That's an easy question, right?
In the big picture sense, I think that the challenge for oil and gas is not that different from other industries, which is that we have to move from seeing environmental performance as a threat to competitiveness to an opportunity for competitiveness. Whether we like it or not, the world is moving in this direction. Our choice is whether we try to move with it, or try to duck and hope that it goes away. Most farsighted CEOs realize that this a fundamental structural shift in the world's economy. Moving toward more sustainable environmental performance is good business. It's also true for oil and gas.
What does that mean for pipelines? In some ways, it's the most difficult political challenge facing the country right now, I think. I'll give you my view, and one that a growing number of people in the environmental movement in the oil industry would share, which is that the world will continue to use oil and gas for decades to come. There will be a market for it. There's no reason why Canada should be the only producer in the world saying that we're not going to take part in that market. Norway takes part in that market. We don't have to say that we shouldn't sell our product. The world will use it.
I think what we should do is to be able to say that we produce that product in an environmentally responsible way. Let's get rid of labels and just look at numbers. The per-barrel footprint of our oil and gas is higher than most of our competitors. Even the oil and gas industry acknowledges that. That's partly because of the nature of the deposits. It's the nature of getting that stuff out. The only way to solve that is to put themselves on a path to no longer being a high-carbon footprint producer. They know that. They understand that, and it's a key part of their business strategy.
Here's what I think the challenge is. The investments and policies we're putting in place today will put us on a path to probably getting there in 5 to 10 years. The challenge is that we need to make pipeline approval decisions today, before we've seen them bend that carbon cost curve.
My own view is that Alberta and the oil industry have now put in place a policy and innovation framework, and if it continues to get more stringent, that will put us on that path. They ought to be able to get their access to market for their products from doing that.
As long as we're producing the product in an environmentally responsible way, there's no reason why Canada shouldn't be able to get its product to market. The challenge is going to be, as we're building it, to show that the policy measures we're putting in place today are continuing to drive that improved innovation curve, because they're going to happen hand-in-hand.
It's a tough problem, but that's my view on it, for what it's worth.