Read more in the October 24 edition of Invert Insights.
A new national survey from Abacus Data reveals that Canadians overwhelmingly view nature as one of the country’s greatest economic assets, and believe investing in it could help secure both prosperity and climate resilience.
The report, Canada’s Natural Advantage: A Path to Economic Prosperity and Climate Leadership, highlights a rare point of consensus among Canadians across political, regional, and generational lines: nature is not only vital to the environment but also to the economy.
Amid heightened national uncertainty regarding both the economy and climate change, the research found that nature has emerged as a rare point of agreement. A surprising 91% of Canadians agree that nature is one of the country’s most valuable economic assets, and 90% see it as a powerful resource for building a sustainable, proudly Canadian economy. These beliefs cut across political and regional lines, signaling a shared national vision by most Canadians.
The findings come as Canadians juggle two major concerns: 83% believe climate change is happening and that governments should act, while nearly 79% express a high degree of concern about the state of the economy. The report indicates that the public is not looking to choose between these priorities, but to solve them together.
The report highlights Nature-Based Solutions (NBS) as the key policy intersection capable of addressing these interrelated concerns. These practical approaches, such as reforestation, wetland restoration, sustainable farming, and urban greening, use Canada’s ecosystems to tackle environmental challenges while simultaneously generating economic and community benefits.
While initial familiarity with the term NBS was low, public support was immediate and strong once the concept was explained. Eighty-five percent of Canadians support pursuing these solutions. This support translates directly into a demand for government action:
The data suggests that Canadians view their natural environment as a definitive national brand and a competitive edge on the world stage. Seven in ten Canadians agree that, given current economic uncertainties, the country should strengthen policies and incentives that encourage nature-based practices to improve resilience and stability.
Crucially, the same share of respondents believe it is more important than ever to differentiate Canada’s economic direction from that of the U.S. by valuing nature as a competitive advantage.
According to the report, this widespread confidence presents a unique political opportunity to advance policies that strengthen economic resilience and environmental leadership together. Canadians are ready to embrace nature not just as something to preserve, but as the foundation for a resilient national identity and economic future.
Despite this, natural capital investment remains an underused economic engine. The GDP of Canada’s nature-based sectors, including forestry, agriculture, mining and fisheries, grew 0.3% slower, year-over-year, compared to the rest of the economy over the past quarter century. As highlighted by the RBC Climate Action Institute, building, consuming, and exporting more to boost GDP inevitably strains the forests, soils, and waters that make all growth possible. But pro-growth agendas also present a generational opportunity to treat nature not as a cost to manage but as an asset to build, value, and leverage. More than $78 trillion of the global economy, or roughly half of total GDP, is highly to moderately dependent on nature. Yet, national GDPs count nature only after it is extracted, while mostly ignoring ecosystem services from nature. This includes carbon storage in agricultural soils, water filtration in healthy peatlands, and cultural and biodiversity benefits of intact forests. Valued at more than $200 trillion, ecosystem services remain largely invisible in economic accounts, leaving both a major source of growth and a growing source of risk unrecognize.
💡 As Abacus Data notes, while many respondents were not familiar with the term nature-based solutions initially, support rose dramatically once the concept was explained. Awareness turns abstract climate action into something tangible and local, and something people can see, vote for, and participate in. This signals that public education is a critical step, and framing climate action around tangible benefits, such as job creation, resilience, and economic stability and independence, can make the message resonate more widely.
💡 Political rhetoric around climate change in Canada has been strong, especially leading into the last federal election. Historically, conservative voters in Canada (and elsewhere) have been skeptical of climate policies that are seen as anti-business or costly. But this report shows that when climate action is presented as pro-economy, pro-independence, and grounded in Canada’s natural assets, support skyrockets, even among conservatives. This marks a real turning point in Canada’s climate conversation: Canadians want climate leadership grounded in nature, not ideology. They believe that investing in ecosystems is investing in the economy and that protecting Canada’s natural heritage can power the next generation of jobs, innovation, and national strength.
