Sustainability and ESG in APAC: From Performative to Purposeful Communication

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In APAC, ESG is exploding, but audiences can sniff out greenwashing instantly.

There’s no faster way to burn trust than to plaster “sustainability” all over your marketing while your operations tell another story. In Asia-Pacific, ESG (Environmental, Social, Governance) has shifted from nice-to-have to non-negotiable. But the danger is clear: do it poorly, and your brand risks being dismissed as performative. Do it well, and ESG becomes one of your most powerful reputational assets.

This isn’t about being perfect. It’s about being real. Stakeholders across Southeast Asia, from investors to regulators to consumers, are sharper, more vocal, and more connected than ever. If your ESG story doesn’t add up, it won’t take long for someone to call it out.

Performative vs. Purposeful: Spot the Difference

The gap between performative ESG and purposeful ESG is obvious once you know what to look for:

  • Tone: Performative comms sound self-congratulatory (“Look how good we are”). Purposeful comms sound accountable (“Here’s what we’ve achieved, here’s where we’re falling short, here’s what’s next”).

  • Proof: Performative claims are vague and broad (“We’re committed to sustainability”). Purposeful comms bring receipts e.g., data, third-party certifications, case studies, and transparent updates.

  • Engagement: Performative ESG is one-way broadcasting. Purposeful ESG involves stakeholders in the journey -- employees, local communities, investors, even critics.

If your comms lean heavily on glossy videos and taglines but can’t answer hard questions, you’re in performative territory. And in APAC’s tightly networked markets, that exposure is reputational dynamite.

The SEA Nuance: ESG Goes Beyond “E”

Too often, global narratives about ESG focus on the environmental dimension. That’s important, but in Southeast Asia, social and governance are just as critical -- and often more visible.

  • Malaysia: Diversity, equity, and inclusion resonate strongly, especially around boardroom representation and gender equity in leadership.

  • Indonesia: Community development matters. Companies are expected to show tangible contributions to local communities -- from infrastructure projects to education initiatives -- not just offset carbon.

  • Singapore: Governance is king. Transparent reporting, compliance with MAS (Monetary Authority of Singapore) guidelines, and responsible investment frameworks are under scrutiny.

  • Philippines & Thailand: Social impact storytelling e.g., disaster resilience, livelihood programmes, grassroots empowerment etc., often drives as much reputational value as environmental commitments.

The takeaway? Don’t just copy-paste a Western ESG playbook. In APAC, credibility lies in how well you address the issues that actually matter to the market you operate in.

How to Communicate ESG Authentically

So how do brands move from performative noise to purposeful leadership? A few ground rules:

  1. Bring proof points, not platitudes. Publish measurable results. Use audited reports where possible. Translate technical wins into outcomes people can understand: “Our new logistics model cut emissions by 20%” is more powerful than “We care about the planet.”

  2. Lean on partnerships. In SEA, credibility often comes from who you work with. Partnering with NGOs, universities, or government bodies adds weight that self-claims never will.

  3. Be transparent about challenges. Ironically, admitting where you’ve fallen short makes your comms more believable. Brands that only tell the good-news story look suspicious.

  4. Involve your stakeholders. Let employees, communities, and partners speak in their own voices. Third-party validation beats polished corporate copy every time.

Lessons from the Region: Who Got it Right (and Who Didn’t)

  • The Win: DBS Bank has consistently embedded sustainability into its communications without overselling. From sustainable finance frameworks to clear reporting on green bonds, DBS combines proof with purpose. Stakeholders trust it because the messaging is tied directly to business strategy.

  • The Miss: A regional FMCG player loudly announced its plastic reduction commitments but was quickly called out online when consumers found shelves still lined with single-use plastics. The backlash wasn’t about the plastics themselves; it was about the gap between promise and practice.

The lesson? ESG comms that get ahead of reality are reputational liabilities. Stakeholders forgive progress, but they won’t forgive spin.

The Strategic Payoff

Done right, purposeful ESG comms don’t just protect reputation -- they open doors:

  • Investor confidence. With ESG now baked into investment criteria, credible comms can tip the scales in funding rounds.

  • Talent attraction. Younger professionals in SEA increasingly choose employers with real ESG commitments. They want purpose, not propaganda.

  • Regulatory goodwill. Transparent ESG reporting reduces friction with regulators who are tightening disclosure requirements across APAC.

And here’s the kicker: while performative ESG comms are a PR risk, purposeful ESG comms can become the differentiator that competitors can’t easily copy.

Final Word (and a Nudge)

In APAC, ESG isn’t a trend. It’s a test of credibility. Your communications can either expose you as performative, or position you as purposeful, accountable, and trustworthy. The difference lies in authenticity.

The companies getting ESG right aren’t the loudest. They’re the most consistent, the most transparent, and the most grounded in local realities.

And if you’re ready to turn ESG comms from a reputational risk into your strongest asset, that’s where we come in. At Orchan, we help brands across SEA cut through the greenwash and tell stories stakeholders actually believe.

changenow@orchan.asia | +603-7972 6377

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