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The Green Chronicles 2009
The Green Chronicles 2009
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The Green Chronicles 2009

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The Green Chronicles is a research initiative produced by Dentsu Utama (Malaysia) and Sparks. It explores 'environmental awareness' levels and motivations among Malaysians to understand the way …

The Green Chronicles is a research initiative produced by Dentsu Utama (Malaysia) and Sparks. It explores 'environmental awareness' levels and motivations among Malaysians to understand the way forward for innovative and sustainable green strategies.

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  • The Green Chronicles 2009 Malaysia survey
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  • I can't believe I got my own blog address wrong :P Sorry guys. Must have been very confusing for you to log on to a 'fashion' blog. It's create-sparks.blogspot.com. Shame on me.
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  • Hi Norhana,

    Could you kindly contact us at yay.we.got.sparks [at] gmail.com? So that we can discuss more on the sharing of this presentation. Thanks for reading! Glad it's helpful to you.

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  • Wow, fantastic...thanks for sharing the knowledge. I am very sure you have make a good research and managed to produce a very good information for all the Malaysian to understand and take action. Is it possible to share your presentation with me. Thanks a lot.
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  • 1. head heart “What if my favourite colour is not green?” action Understanding Malaysians motivation towards the environment and how to initiate change.
  • 2. CAUTION! Please respect our Intellectual Property and Copyright and do not claim ownership for what is not yours. Please email yay.we.got.sparks@gmail.com or sueanne@dentsutama.com.my should you need more information, permission and/or to explore possibilities.
  • 3. The Green Chronicles A perspective on environmental communications and motivations in Malaysia. A strategic initiative by Dentsu Utama x Sparks.
  • 4. Today, we’re NOT here to. Spread a propaganda. Lobby for anything. Glorify some people. Shame some others. Find fault. Be another Al-Gore and scare you.
  • 5. We’re in the business of communication. connecting people. To needs. To brands. To businesses. To communities. To one another. To issues. To solutions. To ideas. To possibilities.
  • 6. “What happens when my favourite colour is not green”
  • 7. Face-to-face interviews with 500 Malaysians across 3 main markets, December 2008 Klang Valley (260) Johor (120) Penang (120) 16 to 50 year olds, mid to upper household income, Malay, Chinese (50:50) Male, female (50:50) In-depth discussion groups with 40 Malaysians who are, Housewives Non-working adults Middle to management PMEBs Students and undergraduates Face-to-face interviews, site visitations, social observation and participation, Corporations, Green SMEs, grassroot movement leaders, education leaders, researchers , NGOs, on-the-street Malaysians Secondary and desktop research and online survey Online and offline media research, industry publications, books, magazines Internet survey of 509 18-35 youth
  • 8. What we found from the research.
  • 9. 69.3 Affective 53.8 Behavioral Having taken or 60.5 willing to take action to combat environmental Our environmental KPI related issues Feeling or having emotional attachment towards environmental related issues 58.4 Accuracy of knowledge or having certain beliefs on environmental related issues Cognitive
  • 10. 69.3 Affective 53.8 Behavioral 60.5 Our environmental KPI We feel more than we think more than we do. 58.4 Cognitive
  • 11. The good news is.
  • 12. We do know that… We’re in a bad situation. Because of air pollution (84%) and everything that contributes to it (construction, industrialization, traffic, deforestation). Partially it’s because of ourselves (bad lifestyle choices and consequences: transportation (83%), leftover food and beverages (73%), irresponsible usage of electricity and water (58%)).
  • 13. From the horse’s mouth.
  • 14. “It’s bad and getting worse because of lots of construction, air pollution, noise pollution” – Housewife “Our mountains are getting ‘botak’. They cut down trees but didn’t replace them” – Executive “Our water is polluted. People just dump their garbage into drains and backyards” – Student “Our environmental is getting real bad now. People throw rubbish everywhere. No clean beaches, polluted water” – Clerk
  • 15. But the truth is. 66% are not doing anything about it.
  • 16. Before the research: Segmentation using Cognitive, Affective & Behavioral Grid low mid high concern knowledge action Concerned doers Convenient doers NATOs I-don’t-cares Highly concerned about the environment and perceived that he or she has taken action.
