Andry Priyo Santoso, GM of Corporate Social Responsibility at Telkomsel, emphasized Telkomsel’s commitment to promoting sustainability through ESG principles, supporting sustainable social, environmental, and economic development.
Telkomsel, the largest telecommunications company in Indonesia, recognizes that sustainability is not merely a trend but a long-term commitment deeply rooted in the company’s values. This was explored in depth during a panel discussion titled “Sustainable Speaks: Communication Strategies Amidst Socially Conscious Audiences,” held at the IABC Indonesia Conference on Friday, December 13, 2024, at the Shangri-La Hotel, Jakarta.
The session featured Andry Priyo Santoso, GM of Corporate Social Responsibility at Telkomsel, along with a panel of esteemed communications experts and PR professionals: Angkie Yudhistia, a Communications and Inclusivity Expert; Edward Manaor Siahaan, Manager of CSR & SMEPP at PT Kilang Pertamina Internasional; and Arif Mujahidin, Communications Director at Danone Indonesia. The discussion was moderated by Donna Priadi, Director of Strategic Partnerships at IABC Indonesia.
Andry began his presentation by emphasizing Telkomsel’s goal of “Continuously Exceeding Boundaries (Reach Beyond)”,” which aligns with the company’s vision and mission to support sustainability. Telkomsel contributes to an inclusive economy, social development, and environmentally friendly practices through enhanced connectivity, innovative services, and community empowerment to achieve a sustainable future.
Also present via Zoom, Telkomsel explained that its communication and CSR programs target Gen Z and Millennials by creating authentic, value-based, and relevant communication strategies and building narratives that address the social and sustainability concerns of its target audience.
Telkomsel also emphasized its goal to remain relevant to Generation Z and Millennials by focusing on sustainability and social impact. However, a significant challenge lies in crafting a communication strategy that is authentic, values-based, and aligned with the needs of this young audience. As a solution, Telkomsel is committed to building a narrative that reflects the company’s core values while addressing the concerns and aspirations of these generations. Through this approach, Telkomsel aims to demonstrate that sustainability is integral to its operations and a crucial element in fostering a strong emotional connection with future generations.
“The spirit is to keep moving forward and creating an impact that empowers the nation. “We call it corporate spirit, the Indonesian spirit,” explained Andry. “Telkomsel, as an Impactful Sustainable Business, represents one of the main pillars of our sustainability communication narrative. This is complemented by our strategy of positioning Telkomsel as a technology catalyst and a leader in digital innovation and connectivity.”
In line with the 2025 Trend: Purposeful Impact launched by IABC, Telkomsel has streamlined its strategy into key activities within the Purpose-Driven ESG Framework over the past two years. These initiatives are centered around the themes of Protecting the Cita, Protecting the Data, and Protecting the Earth. Activities include enhancing employees’ understanding and insight into the importance of ESG, operating as a responsible business, and protecting the environment.
The five pillars of Telkomsel’s CSR program are driven by the spirit of creating social and environmental impacts through technology, with an apparent reference to the Sustainable Development Goals (SDGs). The scope of these activities includes education, digital citizenship, community empowerment and well-being, philanthropy, and environmental initiatives.
Andry stated that these programs are implemented collaboratively, involving partnerships with companies, government agencies, and communities. The efforts aim to achieve the targets of government social programs, such as reducing stunting and improving disaster mitigation. Telkomsel also integrates customer engagement by allowing reward points to be redeemed for tree planting, fostering environmental stewardship.
In a separate discussion on communication strategies that incorporate social inclusion as a pillar of sustainability, Saki H. Bramono, VP of Corporate Communications and Social Responsibility at Telkomsel, remarked, “In an era where awareness of social, environmental, and business governance is increasingly at the forefront of societal concerns, authentic and value-based sustainability communication is essential. Sustainability is one of the main pillars of Telkomsel’s public communication, reflecting our commitment to creating a positive impact through business processes that prioritize ESG principles. In the future, we will continue to inspire and empower the nation by leveraging the latest technology to support social development, environmental preservation, and sustainable economic growth, aligned with evolving public expectations for businesses to be more responsible and inclusive.”
The contributions of other panelists further enriched this session. Arif Mujahidin, Corporate Communications Director at Danone Indonesia, shared insights into ongoing sustainability efforts, such as reducing carbon emissions by 8,300 tons and decreasing the carbon footprint by up to 32%. He also highlighted the significant societal impact of these initiatives, underscoring the importance of our collective role in sustainability. He also discussed the challenges and opportunities in communicating sustainability messages to diverse audiences. Additionally, he shared best practices for designing effective communication strategies to engage audiences increasingly concerned about social and environmental issues.
Arif Mujahidin, Corporate Communications Director at Danone Indonesia, explained that it is the corporation’s role to act as a facilitator of social innovation, while the intention and hard work must come from the community and micro-business actors as beneficiaries.
Meanwhile, Angkie Yudhistia, Communications and Inclusivity Expert, provided insights and shared strategies for communicating sustainability with an emphasis on inclusiveness, which can contribute to prosperity and the economy in Indonesia. Efforts to develop sustainable and inclusive development models are actively realized through various intervention programs. The implementation is based on the reference to Law Number 8 of 2016 concerning Persons with Disabilities.
Angkie Yudhistia (right – Communications and Inclusivity Expert) explained that there are 22.9 million people with disabilities in Indonesia, or 10% of the population. Therefore, inclusive leadership must continue to be expressed through public policies that support people with disabilities.
Edward Manaor Siahaan, Manager of CSR & SMEPP at PT Kilang Pertamina Internasional, explained that one form of corporate sustainability communication is the publication of a book entitled “Creating Independence to Grow Together,” which reviews the company’s Social and Environmental Responsibility activities. He also emphasized the importance of ESG communication as a strategic element of sustainability. The Independent Energy Village Program is a clear example of the company’s commitment to providing access to clean energy for the community, supporting the 2060 Net Zero Emission target through the development of renewable energy, with a focus on SDG 7 (Clean and Affordable Energy) and SDG 13 (Tackling Climate Change).
Edward Manaor Siahaan, CSR & SMEPP Manager at PT Kilang Pertamina Internasional, explained the communication strategy for implementation using an AMEC-based measurement method with the PESO (Paid, Earned, Shared, and Owned) approach.
Andry concluded his presentation with an inspiring video about Telkomsel Protects the Earth, highlighting the company’s commitment to implementing effective, balanced, and proportionate sustainability measures. Through this initiative, Telkomsel aims to reduce the environmental impact of its business processes while ensuring environmental sustainability for a better future. The video served as a powerful conclusion, underscoring Telkomsel’s dedication to sustainability and social responsibility.
From left to right: Jeane Sindy Niode (Director of Sponsorship and Events, IABC Indonesia), Donna Priadi (Director of Strategic Partnerships, IABC Indonesia), Arif Mujahidin (Corporate Communications Director, Danone Indonesia), Angkie Yudhistia (Communications and Inclusivity Expert), Andry Priyo Santoso (GM of Corporate Social Responsibility, Telkomsel), Edward Manaor Siahaan (CSR & SMEPP Manager, PT Kilang Pertamina Internasional), Elvera N. Makki (President, IABC Indonesia).
