Conyat Create - Case Study
From the Myanmar Country Starter Pack
After working for a local company in Myanmar for several years, Anastacia Howe spotted a gap in the market.
“I realised that companies didn’t have access to local capacity in terms of environmental, social or governance knowledge or information, and they didn’t have access to it in a language and approach that was culturally specific or sensitive,” she says.
“We were relying heavily on foreign experts and obviously they brought with them their understanding of environmental and social management that was not really context-specific.”
Inspired to change this, she established the sustainability consultancy and change agency Conyat Create in 2017. The business aims to create local expertise networks to support companies that want to implement and integrate responsible and sustainable business practices in Myanmar.
Conyat Create’s services range from project design to training and development, all – crucially – delivered in a way that is appropriate for Myanmar. “They are bespoke activities that are tailored to the country, leveraging cultural insights and sensitivities and delivered by Myanmar nationals,” says Anastacia.
The company helps local businesses take a longterm approach to sustainability, something that historically has been rare in Myanmar. “Myanmar businesses tend to be very reactive in their thinking. We encourage our clients to think about the longterm benefits, but you can only do that once you establish trust and show that you are capable.”
Gaining that trust means taking account of traditional values and beliefs, and recognising that as the country opens up, its people can feel overwhelmed by the new options available to them.
“You can’t come into Myanmar with a solution to solve a problem. You have to come into Myanmar with the intention of understanding who you’re dealing with, how you’re dealing with them, and what is most important to them,” says Anastacia.
Conyat Create draws on the millennial population for its employees, taking advantage of this group’s enthusiasm and desire to make a difference. The company uses social media and other communication methods such as photography and animation to spark discussion on key issues and trends.
It is seen as an attractive place to work by university students, as it offers an alternative to the traditional 9-5 job that is still the norm in much of Myanmar. “We offer them a very flexible working environment and we not only allow them to work on issues that we are interested in, but we also give them passion projects to work on,” says Anastacia.
The rapidly changing nature of Myanmar means Australian businesses entering the market need to be patient and adaptable. “It’s unstable, and the government is in a process of learning. Laws are still being revised or being newly developed. Things don’t happen as quickly as in other Asian countries,” says Anastacia.
“You need to be creative – you are dealing with a community of people who are used to receiving instructions on what to do and how to think. In this current situation, one can be overwhelmed by choices, so you need to be strategic and innovative in how you get your work done.”
Anastacia sees great opportunities ahead, particularly in oil and gas, energy, infrastructure, and agriculture. “Myanmar is in a unique position – they have had the opportunity to learn from their neighbours and now able to pick and choose what they want for themselves,” she says.
And with the right approach, she believes Australian companies can succeed. “Myanmar’s greatest resources are its people. They are eager to learn. They are looking for mentorship and if you are a business that can provide that then you’re in a great position.
“If you can tick the boxes for being culturally sensitive, understand the language, be patient, creative, innovative whilst investing in building a local network then you’ve got a better chance than the next person entering the country..”