In 2009, Enbridge announced the Neutral Footprint program to enhance its social licence to operate, increase its corporate responsibility, and in turn improve its corporate reputation through good performance. The program also gave Enbridge an opportunity to provide information about its financial and non-financial performance. By the end of 2012, Enbridge had suffered from unfavourable publicity due to oil spills. It also encountered a great deal of opposition against its proposed Northern Gateway pipeline project. The company’s situation was further complicated by the retirement of its chief executive officer who had started the Neutral Footprint program. Enbridge’s new chief executive officer and president needed to be convinced of the benefits of the Neutral Footprint program, most of which were difficult to quantify. Would the project be cancelled, continue as is it was, or become even more engrained in Enbridge’s culture?

In 2009, Enbridge announced the Neutral Footprint program to enhance its social licence to operate, increase its corporate responsibility, and in turn improve its corporate reputation through good performance. The program also gave Enbridge an opportunity to provide information about its financial and non-financial performance. By the end of 2012, Enbridge had suffered from unfavourable publicity due to oil spills. It also encountered a great deal of opposition against its proposed Northern Gateway pipeline project. The company's situation was further complicated by the retirement of its chief executive officer who had started the Neutral Footprint program. Enbridge's new chief executive officer and president needed to be convinced of the benefits of the Neutral Footprint program, most of which were difficult to quantify. Would the project be cancelled, continue as is it was, or become even more engrained in Enbridge's culture?