Echoes of the Earth: ethnic youth voices guiding responsible business

August 8, 2025
Two men stand against a light background, each holding a unique wooden stool.
Author
Sukuma Uttarak

Communications Analyst

At a glance, they might seem different speaking diverse languages, rooted in distinct cultures, shaped by unique traditions but together, they form a powerful movement demanding fairness, accountability, and change.  

According to Thailand National Youth Data, youth make up 35% of Thailand’s population and are a driving force for positive change. As mobilizers, innovators, and advocates, they are shaping the country’s future and influencing policy, business, and society. Their voices have been key in pushing for more inclusive and responsible practices across sectors. Ethnic youth, in particular, hold untapped potential as advocates and innovators for sustainable, rights-based business practices. Their deep-rooted understanding of local ecosystems, land stewardship, and cultural values offers invaluable insight for advancing responsible business and climate action. 

Recognizing this, UNDP through the Agents of Change project supported by the European Union convened ethnic youth networks from across the country converged to raise their voices in spaces where they are too often absent dialogues on business, human rights, and the future of sustainable development. Piloted in northern provinces such as Chiang Mai, Lamphun, Lampang, and Chiang Rai, the initiative will support youth and business leaders to co-create solutions that center on sustainability, inclusion, and long-term impact. This wasn’t just an event. It was a movement. 

This youth-led engagement arrives at a pivotal moment. Thailand has emerged as a vital advocate for Business and Human Rights (BHR) principles in Asia. In 2019, it became the first country in the region to adopt a National Action Plan on Business and Human Rights (NAP), followed by a second NAP in 2023. With further reforms—including mandatory ESG reporting and legal protections for human rights defenders the country is steadily reinforcing its commitment to sustainable and inclusive development. Thailand’s recent election to the UN Human Rights Council further elevates the importance of advancing these agendas.

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Redefining Business through Local Wisdom 

In May 2025, 20 passionate ethnic youth representatives and 10 committed business representatives gathered in Chiang Mai to share personal experiences from land rights struggles and displacement to the silencing of traditional knowledge and environmental destruction caused by corporate practices. These stories weren’t told in anger, but with purpose. Throughout the day, the workshops blended identity, creativity, and advocacy in ways rarely seen in policy circles. The workshops concluded not with applause, but with resolve. Ethnic youth, side by side with urban peers, had built new networks, exchanged powerful stories, and seeded ideas for future collaboration. In doing so, they offered a vision of what business and human rights can look like when guided by equity, empathy, and identity. 

Among the youth who gathered in Chiang Mai, each carried more than just ideas—they brought with them stories of resilience, memory, and imagination. One group of Akha artisans shared how they were reviving the traditional wooden stool not only as a craft but as a cultural symbol of everyday life and ancestral ceremony. By reintroducing these objects through design that speaks to both tradition and modern living, they are turning heritage into livelihood. 

A small group meeting at a table; one man speaks while a woman listens attentively.

Sitthichai Doibanchob (Art), Akha youth artisan & Founder of Chekha Thikha, Saen Charoen Mai, Chiang Rai.

“I’m Art, an Akha youth from Chiang Rai working to preserve and reimagine Akha craftsmanship, especially the traditional stools by blending it with contemporary art knowledge I’ve gained through my studies. What I do connects to SDG 4 and 12, promoting quality education and sustainable production. Joining the Agents of Change programme has been truly inspiring—it brought together people from different backgrounds but with the same purpose. We may come from different cultures, but we share a common goal: to use our knowledge and creativity to drive meaningful change.” — Sitthichai Doibanchob (Art), Akha youth artisan & Founder of Chekha Thikha, Saen Charoen Mai, Chiang Rai. 

A presenter speaks in front of a group in a bright, industrial space with screens.
A group of people gathered around tables in a spacious indoor setting.
Three people engaged in a discussion around a table in a bright, casual setting.
A woman speaking to an audience in a rustic hall, with artwork on the walls and attendees seated.

 

Others spoke of seeds not just as food, but as living archives. They’ve been working alongside mothers and grandmothers to collect, preserve, and pass on indigenous food knowledge, transforming it into workshops and enterprises that nourish both community health and climate resilience. 

Woman in traditional clothing speaks into a microphone while others listen.

