Social Acceptability in the Construction Industry in Quebec

The establishment of new structures, exploitation sites, companies, or other projects often stirs up animosity and controversy among the population, especially when the natural resources of a territory are affected. Public and interest group opinions vary in every direction, both logically and emotionally, and most of the time they clash. While some wish to preserve a place intact and reject all forms of capitalism, others are more inclined to consider the sharing of benefits, local economic impacts, and the creation of jobs, for example.

In every field, especially industrial, economic, and construction sectors, concerns regarding social acceptability are increasingly at the heart of public interest in Quebec. Unlike the previous century, when infrastructures and real estate projects rarely took into account the environment and the community—assuming instead that they would adapt—social acceptability is now an unavoidable step in the design, management, and decision-making process of large-scale projects.

Indeed, as entrepreneurs, developers, or business owners, it is in your best interest to consult and collaborate with the community where you wish to establish yourself in order to encourage the acceptance of your intentions. Furthermore, and importantly, it is no longer surprising to see investors withdraw or grant applications rejected if a project does not meet strict acceptability criteria.

So, knowing this, where should you begin to avoid heated public debates, to include in your planning and analyses the viewpoints of all, and ultimately reach common ground among all stakeholders involved in the implementation of your innovative project?

What Is the Definition of Social Acceptability?

Although the term is now widely heard in popular or media vocabulary and often used in the business world, it remains oddly ill-defined.

This concept has been extensively analyzed and studied by different experts. Here are two of the most relevant definitions:

“Result of a process through which the parties concerned agree together on the minimum conditions to be established so that a project, a program, or a policy can harmoniously integrate, at a given time, into its host environment. [...] Social acceptability is the result of a process of social dialogue between the decision-maker or promoter and the communities concerned by the project.” — (Julie Caron-Malenfant and Thierry Conraud, 2009, Guide pratique de l’acceptabilité sociale: pistes de réflexion et d’action).

“Social acceptability is the population’s assent to a project or decision resulting from the collective judgment that this project or decision is superior to known alternatives, including the status quo.” — (Corinne Gendron, 2014, Revue internationale-Communication publique et sociale, UQAM).

To summarize more clearly and accessibly:

Social acceptability is the outcome (negative, positive, or a mix of both) of the way a community views the presentation of a project, considering social, economic, and environmental aspects. It is also a voluntary approach on the part of those who develop the project, and it must stem from a sincere desire to work with all the elements and viewpoints surrounding said project.

To clarify, social acceptability does not fall under the same “on paper” concept as sustainable development, even though a project may be deemed unacceptable for environmental or economic reasons by the community. Likewise, judgments collected do not have to be unanimous or even represent the majority in order for a project to move forward. Achieving unanimity is practically impossible, and decisions are not made based on vote counts. Nor is it simply a process meant to evaluate the feasibility of a project.

It is therefore a collective judgment rendered and acknowledged, useful for building trust throughout the development of a project and beneficial both to the company and the community.

What Is the Purpose of Social Acceptability?

The objectives of a participatory approach to obtaining a collective judgment are to:

• Develop a good understanding of the environment and context of the project’s location (sociogeographic and socioeconomic characteristics).

• Understand who the stakeholders are at every stage of implementation.

• Gauge the state of the labour pool and natural resources.

• Be aware of the history of similar past projects to avoid repeating mistakes or, conversely, to build on past successes.

• Improve preliminary research and analyses by including not only experts but also the public and interest groups.

• Propose a project that is more in line with reality.

• Know when to withdraw honourably if everything goes against the idea.

In addition to simplifying the acceptance of a real estate or construction project within its host community, the benefits are enhanced:

• A preliminary social acceptability process reduces costs caused by work stoppages due to disputes or opposition.

• Financial risk is reduced by preventing investors and stakeholders from backing out or subsidies from being blocked.

• This respectful approach gives the entrepreneur a good reputation, which opens doors for future projects since public trust is already positively influenced.

What Is the Primary Determinant of a Level of Social Acceptability?

The Government of Quebec, financial institutions, and the CSN strongly recommend that developers, designers, builders, and owners communicate effectively with citizens and begin the process of social acceptability from the outset, even before work begins.

The main issue is to remain transparent. Providing access to quality information and increasing public participation in planning are fundamental characteristics. It should be noted that environmental protection, residents’ quality of life, as well as ESG criteria in general, are now among the unavoidable subjects that must—and will automatically—be addressed when considering greater social acceptability.

How to Promote Social Acceptability in a Construction Project

As mentioned earlier, transparency often signals good faith and fosters favourable public opinion. The suggested approach below aims to integrate all stakeholders. These stakeholders include, among others, developers, investors, local elected officials, citizens, nearby business owners, environmental groups, unions, etc. It should also be noted that it is mandatory to consult Indigenous communities and accommodate them if a project infringes on an ancestral right.

The main steps of an efficient social acceptability process could therefore be listed as follows:

1. Identify all interest groups concerned during the different phases of the project.

2. Assess their potential for collaboration or resistance in order to include all possibilities in the presentation, with a focus on inclusion and transparency.

3. Design a solid communication plan while avoiding “charm campaign” formulas to force acceptance.

4. Invite stakeholders and the public to participate in a meeting to exchange views on the project.

5. Meet people, answer questions, and receive their viewpoints.

6. Compile comments and document discussions.

7. Study the recommendations made by participants, announce your intentions, and explain your reasons.

8. Share and make clear, transparent information accessible at all times.

9. Maintain ongoing, effective communication and, if necessary, re-evaluate the acceptability of the project until its completion, and even after its implementation.

Note that guides are available to support you in your social acceptability process and in showcasing the value of the chosen environment.