00:00Besides the award where we will have professionals on board with us to look at and filter the
00:11criteria and so forth, at the journalistic level, just this very morning, we were talking
00:17about how can we ensure that we don't inevitably promote greenwashing, right, because it's
00:25very dangerous.
00:26We may not, we have so many journalists running around doing these stories.
00:31So one of the ways was there's a training that's going on to train journalists on how
00:38to spot greenwashing stories, how do we do the research and make sure that we have integrity
00:46in our stories.
00:47And the second conversation that we were going to leverage on KG Media's expertise is research.
00:54Can we talk about cross-country research to find out the metrics of where other companies
01:04and also the consumers?
01:06So it's very interesting, right?
01:08Firstly, what is the acceptance of a consumer towards or how important they think ESG is?
01:15And then at the corporate level, they may figure that they have done a lot, but maybe
01:21not.
01:22So henceforth, the research.
01:24There are also built-in safeguards in the way we will hold the APIC awards.
01:32First there's the, we have a list of categories now.
01:35So the categories are very specific.
01:38Second, Lydia mentioned that what we aim for are to recognize efforts that are the best
01:46in class.
01:47So I think that's another form of safeguard.
01:50And then third probably is that there are basically two types of screenings, a screening
01:56done in each of the countries, member countries, and another one at the regional awards.
02:03So that would again, I think, provide a safeguard against fears of greenwashing.
02:11At the end of the day, what matters is impact, how the initiative impacts the society.
02:18So that's why it's Asia ESG Positive Impact Consortium.
02:23The measurable KPI for success of our consortium should be how does ESG initiatives across
02:32the Asia-Pacific actually have positive impacts on the region.
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