Consumer tastes need to change further in order to make the business case for a green economy, but they are already evolving, says Roger Martin, dean of management at the University of Toronto. “I think the prosperity impact of environmental challenges will be absolutely dwarfed by the attitudinal changes, absolutely dwarfed,” Mr. Martin said yesterday.

According to a Conference Board of Canada report on innovation, the nation scores a “D” on the environment.

“The report card paints a portrait of a mediocre performance that will not be good enough to meet the fundamental goal of a high and sustainable quality of life for all Canadians,” according to a summary of the report, issued yesterday.

How is Canada’s report card? John Williamson from the Canadian Taxpayers Federation gives the federal government a C+ for its environmental efforts.

“Harper has said he will not sacrifice jobs or the economy in a vain attempt to fulfill the Kyoto Protocol.”

An Environmental College is being planned at the University of Washington, Seattle institution. This is aimed at promoting environmental research at a time when global warming, toxic contamination, vanishing species and other issues are drawing attention and concern.

“Environment Canada scientists are virtually at war with the federal department over funding shortfalls for conservation and climate change initiatives.”

China is becoming more aware of its environmental problems and looking for ways to “clean up.” Canada can help by pushing and offering pollution solutions.

“The good news out of China is that the People’s Republic will be spending $200 billion on cleaning up the air and water pollution that has marred its rapid economic growth. The bad news is that sum is virtually unchanged from the last budget and is unlikely to make a difference.”

A study on science skills and attitudes of 400,000 15-year-olds from 57 countries showed that only 1 in 10 Canadians believe that the environment will improve within the next 20 years.