Industry Trends: Analysis of Key ESG Themes in Six Asian Countries - Diverse Focus and Common Trends

According to the latest survey by Z.com Engagement Lab, an ESG study carried out this year in Japan, Taiwan, Thailand, Singapore, Indonesia, and Malaysia examined 22 sustainability-related messaging themes, reflecting the priority concerns of internet users in each country. This article analyzes the ranking results of these indicators to explore the key topics each country values most and compares their similarities and differences.

Safety-Related Indicators Widely Prioritized in Overall Trends

In the rankings, "Chemical Safety" and "Workplace Safety" are consistently ranked at the top across most countries:

• In Japan and Thailand, "Chemical Safety" is the most important indicator, ranked first in both countries.
• Taiwan, Singapore, Indonesia, and Malaysia prioritize "Workplace Safety," placing it at the top of their rankings.

Internet users in various countries share a certain level of commonality in their emphasis on safety-related issues, particularly within the social dimension of sustainability topics.

Regional Differences in the Emphasis on Environmental Issues

While environmental topics are a core component of ESG, the focus on specific indicators varies significantly across countries:

• Singapore places the highest emphasis on "Waste Management," ranking it second.
• Taiwan and Thailand prioritize "Clean Energy," both ranking it fourth.
• Japan and Indonesia give more attention to "Natural Capital, Biodiversity & Land Use," both ranking it fifth.

These differences indicate that countries must consider their local policy contexts and societal needs when prioritizing environmental challenges.

Clear Differences in the Emphasis on Governance

The importance of governance-related indicators varies significantly across countries. For example:

• Singapore places significantly higher emphasis on "Business Ethics," ranking it fifth.
• Malaysia prioritizes "Tax & Accounting Transparency," making it the top governance-related issue and ranking it fourth overall.
• Japan focuses more on "Compensation Practices," ranking it fourth.

These results highlight that the focus on governance issues reflects the differences in local regulations and market expectations in each country.

Based on the analysis by Z.com Engagement Lab, companies should consider these differences and tailor their ESG communication strategies for each region:

• Localized ESG Communication: Design targeted marketing campaigns focusing on the most critical ESG topics in each country to enhance the relevance and impact of the message.
• Leverage Local Success Stories: Showcase credible and relatable local examples to build trust and draw personal connection to your brand.
• Promote Educational Initiatives: Invest more in education and awareness campaigns for issues that rank lower but hold global significance (such as "Climate Responsibility") to raise public awareness and highlight their long-term benefits.

Z.com Engagement Lab will continue to monitor public attitudes toward ESG in East Asian countries and update its survey data, keeping track of market dynamics and shifts in consumer demands.