  • 17. Before the research: Segmentation using Cognitive, Affective & Behavioral Grid low mid high concern knowledge action Concerned doers Convenient doers NATOs I-don’t-cares It’s at the back of his or her mind, takes action when it’s convenient.
  • 18. Before the research: Segmentation using Cognitive, Affective & Behavioral Grid low mid high concern knowledge action Concerned doers Convenient doers NATOs I-don’t-cares Has an opinion and talks about it but takes no action.
  • 19. Before the research: Segmentation using Cognitive, Affective & Behavioral Grid low mid high concern knowledge action Concerned doers Convenient doers NATOs I-don’t-cares Enough said.
  • 20. Concerned 43% Don’t care (enough) 57% N=500
  • 21. After the research: Before Pop=72 Pop=139 Pop=142 Pop=147 *In percentage N=500
  • 22. After the research: The great divide between do and did not! Before Pop=72 Pop=139 Pop=142 Pop=147 *In percentage N=500
  • 23. Concerned 43% Don’t care (enough) 57% N=500
  • 24. (+5) Concerned 34% (-9) (+15) (-14) (-6) Don’t care (enough) 66% (+9)
  • 25. Of those who are concerned and doing something 34%, what are they doing?
  • 26. Recycling newspapers and plastics, car pooling and having meals at home. 66% sits around. 22% talks only. 44% doesn’t care. 9% are disillusioned!
  • 27. The infamous ‘tidak apa’ attitude? “If our Government didn’t bother so will be the general public” – FGD, Student “It is due to the fact that everyone is waiting for everyone is waiting for everyone else to take action” – FGD, Mid management executive “It is lack of social upbringing. Parents throw things out of their cars, their children think it’s alright to do it so children are not taught about protecting our environment” – FGD, Business executive Isn’t it all bleak and doomed then? *Source: Project Green 1208
  • 28. Our ‘hands-off’ tradition, inherited from our forefathers. “Malaysians never touch each other, this rule is observed even among family members if they are in public, (with the exception of) … when people are struggling to board a bus or train!” *Source: Heidi Munan, Culture Shock Malaysia 2008, Insider’s Kuala Lumpur
  • 29. Therefore, the two ‘disconnections’ that have been affecting our environmental actions. Mind versus heart Words versus action
  • 30. And the two ‘connections’ we need to build to increase our environmental KPI. Knowing = Feeling = Doing 56% 20% 34%
  • 31. Let’s get personal.
  • 32. Concerned Convenient NATOs I-don’t- doers doers cares Median age 37.9 33.8 33.7 33.9 Race C:M 47:53 C:M 39:61 C:M 58:42 C:M 54:46 Gender M:F 49:51 M:F 50:50 M:F 44:56 M:F 57:43 Occupation PMEBs 30% PMEBs 38% PMEBs 32% PMEBs 42% Median personal 2,828 2,132 2,000 2,209 income (RM) Median household income (RM) 4,139 3,579 3,584 3,483 There is not a single identifiable face to whether this person cares or not, takes action or not. In short, it could be any Malaysian and every Malaysian.
  • 33. This means, environmental messages should be targeted to anyone and everyone.? “Target everyone and you target no one” - Old Marketing saying
  • 34. Let’s go back to green.
  • 35. Perception versus reality Malaysia’s main environmental concerns Air pollution from industrial and vehicular emissions; Air pollution water pollution from raw sewage; deforestation; smoke/haze from Indonesian forest fires www.flagcounter.com/factbook/my CO2 emissions (metric tons/capita) is 9.3 compared to East Asia Pacific, 3.6 and average upper middle income, 5.5. Waste In 2004, we ranked no.26 out management of 30 in the world. National average of daily SWG 1 2 3 is approximately 0.85kg/capita. Out of which Road traffic Out of every 1000 people, 225 95% goes to the landfill, only has a car compared to EAP, 14 5% is recycled. and average upper middle income, 139. Our top wastes: 40% organic, 14% paper, 15% plastic. *Source: web.worldbank.org, StarTwo 050509, University of Malaya, sciencedirect.com
  • 36. Different levels of concerns Concerned doers Convenient doers NATOs I-don’t-cares Top concern Air pollution Global Waste Second warming management Road traffic Food Emissions Waste Third additives from Deforestation industries management Detail of knowledge decreases
  • 37. Source of awareness
  • 38. External driver External driver Internal driver Community driver Community driver Community driver Internal driver External driver
  • 39. Influencers 31% 47% 68% Religious leaders Colleagues 80% Peers 25% Counselors 17% Family members Government! 6% Corporation! 64% 77% Teachers Media (ATL & Digital)
  • 40. Most important ones 31% 47% 68% Religious leaders 4 Colleagues 80% Peers 2 25% Counselors 17% Family members Government! 6% Corporation! 64% 77% 3 Teachers 1 Media (ATL & Digital)
  • 41. And my problem is… *What I need to do to reduce my carbon footprint *Source: StarTwo 050509
  • 42. And my solution is… Majority admitted that other than the usual practice of 90% Recycle paper recycling paper and bottles, they are not aware and not 84% bothered about other ways to help protect the Recycle plastic environment – FGD, Project Green 1208 63% Save electricity 61% 60% Save water Save fuel (carpool)
  • 43. head heart So we know what is the problem and ways to solve it, unfortunately what’s in the head doesn’t translate into the heart.
