In developing countries like Indonesia, the journey toward sustainability often follows a narrative of gradual learning and transformation. Initially, the focus is largely on economic survival, with sustainability perceived as an abstract and expensive concept. This is understandable given Indonesia’s economic circumstances; in 2020, its GDP per capita was USD 4,291, placing it in the lower-middle-income category, while the unemployment rate stood at 7.07%, highlighting the pressure on economic priorities over environmental concerns.
As a result, sustainability was initially not a pressing issue. Indonesia ranked 133rd out of 180 countries in the 2020 Environmental Performance Index, indicating that environmental concerns were not high on the national agenda. However, as the country faces increasing climate change impacts—such as rising sea levels and extreme weather—awareness of the need for sustainable practices has grown. These challenges have led to significant economic losses, forcing the government and businesses to reconsider their priorities.
Simultaneously, global demand for sustainable products presents new opportunities for Indonesian businesses to adopt more eco-friendly practices. The government’s commitment to reducing greenhouse gas emissions by 29% by 2030 signals a shift toward a more sustainable future. As awareness deepens, both businesses and consumers in Indonesia are increasingly interested in sustainability, sparking a new direction that aligns economic growth with environmental responsibility.
Initially, low awareness of sustainability’s importance is one of the major roadblocks. Government and corporate leaders and the general public prioritize short-term economic goals over long-term environmental and social impacts. This is understandable given the pressures of poverty, unemployment, and economic development. Sustainability appears to be a luxury that developing nations cannot afford. Yet, as global environmental challenges become more visible and pressing, these nations begin to see the consequences of unsustainable practices.
Take Costa Rica, for example. Once heavily reliant on logging and agriculture, the country faced serious deforestation in the 1970s. However, by embracing sustainability, Costa Rica implemented aggressive reforestation policies, developed eco-tourism, and invested in renewable energy. Today, more than 98% of Costa Rica’s energy comes from renewable sources, and the country has doubled its forest cover in the past 30 years. This transformation didn’t happen overnight—it was a journey of gradual awareness, collaboration, and commitment to long-term goals. The economic outcome has also been positive: eco-tourism now accounts for a significant portion of Costa Rica’s GDP.
In Indonesia, the path toward sustainability is more complex due to the country’s size and diversity. Here, the issue isn’t just about government action, but also about aligning the interests of businesses, communities, and policymakers. One challenge is the absence of strong policy enforcement, where regulations exist but are poorly implemented due to bureaucratic hurdles and weak penalties for non-compliance.
However, countries like Morocco demonstrate that with the right policy framework, sustainable practices can flourish even in developing economies. Morocco has become a leader in solar energy production through the development of its Ouarzazate Solar Power Station, one of the largest in the world. By investing heavily in renewable energy, Morocco has not only reduced its dependence on fossil fuels but also positioned itself as a regional leader in clean energy. The result is a more resilient economy that can meet its energy needs while reducing environmental harm.
The key to these successes has been a shift in mindset, from viewing sustainability as a cost to seeing it as an opportunity. In many cases, this shift comes through strategic education and information campaigns that emphasize the practical benefits of sustainable practices. For example, Vietnam has managed to integrate sustainability into its business culture, particularly in agriculture. By promoting sustainable farming practices, Vietnam has not only improved the livelihoods of its farmers but also enhanced its agricultural exports by meeting international sustainability standards.
These case studies demonstrate that the path to sustainability is a learning process. Developing nations start with a focus on immediate needs, but as the consequences of unsustainable practices become clear, a transformation occurs. Countries that are successful in this transition are those that embrace sustainability as an integral part of their development strategy, not just as a peripheral goal.
For Indonesia, the integration of sustainability into both economic development and cultural identity is essential. With over 86% of its 270 million population identifying as Muslim (Pew Research Center 2010), incorporating Halal principles into sustainability initiatives provides a unique opportunity to drive meaningful change. Halal values emphasize ethical consumption, environmental stewardship, and social responsibility, aligning with several Sustainable Development Goals (SDGs), such as SDG 12 (Responsible Consumption and Production), SDG 3 (Good Health and Well-Being), SDG 2 (Zero Hunger), and SDG 15 (Life on Land). By positioning sustainability as a natural extension of religious and cultural beliefs, Indonesia can cultivate a broader societal commitment to sustainable practices.
Additionally, Indonesia’s large and growing Halal market presents significant economic opportunities for businesses and initiatives that align with both Halal principles and sustainability. The demand for Halal products that also meet sustainable standards can boost sectors such as agriculture, food, fashion, and even tourism. Sustainable businesses that integrate Halal values can tap into this expanding market while supporting national sustainability goals.
The government and religious leaders play a critical role in promoting and facilitating the integration of Halal principles with sustainability initiatives. Through policies, regulations, and educational campaigns, the government can incentivize sustainable practices within the Halal market. Meanwhile, religious leaders (ulama) have the authority to advocate for sustainability as a religious duty, helping bridge the gap between traditional beliefs and modern environmental challenges. This alignment of efforts can create a powerful synergy between faith, culture, and sustainability, driving progress across various sectors of society.
To effectively engage the Indonesian audience, leveraging the right digital channels is key. Platforms like Instagram and YouTube are particularly effective in reaching younger, tech-savvy audiences, allowing creators to share visually compelling stories and tips on sustainable living. WhatsApp is powerful for community-based engagement, enabling direct, personalized communication that helps spread campaigns and organize grassroots initiatives.
Additionally, TikTok has emerged as one of the most influential platforms for engaging Indonesian users, especially among Gen Z. TikTok’s short, creative video format can make sustainability campaigns more relatable, accessible, and even viral, turning sustainability into a trending topic that resonates with younger generations.
However, beyond digital engagement, tapping into informal leaders such as religious leaders (ulama), traditional community leaders (ketua adat), and social media influencers is crucial. Religious leaders can frame sustainability as part of Halal and Islamic values, emphasizing it as a moral and religious obligation. Traditional community leaders can localize sustainability practices, aligning them with cultural values and indigenous knowledge. Influencers on platforms like TikTok, Instagram, and YouTube can showcase how sustainability is not only important but also trendy and achievable in everyday life, inspiring their large followers to adopt eco-friendly habits.
By combining the reach of digital platforms with the credibility and influence of informal leaders, Indonesia can drive a broad, effective sustainability movement. This multi-channel strategy will make sustainability more than just a policy or trend, turning it into a lifestyle and national priority that can influence government actions, corporate behaviors, and individual choices for long-term success.
The outcome of this journey is not just a greener planet, but also a more resilient, adaptive economy—one that can thrive in a world where sustainability is no longer optional but essential. This approach can also serve as a model for other developing countries facing similar challenges, offering a pathway to balance economic growth with environmental responsibility and cultural values.
