by Tengku Adrian Ismail
PUTRAJAYA, Sept 8: Malaysia continued its growing role in fostering global discussions on sustainable development when it hosted the three-day 11th International Conference on Social Responsibility, Ethics and Sustainable Business (ICSR 2024) which ended here yesterday.
It also marked a historic moment as it was the first ICSR conference held outside Europe.
Organised and hosted by the School of Communication, Universiti Sains Malaysia (USM), the event gathered global thought leaders, academics and industry experts to exchange insights on sustainability, ethics and corporate social responsibility (CSR).
By hosting this prestigious international conference, Malaysia underscored its commitment to fostering global dialogue on sustainability.
In her keynote address, Queen Tunku Azizah Aminah Maimunah Iskandariah binti Almarhum Sultan Iskandar Al-Haj emphasised the importance of responsible leadership in addressing societal challenges, sharing insights on how royal influence can inspire sustainable practices and ethical governance.
Her keynote entitled “Royal Social Responsibility: Insights and Inspiration” set a reflective tone for the conference, encouraging participants to adopt ethical responsibility at every level of society.
Dato’ Seri Syed Mohamad Aidid Syed Murtaza, Executive Chairman of Master-Pack Group Berhad and Chairman of Penang Port Sdn Bhd, spoke on “Navigating Ethics for Sustainable Success: Insights from Malaysia” which focused on the intersection of business ethics and sustainability.
He highlighted the Malaysian corporate sector’s role in shaping ethical frameworks that drove long-term success while contributing to national and global sustainability goals.
Several academics shared their research and experiences in CSR and sustainability. Professor Dr. Azlan Amran of Universiti Sains Malaysia, who spoke on “Successful Factors for Impactful Community Development Projects: USM’s Experience,”, reinforced the role of academic institutions in driving meaningful community engagement through sustainable initiatives.
From Spain’s University of Alicante, Professor Dr. Bartolomé Marco-Lajara explored the “Challenges for the Tourism Business Environment” in implementing CSR and sustainability while Dr. Esther Poveda-Pareja offered insights into “CSR in Agglomeration Environments: A Tourism District Approach,” emphasising the need for localised sustainability practices in the tourism industry.
A key session themed “Artificial Intelligence (AI) and Corporate Social Responsibility (CSR)” explored the evolving role of AI in fostering ethical business practices. It was co-chaired by Assoc. Prof. Dr. Georgiana Grigore, founder of ICSR from the University of Leicester, and Assoc. Prof. Dr. Mike Molesworth from the University of Birmingham. Together, they guided discussions on how AI could drive accountability and transparency in CSR efforts.
Twelve parallel sessions on Day 2 of the conference covered a range of pertinent themes, including “Business and Ethical Leadership in CSR,” “Storytelling for Impact,” “Digital Accountability” and “Engaging Stakeholders.” These sessions were chaired by Assoc. Prof. Dr. Heba Abou-El-Sood from the United Arab Emirates University, and Professor Dr. Mitja Ruzzier from the University of Primorska, Slovenia.
Particularly notable were discussions on “PR for the Planet: Crafting Sustainable Communication Strategies”. These particular presentations emphasised the role of strategic communication in promoting environmental sustainability, and “Sustainable Advertising” which focused on crafting eco-conscious marketing campaigns.
The Chairperson of ICSR 2024, Professor Dr. Jamilah Ahmad, played a pivotal role in bringing the conference to fruition that left participants with a renewed purpose amidst their expanded global networks.
ICSR 2024 not only offered a platform for knowledge-sharing but also highlighted the pressing need for sustainable practices in today’s rapidly changing world, echoing the global call for ethical leadership and corporate responsibility.
The conference also united stakeholders from academia, industry and government under the banner of sustainability who agreed on the need for collaborative and inclusive approaches to achieve a sustainable future.
Central to these was the importance of aligning public relations initiatives with the United Nations’ Sustainable Development Goals (SDGs).
WE