  • 44. We all like what is bad for us. Logic and feeling are on ever opposing ends. But what if I start liking what is good for me? And find fulfillment in that?
  • 45. Now, let’s talk business.
  • 46. Campaign awareness (June- December 2008).
  • 47. Different target and N=500 Say no to Plastic National Cintailah Sungai Environment Kita Charity Recycling Week Recycle Bag by Day Towards Greener Jaya Jusco Technologies by Shifting Environmental environmental causes NEC Boundaries by Pledge Campaign Simple switch Awareness on local campaigns WWF Honda Drive White Coffin TzuChi recycling Every Drop Green Leaf Carpooling campaign by USM campaign Campaign campaign Environmental Tree planting but only one way of Talk by MIDF & World Eco Forest Park DBKL Environment Day Cleaning up 34% by Fujitsu together Green Bag Walk to the Cintai Alam campaign by UUM environment by Sekitar Green Building saying it? KLIA Mission Awareness by Greening the Shell Gourami Sabah Earth by UUM Business Challenge 16% Recycle 13% Malay- sia 5% 6% 56% 12% 6% Nokia 1- Justlife 6% Recycle Utama Climate 5% Your Toyota Pana- Go Change Canon DiGi 2% Phone Eco sonic Green Initia- Goes Feel DiGi 30% Youth Eco YTL 29% tion Green The Deep 20% Ideas Climate Day 18% Heat Green 18% Change 19% 14% 12% 7%
  • 48. 29% is recycling 5% of the country’s waste. Some facts: The National Recycling Program was launched in 2000. It was a 6-month campaign in the first year. www.kitarsemula.com was launched on the same day. But was redirected to www.kpkt.gov.my/kitarsemula. To date there are 73 posts, 23833 visitors. Awareness level to date is 56% (2008). “Although we should separate “There is a “grave lack of used cans, bottles, but there isn’t awareness” on the importance of enough recycle bins around. You recycling in general and that the might find them in someone’s overall recycling rate in the home. They were ‘stolen’ and no country for PCs is dismal.” - bins around, people throw Ravindran Raman Kutty, Alam everywhere” – FGD, Student Flora senior manager of corporate communications “The government is being not consistent in support of Eco campaigns.” – FGDs *Source: The Star Online 231105, Project Green 1208
  • 49. The one single biggest green event in Malaysia. Earth Hour 2009.
