Mind The Gap: A Failure Of Communication In Mining

Often, the stories we tell ourselves have the greatest impact on the decisions we make.

For example, the story we hear about mining is often inherently bad. This can lead to mining projects being halted or opposed. I believe it is easy to dismiss mining when most of the world lives far from the resources it consumes, but this narrative takes for granted the quality of life mining provides and, more importantly, the potential it gives for a sustainable future.

After spending over a decade in the industry, I have decided to take an active role as an ambassador for change in the mining industry. I believe those in the mining industry can do their part to help frame a better, more accurate narrative about mining practices.

Meeting The Demand

Before even considering the electrification of the global economy, to sustain a 3.5% GDP growth over the next 22 years, one estimate says it will be necessary to extract over 700 million metric tons of copper, which is equivalent to what has ever been mined. Other forecasts find that more than 300 new mines will be needed by 2030 to prevent supply shortages of critical minerals.

The United States Geological Survey (USGS) calculated that each person in the U.S. needs over 40,000 pounds of minerals each year to maintain our standard of living.

Few appreciate this material reality. If you talk to someone on the street, they know the price of the newest cell phone, but hardly anyone could name the metals or minerals that make these things possible.

Cost Of Ignorance

For the few that are aware, mining is often viewed as a negative and dirty business, or at least not wanted in their backyard. But there is no changing the fact we live in a material world, and our quality of life is linked to materials we extract from the earth. I believe that the story people tell about mining threatens investment and the viability of the future supply of metals.

A case in point is that in 2023, due to a lack of shareholder support, Teck, a Canadian mining company, sold its coal assets to the mining giant Glencore. In this fight against fossil energy, Teck shareholders did not want coal in their portfolio as per ESG investment requirements.

According to PWC, 41% of mining CEOs believe their companies will not be around in ten years if they continue on their current course.

Attracting investment to the industry is key, but the public perception poses a significant challenge; therefore, it is important to effectively show how mining has changed both technologically and culturally.

Mining Myths And Public Relations

A 2015 study analyzed civil complaints from 2009 to 2012 and 24 media reports since 2000 on mining opposition activities in South Korea. The study revealed that the main reasons for anti-mining opposition included environmental damage and concerns over reduced agricultural productivity.

However, the unique insight of the study was that only 25% of survey respondents had direct experience with mining operations in their communities. As the adage goes: "A lie can travel halfway around the world while the truth is putting its shoes on." While these negative experiences may not be lies, dramatic stories travel and shape public opinion; the mining industry is still putting on its shoes.

It is difficult for one company to combat centuries of poor mining practices and the reputation of other companies, but this is what today’s mining companies are facing. Therefore, mining management needs to start from day one to highlight best practices in modern mining and work with those closest to the mine.

As one practice, many in the mining industry are combining community and public relations with community development. A mining operation’s social license to operate is tied to its ability to manage the socio-economic and environmental impacts that could occur as a result of mining. By presenting a clearer and more direct image of operations, mining companies can improve their public perception and overcome opposition.

With the power of the internet, social media and digital and visual communications, mining companies have never had a better opportunity to bridge the distance between the mine site and the public.

Bridging The Knowledge Gap With Modern Communication

Closing the gap between the mining industry and the public perception means changing the industry’s methods of communication. Right now, success stories in mining are published as LinkedIn posts, whereas its failures earn screen time as national news.

We need to reinvent how those in mining tell their stories—to start to answer questions early on and build a relationship with the public.

When you take the initiative to rebrand the mining industry with purpose-driven communications, it is a balancing act between sharing critical technical information about mining and avoiding confusion with your audience. As one new method of presenting information, a Canadian-based tech company, VRIFY allows for 3D presentations and storytelling about mining that can replace PowerPoint slides and paper pitch decks.

Visual Capitalist is another company that has taken data visualization to another level, especially with its mining and natural resources content. I think we can take lessons as to how this team takes simple truths, such as the life of a mine, and often presents complex industry knowledge in a simple, easily understood format.

Communication is not limited to online content but also education. Mining education is a critical component in properly educating the next generation of professionals about sustainable mining practices. One example on my radar is BRIMM - University of British Columbia , dedicated to fostering the next generation of research for sustainable mining practices and offering classes on the complex ways mines interact with communities and natural habitats.

The mining industry just does not dig holes in the ground; it makes modern life possible and better, and more than ever, it is critical for a sustainable future. This is the story we need to tell to make the right decisions for the future.

Original of the article is published on Forbes.