Donna Morton

Ashoka Fellow
Victoria, British Columbia, Canada
Fellow Since 2003


This profile was prepared when Donna Morton was elected to the Ashoka Fellowship in 2003.
The New Idea
Realizing that even municipal-level change requires leverage, Donna is designing and marketing the economic incentives that can radically improve Canada's social and environmental sustainability, and she is doing so in concert with innovative Canadian corporate leaders. Donna has created a highly adaptable organization with strong skills in communications and public relations to assist governments in communicating with their stakeholders, and she has developed innovative modeling and policy tools for economic and sustainability analysts.
Economic tools like tax breaks and user fees–when properly deployed–can be powerful levers for realigning economic growth and innovation with environmental sustainability. In essence, economic incentives–like any incentive–can be used to encourage the production of things a society wants to increase (e.g., low-income housing) and discourage the production of those things a society wants to decrease (e.g., pollution).
To be effective, the push to align economic incentives with sustainable business practices has to come from a broad audience, including both corporate executives and those with pull at all government levels. To avoid marginalization, Donna is building public support from both the left and the right, from government leaders to business leaders, from financial institutions to NGOs.
The Problem
The Strategy
The Person

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