  • 50. One day, one hour. Supported by: PM's Office Information Ministry FT Ministry - KL,Putrajaya,Labuan Selangor State Govt Penang State Govt Terengganu State Govt KLCC KL Tower Dataran Merdeka Penang Bridge Putrajaya Menara Taming Sari - Melaka Sunway City Midvalley City Sparked events at: Dataran Merdeka Sunway Cap Square i-City(Shah Alam) Sunrise - Mont Kiara Malaysians Signed Up Online - 50,000 (1%) Starhill - YTL Malaysians Business Signed Up Online - 500 Island Plaza (Penang) Malaysian Social Media Supporters - >60,000 Green Heights Mall ( Kuching) *Source: http://www.earthhour.org/news/my
  • 51. Critics Hopefuls “At CapSquare, organisers would have “The best thing that came out of it is again released more CO2 during the 3 hours I was the UNITY of Malaysians as we can see people there compared to the CO2 reduced when KL from all races coming together to voice their Tower switched off their lights” – Daniel Lee, support for our planet Earth.” – Mling, Subang Blogger “It’s more than a month since Earth Hour! Have you started practicing “If you’d ask me, Earth Hour is about anything to live a more sustainable hope.” – Tehcpeng.net life??” – Abinesh Raj “Last Saturday’s Earth Hour campaign “We turn off the lights but we burnt more reduced electricity consumption in Sarawak candles, burnt more petrol to observe the by two per cent, which is slightly over 10 "moment"... the intentions is there but megawatts.” – www.theborneopost.com too commercialized.” – Shake Shay “If I were at home in KL during Earth “People just hang out, see what’s going Hour, I definitely would have participated on, but not knowing what the purpose – for 24 hours and not just for an hour!” – was” – Green Buddies interview Green Buddies Interview
  • 52. And hope it is. *Source: http://www.earthhour.org/my
  • 53. The message is clear.
  • 54. “I am a good, green corporation. Vote for me. “If you drive, Plea$e.” smoke, eat meat, shop, use the A/C, you’re a killer.”
  • 55. “Save Earth! Recycle or we’re all gonna die!” “It is your duty to love your country and keep it clean. You just have to.”
  • 56. “We’re earth crusaders. And we’re cool. Join us and you’re cool too.” “Yes, the environment is very important. Do you know why? Open chapter 16, page 32.”
  • 57. “Together we can make a difference.” “They (corporations) want to feel good doing something for the community, they think they are helping or maybe they are, I am not saying they’re not but it has to be done in a long term plan. It’s about looking good in the public eye.” - Dr. Sundari Ramakrishna, MENGO
  • 58. Investigating fundamental beliefs and how they can lead to action.
  • 59. Our strong beliefs about the environment.
  • 60. • Natural resources should be saved for the benefit of our future generations. “We need to think about our children” – FGD, Housewife • Humans do not have the right to modify the environment to suit “Disrespect. Human no longer respect nature. They think they can their needs.conquer nature now. So they do what they want.” – FGD, non- working adult • Many of the claims about environmental threats are not exaggerated. “The ozone hole grows bigger and bigger and ice starts to melt. It is global warming.” – FGD, non-working adult *Source: Project Green 1208
  • 61. We’re optimistic and hopeful.
  • 62. We believe that ultimately, there is something bigger than ourselves and we are answerable to that.
  • 63. And we know deep down inside, we’re in serious trouble.
  • 64. heart action We have the right beliefs, now it’s time to translate them into actions.
  • 65. Actions need to be personal and practical. It’s about what I believe and what I can realistically (and am willing to) do.
  • 66. :( “Make me green.” What I know = What I feel = What I do
  • 67. The communication challenge is: To tell sufficient and accurate information In an emotive storyline That will prompt people to make decisions. Without telling a (white) lie. Without taking everyone on a guilt trip. Without invoking unnecessary fear. Without being imposing. Without being superficial. Without being boring. Without forgetting the last mile. So how?
  • 68. “There are innumerous ways to get to the same place. More points of connection and more people will be ‘connected’”
  • 69. Sustainable Definition: A specific living The Social justice Definition: The concept in lifestyle that attempts to which justice is achieved reduce an individual's or society's use of the Earth's natural resources Future in every aspect of society, rather than merely the administration of law Spiritual fulfillment finding Definition: A personal journey of and knowing the purpose of life and working towards fulfilling it *Reference: The Pachamama Alliance
  • 70. “Do not talk about the future. It’s too f a r , I can’t see it.”
  • 71. Sustainable living The Social justice Investment & cost saving Fair trading Healthy living Voluntourism Refined living standard Common cause network Future Supporting ‘need’ communities Self-fulfillment Spiritual fulfillment Creation care and good stewardship Balanced lifestyle, no wastage Charity Meaningful connections *Reference: The Pachamama Alliance
  • 72. I know the problem & daily solutions. I feel strongly about my cause. I decide to modify my daily routine and be actively involved in my cause. What I know = What I feel = What I do
  • 73. I know the problem & daily solutions. I feel strongly about my cause. I decide to modify my daily routine and be actively involved in my cause. What I know = What I feel = What I do
  • 74. We know what is (are) the right way(s) to communicate. So who should say it and what should they do?
