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Building the future of Alberta—together

Read the full report Executive Summary

A Vision For the Future—for Albertans, by Albertans

Imagine if everyone in Alberta felt like they belonged. Imagine if Alberta was a place where opportunities were unbounded, and we created solutions to some of the world’s biggest challenges?

This is the potential of Alberta. This is the vision Albertans see for their future.

Watch the video below and imagine your future in Alberta.

Alberta is at a crossroads. Years of unequally shared prosperity, economic stagnation, struggling reputation, and a shifting global context has created an imperative for Alberta reimagine and define our future.
We must create a path forward that creates long-term sustainability, expands the economy, and creates a good life for every Albertan who calls this place home. That is Define the Decade.
Define the Decade creates a new vision for Alberta, by Albertans, and a strategic plan to get there.

And this is just the beginning of what we can do. Because Alberta is just getting started.

Defining the next decade of Alberta’s future

Prosperity Vision

Our North Star—this is the future that Albertans envision. Created by Albertans, for Albertans.

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Alberta is a place of belonging

Alberta is a place of great diversity. We must nurture that diversity into our greatest strength—advancing inclusion, equity, reconciliation, and shared prosperity.

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Alberta is a place of opportunity

Alberta is a place of incredible potential. Creating prosperity requires being the best place on earth to turn that opportunity into reality.

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Alberta is a place of solutions

Alberta is a place of ideas and innovation. Here humanity’s biggest problems find answers.

Prosperity Missions

Major opportunities for which Alberta is uniquely positioned to provide solutions to big global issues while building local prosperity for Albertans.
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Feeding Everyone: Sustainable & Healthy Food

We can help feed the world.

Population growth and looming food insecurity have created an imperative to grow more healthy food fast. We are one of seven countries that has the land and expertise to do this. Alberta’s agricultural sector is the answer.

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Energy Solutions: Low-Carbon Energy, Materials & Minerals

The world needs access to secure, affordable, and low-carbon energy.

An energy transition is underway, and Alberta can be a leader in developing and exporting low-carbon energies, carbon-based goods, and new technologies.

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Healthy Lives: Medical & Wellness Advancements

We can advance medicine to create a healthier world.

Health realities such as aging, COVID-19, and obesity are generating intense focus and investment in global health and wellness. Alberta has the health ecosystem, data, and innovation to create solutions to support the world’s health and wellness.

Prosperity Pillars

Areas Alberta needs to focus on to create the conditions necessary to tackle world-scale challenges.
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Quality of Life & Belonging

Building Alberta into a vibrant and diverse place that supports the health and well-being of its residents.

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Skilled & Prepared Workforce

Fostering a culture of lifelong learning and helping Albertans realize full potential through a strong educational and workforce development system.

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Technology & Innovation

Investing in the innovation ecosystem to unleash the ideas and solutions that will help Albertans tackle global challenges.

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Physical & Digital Infrastructure

Connecting people and businesses across the province and with the world to enhance quality of life and create access to opportunity.

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Environmental Sustainability

Leading the world in emissions reduction, environmental stewardship, and sustainable resource development.

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Fiscal Sustainability

Establishing a stable fiscal structure that supports the evolving needs of Albertans and businesses.

What gets measured gets done. We have identified several indicators that will measure progress on our six Prosperity Pillars. These will be updated and reported on annually. See indicators here.

To learn more about our approach and our research and engagement process, download the full report here.

This is a plan for Albertans, by Albertans. We conducted one of the largest research studies in the province’s recent history, and despite Albertans’ apparent differences, we share a remarkably coherent vision for the future. Achieving this vision will require a coordinated effort on a scale rarely witnessed.

Define the Decade is Alberta’s roadmap. It is a clear articulation of Albertans’ vision, what we need to do to get there, and how we plan on achieving it.

A Vision For the Future – for Albertans, by Albertans

Defining the next decade will take everyone. Here’s how you can help us realize this vision.

Share this vision and message

Share this vision and message with your colleagues, friends, families, and communities.

Add your name or organization as a supporter of this vision.
Add your name or organization as a supporter of this vision. We will keep you updated on the progress.

Define the Decade: The Complete Story

Several months of research, engagement, and analysis have gone into every report of this project, which we have released as chapters in a story. Explore each chapter in this story below.