Kanlaya Chermue (Nam), Akha youth & Founder of Seeds Journey, Indigenous Food Wisdom Storyteller.

“I’m Nam, an Akha youth from Chiang Rai working with other ethnic youth through our platform Four Journey, where we reconnect communities with their food heritage. Our work isn’t about selling seeds—it’s about restoring seed sovereignty, environmental balance, and intergenerational learning. By involving elders, children, and youth in preserving indigenous food systems, we build food security and community health while protecting soil, water, and air. Joining the Agents of Change programme has allowed me to engage with the business world and better understand how youth returning to their roots can collaborate with entrepreneurs to create nutritious, meaningful products for the future.” — Kanlaya Chermue (Nam), Akha youth & Founder of Seeds Journey, Indigenous Food Wisdom Storyteller. 

Six individuals stand on stage, engaging with an audience in a conference setting.
Presentation slide showing food groups and a landscape with people in front of mountains.
Three speakers present at a conference with an audience seated in front.
A woman with glasses attentively participates in a conference, surrounded by an audience.
Three individuals present at a conference table with a UNDP banner in the background.

 

Some youths have begun crafting eco-friendly products using natural materials, embedding their local knowledge into goods that reflect both sustainability and identity. A few are experimenting with creative storytelling to shift consumer consciousness—inviting people not just to buy, but to understand the meaning behind what they’re supporting. Beyond the products and pitches, what tied them together was a shared determination to reclaim space in business conversations. In every story told and every idea sketched, these young people were building something bigger: a future where business respects culture, restores the land, and gives back to the communities that sustain it. 

A man speaking into a microphone in a conference room, wearing a dark polo shirt.

Noraset Saeher (Sate), Youth Leader, Rak Pa Network

“I’m Sate, a youth representative from Chiang Mai’s Rak Pa Network. We work with over 30 schools across the province to engage young people in forest conservation. Since many of us are still students, we focus on what we can do best is growing tree saplings and sending them to communities to plant and care for. It’s our quiet way of protecting the forest together, and we see this work as part of something bigger, aligned with the SDGs on climate action and life on land.” — Noraset Saeher (Sate), Youth Leader, Rak Pa Network . 

Three women participate in a discussion, one speaking into a microphone, in a workshop setting.

Marisa Yapangku (Mesa), Akha youth leader and inner development facilitator

“I’m Mesa, an Akha woman from Chiang Rai working at Bala Foundation on inner development and leadership for ethnic youth. Our work connects deeply with SDG 3—promoting good health and well-being—because we believe the most sustainable form of development starts from within. I joined this project to find like-minded allies, especially as ethnic communities often feel disconnected. I see this experience to elevate ethnic-led businesses and expand a mindset of global citizenship among youth in our communities.”— Marisa Yapangku (Mesa), Akha youth leader and inner development facilitator 

A man in traditional attire speaks into a microphone, smiling; a woman stands beside him.

Jamrus Jasuepo, Lahu youth conservationist, MFLE Foundation

“I’m Jamrus, a Lahu youth from Mae Fa Luang, Chiang Rai. I work with my local subdistrict organization to promote traditional beekeeping among ethnic youth using ancestral wisdom to care for the forest while creating sustainable livelihoods. I joined the Agents of Change programme to learn from others and bring back knowledge that can help strengthen our community and protect the environment we call home.” — Jamrus Jasuepo, Lahu youth conservationist, MFLE Foundation.  

Woman smiling and singing into a microphone, with a man smiling in the background.

Api Aoymae, Akha youth communicator and community advocate

“I’m Api, an Akha youth from Pakia village in Chiang Rai. I’ve always been active in my community, using communication to connect with both local voices and the outside world. I joined the Agents of Change programme to learn practical tools I can bring back to support youth-led activities in my village. These tools may seem simple, but for me, they’re powerful resources to strengthen how we work and grow together as a community.” — Api Aoymae, Akha youth communicator and community advocate

From preserving seeds to reviving traditional crafts, from forest conservation to fostering inner growth, the ethnic youth who joined the Chiang Mai workshop redefined what business can stand for by anchoring it in purpose, identity, and community. Their efforts, though varied in form, were united by a shared commitment to sustainability and social justice. Through storytelling, design, and collaboration, they brought their ideas to life not just as concepts, but as lived experiences and pathways for change. 

