TC Energy's Reaction to Indigenous Activism and Negative Media Coverage: Strategic Cosmetic Change? ^*

ABSTRACT This study investigates the response of TC Energy Corporation, a major Canadian oil and gas corporation, to criticism regarding its environmental practices and treatment of Indigenous communities. The scrutiny centered on two controversial pipeline projects, Coastal GasLink and Keystone XL, which faced widespread protests and media attention from 2019 to 2022. Employing legitimacy theory and impression management literature, this research analyzes TC Energy's public communications and actions during this period. An in‐depth review of the corporation's reports reveals that, despite obtaining regulatory permits, TC Energy's operations were frequently criticized, particularly concerning environmental impact and Indigenous rights. Indigenous activism, including blockades by Wet'suwet'en hereditary chiefs, influenced public perception and corporate behavior. TC Energy's responses included asset divestments to fund green energy; launching an environmental, social, and governance forum; and improving environmental and social disclosures. However, while these initiatives aimed to restore legitimacy, the study identifies elements of symbolic disclosure, suggesting some actions were superficial attempts to placate stakeholders. This case highlights the impact of stakeholder pressure and media on corporate legitimacy and underscores the role of Indigenous activism in shaping corporate social responsibility reporting.