The journey toward embedding sustainability at the heart of brand leadership in Malaysia has taken a significant leap forward. The soft launch of the ESG & Brands Forum (EBF) 2025, hosted at the AICB Centre of Excellence in Kuala Lumpur, marked a pivotal moment in aligning business strategy with environmental, social, and governance (ESG) values. More than just a symbolic gathering, the event represented a collective commitment across industries to redefine how brands operate, influence, and lead in a changing world.

A Strategic Venue for a Sustainability-Driven Future

Held at the Green Building Index-certified AICB Centre of Excellence, the soft launch sent a strong message about the importance of environmentally responsible spaces in advancing dialogue. The venue itself stands as a physical representation of the principles being championed sustainability, innovation, and institutional accountability. By choosing this setting, the organisers framed the conversation within an ecosystem that practices what it preaches.

Forging Partnerships for Long-Term Impact

A central highlight of the event was the signing of a Memorandum of Understanding (MoU) between the ESG & Brands Forum and the AICB Centre of Excellence. This formal agreement signifies more than a ceremonial milestone. It lays the foundation for deeper cooperation on ESG knowledge development, capacity building, and responsible brand innovation. The MoU affirms both parties’ intent to cultivate thought leadership and offer educational resources that empower businesses to integrate ESG into the core of their value creation strategies.

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Dato’ Ong Eng Bin, representing the AICB Council, underscored the importance of this step by noting that sustainability is no longer a fringe concern. Rather, it is a critical pillar of trust, resilience, and growth. He emphasised that the Centre’s collaboration with EBF is designed to give brands the tools and frameworks they need to move from intention to implementation.

A Preview of the Larger Forum Ahead

While the soft launch was a curtain-raiser, it was also a microcosm of the energy, ambition, and urgency that will define the main Forum scheduled for 25 September 2025. Senior representatives from industry, regulatory bodies, and civil society gathered to exchange ideas and build momentum. The presence of Deputy Minister of Economy YB Dato’ Hajjah Hanifah Hajar Taib at the main Forum is expected to reflect the Malaysian government’s active role in supporting sustainable brand leadership.

The event featured a keynote by Adjunct Practice Professor Cheah Kok Hoong, President of the ESG Association of Malaysia. His remarks touched on the critical role of collective action in shaping a future where brand equity is defined not just by recognition or reach but by purpose and impact. As he noted, Malaysia's next generation of brands must lead with authenticity, environmental consciousness, and social integrity if they are to gain lasting trust in both local and global markets.

Building a Culture of Purpose-Driven Branding

The September Forum is designed not simply as a showcase, but as a catalyst. It will focus on practical tools, real-world case studies, and deep-dive sessions that tackle how companies can embed ESG across their entire brand architecture. From communication strategy to stakeholder engagement, from product innovation to supply chain ethics, every facet of brand building will be examined through an ESG lens.

Shikha Kedia Bharadwaj, Organising Chairperson of EBF 2025, highlighted that the overwhelming response to the soft launch affirmed a collective readiness to evolve. She stressed the importance of building a community where organisations do not operate in isolation but rather learn, adapt, and collaborate toward shared sustainability goals. Her closing remarks made it clear that the forum seeks to not only change how brands look and sound but how they think, act, and lead.

Bridging Policy, Practice, and Public Expectation

With Malaysia poised to emerge as a regional leader in ESG-aligned branding, the EBF 2025 comes at a crucial time. The full-day programme on 25 September will delve into strategic themes such as stakeholder trust, inclusive growth, ESG impact reporting, and navigating policy frameworks. It aims to bridge the often-disconnected spheres of corporate strategy and public accountability.

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The Forum’s relevance extends beyond branding departments or marketing teams. It will speak to CEOs, board members, sustainability leads, and regulators — all of whom have a stake in shaping how businesses meet today’s demands for transparency, equity, and climate responsibility.

Looking Ahead

The ESG & Brands Forum 2025 is not just another event on the corporate calendar. It represents a growing movement in Malaysia that recognises that the brands of the future will be judged not just by what they sell, but by what they stand for. With the soft launch now complete and the momentum building, the stage is set for a Forum that promises to elevate ESG discourse from aspiration to action.

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