The Yinka Dene Alliance has warned Enbridge not to trespass on the traditional territories of its six First Nations. The Yinka Dene Alliance is opposed to Enbridge’s $7.9-billion Northern Gateway oil pipeline. Photograph by: GORDON HOEKSTRA
Enbridge’s $7.9 billion Northern Gateway oil pipeline project has been greatly hindered by the external social factor of the First Nations. As mentioned in an article by The Vancouver Sun, the President of the project states that the predicted start up year of 2018 for the pipe line seems to be an achievable target given the protests by the Yinka Dene Alliance. While 26 of the 40 First Nations have given permission for their land to be used in return for an equity in the project, the Yinka Dene Alliance seems adamant on its decision. For it, the district holds tremendous physical (a source of myriad types of fish, etc.) and spiritual value.
Enbridge must understand the social aspects of this conflict. In its attempt to use money as a motivator, the company has failed to recognize the perception of these First Nations. If it’s to successfully convince the Yinka Dene Alliance, Enbridge must familiarize itself with the cultural implications of the project for the alliance. Having done so, the project can be shaped in a way that reduces the negative social aspects of the development on these First Nations. These efforts can then be carefully publicized using suitable PR campaigns. Enbridge, however, must be very subtle with these campaigns so as to avoid them seeming like mere showcases of superficial empathy. Also, by implementing a Total Quality Management (TQM) system in its project, along with appointing external safety auditors, Enbridge can remove any inhibitions regarding the environmental concerns of the project. This can help the company gain the confidence of the opposing First Nations.
I feel that the above solutions are a more effective long run approach than offering equity to First Nations. These communities give social aspects more importance than monetary endeavors, and by completing its Corporate Social Responsibility, Enbridge can “bridge” the gap between the proposal and actual materialization of its Northern Gateway project.
Bibliography
“Northern Gateway Pipeline through BC Unlikely to Start up by 2018.” The Vancouver Sun. N.p., n.d. Web. <http://www.vancouversun.com/news/metro/Northern+Gateway+pipeline+through+unlikely+start+2018+project/10174245/story.html>.
“There Will Be No Pipeline.” The Vancouver Sun. N.p., n.d. Web. 05 Oct. 2014. <http://www.vancouversun.com/news/There%2Bwill%2Bpipeline/10122968/story.html>.