In a report, the business association said Alberta is “struggling with stereotypes that exacerbate a misperception” of the province. “To some, including many already living here, the perception is that if you’re not corporate and cowboy, you don’t belong,” the report said, adding that it has hampered Calgary’s ability to attract skilled labourers. (The Logic) 

Talking point: The provincial government has made a concerted effort to fill the province’s record-high 88,000 job vacancies, launching an “Alberta is Calling” campaign to attract workers from major urban centres like Toronto and Vancouver and establishing labour programs to accept international workers. Calgary has made its own efforts to reverse negative perceptions of the city, including bulking up funding for its arts and entertainment sector. The Calgary Chamber’s report builds on that, recommending unified branding among businesses and governments and that city hall appoint a chief brand officer to lead it. The organization also called on the federal government to make advertising an eligible expense under its Strategic Innovation Fund to expand marketing opportunities for businesses.