Step 4: Detail approach to understand community perceptions of mine site
The approach defined in this step is informed by the ICMM Stakeholder Research Toolkit5. Section 3 of the ICMM Toolkit includes a template with questions that could be adapted for site context. Using a range of survey instruments, the site should gather perception data following four sequential categories:
- demographic – information about participants themselves, including information that will identify what stakeholder groups they are linked with;
- issue and impact – aims to understand how the site is perceived to affect – both positively and negatively – the external human and physical environment in which it operates;
- engagement relationships – measures how the company is perceived to interact with its stakeholders; and
- overall site perception of trust – measures how much stakeholders trust Anglo American in relation to various components of a site’s activities.
The arrangement of these four categories is deliberate. The approach begins with demographic measures, which are questions site stakeholders can easily and comfortably answer. This initial section helps participants become accustomed to the structure and the types of responses they will provide. Following that, the approach addresses content related to issues and impacts, their interactions with the mine and its personnel, and finally outcome-related items at the end.
An explanation for each of these four stages is provided below.
(i) Demographic data
Demographic data describes who participants are. Demographic data collected may include (subject to context): age, gender, education, income, location of work and of home, language, employment status, type of accommodation, number of dependents, marital status, nationality, etc.
Collecting demographic data is vital for:
- checking that a range of stakeholder perspectives have been captured including vulnerable groups;
- ensuring that a representative sample approach has been taken; and
- for later analysis where different views and perspectives within and between stakeholder groups can be assessed.
(ii) Perceptions of site impacts
This category seeks to understand community perceptions regarding how the site impacts them – both positively and negatively. When designing the approach to collecting data on community perceptions of impacts it may be challenging to narrow down the number of issues and impacts the site hopes to understand within the limited time available. It is suggested that the site draw from existing processes and knowledge to help define a list of topics that are anticipated to inform stakeholder perceptions of the site. For example, the outputs from the site’s SHIRA process as well as the grievance register should be reviewed to understand potential negative impact topics. Similarly, consultation logs should be reviewed to understand areas of priority importance to community stakeholders, which could include employment and procurement opportunities. The outputs from site discussions through local accountability mechanisms may also help identify topics that drive stakeholder perceptions of the site.
(iii) Perceptions of site’s relationships with external stakeholders
ICMM’s Stakeholder Research Kit highlights four engagement-related areas that influence community stakeholder’s perceptions of the site and that should be understood. These are engagement quality, engagement quantity, procedural fairness and distributional fairness.
Engagement Quality
This component relates to the positive feeling that stakeholders may – or may not – experience from interactions with site personnel. During collection of perception data community stakeholders can be directly asked how positive their interaction with mine site personnel has been. An example question to consider asking is included below:
Thinking about your interaction with the personnel from Anglo American, please rate how positive your experience is?
(1 = very negative, 5 = very positive)
Engagement Quantity
Engagement quantity looks to understand the number of times the mine site’s personnel have engaged with community stakeholders. An example question to consider asking is included below:
Thinking about your interaction with the personnel from Anglo American how much contact do you have with them at the following:
- community meetings or events?
- informally in your local area?
- at other social situations?
(1 = none at all, 5 = a great deal).
Procedural Fairness
Procedural fairness encompasses stakeholders' perceptions of their meaningful participation in site decision-making processes. It is an important indicator of Anglo American’s commitment to valuing and respecting its stakeholders throughout the planning and the execution of decisions that impact them. Additionally, it gauges the degree to which stakeholders believe they have been listened to, treated with respect, and had their concerns addressed by Anglo American. Within this category of questions sites should try to understand if communities have confidence in how the community and the site participates in local accountability mechanisms and progress towards Anglo American’s 2025 Local Accountability milestone: "key social performance processes are planned and monitored with local communities through accountability mechanisms."
An example question to consider asking is included below:
Thinking about how Anglo American has conducted its business, please rate the extent to which you agree that:
- people in your community have opportunities to participate in the decisions made by Anglo American
- Anglo American listens to and respects your opinions
- Anglo American is prepared to change its practices in response to community views
(1 = strongly disagree, 7 = strongly agree)
Relating to local accountability mechanisms, a further example question to consider including is:
In reference to how the community and site participates in local accountability mechanisms specifically, please rate the extent to which you agree that:
- Anglo American is answerable to local communities for its responsibilities and actions through its participation in local accountability mechanisms
- Anglo American communicates openly and transparently with our community on issues that affect our lives6
- Community representatives participating in local accountability mechanisms with Anglo American speak for me and represent my concerns and issues accurately
(1 = strongly disagree, 7 = strongly agree)
Distributional Fairness
Distributional fairness centres on stakeholders' perceptions regarding the equitable distribution of socio-economic benefits arising from mining activities, e.g. employment positions, procurement opportunities and social investment projects. It also assesses whether stakeholders believe they have received a just and proportionate portion of these benefits.
