As the mercury soared during recent heatwaves across Southeast Asia , shattering temperature records, so did public concern – bringing about a heightened consciousness on climate change and environmental responsibility. This climatic shock has prompted citizens to reflect on what their governments should prioritise in the face of escalating environmental challenges. 

To explore the sentiments of different countries across ASEAN, we spoke to over 3,000 respondents from Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam in our latest Blackbox-CINT ASEANScan study. This article delves into the relationship between the people and their governments, focusing on the environmental issues that ASEAN citizens believe should top their governments' priority lists and how well public policies align with these concerns. On the consumer side, we also explore whether citizens of the region align their spending with their sustainability beliefs, effectively voting with their dollars.  

The Public’s Environmental Mandate: What Environmental Actions Do Southeast Asians Prioritise Most? 

We used ASEANScan to reveal Southeast Asia’s top sustainability priorities for their governments, asking our respondents to choose their top two choices from a list of five options. The results paint a clear picture of what the people deem most essential in the fight against climate change and how aligned the public is with their governments. 

Leading the list is the reduction of plastic waste, with over half of the respondents marking it as the most critical issue. Southeast Asia’s plastic waste crisis has long been a problem in countries like Thailand and the Philippines (which are among the world’s top plastic polluters). According to the UNDP, 2.7 million tons of plastic is generated by the Philippines, with a large amount ending in seas and oceans every year. This statistic underscores the urgency citizens feel about tackling this pervasive environmental threat.  

Closely following is the need for improved recycling and waste management systems (50%), a clear call to overhaul current practices and infrastructure. In Singapore, there has been much recent debate over the state of its recycling culture and infrastructure...Contamination, incorrect recycling and the lack of convenience and accessibility are all factors contributing to Singapore’s declining recycling rate, falling from 60% in recent years to 52% in 2023. This statistic, as well as public opinion on this issue should signal to governments that the issue of improved recycling and waste management systems should be prioritised. 

The drive for renewable energy is also a significant concern, with 48% of respondents advocating for a shift away from fossil fuels. Indonesia, for example, boasts the region’s largest floating solar power plant. This project is part of the country’s broader effort to increase renewable energy use from 12% to 23% by 2025 and is on its way to power 50,000 homes. This is reflective of a broader global trend and the region’s growing recognition of the need to mitigate climate change by reducing dependency on non-renewable energy sources.  

Water conservation, though ranked lower, is still a significant concern for 30% of respondents, especially in regions facing imminent water scarcity. In Malaysia, where 32% of respondents prioritised water conservation, the government launched a 2024 initiative to enforce stricter water usage regulations in response to escalating drought conditions. This initiative reflects the alignment between rising public demand for proactive measures as well as government initiatives as water conservation becomes increasingly vital in the face of climate change-induced shortages. 

Lastly, 19% of those surveyed expressed the importance of fair trade and ethical sourcing, indicating a desire for more socially responsible business practices even if it’s not the most immediate priority. 

Cashing In on Conscience: Are ASEAN Shoppers Voting with their Dollars? 

ASEANScan also explored the impact of a brand’s sustainability practices on consumer behaviour. The findings reveal a strong inclination among ASEAN citizens to align their purchasing decisions with their environmental values. 

• These results demonstrate a significant shift towards ethical consumption in Southeast Asia. 93% of respondents say their purchasing decisions are influenced at least a little bit by a brand’s sustainability practices, with 35% stating outright that they “do not buy products from brands who are not sustainable” at all. This suggests that for many ASEAN citizens, a brand’s environmental impact is now a critical factor in their purchasing decisions.  

• 59% said they would “choose a sustainable brand over another if all other factors are equal.” 

• Only 7% indicated that a brand’s sustainability practices do not influence their buying decisions at all. 

Among the ASEAN nations, Vietnam and Indonesia stand out as the most ethically conscious, with nearly half of their populations refusing to support unsustainable brands (49% and 45%, respectively). On the other end of the spectrum, Singaporeans appear less influenced by sustainability, with only 11% stating they avoid non-sustainable brands. This variation highlights different levels of consumer activism across the region, reflecting diverse cultural and economic contexts. 

What’s Next? The Implications for Brands and Governments 

These insights have profound implications for both brands and governments in Southeast Asia. For brands, the message is clear: sustainability is not just a passing trend but a significant expectation from a majority of consumers. Companies that fail to incorporate sustainable practices risk alienating a substantial portion of their customer base, particularly in markets like Vietnam and Indonesia, where ethical consumption is gaining traction. On the flip side, brands that lead in sustainability are likely to gain a competitive advantage, resonating more deeply with consumers who are increasingly voting with their dollars. 

For governments, the survey underscores the urgent need to address the environmental concerns of their citizens. The clear public mandate to reduce plastic waste, enhance waste management, and transition to renewable energy should serve as a roadmap for policy development. By prioritising these issues, governments can not only tackle the immediate environmental challenges but also align with the values and expectations of their citizens, fostering greater public trust and engagement in the process. 

Turning Over a New Leaf: A Call to Action for a Sustainable Future 

In this era of heightened environmental consciousness, the region’s leaders—both corporate and political—must rise to the challenge. The future of Southeast Asia depends on the actions taken today, driven by the collective will of its people. The heatwave may have been a catalyst, but the movement towards a sustainable future is now an unstoppable force, driven by the power of informed and engaged citizens. 

Blackbox Research is Southeast Asia’s leading market research agency, delivering decision intelligence on the pressing matters that matter most to the people of the region, including climate change.

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