  • 75. Influencers 31% 47% 68% Religious leaders Colleagues 80% Peers 25% Counselors 17% Family members Government! 6% Corporation! 64% 77% Teachers Media (ATL & Digital)
  • 76. Most important ones 31% 47% 68% Religious leaders 4 Colleagues 80% Peers 2 25% Counselors 17% Family members Government! 6% Corporation! 64% 77% 3 Teachers 1 Media (ATL & Digital)
  • 77. But according to the ‘action’ chain. Government NGOs Media Corporations Grassroot movements Communities Consumers Green SMEs Waste management
  • 78. These are all the right people 31% 47% 68% Religious leaders Colleagues 80% Peers 25% Counselors 17% Family members Government! 6% Corporation! 64% 77% Teachers Media (ATL & Digital)
  • 79. Media Do not highlight only the problem, but also the progress. Hope, practical solutions, entertainment value and success stories. Share all success stories and create relevant Government connection through sub-communities. Credibility, consistency, communities and convenience. If you can’t claim to be green, don’t. Concentrate Corporations on another cause that leads you to the same place. Social conscience, sustainable campaigns and strategic segmentation. Sub-communities Family Enforcement starts from home. Religious groups Creation care is a commandment. Work community Bigger sense of belonging. School Love towards nature is nurtured, not recited.
  • 80. Discovering possibilities. Open your eyes (and mind) and imagine.
  • 81. Beyond news coverage and green movies.
  • 82. More entertaining than news, more serious than entertainment. VS
  • 83. Stimulating audience with ‘well-balanced’ content. Infotainments Reality shows Travel shows Cooking shows Buying guides Home ideas Parent-child programs Target segmentation Business 55.8% 42.8% Broadcast, Print, Internet Digital Non-digital channel channel *Source: Internet & Youth Environmental Survey, N=509
  • 84. ci al So ` Media 2.0 One stop web platform to consolidate and synergise efforts: •Success stories – Government, corporations, communities, individuals •Role models – No matter how big or how small the cause is •Local “How tos” – Dispose anything and everything the right way (multimedia format) •Web community – Review products and services, news blinkers, citizen-police and community watchdogs •User profiling and public polling – User behavior and insights •Pledging shares – Tangible support, RM10 online donation as fund raising for marketing campaigns •Non-monetary commercial activity – Sell or trade stuff with other members/communities/organisations •Exhaustive directory categorized by green level and budget – Products, services, communities, green auditors and sustainable living coaches, NGOs to support •Carbon footprint calculator and trade centre – Reduce or trade your carbon footprint •Sponsor’s space – Related news, advertising and promotions
  • 85. ‘Government’ action and communication.
  • 86. Government and communications. Communications = bad word? Communications = Transparency. Too many skeletons in the closet? “Let him without sin cast the first stone” - Famous saying from a Very Famous Book
  • 87. Because we do have our success stories. We do have unsung heroes. And yes, they are running our country.
  • 88. What Plan Result Implementing the Progressively reduce the Succeeded in phasing out more than 50% of CFCs Montreal Protocol consumption of ODS in each sector and Halon in its manufacturing sector by 2000. It has www.unescap.org by 2000 through multiple means, thus met it obligations well in advance of the including control measures, Protocol's timetable for Article 5(1) countries. incentives , partnerships for Malaysia has also ratified the London, Copenhagen, awareness activities, road shows and Montreal and Beijing Amendments. training, as well as project implementation and monitoring. Environment Index, an The pilot list is based on Malaysia ranks 9th best in the world out of 133 independent study environmental health and habitat countries researched. It was noted that the country conducted by Yale and quality indicators such as greenhouse had also made tremendous progress in as much as Columbia universities gas emissions, park protection, and preservation of its natural resources was concerned. www.nst.com.my air and water quality. (Bernama). Ulu Geroh’s Anniversary Local public listed company was Local natives staged a protest in Gopeng and the Celebration given concession by the previous forest tract was finally saved from the saw when a www.malaysiaupclose. government to clear nearby forest land swap was arranged by A.Sivanesan, Perak state wordpress.com for oil palm cultivation. executive councilor.
