Taking a powder-fresh approach to climate protection, a new initiative assigns monetary value to snow, framing it as a critical natural resource for Canada's economy. Found at snowmethemoney.ca, Foreca$ter calculates the dollar value of predicted snowfall, with each centimeter worth approximately CDN 25.5 million. This valuation is based on the CDN 9.1 billion contributed annually by the snowsports industry divided by the average 358 centimeters of snowfall in Canadian ski areas. At the local level, this translates to about CDN 93,000 per centimeter of snow at each of Canada's 275 ski resorts.
The initiative emerges against a troubling backdrop — projections suggest snow seasons could shorten by up to 25 days by the 2050s without significant emissions reductions, with the outdoor industry already having lost more than CDN 5 billion over two decades due to climate impacts. The stakes are considerable: Canada's broader outdoor recreation economy generates CDN 101.6 billion in annual spending and supports 1.1 million full-time jobs, rivaling the economic impact of the fossil fuel and agricultural sectors.
The campaign frames powder days as literal paydays and aims to mobilize support ahead of federal elections in October 2025. Foreca$ter was developed by Sid Lee for POW (Protect Our Winters Canada), a community of outdoor enthusiasts, athletes and brands focused on fighting climate change. The group is calling on political parties to protect natural spaces while safeguarding the outdoor recreation economy from accelerating climate risks. By quantifying snow's economic value, the initiative creates tangible metrics for what's at stake in Canada's warming winters — turning abstract climate concerns into concrete financial impacts.