Companies wishing to invest in the French underground market today must consider several orders of change compared to the 1990–2000 period, ranging from the ecological transition agenda, to the failure of the national “mining renewal” policy, the rise of the local scale in natural resources governance, to the growing critique of mining practices. What influence does this new configuration have on the territorial strategy and narrative of mining companies in mainland France? This research is based on a case study: an exploration project of gaseous resources (helium, carbon dioxide and related gases) conducted in France by a junior mining company. In order to promote local acceptance of its future activities, the company puts forward a “green” communication raising the question of a more integrated relationship between industry, territory and environment. Does it translate a new consideration to “the territory” or is it a mere communication strategy, or both?