Mission & Values

Where Good Business Grows

We are Canada’s progressive business voice.

The Better Way Alliance (BWA) unites employers and workers in a mission to build a resilient economy where sustainable work and predictable business costs drive long-term prosperity for Canadians.

Our Mission

Our philosophy is simple: create good jobs, build strong businesses, and unlock a more equitable Canadian economy.

Why do “Good Jobs” matter? Because they create a positive cycle: better wages lead to stronger workforce purchasing power. When everyone raises the bar together, workers have more to spend at our businesses and the security they need to show up at peak performance.

And contrary to what some trickle-down economists have told you for the last 40 years – YES investing in people is good for business. BWA members prove that high employment standards add to the bottom line rather than subtracting from it. Our member businesses:

• Boost Local Wealth: Recirculate 2-4x more revenue locally than large chains
• Increase Profitability: Add over 5% to monthly profit compared to peers thanks to their employment practices
• Attract Talent: Attract new workers with 50% less effort than non-decent-work companies
• Drive Resilience: Benefit from higher retention, improved productivity, and better customer experiences

Why? It’s simple – businesses depend on workers who can afford to live, raise families, and retire with dignity in Canada. When our workers do well – we ALL do well.

Join the Movement

We are growing our membership from coast to coast to coast. Whether you are in retail, food service, manufacturing, or professional services, there is a place for you in the Better Way Alliance.

Are you an elected official that wants to understand how our policy positions can unlock deep value in your riding? Reach out for a discussion.

View Our Member Directory Take the Good Jobs Quiz

What We Do

The BWA operates as an applied researcher, policy advocate, and community hub to support Canadian entrepreneurs across four key areas:

Innovative Policy | We strive for the financial stability of business owners through systemic action – not just tax cuts. Currently, we are addressing the Fixed Cost Crunch – spiking commercial rents, insurance hikes, and rising utilities – that threatens Canadian businesses of all sizes. We advocate for:

1. A Commercial Renter Bill of Rights to protect retail tenants
2. Capital access to help more micro and small business owners purchase storefronts and exit volatile rental markets
3. Municipal incentives for “right-sized retail” that guides developers toward building smaller ground-floor retail spaces that fit the needs of small and micro-businesses
4. A Good Jobs tax credit to reward businesses actively investing in their workers
5. A micro-business designation to better measure and manage the over 70% of Canadian businesses with 1-9 employees who often feel left out of policy discussions
6. Business Tools | We create business-friendly resources, such as our Good Jobs Quiz, to help entrepreneurs improve retention, productivity, and cohesion.
7. We test the best ways to boost SME productivity and local community wealth with real-world experiments through partnerships with organizations like Kensington Market Community Land Trust.
8. Research & Education | We partner with educational and industry leaders to identify systemic changes that help businesses create quality jobs and sustainable growth
9. A Community of Peers | We provide a platform for business owners to connect and build stable foundations.

When you join the BWA, you tap into a network of over 100 innovative employers – from BC to Newfoundland – sharing real-world resources and leading employment practices.