“The Future Proofing Canada Series was launched to confront these challenges head-on, providing a forum for innovators, industry leaders, and investors to strategize on how to navigate shifting policies, market disruptions, and an evolving global economy.”

-- Jeanette Jackson, CEO Foresight Canada

Interview with Jeanette Jackson, CEO Foresight Canada

By Suzanne Forcese

WT: Please give us an overview of Foresight Canada.

Jackson: At Foresight Canada—we help the world do more with less, sustainably. As Canada's largest cleantech innovation and adoption accelerator, we de-risk and simplify public and private sector adoption of the world’s best clean technologies to improve productivity, profitability, and economic competitiveness, all while addressing urgent climate challenges.

Since 2013, Foresight has supported 1,431+ ventures, 150+ industry partners, and 300+ investor firms to deploy $2.24B in capital, achieve $549M in revenues, and create 9,090+ high-paying jobs. Our domestic and international engagement includes working in collaboration with 2,000+ rights holders and partners.

WT: Foresight Canada has created the Future Proofing Canada Series. Please tell us about the series.What was the impetus to create this series? Please comment on the challenges, opportunities and networks.

Jackson: Canada’s cleantech sector is at a crossroads. Funding pauses, stalled sustainability projects, and escalating trade tensions with the US are creating uncertainty, threatening both economic and environmental progress.

The Future Proofing Canada series was launched to confront these challenges head-on, providing a forum for innovators, industry leaders, and investors to strategize on how to navigate shifting policies, market disruptions, and an evolving global economy. With resilience, innovation, and collaboration at its core, the series brought together cleantech entrepreneurs, government representatives, American allies, industry experts, and private capital leaders.

Together, they explored ways to anticipate future developments, pinpoint critical areas for support, and develop strategies to keep Canada’s cleantech sector competitive. Despite the uncertainty, one key takeaway was clear: momentum for cleantech adoption remains strong, it just needs to adapt to global circumstances. By fostering cross-sector partnerships and equipping businesses with the tools and insights needed to adapt, Future Proofing Canada is helping to drive lasting economic resilience and accelerate the adoption of clean technology

Throughout the series, we identified key themes:

• Navigating an uncertain market: Innovators need clearer guidance on where to find resources to manage tariffs, shifting markets, and an evolving political landscape. A centralized hub of resources could help bridge this gap.
• Expanding beyond the US: With many innovators seeking opportunities outside the US, strengthening interprovincial trade is essential. Removing barriers to domestic trade will be key to supporting Canadian markets.
• Cleantech as a long-term commitment: Despite short-term challenges, support for cleantech remains strong. Cleantech adoption is a long game, and overcoming near-term obstacles is critical to building a resilient and competitive future economy.

By fostering collaboration and innovation, the Future Proofing Canada series enables cleantech leaders to navigate challenges and identify new opportunities for a sustainable future.

WT: There are various opinion pieces in the media globally on the topic of “greenhushing” -- Greenhushing is the inverse of “greenwashing” (an eco-conscious image, which often led to an exaggeration of their green credentials).

The concept of “greenhushing” is apparent when companies are devoted to combating climate change yetreluctant to publicize their climate efforts.This phenomenon is emerging on both sides of the Atlantic Ocean, driven by different factors.

From your perspective, is greenhushing happening in Canada?

Jackson: Yes, greenhushing is becoming apparent in Canada. As seen in other major economies, companies tend to align their marketing strategies with consumer attitudes and trends. Over the past few years, branding a company as “green” has been a popular strategy to appeal to environmentally conscious consumers. However, growing scrutiny over the legitimacy of these claims, especially in the past several months, has led to increased caution. Consumers now have access to vast amounts of information and are more critical of the brands they choose to support, much like the recent trend favouring small and local businesses over large corporations.

In response to concerns about misleading environmental claims, the Canadian government introduced amendments to the Competition Act through Bill C-59 in 2024. These changes require companies to provide adequate and proper testing to substantiate their environmental benefit claims.

While this aims to combat greenwashing, some industries have raised concerns that stricter regulations may deter companies from publicly promoting their sustainability efforts altogether, fearing legal repercussions. As a result, many businesses are becoming more reserved in their environmental messaging, despite having legitimate sustainability initiatives.

While companies will continue monitoring industry trends, consumer sentiment, and regulatory developments, striking a balance between transparency and compliance will be critical to maintaining public trust in corporate sustainability efforts.

WT: Would you say that we should consider a pivot in emphasis? Not everything is about climate change because some audiences may be averse to that stance.

Jackson: I agree that we can start talking less about it with certain audiences in that innovation is not just about sustainability and climate change. It is about leveraging innovation to drive productivity and profitability, as well as tackling critical climate and social issues. We need to make sure our messaging is clear, that innovation is good for business and good for climate - it just makes business sense.

