To address air quality concerns and reduce emissions from on-road transportation, governments are promoting zero-emission vehicles (ZEVs) alongside active, shared (e.g., car-sharing, ride-hailing) and public transportation.
While ZEV adoption continues to grow in Canada, significant barriers — such as cost, limited charging infrastructure and lack of familiarity with EVs — still hinder widespread adoption. Overcoming these challenges requires tailored solutions to support households, businesses and the public sector in making the switch.
This study focuses on identifying the challenges small- and medium-sized enterprises (SMEs) in Edmonton face when adopting ZEVs, with a specific focus on women and gender-diverse entrepreneurs. Our research includes a review of municipal and provincial policies, as well as engagement with women entrepreneurs and industry experts to develop customized recommendations for an equitable transition to zero-emission transportation.
Women account for just 15% of Canadian SME owners, a result of systemic inequalities. Research shows that women-led businesses are less likely to be able to take on debt compared with all private sector businesses and are more susceptible to market disruptions. Equity must, therefore, be a key consideration when advancing the transition to ZEVs, given the high cost and unique barriers women entrepreneurs face.
Our recommendations
The City of Edmonton has an opportunity to drive a more resilient and equitable transition to ZEVs. By focusing on three key areas — building a robust charging network, addressing financial barriers and boosting public awareness — the City can ensure that the benefits of ZEVs are accessible to all.
Below are our recommendations to support this vision:
Theme: Enabling a comprehensive ZEV charging network
- Implement EV-ready requirements in new buildings.
- Provide support to retrofit existing homes and multi-unit residential and commercial buildings with charging infrastructure.
- Enhance access to public charging infrastructure among those with the least access.
Theme: Lowering financial barriers to ZEV adoption
- Advocate for the Alberta government to establish ZEV purchase incentives.
- Explore complementary measures that create a financial advantage for ZEV ownership.
Theme: Raising ZEV awareness and knowledge
- Launch informational campaigns to increase ZEV awareness and knowledge of existing support programs.
- Advance electrification of municipal fleet vehicles to showcase leadership and increase awareness and trust in ZEV technology.
These recommendations, along with further insights, are explored in greater detail in Pembina Institute’s Women delivering electric: An Edmonton transportation roadmap report.
While the focus is on Edmonton’s business community, these recommendations may also apply to other municipalities and levels of government.
As part of broader work, we developed educational materials for businesses on operational, financial and infrastructure-related considerations regarding ZEV adoption. Download the Businesses Driving Electric fact sheet series and explore our efforts further by visiting the Women in Fleet Transformation page.
