Telum sat down with Patricia Lee, Corporate Affairs Director at Asia Pacific Breweries, to gain insights into the evolving landscape of corporate affairs and the crucial role communication plays in shaping a company’s social responsibility efforts.

How do you think the role of corporate affairs is changing today, especially when it comes to balancing business success with social responsibility?
The role of Corporate Affairs (CA) is evolving rapidly, moving from traditional communications and reputation management toward becoming a strategic driver of both business success and social responsibility. 
 
With sustainability and climate change issues coming under the spotlight in recent years, CA now plays an essential role in integrating ESG criteria into business strategies while ensuring that sustainability ambitions and targets are realistic, aligned with business objectives, and in compliance with relevant regulations with transparent reporting.
 
In an increasingly hyper-transparent and interconnected world where every corporate initiative is closely scrutinised, there’s an even greater need to engage diverse stakeholders.  It is even more crucial to build trust through authentic and transparent communication to connect the company’s purpose and values with the needs and interests of various stakeholders and communities. 

While the "environment" aspect of ESG strategies has dominated global discussions, the "social" aspect has been gaining more attention in recent years. What do you think is driving this shift, and how should businesses in Southeast Asia adapt?
The shift in focus to the social aspect of ESG could be driven by several factors, including increased visibility and awareness of social issues by both internal and external stakeholders, rising consumer demand for ethical business practices and regulatory pressures.  In Southeast Asia, where socioeconomic diversity and disparity are pronounced, the social dimension of ESG is particularly relevant, not to mention that economic pressures such as rising inflation and cost of living lead to heightened awareness of social inequities.
 
To adapt, we see more businesses in Southeast Asia not only embedding social strategies in their operations, such as ensuring fair wage and labour practices, but also promoting DEI and ethical supply chains. They are also building stronger community relationships through initiatives that support education, health and economic development for better community resilience. Many are also prioritising employee well-being, safety and development. An engaged tribe is vital to driving sustainable growth and resilience.  In my view, companies that succeed in the long term will be those that view the social aspects of ESG as fundamental, not supplementary, to their business operations.

What role does communication play in shaping perceptions of a company’s commitment to social issues?
Communication is essential for building trust and credibility around a company’s social commitments. A clear, consistent, and transparent approach enables companies to articulate not just what they are doing but also why it matters. Additionally, communication is a powerful tool for dialogue that provides stakeholders with opportunities to share feedback and insights. This two-way engagement allows companies to adapt their approaches based on stakeholder expectations and create a culture of shared responsibility. Lastly, communication helps to shape societal expectations. By sharing social initiatives and values, companies can set a precedent by encouraging others to adopt similar standards, contributing to a broader cultural shift toward corporate responsibility.

How do you balance the focus between internal and external CSR initiatives, while also managing the expectations of different stakeholders?
Balancing internal and external social initiatives requires a strategic approach that ensures alignment with the company’s purpose, core values and stakeholder needs. This starts with clear and transparent communication of an authentic yet realistic CSR ambition and agenda to manage the expectations of various stakeholders.
 
Internally, social initiatives should foster a strong culture of responsibility and inclusivity amongst employees, encouraging them to engage actively with the company’s social mission. Externally, social initiatives should address the broader social issues that resonate with key stakeholders, including the communities in which we operate. Companies that strike this balance effectively create a cohesive social sustainability strategy where employees feel empowered and external stakeholders see meaningful contributions, which builds trust in the company as a socially responsible leader.

What are some of the key social issues in Southeast Asia that companies should focus on in 2025 and beyond?
In Southeast Asia, several pressing social issues will require continued attention from companies in 2025 and beyond. Workforce inclusivity, fair labour practices and mental health are increasingly important as companies strive to support diverse communities. With rapid technological advancements and the rise of AI, companies will also need to address the skills gap and provide upskilling opportunities to ensure that employees remain competitive and prepare for a changing job market.

Another critical area is community resilience. Many communities in Southeast Asia are vulnerable to economic disruptions, climate impacts and social inequalities. Businesses can play a vital role by investing in long-term community programmes that enhance economic empowerment, education and health. By addressing these issues, companies not only enhance social stability but also build trust and loyalty with stakeholders who value meaningful contributions to society. In the long run, businesses prioritising these social aspects as part of their core strategies will be better positioned to create lasting, positive change across the region.