In 2025, the world feels perpetually distracted. Elections, wars, AI, celebrity scandals — global attention ricochets between urgency and noise. Today it’s one crisis, tomorrow another. And we all scroll on.

And yet, a slower, more existential threat escalates beneath it all: climate change.

Especially in Southeast Asia, the impacts are already reshaping daily life. I’m guilty of tuning out, and I know many others do the same head-in-the-sand routine when they skim stories about rising temperatures or shrinking icebergs.

If climate change is so serious then why aren’t we acting like it is?

Southeast Asia is on the frontlines of climate risk. Jakarta is sinking by as much as 17 centimetres a year, one of the fastest rates in the world. In Vietnam, over 50% of the Mekong Delta’s land area is projected to face saltwater intrusion by 2050, threatening not just agriculture, but the food security of tens of millions.

Saline intrusion is already choking rice production in the Delta, while intensifying heatwaves and droughts disrupt water supplies. When these come, droughts disrupt water supplies, and you don’t have to be studying GCSE geography like my daughter (who knows more about this than I) to appreciate what then transpires from a biodiversity perspective: that everything is gradually disappearing.

The IPCC (our collective authority on the matter) warns the window to avoid catastrophic change is ‘brief and rapidly closing.’ That’s not hyperbole — it’s scientific consensus. And, still, climate continues to feel like a background hum, rather than breaking news.

The private sector must play a more central role to Southeast Asia’s adaptation and resilience efforts. Governments alone can’t foot the bill or engineer every innovation. Yet, despite growing interest in green investments and carbon markets, engagement remains patchy.

Vietnam’s 2025 Carbon Market Forum and the P4G Summit were welcome steps. These meetings offered the usual fare: policy frameworks, optimistic keynotes, and lots of “roadmaps.” But translating these into real action remains a challenge.

I’ve worked for a long time promoting sustainability and, in particular, getting business to the table however, let’s be honest, when it comes to climate change, aside from a few regional giants and climate-conscious smaller businesses, most private sector entities are still unsure what climate action means for them, or how to act without sacrificing profitability.

So, I think my call to action on this would, ideally, be quite broad (the ownership of the issue should be everyone’s) however it is here is where I think international NGOs (like my former employer CARE) should step in — not as saviours, but as agencies that can help shape the systems that exist within the private sector, and which relate to climate change.

CARE doesn’t treat women’s empowerment and climate action as separate goals. Instead, they have developed programmes that integrate them through market-based, locally led interventions, tackling environmental threats and economic inequality at once.

In Vietnam, for example, HerGreenVenture supports women-led enterprises with training and green finance to adopt low-emission farming and scale sustainable technologies. In Cambodia, CARE also runs community recycling programmes that help women turn waste into income and reduce landfill pollution. And in Thailand, CARE’s eco-tourism projects led by women are creating jobs while preserving forests and coastlines.

What links these diverse initiatives is a belief that resilience is built from the bottom up.

CARE’s core strategy is clear: gender equality isn’t a side note, it’s central. Women, particularly in rural and informal economies, often bear the worst climate shocks while themselves holding the keys to adaptation. Give them access to green finance, leadership roles, and supply chains, and resilience becomes lasting.

We’ve been warned for years, but action has lagged far behind awareness. Climate experts might point to progress — but, from where I sit, I don’t see enough.

If you’re a business leader, why not starting by asking: how is your company contributing to climate adaptation today? Not just ESG compliance, but to real-world impact.

If you’re in government, how about checking the extent to which you are creating the right conditions for innovation, for inclusion, and ultimately for scale?

And, if you’re an INGO or donor, let’s have more discussion about whether you are building systems or simply just running programmes?

We may live in distracted times. I find myself fighting this day-on-day myself. But, distraction doesn’t make the climate crisis less real — if anything it just makes it less seen.

The question is no longer if it’s serious. It’s whether we’ll start acting like it.