How can Australian mining fix its image problem?

The Australian resources sector has an image problem, and experienced geologist and industry analyst Jim Pollock is urging action at the individual, company and industry body level. Mr Pollock is a director of gold industry consultancy Surbiton Associates and has held roles including senior minerals economist for BHP and Bloomberg mining journalist. Surbiton Associates director Jim Pollock. He stresses the importance of the mining and energy sector telling its stories to combat the lack of community understanding of its contributions. "Many Australians have a negative view of the minerals and energy industry, believing that it creates pollution, despoils the countryside, receives massive government subsidies such as the diesel fuel rebate and does not pay its fair share of tax," Mr Pollock said. "By comparison, the agricultural sector is seen as beneficial, providing Australia with valuable export earnings but not destroying the countryside. "In fact, agriculture and its associated land-clearing has changed the Australian landscape far more than mining. "Some Australians even think that this country still 'rides on the sheep’s back'. "In reality, for the last 50 years or so, the 'ride' is in the back of giant yellow haul trucks and in the railway wagons carrying bulk mineral exports. "While the agricultural sector is important and commands many votes, it is the resources industry that is by far the greater contributor to the country’s financial well-being." Interesting stories to share He cites Australian Bureau of Statistics figures showing that the value of exports of agricultural products in 2021-22 was less than one-fifth of the $422 billion total that exports of energy, metals and mineral products earned for Australia. "The importance of farming and agriculture is reinforced by programs such as the ABC’s weekly, hour-long Landline on television and the ABC’s week-day radio program The Country Hour," Mr Pollock said. Related: When it comes to gold diggers, Australia may top all "Yet, when it comes to programs on the mining industry what do we see or hear? The only possibilities seem to be television programs showing people metal detecting for gold or local groups gouging for opal or panning for sapphires." So many interesting and colourful stories could be told about the industry and its people, past and present, he said. Image problem turning youth away Mr Pollock said mining’s image problem was highlighted in late 2022 when the Australian Gold Industry Group held several meetings to discuss how the industry (particularly the gold sector) could be made more attractive to young people. "Currently mining and exploration companies are having great difficulty in recruiting staff," he said. "These problems were also featured in an article in the Weekend Australian newspaper, 22-23 July, Mines Dig Deep in the Battle for Expertise. The article quotes a Canadian survey which found that 70 per cent of 15 to 30-year-old respondents said they either “definitely would not” or “probably would not” consider working in mining. "Clearly, such a negative image is not confined to Australia." Related: Campaign to tap Gen Z for resources talent pool He stressed the need to address these issues at the individual, company and industry body level. "If you have an executive role, when was the last time you presented a talk to your local Rotary, Apex, or Lions club on the importance of mining and energy generally, or what your company produces?" he said "It is not difficult to make up a short PowerPoint presentation. Why not encourage staff members to do the same? "Such clubs and associations are usually very keen to sign up speakers for their meetings, particularly those whose personal stories can inform their members. "Companies with operations could readily promote themselves at little cost. Why not a lookout with a few trees and a picnic area outside the mine gate for visitors – easily monitored after all? Add a large notice board explaining the operation and providing information such as the number of jobs, the taxes paid and so on. "The retired visitors and travellers or 'Grey Nomads' are searching for something different to see, so why not give them something to remember. After all, they are often shareholders and superannuation recipients and they share their experiences and photos with families and friends. "Why doesn’t an organisation, such as the Minerals Council of Australia, approach a TV or radio network and offer to collaborate on a series of documentaries, interviews or ongoing programs featuring Australia’s resources industry, its exports and its people? Many of the people who make it all happen have extraordinary and exciting stories to tell. "Currently the concept of 'critical minerals' seems to have gained the attention of the community and politicians alike. Why not build on this interest and help people better understand what they are?" Mr Pollock said that without the local energy, metals and mineral products industry, Australia would be running a massive trade deficit and the Australian dollar would be worth a fraction of its current value. "The cost of everyday imported consumer items, industrial materials and equipment would be horrendous. The Australian dollar would really be the 'Pacific peso',” Mr Pollock said.

How can Australian mining fix its image problem?

Industry Queensland

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