Neuroethics Canada is an interdisciplinary research group dedicated to tackling the ethical, legal, policy and social implications of frontier technological developments in the neurosciences. Our focus is on protecting and ensuring public good by aligning innovations in the brain sciences with human values. Our research results, educational resources, and public outreach promote informed decision-making and empowered choices for individual and community well-being in an era of fast-paced, and ever increasingly consumer-directed personalized medicine.