“When I grow up can I work for you mummy? Mining is cool!”
It was July 2024. I’d just hit stop on the recording of a podcast episode with my nine year old daughter. She interviewed me on the growth of The Intelligent Miner. We had a lot of fun, and her enthusiasm left me with the same warm glow that I get when I walk out of a classroom full of kids who, prior to my arrival, knew very little about what mining is or why humanity needs it.
My job is done, I thought. But as the day wore on and the longer I sat with that feeling, the more I began to question its validity. My daughter is exposed to the world of mining on a daily basis. I wax lyrical about my job and the industry I work in because I love them. In fact, both of her parents work in heavy industries. Of course she’s keen. She has no direct exposure to people who can balance our perspectives.
I couldn’t find any data based on Generation Alpha’s perceptions of the mining industry (the demographic cohort following Generation Z, encompassing individuals born between 2010 and 2024). But it’s well documented that Gen Z (born between 1996 and 2010) doesn’t have a have a great outlook on the sector.
A 2024 report titled Gen Z Perceptions of Mining by Australia’s Mining and Automotive Skills Alliance surveyed 1,031 young Australians aged between 15 and 24 anonymously (bear in mind that mining is a cornerstone of the Australian economy – many of these kids will likely have direct exposure to the industry and its effects via friends and family). It found that only 1% of young people were interested in pursuing a career in mining, 8% were likely to, 20% were neutral, 38% were unlikely to work in mining and 33% definitely wouldn’t.
Additionally, the survey found that 3% of young people held a very positive view of the mining industry, 22% had a positive view, 43% were neutral, 26% had a negative view and 6% had a very negative view. Apparently just under three quarters (73%) of young people think that mining does more harm than good to the world.
Data is important but, as we all know, it only provides a generalised snapshot of thinking. To understand people’s perspectives and opinions requires us to read between the lines. Space is rarely provided in the mining press for non-experts to share their thoughts.
But what if we created that space and truly listened to what people had to say? If we took the time to ask what their concerns and pain points are, what they want and need from the industry and how they think companies could do better. They could be members of Gen Z or Alpha, investors, community leaders, workers from consumer companies, government representatives… whoever. I think we might be surprised by the results.
I worry that, as a sector, we spend too long talking amongst ourselves and not enough time listening to the people that this industry exists to serve (spoiler, they’re not all shareholders).
So, this month (May 2025), that’s exactly what we’re doing here at The Intelligent Miner. I’ve commissioned young people to share their thoughts on mining, interviewed investors and sought out articles written by Indigenous community members.
Let’s take a fresh look at mining and see what new things we can learn.
Carly