The typical young Canadian professional's engagement with the oilsands is like this: You pull your smart phone out and skim through your social media feed. You see post after post about the Canadian oilsands and its negative impact on the environment. You see countless re-posts about celebrities like Leonardo DiCaprio protesting Canada's poor environmental standards. After a quick read you "like" the post or possibly share it with a short comment to the effect of "This needs to change!" You lock your smart phone and head out the door with a new sense of accomplishment, thinking to yourself "I just effectively contributed to the debate on the oilsands." But what exactly did you really accomplish?
If Chiquita thought an oil sands boycott would win the company some easy points in the extremist environmentalist community, executives were instead faced with the disastrous fallout that comes with insulting an ethical nation proud of its respect for human rights, democracy, peace and the environment.