Alexandre Joyce interviewed for Atelier

Interview with Alexandre Joyce, a key contributor to Atelier, a specialist in sustainable innovation.

Alexandre Joyce, PhD, ADIQ, NDPD
Innovation Advisor
Alexandre Joyce, or Doctor Joyce for relatives, is a collaborator of Atelier with whom we have a lot of common ground.
He wears many hats, as a designer, strategist and facilitator. He completed his PhD on the design of new business models, identifying models that combine social and environmental thinking. During this time, he invented the new business model frameworks that have become fundamental tools in Atelier's approach. Subsequently, he built the innovation services of the Desjardins LAB. He is now a self-employed consultant for clients such as Hydro-Québec, CAA, Gsoft.

His collaboration with Atelier began in the early years of our organisation. It is thanks to a convergent vision that we have been able to work together as far as we have.
He was a pioneer and focused on sustainable innovation, which at the time was not a widespread topic.
We decided to take stock of sustainable innovation by looking back at its beginnings in this field and exploring future directions.

Why did you decide to focus on sustainable innovation?

A. J. I believe that we are at a point in history where any innovation must be based on a socio-environmental approach. From now on, being in business to "grow a turnover" can no longer be the primary motivation. Every company must aim for a mission that will propel us collectively into the future.

Through which project did you have the opportunity to express the potential of your vision of innovation in a sustainable development context?

A. J. I am currently working with the team at ADDénergie, an organisation that produces charging stations for electric vehicles. We know that the electrification of vehicles is part of the solution to climate change, and I think it's just as important to rethink our relationship to mobility. According to government data, 43% of GHG emissions in Quebec come from the transportation sector, including emissions from cars, SUVs and light trucks.

What advice would you give to an organisation that is hesitating to take the leap to a new business model?

A. J. I understand this hesitation. There is so much uncertainty in the world ahead. One of the main sources that can guide us is the feeling of doing our part and becoming a change agent. I work daily to help companies build a vision for their future and especially for the future of all of us.

What do you think the impact of COVID is in the business community on environmental issues?

A. J. Unfortunately, in the short term, the requirements of COVID-19 have led us to adopt practices that are more sanitary than ecological. For example, refusing to fill a reusable water bottle but offering a glass of water instead has become common practice in times of pandemic. For those who can afford it, it has become preferable to avoid public transport and use the car. On the other hand, there will be long-term benefits such as spending more time at home, enjoying family time and keeping fit. For my part, I'm happy to be able to avoid long commutes while still offering my services outside of Montreal.

Where do you see innovation in sustainable development in the next 5-10 years?

A. J. I've already mentioned it, but for me, innovation will be synonymous with environmental and social regeneration for the next 5 to 10 years. It's inseparable. If you are not part of the solution, you are part of the problem. Even the notion of impact reduction will no longer be sufficient. We will be looking to regenerate eco-systems and regenerate the quality of life of social actors.
In short, I believe that sustainable innovation will lead future companies to orient their raison d'être around the mission of rebuilding the world.