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November 22 2022

Calgary Chamber encourages update to brand and reputation to reflect diversity of people and economy

Equity, Diversity and Inclusion in the workplace

Calgary, November 22, 2022 – The Calgary Chamber of Commerce releases the final iteration of its four-part series, Unlocking our Talent Potential: Strengthening Calgary’s reputation and brand, which calls for the revamping of the city and provincial brand to attract talent and investment globally. Research by Maru Public Opinion and Janet Brown Opinion Research suggests that upwards of 50 per cent of Canadians indicate they wouldn’t feel comfortable living in the province due to a mismatch of values.

“Calgary is a world-class city, diverse in both our economic and demographic composition. We are an active, community-oriented city boasting a great quality of life and a vibrant arts and culture scene. Not only is Calgary affordable relative to other major cities, it remains a hub for international sporting competitions, with the airlines serving the city providing enviable connectivity options for a city our size,” says Deborah Yedlin, President and CEO at the Calgary Chamber of Commerce. “However, our brand and reputation are still catching up. To attract talent and investment, we need to invest in telling our story.”


Develop a new, unified narrative for Calgary

We must develop a cohesive story that reflects the diversity of our people and industries and demonstrates our optimism for the future.

Leverage local businesses and Calgarians to tell our story

Use authentic messaging from those who have chosen to call our city home to attract talent to Calgary.

Market the Alberta and Calgary of today

Focus on what makes our city a desirable place to live, work and play.

Collaboration is key to the success of these initiatives. Governments, businesses, and community members must tell a genuine and unified story to attract new talent and investment.

To read the full report and recommendations, please visit:

About the Report: Unlocking our Talent Potential

Unlocking our Talent Potential is a four-part series that provides policy recommendations and tangible solutions to some of the most pressing issues concerning the city’s talent crisis. Local businesses, thought leaders, and young Calgarians came together to share their insights on day-to-day labour challenges. These recommendations provide a framework for addressing the talent crisis today to ensure a resilient future.


About the Calgary Chamber of Commerce

The Calgary Chamber exists to help businesses thrive. As the convenor and catalyst for a vibrant, inclusive, and prosperous business community, the Chamber works to build strength and resilience among its members and position Calgary as a magnet for talent, diversification, and opportunity. As an independent, non-profit, non-partisan organization, we build on our 131-year history to serve and advocate for businesses of all sizes, in all sectors, and across the city.

Media opportunities

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