Growing up in a country as biodiverse as Brazil, I was always aware of how humans impact and interact with the environment. I started to think deeply about sustainability during my undergraduate studies as it was emerging as an academic field. After completing my PhD, I spent several years studying and teaching supply chain sustainability, including a stint in France as a visiting fellow. Later, I earned a diploma there and spent several years studying and teaching supply chain sustainability. My time abroad expanded my perspective on how green initiatives can be integrated into both the economy and everyday life. This was especially evident in Europe, where the E.U. has strict regulations and heavy government involvement in sustainability efforts–a sharp contrast to the approach I experienced at home.

I’m currently an associate professor of supply chain sustainability at the University of Manitoba’s Asper School of Business, where I also serve as the director of sustainability. In this role, I apply the insights gained from my international experience to the Canadian context. My work is centred on developing Canada’s green economy through education. The green economy is a broad term describing the shift towards sustainable practices across various industries and businesses, alongside the growth of renewable and environmentally-focused industries. These efforts matter more than ever as the devastating impacts of climate change continue to intensify. 

Today, Canada is at a critical turning point in its transition towards a green economy. Recent ECO Canada projections show that green employment will grow by 8.1 per cent by 2029, creating over 50,000 new jobs across diverse sectors–from civil engineering and wildlife management to policy and legislation. These green jobs are focused on protecting the environment while fostering social well-being. These roles can be found in traditionally sustainable sectors or in any industry striving to make its processes more environmentally responsible. But as demand for green skills grows, the sector is facing a serious challenge: nearly 183,400 green workers are set to retire and must be replaced. Projections also warn that by 2050, half of all green economy jobs could experience a shortage of qualified workers.

Compared to other countries, Canada’s approach to the green economy is still in its infancy. While many countries are integrating sustainability across all areas, including their economies, businesses and schools, Canada has largely focused its efforts on supporting traditionally green sectors such as clean energy and technology. While these sectors remain crucial, this narrow approach often overlooks other key sectors that could significantly advance sustainability.

To thrive in the long term, Canada must adopt a broader, regenerative approach to sustainability–one that recognizes the intersection of environmental efforts with social equity, cultural vitality, and everyday decision-making. In this model, every worker becomes a green worker, with environmentally-conscious practices integrated across all roles and sectors–not just those traditionally seen as “green.”

To build a truly sustainable Canadian economy and workforce that reflects this approach, we must focus on what matters most in our own context–and ask hard questions of both government and business. To start with, how do reconciliation with Indigenous peoples and immigration fit into our national sustainability strategy? We must consider how newcomers can be meaningfully integrated into green jobs and how resource development projects can engage Indigenous communities to support regeneration.  Australia offers a valuable example–over half of its critical minerals are located on Indigenous lands. In response, the Australian government has begun partnering with First Nations communities to shift the mining sector toward more sustainable practices, while making a concerted effort to respect Indigenous land and water rights.

Our consumption choices and the supply chains behind them are also drivers of this regenerative shift. After 15 years of studying supply chains, I’ve come to understand how essential they are to supporting a forward-looking regenerative economy that supports the environment, communities, and businesses alike. I’ve witnessed what I call the “boomerang effect,” where companies collaborate with their suppliers to share best practices, promoting sustainability all the way back to the source. This results in more sustainable products and resources. Even small businesses can play a role by adopting greener practices or simply switching to more sustainable products. 

This belief shapes how I work every day and plan for the future as director of sustainability. I focus on turning big goals—like Canada’s target to reach Net-Zero by 2050—into everyday actions and lessons at our business school. For example, we’re creating new opportunities for students to access knowledge about applying sustainable practices regardless of their field of study. The goal is to equip graduates from diverse backgrounds to integrate these practices into their work, helping to fill gaps left by retiring workers while creating new job opportunities. 

For Canadian businesses, transitioning to a greener economy means integrating sustainability into daily operations. This requires setting clear goals and thinking beyond short-term costs—viewing sustainability as a path to improved efficiency and innovation. For many companies, it also involves letting go of outdated practices and embracing more mindful ways of doing business.

Related: Make It Make Sense: How Can I Invest in Eco-Friendly Companies?

Similarly, schools play a crucial role in this shift by expanding their sustainability programs and integrating them across various subjects. This will help train a new generation of professionals who bring social and environmental responsibility into their fields. At the same time, all levels of government—local, provincial, and federal—can support this transition by creating policies that promote a regenerative future. This means going beyond green industries and collaborating with businesses and schools to drive lasting change.

My lifelong interest in sustainability, shaped by my upbringing in Brazil, has always centred on the relationship between people and our environment–and the outcomes that merge from it. A regenerative approach gives Canada a chance to build an economy that is not only environmentally sound but also socially just. By embracing this shift, we can meet the demand for skilled workers while creating a society where economic vitality, environmental stewardship, and social well-being go hand in hand–positioning Canada to lead in sustainability rather than fall behind.

– As told to Caroline Bellamy