The Convertgence 2025 report, conducted by the Chamber of Commerce of Metropolitan Montreal in partnership with BMO, presents a nuanced portrait of the ecological transition of businesses in an unstable economic context. This in-depth analysis highlights the trends, challenges, and opportunities shaping the landscape of the green transition.
The Montreal Paradox: Verbal Commitment vs. Real Investment
Businesses in Greater Montreal find themselves at a strategic crossroads. On one hand, 76% of them express concern about the climate crisis and 74% consider it important to begin their green shift. On the other hand, this conviction doesn't always translate into substantial commitments: only 42% have already integrated environmental factors into their business strategy, and among those investing, 61% dedicate less than $100,000.This gap reveals a phenomenon of symbolic transition: businesses recognize the importance of the issue but limit their concrete commitment, creating a discrepancy between rhetoric and action that deserves the attention of public decision-makers.
The Effect of Economic Conditions: A Strategic Retreat
A clear warning signal emerges: concern about climate has dropped from 90% in 2022 to 76% in 2025. This 14-point decrease in three years is not trivial. Business priorities have refocused on immediate economic issues: economic uncertainty (59%), inflation (58%), and labor shortages (51%) are the dominant concerns, relegating concerns about climate change to sixth place (23%).Despite this challenging context, 62% of businesses are maintaining their course on green transition, demonstrating strategic resilience in the face of economic pressures. However, 19% have slowed or abolished their environmental initiatives, signaling a risk of erosion in progress made.
The Anatomy of Obstacles: A Question of Resources and Leadership
The study precisely dissects the DNA of barriers to transition. The main obstacle identified is insufficient financial resources (42% of respondents), followed by a lack of qualified personnel (29%). These structural constraints explain why 87% of businesses encounter at least one major challenge in their environmental approach.More revealing still, the analysis of internal barriers highlights a tripartite decision-making fracture:
25% cite lack of management buy-in (TOP 1)
53% identify lack of time or dedicated resources (TOP 3)
41% point to resistance from operational employees (TOP 3)
This triangulation suggests that blockages are not limited to a question of means but are rooted in organizational culture at all hierarchical levels.
The Incomplete Maturation of Environmental Practices
A striking pattern emerges when analyzing the progress of green initiatives. Most businesses find themselves in a state of permanent implementation without reaching the final phase. For example, regarding the adoption of clean technologies:
2% have not started
8% are in the reflection phase
42% are in the process of deployment
45% are well advanced
Only 3% consider the process completed
This paradox of "incomplete maturation" suggests a systemic difficulty in clearly defining final objectives and measuring the success of environmental initiatives. It also reflects a dysfunction in the investment-measurement cycle: 83% have a dedicated budget, but only 37% manage by results (achievement of environmental targets).
The Green Transition, a Crucible of Opportunities
Despite these challenges, the study reveals that the green transition is not perceived as an economic burden. On the contrary, 48% of businesses believe it has a positive impact on their competitiveness, compared to only 13% who see a negative effect. This predominantly favorable perception contradicts the preconception that environmental initiatives necessarily constitute a competitive disadvantage.Businesses have identified priority axes for their transformation:
Reduction of GHG emissions (56%)
Energy optimization (56%)
Adoption of clean technologies (34%)
This prioritization reflects a pragmatic approach, prioritizing initiatives with more tangible and measurable return on investment.
Clearly Identified Needs
Faced with these challenges, businesses express specific needs to accelerate their transition. Training ranks as the top priority, cited by 47% of respondents, followed by assistance with grant applications (32%) and change management support initiatives (28%).This prioritization reflects a need for skills development more than simple financial incentives. The desire for autonomy is also evident: 58% of businesses prefer forming an internal team to lead their transition approach rather than turning exclusively to external experts.
Portrait of Green Transition Leaders
The analysis of demographic and organizational data outlines the typical profile of "transition champions":
Companies with more than 500 employees (significantly higher integration rate)
Leaders in the 35-54 age group (54% of respondents)
Companies with revenue of more than $100M (higher adoption rate)
Building owners (45%)
These characteristics help identify the actors most likely to play a driving role in the ecological transition of Montreal's economic fabric.
Strategic Implications and Future Paths
The results of the Convertgence 2025 survey outline several priority intervention axes:
Rethink support mechanisms to address multiple barriers simultaneously (financing, expertise, leadership) rather than isolated interventions.
Develop standardized measurement frameworks to address the deficit in results-based management and enable businesses to quantify their progress.
Adapt support programs according to the size, sector, and maturity level of businesses, recognizing the heterogeneity of their needs.
Recalibrate environmental discourse in the face of declining climate concern, incorporating more economic and competitive benefits.
Mobilize identified leaders to create a ripple effect and facilitate experience sharing between advanced and lagging sectors.
Conclusion: A Transition at the Crossroads
The Convertgence 2025 survey depicts a Montreal economic ecosystem in full mutation, where the ambition for ecological transition is challenged by structural and cultural constraints. At a time when economic pressures risk pushing environmental concerns into the background, it becomes crucial to strengthen support mechanisms.The green transition of Montreal businesses finds itself today at a crossroads: between conviction and action, between constraint and opportunity, between intention and measurable results. The choices that will be made in the coming years will determine whether this transition will remain symbolic or become truly transformative for the economy of the metropolis.
Moving Forward: Partnering for Impact
To transform symbolic ambitions into concrete actions, businesses need more than internal efforts—they need expertise, guidance, and structured support. This is where collaboration with specialized partners becomes essential. At MHA Insights, we work alongside companies to develop strategic and sustainable marketing solutions, bridging the gap between purpose and performance.
Moreover, leveraging resources from organizations like the FAQDD (Fonds d’Action Québécois pour le Développement Durable) ensures that businesses can access funding and expert advice to propel their green initiatives forward. Similarly, Comité 21 offers a collaborative platform to share best practices and mobilize stakeholders, fostering a collective response to environmental challenges.
Together, we can pave the way for a truly transformative green transition—one that doesn’t just reflect good intentions but delivers measurable, lasting impact.
Great article