An example question to consider asking is included below:
Thinking about the financial benefit of Anglo American’s activities in your community, please rate the extent to which you agree that:
- generally speaking, the economic benefits of mining are distributed fairly in the community
- people like me receive a fair share of the benefits from mining
(1 = strongly disagree, 7 = strongly agree)
(iv) Perceptions of Trust
For Anglo American, trust is defined as the fundamental belief or confidence of local communities in the reliability, honesty, integrity, and intentions of the site. It refers to the level of confidence that community members have in the company's commitment to act responsibly, fulfil its promises, and consider their well-being and interests. An assessment of community perceptions of trust in Anglo American will help measure progress towards the site’s long-term stakeholder engagement objective(s)..
Sites should tailor questions in this category to suit their external context, specifically focusing on the components that drive levels of trust as determined in the site’s Local Accountability Strategy. An example set of questions to consider asking are included below:
Considering Anglo American, please rate to what extent that you:
- Trust the company to manage its site activities and associated impacts with consideration of how communities could be affected
- Trust contractors working for Anglo American to manage their activities and associated impacts with consideration of how communities could be affected
- Trust that Anglo American will fulfil its promises and responsibilities
- Trust that Anglo American will be open and transparent with local communities on issues that affect their lives
- Trust that Anglo American will be consistent and reliable in how it engages with communities including providing feedback when issues are raised
- Trust that Anglo American will be consistent and reliable in how it manages negative impacts
(1 = strongly disagree, 7 = strongly agree)
Step 5: Perception Analysis
The collection of stakeholder perception information is only valuable if it is analysed, shared with site leadership team (e.g. through the SPMC) and used to answer the questions posed by the site under Step 1.
Analysis of perception data should look to understand:
- Do we understand the views of all our key stakeholder categories, including vulnerable groups? In other words, has the coverage of our perception studies been sufficient in terms of geography and range of stakeholders?
- How have perceptions towards the site changed since the last time the survey was conducted? And what are the factors that are driving this change?
- How do some of the variables understood through the survey correlate with each other, e.g. do younger people report a higher degree of trust in the site than older people? Do people on lower incomes report that they experience higher levels of negative impact?
- Can levels of trust (Step 4, (iv)) be predicted based on the results of other measures, e.g. levels of engagement quality? If stakeholders have positive experiences of procedural fairness? Do positive economic impacts, e.g. employment benefits increase levels of acceptance even in the presence of negative environmental impacts, i.e. what weight do communities place on the relative positive and negative aspects of the mine’s activities?
The site should work with the third-party provider of perception analysis support to apply both descriptive and inferential statistics techniques. Descriptive statistics detail the basic features of the data collected, for example the average level of satisfaction with engagement quality across participants surveyed within each community. They are a useful tool to narrow down the key topics that you want to analyse further through inferential statistical approaches. Inferential statistics seeks to understand the relationship between measures within the data set, e.g. do stakeholders that report they have benefited from the mine’s presence also report higher levels of trust? Do stakeholders express greater satisfaction with the site’s approach to engagement due to engagement quality or engagement quantity?
Sites should consider visual presentation of data wherever possible in the form of dashboards and GIS mapping. For example, levels of trust and acceptance in the site could be mapped across the site’s Area of Influence to demonstrate how ‘fenceline’ impacts such as noise, dust and blasting affect community perceptions of the site. Crucially, the information gained from perception analysis should be used as a key input to inform revisions to the site’s approach to engagement, impact management and approach to benefit distribution. For example, the analysis may indicate that community stakeholders would prefer less frequent engagement but that when it does happen it is more meaningful, with site key experts attending, and with follow up feedback provided to issues raised. Alternatively, the analysis may identify that vulnerable groups in particular do not feel able to access information from the company on key topics that concern them.
5https://www.icmm.com/en-gb/guidance/social-performance/2015/stakeholder-research-toolkit