WT: Please summarize the highlightsof The Future Proofing Canada Series.

The Future Proofing Canada series underscored the deep interconnections between cleantech sectors and the urgent need to remove domestic trade barriers to build economic resilience. Cleantech adoption isn’t just about climate action—it’s about boosting productivity, enhancing competitiveness, and ensuring long-term sustainability.

WT: How does this interconnection apply to the water sector?

Jackson: Water plays a critical role in these efforts and is a cornerstone of so many sectors and industries - from energy and agriculture to manufacturing and municipal systems. For example, industrial operations are increasingly seeking cost-effective water treatment solutions to comply with regulations, reduce environmental impact, and save money. Agricultural innovators are integrating wastewater reuse and precision irrigation to enhance food security.

At the municipal level, smarter water management systems and decentralized treatment solutions are helping cities modernize aging infrastructure and prevent the waste of taxpayer dollars in the long run.

The energy-water nexus is also a key focus, with clean energy production - such as hydrogen and hydropower - requiring strategic water conservation. The series made it clear that cross-sector collaboration is essential to driving innovation, strengthening Canada’s economy, and securing long-term sustainability.

WT: Please elaborate in more detail what Foresight is focusing on for start-ups, investors, governments etc. in the water/wastewater sector.

Jackson: Foresight plays an active role in supporting numerous water and wastewater innovators through our programs and initiatives, helping to accelerate the development and deployment of cutting-edge technologies that improve water efficiency, treatment, and sustainability across industries. Focusing on mitigation, adaptation, resource recovery, and water recycling and reuse, we recognize that collaboration between innovators, industry leaders, government, and investors is essential to driving meaningful change and ensuring scalable, impactful solutions for water challenges.

Through our British Columbia Net Zero Innovation Network (BCNZIN) water cluster and working groups, we accelerate sustainable water innovation by uniting a powerful network of collaborators across the province. We currently run a Drought Water Technology Working Group, as well as a Decarbonizing WaterInfrastructure Working Group, both driving the development and early adoption of cutting-edge solutions that ensure BC’s water systems support both economic resilience and environmental sustainability.

In addition to our BCNZIN working groups, our waterNEXT program, the largest water technology network in Canada, connects water technology innovators with the training, support, and expertise needed to accelerate their path to cleantech adoption. For industries, communities, utility providers, corporate companies, and engineering firms looking to adopt water technology, our waterNEXT stream can help with innovation scouting, market research, and project development, among other areas of support

Through both of these streams, we focus on not only accelerating water technologies themselves but ensure that they are effectively integrated into real-world applications, driving tangible impact across industries. By fostering strong partnerships between startups, investors, and government agencies, we help de-risk innovation, streamline adoption, and create pathways for scale. Water is a critical resource, and through targeted collaboration and strategic investment, we are committed to positioning Canada as a global leader in sustainable water management.

WT: What can you tell us about US - Canada collaborations?

Jackson: Cleantech collaboration between Canada and the United States has long been a cornerstone of innovation and progress in the sector. However, under the current administration, economic and trade tensions have created uncertainty, strained partnerships and leaving many innovators concerned about the future of their funding and market access.

Despite these challenges, insights from Foresight’s Future Proofing Canada series highlight reasons for optimism. At the regional level, many US states remain committed to advancing cleantech projects - California continues to lead in climate policy, New York is investing heavily in renewable energy, and states like Washington and Michigan are actively fostering cross-border cleantech partnerships.

Even amid shifting federal priorities, strong support for cleantech innovation persists across the US, with investors, industry leaders, and policymakers recognizing its critical role in the future economy. This has only reinforced the need for deeper collaboration between innovators in Canada and the US to ensure continued progress. Now more than ever, maintaining momentum and strengthening bilateral partnerships is essential - not just for the economic stability of both nations, but for the long-term sustainability of the global economy.

WT: Amidst economic uncertainty and the tariffs moving goal posts how is Foresight Canada providing stability and positivity moving forward?

Jackson: As economic uncertainty continues, exacerbated by the moving target of tariffs

imposed by the Trump administration, the need for platforms like Foresight’s Cleantech Adoption Platform becomes increasingly critical for both the public and private sectors.

One of the greatest challenges facing cleantech ventures, as well as government and industry leaders, is the absence of a central hub to support buyers to source made-in-Canada solutions.

The Cleantech Adoption Platform addresses this by connecting public and private sector buyers with Canada’s leading ready-to-deploy cleantech solutions. It also supports operators in all regions across the country to connect with one another—a water tech company in BC to a municipality in Ontario or a carbon data company in Nova Scotia to a buyer in Alberta. The platform and its embedded learning management tools pave the way to drive economic growth and collaboration for all Canadian companies and communities.

Go to The Future Proofing Canada Series