Alberta needs to flip the script in oilpatch’s favour — it will not be straightforward

When Jason Kenney took to the rostrum this week to launch his promised energy “war room,” he did so below the gaze of school college students hoping to in the future work within the oil and gasoline trade.

Alberta’s premier explained how the Canadian Vitality Centre would reply quickly to perceived “misinformation,” collect and analyze information, and produce authentic content material, like promotional videos.


With an annual price range of $30 million, the trouble is well-funded.

However with spending on health and education below the microscope in Alberta, it appears honest to ask what’s the anticipated return on that funding? Will it change minds? Can it assist carry again jobs? 

Or maybe, as opponents suggest, the objectives are extra political in nature. 


The centre is now one among Alberta’s most high-profile our bodies, aiming to affect international opinion on the nation’s oil and gasoline sector.  How the federal government views success is a crucial query.

Many Albertans, certainly, hope it might shift unfavourable views of the oil and gasoline sector.

However creating a brand new, “constructive” narrative appears like a troublesome and even amorphous objective in a charged, international debate about fossil fuels, carbon emissions and climate change. 


On the identical day that the conflict room launched, Tom Olsen, the pinnacle of the brand new centre, discovered himself answering questions on local weather activist Greta Thunberg, who was named Time Person of the Year

Tom Olsen, managing director of the Canadian Vitality Centre, addresses the attendees at a press convention at SAIT in Calgary. (The Canadian Press)

David Taras, a political analyst at Calgary’s Mount Royal College, mentioned affecting North American public opinion on the subject of the oilsands and local weather change will not be a straightforward job.


“I would say the possibilities are the identical as placing your finger within the dike,” he mentioned in an interview.

Kenney mentioned throughout Wednesday’s launch that a technique the federal government will gauge success is with public opinion analysis, however he added that some issues might be troublesome to measure.

“We face a big problem by these identical organizations making an attempt to misinform potential buyers about our environmental efficiency,” mentioned Kenney. 


“It is sort of laborious to measure precisely what influence we will have there.”

His hope is that when buyers come to make selections on environmental, social and governance standards, they’ll, on the very least, be present and correct information on the efficiency of the Canadian trade. 

It is his rivalry Canada generates power on the highest environmental, human rights and labour requirements on Earth. 


“My hope is that sometime sooner or later, these info might be so well-known that we needn’t make investments a lot in telling the reality,” Kenney mentioned. “However proper now, we’re in the struggle of our financial lives.”

Environmentalists and others involved about local weather change will undoubtedly problem what the Alberta authorities and the power centre put ahead as info.

Greenpeace Canada did not waste any time, shortly disputing one of many power centre’s postings on its new web site, difficult the notion there might be “growing demand globally for oil and gasoline for many years to return.”


Andy Kubrin, proper, and a gaggle of protesters from Extinction Riot sing protest songs outdoors a press convention Wednesday at SAIT for the launch of the Canadian Vitality Centre. (The Canadian Press)

In a world the place even fundamental info appear polarizing, how will others view the knowledge that comes from the Canadian Vitality Centre? 

What’s clear is that this has been a rotten stretch for the individuals who work in Alberta’s oil and gasoline trade, as layoff announcements proceed to sting the sector.


ATB Monetary’s new forecast anticipates one other sluggish yr for the provincial financial system because the struggles of the oilpatch are anticipated to proceed.

In some methods, Kenney’s institution of the “conflict room” offers each type and substance to the considerations and frustration of these Albertans who’re fearful about their future and the trade.

We’re going to arise for an trade that has achieved greater than any in Canada’s trendy historical past to create shared prosperity, social mobility and progress throughout this nation,” Kenney mentioned Wednesday.


If Canada would not present the power others want, he mentioned, “OPEC dictatorships and Vladimir Putin’s Russia will.”

In Alberta, this can be a compelling argument. His remarks have been met with applause Wednesday in a room that included executives from a number of the trade’s greatest foyer teams.

However can it win over skeptics on Bay Avenue, Wall Avenue or in London?


This month, Moody’s downgraded Alberta’s credit standing, citing the province’s continued dependence on oil. It additionally famous the province’s oil and gasoline sector is carbon intensive and its greenhouse gasoline emissions are the best amongst provinces.

ATB Monetary expects Alberta’s financial system to develop solely barely subsequent yr. Calgary has been hit laborious by the financial stoop. (Rachel Maclean/CBC)

“Alberta can also be prone to pure disasters, together with wildfires and floods, which may result in vital mitigation prices by the province,” Moody’s mentioned.


Kenney immediately pushed back, saying monetary establishments, together with Moody’s, “are shopping for into the political agenda emanating from Europe, which is making an attempt to stigmatize growth of hydrocarbon power.”

Moody’s has not retracted its report.

Then there’s the controversy in regards to the demand for oil sooner or later and the trajectory of the sector.  No matter what number of many years individuals imagine will move earlier than oil demand begins to slide, the dialog positively appears to be shifting.


“About 14 years in the past, all anyone may speak about was peak oil provide,” Bloomberg opinion author Mark Gongloff noted this week. “Now all people talks in regards to the reverse: peak oil demand.”

It is one purpose why some Albertans, like Duncan Kenyon of the Pembina Institute, a clear power think-tank, say now’s the time to have laborious conversations about the way forward for the province and its enterprise technique.

The Canadian Vitality Centre will now wade into this roiling debate about power — amid international requires motion on local weather change — hoping to show the tide in favour of the oilsands and the remainder of the home power sector.


Success could be laborious to measure however, in an consideration financial system, it is maybe the wrestle to resonate that’s one among its best challenges.