The client is a large diversified mining company with a portfolio that includes metallurgical and thermal coal. It operates in Africa, Europe, South and North America, Australia and Asia.
The client’s coal operations contributed a significant share to its 2011 group operating profits. Coal does, however, impact human and environmental health negatively. While the client actively participates in the pursuit of cleaner coal solutions, the negative image of coal presents a significant challenge, with regulators and consumers increasingly inclined to shift consumption away from coal, and organizations involved in its extraction and use subject to reputational risk, tighter regulation and political risk.
Working in collaboration, the client, a diversified mining company with a portfolio that includes metallugical and thermal coal, and Accenture made use of social media analytics tools to gain insight into how stakeholders perceive and talk about the coal industry. This assisted in quantifying the client’s reputational risks, and helped the Accenture team more accurately shape an effective coal stewardship strategy with improved sustainability impacts beyond the mine gate.