By Claudia Siregar, Co-Founder Asia Research Media

In recent weeks, catastrophic floods have torn through Southeast Asia and Sri Lanka with devastating force, taking hundreds of lives, erasing entire towns, and displacing millions. Indonesia, once again, has become the tragic face of climate injustice: homes washed away, families uprooted, futures irrevocably altered in a matter of hours.

Having studied, worked and lived globally, the subject of climate has always mattered deeply to me. During my university years and further education in Europe, I regularly heard — and still hear — how “green” Europe supposedly is: efficient public transport, recycling systems, ambitious renewable energy targets. Yet every time I am in Indonesia, (with my roots in Sumatra as my name quickly signals to Indonesians) I have watched the most vulnerable communities — those who have contributed the least to global emissions — pay the highest price for a crisis they did not create. And I have not only seen this in Indonesia, but across many countries I have travelled throughout Asia, Latin America, and beyond.

That contrast was underscored recently by an Indian business friend I met in London, who came to the city for the first time. His question was simple, yet telling: “Plastic bags are not banned in the UK?” — a striking observation, given that several Indian states have already implemented strict bans on plastic carry bags.

So what can consumers do in the face of such overwhelming forces in our economic cultures?

More than we often think. Without public pressure, political and corporate ambition falters. While systemic change must come from governments and industry, consumer choices shape markets, influence corporate behaviour, and help build political momentum. Being an informed consumer — choosing sustainable products, reducing personal carbon footprints, supporting brands with transparent supply chains, and backing companies investing in renewable energy — helps redirect capital away from destructive environmental practices. Consumers can also demand accountability: pushing banks to divest from coal, challenging companies on greenwashing, and supporting businesses that prioritise climate resilience and human rights.

And perhaps most importantly, consumers can vote — with their voice, their wallet, and at the ballot box. Change does not happen through conscious awareness alone; it happens when awareness turns into action.

Yet even as Asia reels from a flooding disaster, global climate politics remain painfully familiar. At COP30, negotiations once again fell short of addressing the urgency the moment demands. Climate Action Network International’s “Fossil of the Day” awards made it uncomfortably clear who continues to obstruct progress — and who, through silence or abstention, enables delay as the climate crisis accelerates.

And what about AI? Used responsibly in climate care, AI could become a powerful tool: improving flood forecasting, directing emergency aid, strengthening infrastructure planning, combating misinformation, and unlocking climate finance at a scale previously unimaginable. Used recklessly, it risks deepening inequalities and concentrating power far from the communities most affected.

The floods across Asia are not an anomaly; they are a warning.

If COP30 has taught the world anything, it is that global ambition remains insufficient — and that many countries cannot afford to wait for others to act. Shouldn´t we all demand accountability, strengthen climate literacy, harness technology responsibly, and secure the finance and justice people deserve — while educating consistently and inclusively?

The water is rising. But so must our expectations, our urgency, and our courage to act before the window closes. As I recently told my business friend during his visit to Europe, my bet is on Asia — not on those countries that glance away, fail to show up at COP30, or continue to block or dilute climate agreements. Responsibility is not only about emissions; it is about action.

In Indonesia, action has been unmistakable after the Sumatra floods, which evoked memories of the devastating 2004 Tsunami. The speed and scale of the public response were stark reminders of how quickly communities can move when the national government does not support the regional government, and fails to act in time.

Celebrities, content creators, fandom communities, people in donation platforms, and diaspora networks all worked to raise emergency funds. Streamers went live to mobilise donations. Artists opened special commission slots, donating all proceeds to relief efforts. Media outlets amplified critical information and resources, while civil society organisations, students, and religious institutions organised aid on the ground. Local businesses mobilised their resources to help distribute water, food, and supplies, while business leaders, investors, influencers, and everyday citizens stepped in to give — often despite facing economic hardship themselves. Within hours, donations reached into the billions of rupiah. And as Indonesia has shown again this year, public visibility is a form of power.

And it was for first time that I have seen so many content creators and media sharing information about the climate disaster, the impact of deforestation, the impact on flora and fauna, and criticizing the government in bulk. Public figures, media owners, artists, and creatives have chosen to amplify uncomfortable truths and multiply voices rarely heard — many have chosen not to remain silent and thus become complicit. It seems many have understood that in the climate crisis, silence is not neutrality; today’s inaction is active harm.

Before becoming Co-Founder of Asia Research Media in Singapore, Claudia Siregar studied Southeast Asian Studies and Economics in Germany, majoring in cultural studies, environmental and development economics, followed by a Certificate in Sustainability Management from the Fraunhofer Institute. She is also Batak — one of Southeast Asia’s largest Indigenous groups from North Sumatra, a region heavily affected during recent floods. Globally significant for its rainforests and peatlands, Sumatra plays a critical role in carbon storage and biodiversity, yet has been heavily affected by deforestation, land-use change, and increasingly severe climate impacts. For decades, Claudia has supported international NGOs working on global topics.

This article was first published in the Q4 2025 edition of Asia Research Media