THE 11th International Conference on Social Responsibility, Ethics and Sustainable Business (ICSR 2024), held from 4 to 7 September 2024 in Putrajaya marks a historic moment as the first ICSR conference held outside Europe. This milestone reinforces Malaysia’s growing role in fostering global discussions on sustainable development.
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).
Royal keynote
Her Royal Highness Queen Tunku Azizah Aminah Maimunah Iskandariah binti Almarhum Sultan Iskandar Al-Haj graced the conference with an inspiring Royal Keynote titled “Royal Social Responsibility: Insights and Inspiration.”
The Queen 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 set a reflective tone for the conference, encouraging participants to adopt ethical responsibility at every level of society.
Industry keynote
Datuk Seri Syed Mohamad Aidid Syed Murtaza, Executive Chairman of Master-Pack Group Berhad and Chairman of Penang Port Sdn Bhd, delivered the Industry Keynote titled “Navigating Ethics for Sustainable Success: Insights from Malaysia.”
His address focused on the intersection of business ethics and sustainability, highlighting the Malaysian corporate sector’s role in shaping ethical frameworks that drive long-term success while contributing to national and global sustainability goals.
Academic keynotes
The academic community was represented by several distinguished speakers who shared their research and experiences in CSR and sustainability.
Professor Dr. Azlan Amran of Universiti Sains Malaysia delivered a keynote on “Successful Factors for Impactful Community Development Projects: USM’s Experience,” where he underscored 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.
Pioneering conference sessions
A key session themed “Artificial Intelligence (AI) and Corporate Social Responsibility (CSR)” explored the evolving role of AI in fostering ethical business practices. The session was 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.
Parallel sessions
The second day featured 12 parallel sessions covering 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 renowned scholars such as Assoc. Prof. Dr. Heba Abou-El-Sood from the United Arab Emirates University, and Professor Dr. Mitja Ruzzier from the University of Primorska, Slovenia, facilitating dynamic discussions on the ethical imperatives in CSR communication and governance.
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.
USM and Malaysia at the Forefront of Global Sustainability Dialogue Hosting this prestigious international conference in Malaysia underscored the country’s commitment to fostering global dialogue on sustainability. The lush and modern setting of Putrajaya provided a serene backdrop for the exchange of ideas. The city’s unique blend of architectural beauty and natural landscapes reflected the conference’s ethos of integrating modern progress with environmental stewardship.
The Chairperson of ICSR 2024, Professor Dr. Jamilah Ahmad, played a pivotal role in bringing the conference to fruition. Her dedication and leadership were instrumental in organising a successful event that bridged academic and industry knowledge, fostering valuable networking and collaboration opportunities.
Participants left the conference with renewed purpose and expanded global networks, ready to implement innovative Public Relations strategies in their respective fields. 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.
Closing thoughts
ICSR 2024 successfully united stakeholders from academia, industry and government under the banner of sustainability. The conference emphasised the need for collaborative and inclusive approaches to achieve a sustainable future. Central to these discussions was the importance of aligning Public Relations initiatives with the United Nations’ Sustainable Development Goals (SDGs).
Tengku Adrian Ismail