Leadership & Advisory

Executive Task Force Members
Prosperity Advisory Committee
  Susannah Pierce (Co-Chair)  President & Country Chair Shell Canada

Susannah Pierce
(Co-Chair)

President & Country Chair
Shell Canada

Cory Janssen (Co-Chair) Co-Founder & Co-CEO AltaML

Cory Janssen
(Co-Chair)

Co-Founder & Co-CEO
AltaML

Angela Lekatsas Corporate Director

Angela Lekatsas

President & CEO (ret.)
Cervus Equipment

Colin Gruending Executive Vice President and President, Liquids Pipelines Enbridge

Colin Gruending

Executive Vice President and President, Liquids Pipelines
Enbridge

Drew Zieglgansberger Executive Vice-President, Natural Gas & Technical Services Cenovus

Drew Zieglgansberger

Executive Vice-President, Natural Gas & Technical Services
Cenovus

Jason Pincock CEO DynaLIFE

Jason Pincock

CEO
DynaLIFE

ohn Kousinioris President & CEO TransAlta

John Kousinioris

President & CEO
TransAlta

Karen Brookman President & CEO WCD

Karen Brookman

President & CEO
WCD

Kristi Cawthorn CEO Startec Compression & Process

Kristi Cawthorn

CEO
Startec Compression & Process

Rohit Gupta President Rohit Group of Companies

Rohit Gupta

President
Rohit Group of Companies

Sami Saad CEO Fort McKay Group of Companies

Sami Saad

CEO
Fort McKay Group of Companies

Scott Bolton President & CEO UFA

Scott Bolton

President & CEO
UFA

  Anila Lee Yuen  President & CEO Centre for Newcomers

Anila Lee Yuen

President & CEO
Centre for Newcomers

Charles Buchanan CEO / Co-Founder & Board Director Technology Helps / Calgary Black Chambers

Charles Buchanan

CEO / Co-Founder & Board Director
Technology Helps / Calgary Black Chambers

Lars Hallstrom Director Prentice Institute, University of Lethbridge

Dr. Lars Hallstrom

Director
Prentice Institute, University of Lethbridge

Dr. Matthew Corkum Speaker, Disability & Inclusion Advocate disABILITY

Dr. Matthew Corkum

Speaker, Disability & Inclusion Advocate
disABILITY

Gary St. Amand CEO Bissell Centre Edmonton

Gary St. Amand

CEO
Bissell Centre Edmonton

aime Rogers Manager of the Homeless and Housing Development Department Medicine Hat Community Housing Society

Jaime Rogers

Manager of the Homeless and Housing Development Department
Medicine Hat Community Housing Society

Ken Boessenkool J.W. McConnell Professor of Practice / Research Fellow Max Bell School of Public Policy at McGill University / CD Howe Institute

Ken Boessenkool

J.W. McConnell Professor of Practice / Research Fellow
Max Bell School of Public Policy at McGill University / CD Howe Institute

Marcela Mandeville CEO Alberta Women Entrepreneurs

Marcela Mandeville

CEO
Alberta Women Entrepreneurs

Marlene Poitras Former Regional Chief Assembly of First Nations of Alberta

Marlene Poitras

Former Regional Chief
Assembly of First Nations of Alberta

Megan Langpap (Steiestol) Manager, Strategic Communications, Communications & Engagement Regional Municipality of Wood Buffalo

Megan Langpap (Steiestol)

Manager, Strategic Communications, Communications & Engagement
Regional Municipality of Wood Buffalo

Saul Benary Board Chair Alberta LGBTQ+ Chamber of Commerce

Saul Benary

Board Chair
Alberta LGBTQ+ Chamber of Commerce

Tyler Bedford Director of Communications and Relations Building Trades of Alberta

Tyler Bedford

Director of Communications and Relations
Building Trades of Alberta

We are grateful to our Executive Task Force and Prosperity Advisory Committee for their leadership, guidance, and advice throughout this process. Check this video to hear from a few of them about what this project means to them.

Why Define the Decade?

Alberta is at a crossroads. Our economy and people have been hit hard over the past decade, and many have questioned the future vibrancy of our province, asking: “are Alberta’s best days behind it?” But we know that there is so much potential for Alberta.

During a time when Alberta’s economy was battered by a global pandemic, a struggling reputation, the realization that prosperity in the province has not been equally shared, and deep uncertainty about our future, it became clear that we had a choice: Keep doing what we are doing and hope for the best or harness our Alberta spirit and embrace the challenge and change. Define the Decade emerged as the plan to choose the latter.

This project was created out of a deep passion for this province and a desire from industry leaders, policymakers, community leaders, and Albertans come together and build a future where everyone can belong, where opportunity is unbounded, and where Albertans can work on solving some of the world’s biggest challenges.

Guided by an Executive Task Force and a Prosperity Advisory Committee, the Business Council of Alberta undertook one of the most extensive research and engagement initiatives in the province’s recent history to understand what Albertans wanted for their future and then to create the plan to achieve that vision. The final report of Define the Decade presents both a vision for the future and this plan.

As part of this process, BCA engaged with thousands of stakeholders to inform this work. This included working sessions with over 100 of Alberta’s chief executives, provide-wide focus groups, hundreds of Big Idea submissions, hundreds of one-on-one interviews with subject matters experts and community and business leaders, a province-wide survey, and an extensive review of work done in comparable jurisdictions.

The world is changing fast, and there are many headwinds in our path to prosperity. But Albertans are optimistic, resilient, and deeply entrepreneurial.

Alberta is just getting started.