Critical Minerals and Energy Intelligence

Why mining companies must meet the next generation of retail investors online

The key is to inform, not sell, by Anthony Milewski

A new wave of digital-native retail investors is reshaping how junior mining companies earn attention, build credibility, and drive long-term shareholder interest. Here’s how to reach them where they actually live online.

When most people think about marketing in the mining sector, they don’t picture TikTok dance trends, Reddit threads, or Discord chat rooms. But they should.

A new generation of retail investors is emerging—digital-first, mobile-native, and deeply skeptical of traditional finance. Many made their first trades during the pandemic-era bull markets, often through Robinhood or Reddit-fueled trends. And they’re not learning about stocks through brokers or BNN Bloomberg—they’re finding investment ideas through short-form videos, community forums, and creators who speak their language.

That’s a wake-up call for mining companies—especially junior miners fighting for visibility. Reaching these investors isn’t just about updating your digital presence. It’s about rethinking the channels you use, the stories you tell, and the tone you strike.

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about the author

Anthony Milewski

Anthony Milewski has spent his entire career in the capital markets, including as company CEO, board director, advisor, founder and investor, with a focus on the energy transition and commodities.