11 / 32
previously pristine 108-year record of consumer
safety, good corporate citizenship, and a finely-
tuned, homespun image.
But social license isn’t just for consumer
products. In fact, fostering social license is
essential for pipeline operators who depend upon
support from local communities and governments
to bring proposed projects to fruition. The
controversy around the Keystone XL pipeline
illustrates how difficult progress is without public
acceptance. And with people increasingly wary of
pipeline safety – even as the number of incidents
has declined – obtaining social license may seem
like the most elusive of all targets.
But it can be achieved, says
gathering and midstream expert Abdel
M. Zellou, Ph.D. The key, he says, is
“undertaking an integrated, proactive
approach to minimize community
impact and maximize
community safety during
pipeline construction and
operation.”
As an example, Zellou
points to the activities of Spectra
Energy as it prepared for a 20-mile expansion
of gas transmission pipelines from Linden, New
Jersey, to Manhattan, New York.
Years before the project began, the company
started an informational initiative that, most
notably, included some 350 meetings with
community groups, environmentalists, and local
leaders. These gatherings provided an opportunity
for the public to learn about the project, but more
than that, they gave people a chance to voice
their concerns, which were chiefly around safety,
eminent domain, and disruption issues.
As a result, Spectra Energy not only solved
but prevented some problems altogether, like
engineering the route to avoid residential
properties completely and using horizontal
drilling under an interstate highway to avoid
creating extensive road congestion. By seeking and
responding to public input, Spectra Energy saw
support for its pipeline project grow considerably
over time.
Building Confidence
Through Conversation
That’s not to suggest public acceptance of the
pipeline expansion was complete. Absolute
affirmation is an unattainable goal – even for the
likes of Blue Bell, which continues to undergo
scrutiny over health code violations.
But including communities in the
conversation contributed greatly to Spectra
Energy earning social license, according to Zellou.
“People have a right to know that the pipelines
in their communities are being operated safely,”
he says. “Showing the public how your risk
avoidance activities achieves zero incidents helps
build confidence, which eventually leads to social
license.”
The pipeline industry may never realize the
same kind of faithful following enjoyed by a
carton of Mint Chocolate Chip. But by meeting
public expectations, pipeline operators will find
that the road to community support and social
license is a lot less rocky.
I N N O V AT I O N S • V O L . V I I , N O. 4 • 2 0 1 5
9
In the Operating Ecosystem, Everyone’s
Involved in Obtaining Social License
Social license exists outside any formal regulatory
process. Agencies don’t award it – businesses just
have to earn it.
But regulators do play a role in helping pipeline
operators foster social license. According to gathering
and midstream expert Abdel M. Zellou, Ph.D., services
companies, midstream operators, and regulators
are all part of the interdependent web that makes
pipelines the safest way to transport hydrocarbons.
That means each helps shape public opinion and
acceptance.
Zellou says that, for pipeline operators, obtaining
social license “is a necessity, not an option.” He also
notes that working together is a necessity for the
ecosystem to reach a balance.
“If there’s a safety concern, we can’t throw
the ball over the fence and blame someone
else,” Zellou says. “People should be able to
trust that the right things are being done by
everyone, at every step.”
COMMUNITIES
REGULATORS
INDUSTRY
Operators
Services Companies