Arif Mujahidin, Communications Director of Danone Indonesia, highlights the role of integrated and empathetic communications in strengthening business sustainability in the digital era.
IABCINDONESIA.COM, JAKARTA – Danone Indonesia, through its AQUA brand, emphasized the importance of integrated sustainability communication to create long-term impact. As a pioneer in Indonesia’s bottled drinking water (AMDK) industry, AQUA participated in the IABC Indonesia Conference 2025, which this year carried the theme “Strategic Communications at the Heart of Trust, Humanity and Digital Impact.” The conference served as a platform for communication leaders and professionals to discuss how modern communication strategies can address the challenges of sustainability, public trust, and digital transformation.
In the first panel session titled “Technology & Sustainability: Communicating Purpose for Digital Impact,” Arif Mujahidin, Communications Director of Danone Indonesia, took part as a panelist, presenting the company’s perspective through the topic “Redefining Communications Impact on Business Sustainability.” Arif emphasized that the role of communication has evolved far beyond merely delivering messages. In today’s digital era, where transparency is essential, communication has become a strategic tool capable of shaping public behavior, building trust, and strengthening the legitimacy of corporate sustainability initiatives.
Arif explained that the integration of messaging, channels, and tangible actions forms the foundation for building a credible sustainability narrative. According to him, the public today evaluates not only what companies say, but also how those messages are followed through with consistent actions. Therefore, an integrated communication approach is key to ensuring that sustainability messages are delivered comprehensively, remain relevant, and effectively reach diverse audiences.
In its communication strategy, Danone Indonesia through AQUA brand combines the factual and virtual worlds. In the factual realm, the company provides media, communities, and stakeholders with direct access to observe the protection of mountain water sources, hygienic production processes, and the implementation of strict regulatory standards. Through these firsthand experiences, the company fosters public understanding of how sustainability is embedded in its day-to-day business operations.
During the panel discussion, Danone Indonesia through its AQUA brand, highlighted how empathetic and strategic communication can strengthen the company’s sustainability agenda.
On the other hand, in the virtual sphere, Danone Indonesia through AQUA brand leverages digital channels such as @AQUAlestari to deliver educational content on water conservation, the circular economy, and sustainable lifestyles. The content developed not only provides information but is also designed to encourage positive behavioral change related to water usage and public responses to environmental issues.
During the panel discussion, Arif highlighted that empathy-driven communication plays a crucial role in building long-term trust. Empathy enables companies to understand audience needs and respond with messages that are relevant, honest, and accessible. He also emphasized that building trust requires long-term commitment and consistent action on the ground, particularly in sustainability issues that are complex and multidimensional.
From left to right: Abdullah Fahmi (VP Corporate Communications & Social Responsibility, Telkomsel), Arif Mujahidin (Corporate Communication Director, Danone Indonesia), Shanti Ruwyastuti (Board of Director IABC Indonesia) dan Dwi Fatan Lilyana (Director of Human Resources and General Affairs, PT Pelabuhan Indonesia (Persero)), Elvera N. Makki (President IABC Indonesia; Founder & CEO, VMCS Communications & Social Impact), Sari Soegondo (Chair of Asosiasi Perusahaan Public Relations Indonesia (APPRI)), Tyo Guritno (Founder & CEO, Inspigo)
“Sustainability is not built through grand messages but through trust that is developed over time. Integrated and empathetic communication helps us align narratives, drive action, and ensure that every step delivers value for both society and the planet,” said Arif.
With a strong track record, including the planting of 2.6 million trees; the development of 93,000 biopores; support for 500,000 beneficiaries through WASH programs; and collaboration with 15,000 MSMEs and 2 million sellers, Danone Indonesia through its AQUA brand demonstrates that sustainability can go hand in hand with business growth. Through its participation in the IABC Indonesia Conference 2025, the company hopes to inspire more communication practitioners to understand the role of technology, empathy, and integrated narratives in creating broader social and environmental impact.