Dr. Sirikul Laukaikul, celebrated Thai Brand Consultant shares the origin of Sustainable Brands Thailand.
Dr. Sirikul Laukaikul is no stranger to most entrepreneurs in Thailand. Founder of Brandbeing Consultant Co, Ltd with over 20 years of experience, she has also created ‘Por Laew Dee’ the Creators, a project based on King Bhumbibol’s Sufficiency Economy Philosophy, that she has successfully trained 46 young Thai entrepreneurs.
In conjunction to Sustainable Brands Bangkok conference which will be held in BangKaChao on 12 & 13 October this year, we sat down with Khun Nui (most Thais have a nickname apart from their formal name) to learn more about the story behind.
How did you discover Sustainable Brands and why you brought it to Thailand?
My career is a brand consultant so I have been trying to find the best way to enhance my professionalism. I was looking for some kind of conference, seminar that relate to my career. So 6 years ago I read the fast company magazine and I saw one advertisement about sustainable brand and that minute I saw the ad I felt like ,”Oh my God! This is what I have been looking for.”
And it happened to be in the US but I think it should be worthwhile to attend the conference because I believe that to build the branding, the corporation should give importance to CSR (Corporate Social Responsability).
I think 6 years ago the term sustainability is still very new to the market but for me I have learned and heard about it so I decide to attend the conference and I was amazed by the contents and everything.
The first day was like my mind just blew in every direction. On the second day, I started to sit back and think through. And I realised that I think what they just said around the world, the case study, in Thailand, we also have the same practice.
We have the King Bhumibol who’s been working on for a long, long time. So all of his practice and projects are just what the world is talking about right now.
First I just thought that I want to bring some Thai case to the conference so I approach KoAnn who is the founder for SB and she just said, “Oh ok, if you want to be part of the speakers, you just submit. Just like a normal process. And that’s the first year.
The second year I went to the conference again because now I’m sort of like addicted to it so every year I have to go and recharge myself and always thought that I am like an empty glass so I want to go and fill up my knowledge.
I started to see some of the international partners like , “Oh this guy comes from Brazil, that lady comes from Buenos Aires, that couple came from Spain, and I just talked to myself like – maybe I should bring it to Thailand.
Because for me to go, I can afford to go, so I can afford to learn but how about the rest of Thailand?
If I can bring the conference to Thailand, then I should be able to share the knowledge, share the platform to everyone that is interested in this area. And that’s how it started.
And this year is the fourth year of SB in Thailand. We’ve been lucky to have a good support both in terms of sponsorships and volunteers, the partners who want to make this happen, joined hands and try to put all of our efforts to make it happen.
FROM CSR TO CSV TO COLLABORATION
What do you think about evolution and knowledge on sustainability of companies in Thailand since you’ve started SB?
I think from the beginning we just talk about the CSR and then the evolution is that we move from CSR to CSV. And I think now we’re at the stage of collboration. From the first stage of social development, where corporation felt like they have to do something to reflect their responsibility. And after a while they realised that to sustain, even the word CSR, sometimes it’s just like short term projects. To be able to sustain the CSR, we need some mechanics to make it happen. And that is how the term CSV happen in the world. Creating Shared Values. Because if you want to do something together, you just ask them to join hands. But not join by the heart, it wouldn’t last that long.
So the CSV is the way to sustain the CSR by the means of sharing the same values. Especially the target like the community,if they don’t share the same value, the minute you step out of the village, even if you have everything about the water management, they might go back to the same routine again because they don’t realise and understand the concept of clean water. Or they don’t understand the value of doing something for the new generation. So after the CSR, we have the CSV.
Right now the world knows that to be able to speed up on how to improve the society, we need to join hands in a more systematic way. That’s why we’re in the stage of social collaboration.
But I think this is the evolution of what you call social responsibility.
So this year SB will be held in BangKaChao. But why in BangKaChao?
BangKaChao is like the green lung for Bangkok. According to time magazine it’s one of the largest green area in ASEAN. So I think it is very important that everyone should try to keep BangKaChao and make it more like a green oasis as much as possible.
We have to show to the world that when we talk about the green growth, we can really make it happen. So I shift the venue of SB instead of the hotels, in the city, to BangKaChao because I want SB to be more in action.
So we’re not going to just talk and share knowledge. In the afternoon that we call like the breakout session, we will bring the knowledge into action.
What I mean by this is we’re going to have the breakout sessions and use BangKaChao’s issues like waste management, water management, the green market. Any aspect that we’re going to enhance green growth of BangKaChao is going to be the key contents in the breakout sessions.
And the very unique thing is that we’re going to have their community to be part of the breakout sessions.
Those who participate in each session will be able to hear and get to brief directly from the community so we learn how to apply the knowledge into the real issue.
What will be the benefits for the people to attend this event?
I think the key benefits of SB in every year is about the knowledge sharing so I think the knowledge that we try to pull from the speakers, the practitioners around the world, who has a passion about Thailand, about BangKaChao will provide some of their experience, the input, the knowledge, and add the value to BangKaChao.
So even though we think that we know everything about the CSR but when we come to share the case of the new technology, I think that will speed up the way we want to make BangKaChao like the role model or the case study of the world.
Sustainable Brands Bangkok will be held in BangKaChao on the 12th and 13th October 2018.
Tickets are available at 6,000baht for a day and 12,000baht for 2 days.
For more informatoin: