Mining’s Image – What Does the Public Really Think?

The mining industry’s image is molded by what the public knows, or thinks it knows about mining. As Caterpillar prepared for the production of its educational video, Common Ground, the public’s perceptions about mining needed to be established. Before we could educate people about mining, we had to find out what they already thought. As those perceptions were analyzed, we were able to narrow the video’s focus to relevant, realistic approaches. We found out what people did not know about mining. And, most importantly, facts they should know were singled out - facts that could create more favorable attitudes. This research was instrumental in the final direction of the Common Ground project. What the public believes As these perceptions about mining were researched, it was found that the beliefs of the general public are dominated by four concepts. Quotations from interviewees are included with the discussion of each of these concepts. Figure 1 shows an overview of people’s beliefs before education.