The actions demonstrated by the Thai private sector in the midst of crisis reflect more than just service excellence—they represent principled decision-making in a moment of uncertainty. Choosing to do what is right, without legal obligation and in spite of potential short-term financial cost, is a hallmark of ethical leadership. It is this level of integrity that Sustainism considers fundamental to true sustainability in the business sector.

From Sustainism’s perspective, sustainability is not merely measured by ESG reports or compliance indicators. It is revealed through authentic behaviour—especially when organizations are tested by unpredictable events. In this instance, Thai food and service businesses such as MK Restaurants, Maguro Group, Santafesteak, iBerry, Mo-Mo-Paradise, The Pizza Company, Ohkajhu and other participating establishments exemplified how social responsibility (S), governance (G), and humanitarian values can be deeply embedded within corporate culture—not as a form of branding, but as a core operational ethic.

This response is not only a case of emergency management, but a signal to society that Thai businesses are ready to grow alongside the communities they serve—leaving no one behind. Such conduct resonates deeply with the principles of the Sustainable Development Goals (SDGs), and stands as a model worthy of regional and international recognition.