“The constant narrative around Canadians being risk averse drives me nuts,” confessed Lisa Zarzeczny, cofounder and CEO of non-profit innovation organization Elevate.

“The founders that I’ve connected with have huge aspirations and global visions,” she added. “I don’t think we’re the best marketers of ourselves [and] of our country.”

She makes a point. Canadians are notorious for not displaying chest-beating patriotism. We keep it quiet. We keep it humble. It was only a certain ‘elbow’s up’ moment that massively shifted that perception. (And the Vancouver 2010 Winter Olympics with those damn mittens, tbh.)

But this is exactly where Zarzeczny wants Elevate Festival, one of Canada’s marquee innovation events, to live. By giving a platform and global reach to Canada’s tech ecosystem, she’s challenging these beliefs that often keep incredible people and ideas in the shadows.    

“We are at a really pivotal moment here in Canada, and the stakes are high for all Canadians,” she said.

Trade tensions, mixed with a general uncertainty south of the border, the risk of losing ground in AI, and questions of digital sovereignty are pushing the country to unpack these pressures with urgency. Certainly, the country has taken recent steps to address these, like the recent announcement of Canada’s first sovereign AI factory, a partnership between Bell Canada and Toronto-based enterprise AI company Cohere, and the appointment of Evan Solomon as federal minister of AI and digital innovation.

That urgency is shaping Elevate Festival 2025. Taking place Oct. 7-9 in downtown Toronto, the event brings together founders, investors, and policymakers into the same room to talk about how Canada competes, and what needs to change. 

For starters, Arlene Dickinson, CEO of District Ventures, will discuss  entrepreneurship as nation-building in a session called “Canada, It’s Time to Build.” And Interac’s Debbie Gamble and Maverix Private Equity founder John Ruffolo will unpack what sovereignty means in a connected world in a ‘Who Owns Canada’s Digital Future’ fireside chat. 

“It’s a place to have all of those conversations, and a place where we’re bringing all the different elements of the puzzle to help solve this, right from founders to investors to policymakers,” said Zarzeczny. 

Mapping the ecosystem

One of the most anticipated updates to Elevate this year is the return of Startup Open House, last held in 2019, in partnership with TechTo and ElanTech

On the festival’s final day, startups all over the city’s core will open their offices, turning the city itself into part of Elevate’s agenda. 

Zarzeczny said it is one of the most welcoming and energizing parts of the event, because it lowers the barrier for anyone curious about tech to step inside and take part.

“This is a really great way to understand what’s happening in our ecosystem,” she added.

Startup Open House aims to be more than a tour, and instead be a signal of what innovation needs at this moment. 

Canada’s debates about AI and sovereignty are often framed at the policy or corporate level, but the open house shifts the focus to everyday access — students considering their first role, job seekers looking for a foothold, or community members who want to see where new ideas are being built. 

“It’s a great place to meet potential talent, to connect with customers and investors,” said Zarzeczny. 

By design, it’s an invitation for people to map the ecosystem for themselves and not a closed-door conversation.

Building global ties

Elevate is also positioning itself as a marketplace for international relationships. 

Delegations from more than 25 countries are expected in Toronto — from South Korea to Germany to Japan. This is not only about showcasing Canadian companies, explained Zarzeczny, but can help reduce a dependence on the U.S. market at a time when geopolitical shifts and trade tensions are forcing hard choices.

“There’s a lot of our startups asking how can they get access to global markets. So really trying to be that marketplace and that connector is the role I hope to play,” she said. 

“I would love for Elevate to be a globally recognized tech event, and not just a must-attend event for the Canadian population.”

For startups, the ability to plug in to trusted markets in Europe or Asia can mean the difference between scaling and stalling. For Canada, it underscores that innovation is not only about technology, but also about positioning in an often-shaky global economy.

“That’s really been the goal from the very beginning, to raise the profile of what’s happening in Canada, to the world,” Zarzeczny said. “This year, it’s 25 countries. I hope in five years, it’s over 100 countries.”

The human side of innovation

Elevate’s value cannot be measured only by the size of its stages or the number of its delegates. For Zarzeczny, it also lies in the individual decisions sparked along the way. 

She recalls hearing stories of volunteers who landed their first jobs in Canada through contacts at the event, attendees who met future co-founders, and people who left inspired to finally launch a company.

Those stories matter because they show innovation at a human scale. Canada’s ability to compete globally will depend on whether more people are willing to take those leaps. Festivals like Elevate can help make the leap feel possible, she said. 

“When we have those aspects, then it’s a great time to be able to put the Canadian perspective and our founders and startups, and students, on those same stages,” said Zarzeczny.

Ultimately, she said she hopes participants leave with a sense of agency and community, and the conviction that Canada belongs on the global innovation stage. 

“Being a founder can be an incredibly lonely journey,” she said. 

“I hope people are walking away with renewed energy, connections they can use, and tools to get to the next stage in building their businesses.”

Final shots

• Canada’s innovation challenge is no longer just technical. Now it’s about confidence and visibility.
• If Canada keeps underselling itself, the AI race will be decided elsewhere.
• Elevate shows that global attention can be leveraged to put Canadian founders on the same stage and not in the shadows.
• The bigger test will be whether moments like this turn into lasting momentum for Canada’s innovation economy.