Social License to Operate: Where Are You? The Role of Risk Communication in Raw Material Extraction

Europe is not only interested in the availability of raw materials, but also in their sustainable extraction and use, as expressed in the Critical Raw Materials Act. The trend towards extracting raw materials in Europe to be independent in politically turbulent times is increasingly being countered by problems with citizens and citizens’ initiatives, which are causing such projects to fail. The lack of social acceptance or the so-called social license to operate is becoming a significant problem in this field, and the question is increasingly being asked
as to what difference successful communication could make. By applying discourse analytical literature review, in this study, we analyse the role of communication in the context of social acceptance and specifically exam
ine the two cases of Rio Tinto Jadar in Serbia and Koralpe/Weinebene, Austria. Both cases involve lithium mining projects whose realization has so far been prevented by a lack of social acceptance. The results show
that not only do comprehensive sustainability measures in line with ESG criteria influence the acceptance of such projects, but also the use of new media (social media channels). Technically legitimate projects can fail if
there is a lack of responsible communication. It is worth knowing the cultural circumstances in order to avoid encountering new stumbling blocks when trying to communicate. The findings highlight that the successful implementation of raw material projects increasingly depends on obtaining a social license to operate that is both culturally grounded and responsive to digital communication dynamics.