of Canadians.

The path to meeting these targets will require sustained business commitment even as some companies scale back their near-term goals. The finding that 91% of Canadian executives said their organization had a greenhouse gas emissions reduction strategy—a sizable jump from 73% in last year’s survey—suggests that the foundation for continued progress remains strong, even if the pace has slowed.

Sector-Specific Progress and Challenges

While the overall picture shows mixed progress, some sectors have demonstrated significant achievements. According to the RBC Climate Action Institute, cement and steel industries cut their coal consumption by 36-40% respectively as they made the switch from coal to natural gas as part of the transition away from fossil-fuel power by 2050. Transport sector emissions are 6-8% below their 2019 peak, and emissions are set to decline further as gas-powered vehicles peaked in 2021.

Alberta’s removal of more than six megatonnes of coal-based emissions drove national electricity emissions lower by about 12%. The province is now coal-free—six years ahead of schedule. These achievements demonstrate that significant emissions reductions are possible when policy, technology, and business strategy align.

However, challenges remain across multiple sectors. The Government of Canada announced a review period for the Electric Vehicle Availability Standard following major impacts from U.S. tariffs on the auto industry. This exemplifies how international trade dynamics can complicate domestic climate policy implementation.

Sustainability Reporting and Transparency

As climate action evolves, sustainability reporting is becoming increasingly important. The Canadian Sustainability Standards Board finalized and released two Canadian Sustainability Disclosure Standards based on IFRS S1 and S2 in December 2024. These standards, while currently voluntary, are expected to become mandatory as provincial and territorial regulators act.

Analysis by PwC Canada found that companies are only reporting approximately half of the 76 climate and sustainability disclosure points that regulators will eventually require. Only 42% of companies disclose details on how sustainability-related issues affect their business strategy and financial planning, highlighting significant opportunities for companies to more closely integrate sustainability into strategy.

The move toward mandatory climate disclosure reflects growing recognition that standardized information about climate-related risks and opportunities is essential for markets, insurers, policymakers, and investors. The federal government has also indicated plans to propose changes to the Canada Business Corporations Act to mandate climate-related financial disclosures for large, federally incorporated private companies.

International Context and Carbon Markets

Canada is not acting in isolation on climate policy. At COP30, Canada’s Minister of Environment and Climate Change announced Canada’s intention to join the Coalition to Grow Carbon Markets—a partnership with states such as the United Kingdom, France, and Singapore that are supporting investments and creating jobs in the rapidly growing global carbon market.

This international engagement recognizes that climate competitiveness increasingly depends on participation in global markets for carbon credits and clean technologies. As more jurisdictions implement carbon pricing and border carbon adjustments, Canadian businesses that have invested in emissions reductions may find themselves better positioned to access premium markets and avoid carbon tariffs.

Conclusion: Navigating Uncertainty

The current state of corporate climate action in Canada reflects a sector at an inflection point. While nearly 60% of companies are scaling back their climate commitments, 45% are attracting new customers through their climate initiatives, and 32% are commanding premium pricing for low-carbon products. This apparent contradiction suggests that the business landscape is bifurcating between companies that view climate action as a source of competitive advantage and those that see it primarily as a cost burden.

The persistence of customer demand for sustainable products and services, combined with growing government support through carbon pricing revenue recycling and clean technology incentives, provides a foundation for continued progress. However, the challenges of accessing capital, qualifying for incentives, and competing with rivals in less regulated jurisdictions remain significant barriers.

As Canada moves toward its 2035 emissions target and 2050 net-zero goal, the role of business will be critical. The survey findings suggest that while political winds may shift and public concern may wane, market dynamics—driven by customer demand, investor expectations, and the economics of clean technology—are creating durable incentives for climate action. The companies that successfully navigate this transition, balancing short-term cost pressures with long-term market opportunities, will likely emerge as leaders in the low-carbon economy of the future.

The next few years will be crucial in determining whether Canada can maintain momentum on climate action despite political uncertainty and economic challenges. The business community’s response—whether to double down on climate commitments or continue scaling back—will play a decisive role in shaping Canada’s climate and economic trajectory for decades to come.

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By: Montel Kamau

Serrari Financial Analyst

12th January, 2026