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The article explores the mechanisms used by a mining company, Vale, to sustain its operations in Brazil, following two major catastrophes. Based on ethnographic research, it unveils how Vale crafts its image, fluctuating between social responsibility and economic promises. Concurrently, the study sheds light on the company’s intricate and often politicized dealings with regulators, revealing the tactics it employs to secure mining permits and influence legislation. Lastly, the article details the strategies deployed by Vale to manage, and sometimes suppress, criticism and opposition to its activities. Through these perspectives, the article provides insights into a company’s dynamics in the face of social and environmental challenges in the context of climate change.