A group of smiling people posing together in a hallway with plants nearby.

Promoting Ethnic Youth and Local Communities' Engagement for Responsible Business Practices Workshop held in Chiang Mai May 2025

From Local Wisdom to Lasting Business Impact 

To help bridge the gap between policy and grassroots participation, UNDP Thailand together with Change Lab and the Global Compact Network Thailand (GCNT) organized a youth-led workshop under the theme “We Are Different, We Make a Difference.” Held as part of the 9th Bangkok Business and Human Rights Week, the workshop built on the success of a previous incubation programme that empowered ethnic youth to develop community-based solutions for responsible business.  

Among the highlights were two winning teams—CheKha ThiKha and Seeds Journey from the Incubation programme, whose projects exemplify youth-led advocacy for Business and Human Rights within their communities. Bringing together ethnic and urban youth, the event became a space for dialogue, learning, and connection—showing how diverse experiences can shape a more just and sustainable future for business and human rights in Thailand. 

The CheKha ThiKha team, a group of Akha youth artisans from Chiang Rai, guided participants through the making of the mini-Akha stool—a wooden object symbolic of everyday and ceremonial life; Participants listened, carved, and reflected. What began as a craft activity turned into a deeper exploration of cultural sustainability and intergenerational knowledge. 

A person gestures towards a presentation of a wooden stool next to a UNDP banner.
A woman examines a handcrafted bamboo basket, smiling as she inspects the details.
A smiling man in gloves works on a sculpture while others observe in a workshop setting.
A speaker delivers a presentation to a seated audience in a modern conference room.

 

“Through this workshop, I realized how much value others see in our culture and how that reflection helps us rediscover its worth within ourselves. As a young Akha entrepreneur, I believe that preserving our heritage isn’t just about keeping traditions, it’s about applying them, adapting them, and passing them on in ways that connect the past, present, and future. When youth take the lead in revitalizing culture through creative business, we don’t just sustain our communities we give them the power to thrive.”- Sitthichai Doibanchob (Art), Akha youth artisan & Founder of Chekha Thikha, Saen Charoen Mai, Chiang Rai. 

In another workshop titled Bite of Belonging, the Seeds Journey team led a culinary exploration into indigenous food systems. Participants sampled native ingredients and heard how ecological knowledge, passed down through generations, is now under threat from extractive industries. The discussions quickly moved from taste to politics, raising questions about land ownership, food sovereignty, and cultural rights. 

 

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Participants watch a presentation on traditional foods, with a display of dishes on the table.
Variety of spices, herbs, and ingredients displayed on a table with green leaves.
A group of people preparing food together, focused on various ingredients and utensils.
Group of young women enthusiastically preparing food at a cooking demonstration, with fresh ingredients.
Three women in traditional attire smile and hold a tray of colorful dishes, with a vibrant background.
A diverse group of people smiling and posing together in a conference setting with food displayed.

 

“As an Akha youth from Mae Sai, I work with seeds to tell stories, connect generations, and preserve our food culture and community health. I believe human rights, youth, and business are deeply connected when young people have the opportunity to use local knowledge and turn it into sustainable livelihoods, we create change that benefits both our communities and the environment.” - Kanlaya Chermue (Nam), Akha youth & Founder of Seeds Journey, Indigenous Food Wisdom Storyteller. 

A speaker presents to a group lined up in a modern indoor setting.
A group of six young people smile and hold colorful drawings at a work table.
A group of young adults engaged in discussion around a table with colorful materials in a bright room.
A diverse group of people smiling and posing together in a bright, modern setting.

 

Through workshops, storytelling, and hands-on learning, the initiative brings to light the vital role that local wisdom plays in shaping a more sustainable future. It places ethnic youth—including women and gender-diverse individuals at the heart of this transformation, recognizing them as powerful agents of change. By bridging the gap between businesses and communities, these young leaders are not only advocating for responsible business practices and climate action but also driving a broader movement rooted in equity, environmental stewardship, and inclusive growth. 

As Thailand continues to advance its National Action Plan on Business and Human Rights, the role of youth particularly ethnic youth has never been more vital. Through the Agents of Change initiative, these young advocates are not just participants. They are catalysts driving a future where businesses respect human rights, embrace diversity, and leave no one behind.