As the global conversation around Sustainable Development Goals (SDGs) evolves, it’s clear that cultural context plays a vital role in how communities interpret and implement these objectives. Each culture brings unique strengths and perspectives to addressing global challenges. In Thailand, where a rich cultural heritage blends with modernity, this fusion creates a distinctive approach to the SDGs—one that often reveals a sentiment gap compared to Western perspectives.
In today’s landscape, public relations go far beyond promoting a product or brand; it plays an essential role in fostering trust and enhancing brand reputation. For Sustainable Development Goals (SDGs) implementation, where cultural understanding is pivotal, PR efforts can ensure the seamless mobilisation of local resources to drive SDG delivery.
Cultural DNA Shapes Attitudes Towards SDGs
Culture significantly influences the values and beliefs guiding communities’ sustainable development efforts. In many Western countries, individualism and personal achievement often drive attitudes towards the SDGs. For instance, goals like Gender Equality (SDG 5) and Decent Work and Economic Growth (SDG 8) resonate strongly, reflecting a focus on personal empowerment and economic independence.’
In contrast, Thailand’s collectivistic culture emphasises the importance of community and family support. Research shows that personal well-being in Thailand is closely tied to family ties and communal relationships. A participant in a local study expressed this beautifully: “Having a good family means ‘Happy body, content heart’ [well-being].” This perspective highlights a reality where the perception of well-being is synonymous with family support and community collaboration, differing from the more individualistic Western viewpoint.
Mind Gaps and Opportunities for Collaboration
Youth involvement is a key factor in Thailand’s advancement toward the SDGs, with over 40% of indicators on track for progress. The active participation of young people in shaping public policy and driving sustainable practices—addressing pressing issues like climate change and social inequality—demonstrates a vibrant form of community engagement.
Additionally, social cohesion and the collective well-being of families typically take precedence over individual aspirations. While Western cultures may prioritise personal success and autonomy, Thai society inherently values collective advancement, especially concerning SDG 3 (Good Health and Well-Being).
Continue our next article to explore how best to bridge these sentiment gaps through effective communication strategies.