1. Presentation to Canadian Crude Oil
Conference
Lake Louise, Alberta, 9 September MMX
Satya Brata Das
Cambridge Strategies Inc.
Energy Leadership Begins in the Mirror

2.  Public demand for
sustainable
development
 Oil sands painted
as the dirtiest oil
on the planet
 Thirst for fossil
fuels stronger
than ever
If change is
coming….
What will it look like?
Who will control the
agenda and the
direction?
How can different
stakeholders be
satisfied?
Managing change

3. Canada: The democratic world’s energy
superpower

4. The American battleground

5. The Big Truth
Fossil fuels and alternative/emerging energy
are complimentary.

6. Canada is the only energy superpower
with an obligation of environmental
stewardship.
Environment and Economy =One Issue

7. We have $15 trillion worth of oil
sands wealth.
Let’s fund the transition to sustainable
energy, starting with
greener hydrocarbon
production.
Oil Sands Wealth Funds the Future

8. We Can Lead the World
Greener oil sands; cleaner coal;
alternative energy; bio-energy and
bio-economy.
The oil sands can make
Canada the world’s first
clean-energy superpower.

9. So Let’s Deal With the Elephant in the Room

10. Natural Resources Severance Tax
(NRST):
 Applied to the gross value of any natural
resource and
 Measured by the market price of the resource
at the first “point of sale” upon severance.
Facing up to a carbon tax

11. A predictable and strong stream
of revenue will:
 Pay for a clean-energy economy
 Accelerate the development of low-carbon
industries and
 Greatly increase investment in renewables
and alternatives.
NRST will create jobs and drive growth

12. It’s all about social license.
Why Must the Oil Sands Go Green?

13. Our approach to measuring public
policy preferences
Preference measurement and analysis is a research approach that can be used to
understand how people make choices
Understand
perceptions and
how choices are
made (trade-off)
Measure
preferences
through a simple
user friendly
survey
Learn how perceptions
compare and what is
most important to
people
Identify what is most
important to people
and what the public
policy preference
drivers are
Design, deliver, and/or
communicate new or
existing programs
addressing the needs
of the stakeholders
Ideally, blend
preferences with costs
to optimize policies
and seek to create
win-win solutions
- Conjoint Survey on Albertans Values for Oil Sands Development

14. 65% 89% 76%
Percentage of
respondents who are
engaged,
demonstrating three
behaviors: Tell,
Remain, Strive
Believe the oil
sands are important
to Alberta’s
prosperity
Do not believe the
quality of life in
Alberta will decline
in the next two years
Citizenship
Engagement
Importance of the
oil sands
Quality of life will
not decline
Albertans are engaged and generally
optimistic…
- Conjoint Survey on Albertans Values for Oil Sands Development

15. 31% 17% 12%
Percentage of
respondents believe
Alberta is managing
the oil sands
responsibly
Satisfaction with
Alberta-based
Members of
Parliament
Satisfaction with the
Stelmach
government
Managing the oil
sands
Satisfaction with
Alberta based
MPs
Satisfaction with
Stelmach
government
… Yet there are some problems below the
surface
- Conjoint Survey on Albertans Values for Oil Sands Development

16. What matters most to Albertans
2
6
10
12
14
18
19
20
Development
Land use
Reclamation-pace
Water
Greenhouse
Ecological
monitoring
Habitat
Reclamation-type
This chart illustrates the potential a given feature has to drive overall preferences.
- Conjoint Survey on Albertans Values for Oil Sands Development

17. 47%
42%
8%
1%
1%
1%
In your opinion, how important are the oil sands to Alberta’s prosperity?
Somewhat important
Very important
Extremely important
Very unimportant
Extremely unimportant
•In the 2007 study, 87% of respondents believed the oils sands were Extremely or Very Important to Alberta’s future
Somewhat unimportant
9 out of 10 view the oil sands as important
to Alberta’s prosperity
- Conjoint Survey on Albertans Values for Oil Sands Development

18. 57%
30%
9%
2%
1%
1%
The companies operating in the oil sands should be held liable for all environmental
damages caused by their operations
Slightly agree
Agree
Completely agree
Disagree
Completely disagree
Slightly disagree
Note: Data collection completed prior to the BP oil spill in the Gulf of Mexico
9 in 10 Albertans feel companies liable for environmental
damages…
- Conjoint Survey on Albertans Values for Oil Sands Development

19. 35%
34%
16%
8%
5%
2%
The companies operating in the oil sands should solely be responsible for
reclamation
Slightly agree
Agree
Completely agree
Disagree
Completely disagree
Slightly disagree
…Yet fewer feel companies are solely responsible for
reclamation
- Conjoint Survey on Albertans Values for Oil Sands Development

20. 33%
45%
16%
3%
2%
1%
If the government set rules, regulations, and defined best practices, the companies operating in the oil
sands should lead all reclamation
Slightly agree
Agree
Completely agree
Disagree
Completely disagree
Slightly disagree
4 of 5 Albertans believe companies should lead
reclamation efforts adhering to government rules and
standards
- Conjoint Survey on Albertans Values for Oil Sands Development

21. 33%
45%
16%
3%
2%
1%
If the government set rules, regulations, and defined best practices, the companies
operating in the oil sands should lead all reclamation
Slightly agree
Agree
Completely agree
Disagree
Completely disagree
Slightly disagree
4 of 5 Albertans believe companies should lead
reclamation efforts adhering to government rules and
standards
- Conjoint Survey on Albertans Values for Oil Sands Development

22. 44%
43%
9%
2%
1%
1%
Reclamation must support and sustain a wide diversity of plants and animals
Slightly agree
Agree
Completely agree
Disagree
Completely disagree
Slightly disagree
87% of Albertans believe reclamation must support and
sustain a wide diversity of plants and animals
- Conjoint Survey on Albertans Values for Oil Sands Development

23. 23%
9%
4%
19%
45%
Who do you trust the most to responsibly manage Alberta’s growth?
Brian Mason (NDP Party)
David Swann (Liberal Party)
Ed Stelmach (PC Party)
None of the above
Danielle Smith (Wildrose Alliance)
Strong level of distrust among established
politicians to responsibly manage Alberta’s
growth
- Conjoint Survey on Albertans Value for Oil Sands Development

24. Suite 208, Empire Building, 10080 Jasper Ave., Edmonton, Alberta, Canada T5J 1V9
satya@cambridgestrategies.com
(780) 420-0505
Ways to Connect
www.GreenOilBook.com
www.CambridgeStrategies.com