Social licence to operate : An opportunity to enhance CSR for deeper communication and engagement

Purpose – The purpose of this study is to investigate how the social licence to operate (SLO) concept is currently perceived and communicated during stakeholder engagement, as an extension of corporate social responsibility (CSR). To ensure an applied exploration of SLO, this paper focused on the wind industry. Design/methodology/approach – Telephone interviews were conducted with 18 wind industry representatives responsible for stakeholder engagement in Australia. Questions focused upon understanding of consultation and SLO, perceptions of SLO in practice, and experiences regarding community engagement. Findings – SLO is broadly understood by the case study wind industry representatives as majority acceptance held by community and other stakeholders, although no common definition was expressed. This indicates that the concept has not transferred clearly or directly to the wind industry. Despite this, the benefits of seeking an SLO through consultative and ongoing communication practices were recognised across the wind industry as a positive risk mitigation strategy. Research limitations/implications – Future research could examine the understanding and communication approaches of SLO in other industries, cultures and geographic locations. Practical implications – It appears the wind industry intends to seek an SLO more broadly from the Australian public, beyond specific projects. This is likely to occur within the context of increased scrutiny on the performance of many industries and by the changing expectations and demands of communities. Social implications – Some wind corporations were considered to have previously conducted poor or shallow consultation, and this was perceived to have negatively affected the reputation of the wider industry. Mismanagement of expectations prior to the development phase was of particular concern to interviewees. Given this, an SLO could be put at risk by the poor or insufficient engagement and communication processes and reputation of their predecessors. Originality/value – The key contribution of this study is to inform CSR practices that seek to engage and maintain high stakeholder support through an SLO approach, where corporate communication is vital.