Global Reputation Management in Mining: From “Dirty” to Strategic

In our Spin Nation episode titled: USA vs Canada: Mining Narratives Uncovered, Lisa Ross, CFO from Revival Gold, posed the central question: Do people still see mining as a dirty business? The data suggests a nuanced answer. In the U.S., the conversation around mining has grown significantly. Former President Trump dominated 12% of the narrative—largely due to his “drill, baby, drill” rhetoric and deregulation agenda. This political shift has brought mining into mainstream discourse, even in states without active mining operations.

In Canada, the conversation has also intensified. Carney accounted for only 6% of the total conversation on mining, particularly since the March 2025 election. While environmental concerns remain, the focus is increasingly on economic opportunity and national independence through domestic mineral production.

Global reputation management for the mining industry is entering a new phase as perceptions shift across stakeholder groups and international markets.

Key Data Trends: U.S. vs. Canada

The podcast broke down mining-related narratives into five categories: environment, Indigenous/First Nations voices, jobs, permitting, and litigation. Here’s what the data revealed:

United States

• Environment: Peaked at 40% of the conversation in Q3 2024, dropped to 15% post-election, and rebounded to 30% in 2025.

• Jobs: Rose from 27% to 41% in Q4 2024, then stabilized around 31%.

• Indigenous Voices: Remained low at 7%, with little fluctuation.

• Permitting: Rose to 25% of the conversation, reflecting optimism from Trump's election and his promise to speed up mining of critical minerals.

• Litigation: Steady at 7–9%, highlighting the impact of NGO-led lawsuits that can delay mine development for years.

  

  
  

Canada

• Environment: Consistently lower than the U.S., with less fluctuation.

• First Nations: Grew from 14% to 24% of the conversation by Q2 2025, reflecting rising concerns about fast-tracked legislation like Bill C-5.

• Jobs: Steady in the 30% range but growing with the momentum of interest in mining.

• Litigation: Dropped from 15% to 6%, suggesting lower interest as stakeholders wait to see the impact of new federal and provincial legislation.

  
  

Community, Consent, and Communication to Bolster Mining's Global Reputation Management

Ross emphasized the importance of Impact Benefit Agreements (IBAs) in Canada. She warned that companies who do not properly engage First Nations and local communities will face backlash. In both countries, she noted, the industry must do more to communicate its value—especially through modern platforms like TikTok—to counter outdated stereotypes and misinformation.

The Bottom Line

The mining industry is at a crossroads. In the U.S., the focus is on environmental stewardship and job creation. Meanwhile, in Canada, jobs and Indigenous rights are front and center. As public attention grows, so does scrutiny. The industry must balance economic opportunity with environmental and social responsibility—and communicate that balance clearly.

As Ross put it, quoting a U.S. congressman: “We are pro-mining environmentalists.” That dual identity may be the key to mining’s future.

Future Considerations for the Mining Industry

Economic Opportunities

The mining sector offers significant economic opportunities. As demand for critical minerals rises, the potential for job creation and economic growth becomes more pronounced. Companies must focus on sustainable practices to attract investment and maintain public trust.

Environmental Stewardship

Environmental stewardship is crucial for the mining industry. Companies must adopt practices that minimize environmental impact. This includes responsible waste management, water conservation, and habitat preservation. Engaging with local communities about these practices can enhance public perception.

Indigenous Rights and Collaboration

Indigenous rights are increasingly recognized in mining discussions. Companies must prioritize collaboration with Indigenous communities. This includes respecting land rights and involving these communities in decision-making processes. Building strong relationships can lead to more successful projects.

Regulatory Landscape

The regulatory landscape for mining is evolving. Companies must stay informed about changes in legislation and adapt accordingly. Understanding the regulatory environment can help mitigate risks and ensure compliance.

Technological Innovations

Technological innovations are transforming the mining industry. From automation to data analytics, these advancements can improve efficiency and safety. Embracing technology can also enhance environmental performance.

Conclusion

The mining industry is navigating a complex landscape. With shifting sentiments and increasing scrutiny, it is essential for companies to adapt and proactively mange their global reputation. By focusing on sustainability, collaboration, and innovation, the industry can secure a positive future. As the conversation around mining continues to evolve, staying engaged with stakeholders will be vital.

Starting with a brand perception audit and implementing risk monitoring to identify current and potential reputation risks can safeguard investments and bolster stakeholder confidence.

In this dynamic environment, the phrase "mining's future depends on its ability to adapt" rings true. The industry's success will hinge on its commitment to responsible practices and community engagement.