  • 89. Corporate communication. Communication provides hope, gain trust and builds credibility. Careful communication manages expectations, maintains positivity and tracks perceptions.
  • 90. Ministry of Finance The power Ministry of Defense Ministry of Internal Security and Home Affairs Ministry of Housing and Local Government of inter- Ministry of Works Ministry of Energy, Green Technology and Water Ministry of Agriculture and Agro-based Industry ministries. Ministry of International Trade and Industry Ministry of Foreign Affairs Ministry of Education For greater ripples, Ministry of Higher Education sustainable living, social Ministry of Transport justice and spiritual fulfillment Ministry of Human Resources Ministry of Women, Family and Community Development should be part of the decision Ministry of Science, Technology and Innovation making consideration, without Ministry of Natural Resources and Environment working in isolation towards Ministry of Rural and Regional Development involving communities and Ministry of Domestic Trade and Consumer Affairs ensuring sufficient public Ministry of Plantation Industries and Commodities communication. Ministry of Youth and Sports Ministry of Health Ministry of Information, Communication, Arts and Culture Ministry of Tourism
  • 91. Reducing carbon footprint. *Source: StarTwo 050509
  • 92. Ministry of Finance The power Ministry of Defense Ministry of Internal Security and Home Affairs Ministry of Housing and Local Government of inter- Ministry of Works Ministry of Energy, Green Technology and Water Ministry of Agriculture and Agro-based Industry ministries. Ministry of International Trade and Industry Ministry of Foreign Affairs Ministry of Education For greater ripples, Ministry of Higher Education sustainable living, social Ministry of Transport justice and spiritual fulfillment Ministry of Human Resources Ministry of Women, Family and Community Development should be part of the decision Ministry of Science, Technology and Innovation making consideration, without Ministry of Natural Resources and Environment working in isolation towards Ministry of Rural and Regional Development involving communities and Ministry of Domestic Trade and Consumer Affairs ensuring sufficient public Ministry of Plantation Industries and Commodities communication. Ministry of Youth and Sports Ministry of Health Ministry of Information, Communication, Arts and Culture Ministry of Tourism
  • 93. Ministry of Finance The power Ministry of Defense Ministry of Internal Security and Home Affairs Ministry of Housing and Local Government of inter- Ministry of Works Ministry of Energy, Green Technology and Water Ministry of Agriculture and Agro-based Industry ministries. Ministry of International Trade and Industry Ministry of Foreign Affairs Ministry of Education For greater ripples, Ministry of Higher Education sustainable living, social Ministry of Transport justice and spiritual fulfillment Ministry of Human Resources Ministry of Women, Family and Community Development should be part of the decision Ministry of Science, Technology and Innovation making consideration, without Ministry of Natural Resources and Environment working in isolation towards Ministry of Rural and Regional Development involving communities and Ministry of Domestic Trade and Consumer Affairs ensuring sufficient public Ministry of Plantation Industries and Commodities communication. Ministry of Youth and Sports Ministry of Health Ministry of Information, Communication, Arts and Culture Ministry of Tourism
  • 94. The future is on the shoulders of the giants.
  • 95. The responsibility should fall on… 2½X! “Sustainability, it’s a balancing thing. We do need corporate to come into it. The NGOs can come together to make it worthwhile. So that the money can be spent wisely. Rather than I just engage a PR company, a team to do it, to satisfy my shareholders or my CSR points and things like that.” - Callie Tai, CEO of Just Life *Source: Internet & Youth Environmental Survey, N=509
  • 96. The power of ONE RINGGIT. Between now and a couple of years (depending on the awareness rate), the top 5 industries that will be in the green spotlight are: Car manufacturers. Consumables (inclusive related industries such as packaging). Non-consumables (FMCG and electronics). Telecommunication (carrier and device manufacturer). Tourism.
