The Conference Board of Canada will change its name to Signal49 Research, effective Jan. 26, 2026, marking a departure from more than 70 years under its former identity.
Susan Black, president and CEO, announced the rebrand reflects the organization’s evolution from a conference host to Canada’s largest independent applied research organization. The Conference Board previously licensed its name from an unaffiliated U.S. organization, The Conference Board Inc., which will resume exclusive use of the trademark.
“Today, the Conference Board of Canada is known for producing rigorous, independent research, research that informs some of the most important decisions facing Canada today,” said Black. “We stand for facts and solid, unbiased evidence. We stand for truth… it’s time now for our name to reflect the future, not the past.”
Name reflects Canadian identity
The new name draws from the 49th parallel, Canada’s border with the United States, and Signal Hill in Newfoundland and Labrador, where the first transatlantic wireless message was received in December 1901.
“Signal represents clarity and insight, cutting through noise to illuminate what matters,” according to the company. “49 reflects the 49th parallel, symbolizing our deeply Canadian perspective.”
The organization worked with a branding agency and consulted stakeholders across government, business, academia, non-profits, staff and its board of directors. Signal49 Research was selected as the unanimous choice.
Core operations unchanged
The organization will maintain its research mandate, independence and staff, it said. It produces more than 500 research outputs annually covering workplace issues, housing, healthcare, economic policy and environmental challenges.
Signal49 Research recently acquired Vicinity Jobs, a Canadian labour market analytics firm, in May 2025. The acquisition strengthens the organization’s ability to deliver real-time labour market data to policymakers, educators and employers.
The organization also launched the Centre for Canadian Growth and Prosperity to address declining productivity, rising costs and economic uncertainty. The centre convenes leaders from business, government, academia, Indigenous communities and civil society through events and develops public scorecards to track progress across sectors.
“But let me be clear. Our name is changing, our mission is not,” said Black. “We will continue to serve Canadian businesses, governments, and civil society with the same objectivity, rigor and dedication you’ve come to trust since 1954.”
