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

Europe is not only concerned with the availability of raw materials but also with their sustainable extraction and use, as outlined in the Critical Raw Materials Act. The trend towards raw material extraction in Europe, aimed at achieving independence during politically turbulent times, is increasingly challenged by issues with citizens and citizen initiatives, which are hindering such projects. The absence of social acceptance, or the so-called social licence to operate, is becoming a significant challenge in this area, raising the question of how impactful effective communication could be. Through a discourse analytical literature review, this study examines the role of communication in the realm of social acceptance, specifically analysing the cases of Rio Tinto Jadar in Serbia and Koralpe/Weinebene in Austria. Both cases pertain to lithium mining projects that have thus far been thwarted by a lack of social acceptance. The results indicate that comprehensive sustainability measures aligned with ESG criteria influence the acceptance of such projects, as does the utilisation of new media (social media channels). Technically legitimate projects can falter if there is a deficiency in responsible communication. It is important to understand the cultural context to avoid encountering new obstacles in communication efforts. The findings underscore that the successful implementation of raw material projects increasingly relies on securing a social licence to operate that is both culturally informed and responsive to the dynamics of digital communication.