Has the sustainability agenda trickled down to adland convos in Malaysia?

Conversations around sustainability and climate change have found their prominence among large governmental bodies as of late.

Reflecting the increased urgency of the matter, countries have stepped up their long-term pledges to cut emissions to meet their Sustainable Development Goals (SDGs) and enhance their environmental, social, and governance (ESG) standards.

Malaysia is one of them.

The Kuala Lampur Climate Action Plan 2050 was developed to achieve the mission of being a carbon-neutral city by 2050, which has been deemed one of the country’s most aggressive decarbonisation plans by MIT Technology Review.

Commenting on this plan, local government development minister, Nga Kor Ming recently said that institutional frameworks have been set to ensure inclusive participation involving all levels of stakeholders, with the aim of accelerating the implementation of the SDGs.

He added that even though the pandemic put a dent in the efforts made so far, along with the exacerbation of social and economic inequalities, Malaysia remains committed to achieve its goals in order to solidify its position as a global player that incorporates its SDGs in all its initiatives, legal frameworks and core national policies.

This begs the questions - How has the sustainability agenda trickled down to brands and agencies? Is sustainability at the forefront of brands’ concerns when positioning the company’s ethos?

CEO of Naga DDB Tribal, Clarence Koh believes that marketers are well aware that today’s consumers are privier to and concerned about the state of affairs regarding social and environmental issues, and hence, take a liking to brands that act responsibly.

However, Koh made the caveat that marketers should exercise caution when their attempts at achieving sustainability are merely for superficial reasons as opposed to genuine commitment. Having witnessed marketers giving in to the temptation of using sustainability as a front to put on a premium price tag, Koh said that consumers may be more inclined to choosing a brand that provides real monetary savings. 

“It gets rather worrying if a briefing starts like this – ‘because consumers are more compelled to choose a brand that contributes to sustainability, and are willing to pay more for a sustainable and responsible product,” he added.

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Sustainability efforts in this economic climate?

Achieving sustainability comes with a price tag, and that is a challenge considering the current economic climate.

Consumers may be more inclined to choosing a brand that provides real monetary savings over brands that overcharge their products in the name of sustainability, Koh believes. Commenting on consumer trends, Winnie Pua, managing director at antics@play said that amidst and economic crisis, customers will be more value-conscious than before.

“I think those concerned about sustainability will focus on value, and it works because sustainability is also a key point of value today. Hence, sustainability should be retained as a key message to appeal to the many who see its value,” she added.

Jerry Low, head of marketing at Schroders Southeast Asia, concurs with Pua and Koh. He thinks that beyond talking the talk, brands are expected to walk the walk. The message of sustainability will continue to help communicate a brand's spirit and purpose, he says, and therefore, must be done with care. 

Messaging has to relate to our target audience; besides product USPs, the message of sustainability will continue to help communicate a brand’s spirit and purpose

“It is not enough to simply expect consumers to pay more for sustainable products, it defeats the true purpose of a brand’s sustainability goals," he explained.

The hefty price tag of sustainability could potentially dissuade brands and marketers from taking the initiative seriously. However, Pua believes that they will continue to shift towards it – the pace may slow because of budget cuts and shortage of resources, but brands are likely to and should journey on in the general direction of sustainability. 

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