What have you done today that did not involve a mineral?

Marketing: Mining a mineral message (Part 1)

Mike Commito and Steve Gravel concluded their article with the invitation: “If you have your own idea about what mining could be rebranded as, submit your thoughts to CMJ” (published in the Canadian Mining Journal’s August 2022 issue, pages 12 to 14). Instead of advocating for a complete rebrand, we support expanding the messaging by posing the question: “What have you done today that did not involve a mineral?” This simple yet powerful question complements the well-known phrase: “If it is not grown, it is mined.” Together, these statements highlight the essential role of mining in our daily lives. While the original phrase effectively conveys the importance of mining, introducing this new question adds a personal and thought-provoking dimension, encouraging deeper engagement. By expanding the messaging in this way, we strengthen our marketing strategy, helping people recognize how minerals impact every aspect of life. After all, that is what education is about: Engaging with ideas to foster a deeper connection and lasting understanding.

Tell a person — They forget.

Show a person — They remember.

Engage/involve a person — They Learn.

Hearing either phrase alone may not convey the message, but together, they make the point clearer: “If it is not grown, it is mined. What have you done that did not involve a mineral today?” The first half makes a statement about mining’s role, and the second poses a question that encourages the audience to reflect. Rather than telling why mining is important to an audience that may not initially agree, this combined statement invites them to consider their personal connection to minerals. Using this new phrase as part of a branding strategy can effectively communicate the significance of the mining industry. Both parts are short, memorable, and catchy — key characteristics of good branding. They should stick in people’s minds and are easily recalled, promoting the industry while fostering a deeper understanding and appreciation of minerals. The combined sentences are versatile, fitting various contexts — such as articles, social media, presentations, or educational campaigns — while maintaining a consistent message. In an industry where public perceptions can be negative because of the environmental impacts, whether real or perceived, these phrases help to shift the perspective towards the essential and beneficial roles of minerals.

Each person has unique priorities, and rather than trying to create statements that make mining appealing to everyone, our statement allows people to tailor the message to themselves by connecting what they value to mining. The initial statement conveys the vast importance of mining, and the follow-up question encourages individuals to link something seemingly unrelated back to mining. Mining is so vast that we have yet to find something not connected to it. For example, if someone loves to read and hears, “If it is not grown, it is mined. What have you done today that did not involve a mineral?” they may connect this to their love of books and realize that the printing press is made from mined materials. In this way, mining could become significant to them because it directly supports something they care about.

Bruce Downing, a geologist, has based his educational outreach on the opening phrase “What have you done today that did not involve a mineral?” Bruce’s experience with elementary school classroom visits has proven successful, as evidenced by a past student now working in the mining industry who credits Bruce’s outreach with influencing his career path. It is unfortunate that discussions about mining often focus on its negative impacts while positive contributions are seldom highlighted. We are trying to convey what mining brings to our lives, not what it takes from the Earth.

Even if we cannot shift public perception that mining is evil or inherently harmful, perhaps we can at least demonstrate that it is a necessary evil. It is a component of modern society, an industry that strives for sustainability and innovation. At the core of the complex relationship of environmental science, mining, and exploration, lies “geochemistry.” This vital field studies the chemical composition and processes of minerals, water, and the Earth’s crust. The facets of geochemistry are rarely discussed outside academic circles. By bringing geochemistry to light, we can help highlight mining’s crucial role in environmental stewardship. 

Downing introduced this phrase to Donna Beneteau via email after exploring the Canadian Historical Mines HUB (https://www.cim.org/the-hub/). They subsequently met up in Vancouver during the CIM (Canadian Institute of Mining, Metallurgy, and Petroleum) annual Convention in May 2024. This collaboration began with a shared commitment to expanding the conversation beyond our usual circles and exchanging ideas. Downing has helped Beneteau to further her appreciation of how everyone in the industry can contribute to education.

Downing’s message has reinforced for Beneteau that we all have a role in sharing our knowledge about minerals with our respective networks. For instance, Beneteau’s son compared Minecraft (the video game) to the mining industry in an article because he wanted to show her that the public has fun mining virtually with this best-selling game of all time (Mining engineering hit a Roadblock, published in the November 2022 issue of this publication, pages 39-40). Beneteau created a YouTube video “The Hidden Geology in Quilting, From Rocks to Stitches,” demonstrating the importance of geology in quilting. Instagram

Blogger Cate Larsen (@groovygeologist) of GeoLifestyle explains “Minerals’ Role in Fireworks” in one of her many posts on where geology meets daily life, and Rohitesh Dhawan, president and CEO of ICMM, captured attention by beginning his speech with “Please raise your hand if you went to the toilet this morning.”

Dhawan emphasizes the importance of sparking curiosity about how the world works, rather than simply listing minerals in toothpaste. For those looking to improve their communication skills, “Geologize” provides practical online training in geo-communication. From the experiences of Downing and Beneteau, it is clear that we improve with practice. And please try to add momentum to the conversation to change the definition of mining in dictionaries as per the article “Crafting a New Definition of Mining” (published in this publication in the October 2023 issue, pages 37-38).

Embrace what you are comfortable with, be authentic, and speak truthfully. Bruce Downing’s passion for geochemistry and Donna Beneteau’s focus on rocks complement each other, with Bruce suggesting and emphasizing that rocks are fundamentally made up of minerals. They hope their enthusiasm makes a meaningful impact. Sometimes years later, we may discover the influence of our efforts. With incremental progress, bright individuals might eventually be eager to pursue roles in the industry. By embracing fresh ideas, our industry can learn from past mistakes and continue to advance in sustaining our resources and planet. 

Connections within the industry can expand our knowledge. Bruce Downing is a geoscientist consultant living in Langley, B.C. Donna Beneteau is an associate professor in geological engineering at the University of Saskatchewan.

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