JWT chief on reversing the brain drain - LMD

"The brain drain can be reversed if we look within ourselves and begin to create a land which can inspire us to live in it - with hope for a brighter future," said former President and Chairperson of JWT Neelanie Goonetillake - whose experience in the advertising industry spans nearly two decades.

In an interview with LMD this September, Goonetillake elaborates on her observations that there has been a marked increase in the number of young people who venture outwards seeking greener pastures.

Nevertheless, she maintains that this is not a problem that is unique to Sri Lanka, but one that prevails in most underdeveloped countries. "The brain drain is not an overnight phenomenon," she said.

Goonetillake said that Sri Lanka's education system is largely to blame for the current brain drain. "The macro environment and the capacity of the private sector must be connected - not only to universities, but also to the entire education system - and integrated in a very systematic, even visionary, process.

We will always have youth who will venture out to academic institutions overseas and adapt to lifestyles abroad in pursuit of better opportunities. At least, we must make the environment favourable and encourage such students to obtain foreign degrees and return," she said.

She said that any brain drain is the subject of a cycle of events. "We see an exodus taking place in our country during a crisis period, but we also see the converse when the country situation becomes more stable.

The prospects within one's own country then become inviting and people want to give something back to the land of their birth. When they see new possibilities and the hope of a new future for the country, they return," Goonetillake said.

The ex-advertising industry professional said "Retaining talent and intelligence within its national borders is primarily dependent on what a country offers its people. It is not always economic indicators alone that make the environment conducive or even inspire people. It is really the hope which underpins the prospects of a society that makes it a place to live in and contribute to.

Are we creating an environment which is hopeful and full of new possibilities? Obviously not! That is why the brain drain is taking on a new momentum,." she said.