  • 97. Making social responsibilities profitable. • Autobrands investing in engine technologies that are ‘cleaner’ without compromising performance • Calculated size consumable goods with more efficient and recyclable packaging to reduce Food for wastage especially at home thought. • Refillables, efficient and recyclable packaging and ‘kinder’ ingredients in non-consumable goods • Energy and space efficient electronics and disposal strategies of FMEGs • Increased appreciation and understanding of the environment through personal travel and experience
  • 98. The difference between profit and responsibility. It should come with the product But will pay for technology and innovation *Source: Internet & Youth Environmental Survey, N=509
  • 99. Why be good when you can be great? Thought Re-think • Sponsorship of local • Nurturing love for endangered animals these endangered and wildlife animals and wildlife • Plant a tree • Sustain an eco-park • Consumer supports • The brand supports the brand to support a the consumer to cause support a cause • Production to • Production to consumption disposal/reproduction • CSR oriented and • DNA oriented and external advertising internal buy-in
  • 100. What tourism can do to save Earth. *Source: Internet & Youth Environmental Survey, N=509
  • 101. “The increasing number of youth bloggers sharing their personal experience and appreciation of nature tends to have a viral effect amongst their circle of peers. This could be how our future generation could learn to care for the environment.” shane-theanfieldlover.blogspot.com www.kornykornelius.com
  • 102. “The growth of ‘travel’ and ‘eco’ communities may also indicate a new form of connecting Malaysians to nature, propagated and guided by grassroot environmental leaders (whether they know it or not)” Green Hunt – Go Green with MENGO Waterfall Survivors
  • 103. Communities as the base for engagement.
  • 104. “We have recycle campaigns at school, sometimes kids do it because they are forced to. There has to be a sense of belonging to the schools and parents have to play their role as well. Education begins at home. If parents are not supportive, how can the kids be.” – Headmistress TTDI Jaya *Source: Internet & Youth Environmental Survey, N=239
  • 105. The path to success is in the expense on? *Source: Internet & Youth Environmental Survey, N=239
  • 106. Top 3 most important thingFriends to me 38.5% Family75.8% Community 23.8% *Source: Internet & Youth Environmental Survey, N=509
  • 107. Top 3 most important thingFriends to me 38.5% Family 75.8% What if we do not tackle individuals in isolation? Or nationwide for that matter? Community What if the focus was instead on the individual communities, starting with families, 23.8% peers at school, peers at work, peers at anywhere else where peers are at? *Source: Internet & Youth Environmental Survey, N=509
  • 108. The four anchor communities. Famil Religious Work School groups community community y Mom as head of The leader as the The BOD, CEO, MD The teacher as the household head caretaker of (and all other role model and God’s creation acronyms) as the source of inspiration chief soothsayers of at least 5 years projection The one who holds The one who holds The one(s) who holds The one who holds the golden key to all the most influence in the decision to the imagination to expenditures his/her congregation incorporating policies planning creative and and drafting action experiential lessons plans Is also the one who Is also the one who is Is also the one who Is also the one who mirrors Mother answerable to God on knows how difficult is reaps the most Nature the most his role in faith- employee motivation bounty for inspiring building and retention little ones
  • 109. Our last few sen. Modification is the first step of change.
  • 110. ‘Saving Mother Earth’ is no doubt the most noble task of mankind, no one will dispute that. Know but ‘hands-off’ Motivation must come from direct contact Know some, feel some, do some Motivated but not enough Know, feel, do Strong personal motivations But we fall into the great peril of thinking that everyone is motivated in the same way. Which we’re not. Maybe that’s why some of us are taking action, some are not and some rather stand outside and watch.
  • 111. HOPE mu Communication Continuous exposure versus spiking awareness Accumulative result versus instant result
  • 112. Be in the business of social business. Expert Communi- Research Scoping Strategy Execution Tracking view cation “ It doesn’t take passion. It only takes interest”
  • 113. Thank you. You must be tired. So am I :)
  • 114. Deepest thanks to: Digi Xim Po Moon Lim Bee Yoke ( Senior, Corporate Comm.) Stephanie Philip Ng (Senior, Corporate Responsibility) Solamas Vimal (PR) Lionel and Gek Sim MENGO Eco Warriors Dr. Sundari (Coordinator) Stephanie Lai, Peter Davie and Matthias Awang Muzaiddin B. Ahat ( Ast. Coordinator) Gelber Eco Knights Waste Management Association Malaysia Yasmin Rasyid (Director) Consumer Probe JustLife Research team Callie Tai (CEO) TYI Eco Green Café Research team Mr. Wong (Owner) Dentsu Utama Green Buddies One Academy Lim Toon Eng Jane Wong (Business Development Manager) Daphne Goh Sekolah Kebangsaan TTDI Jaya Ong Sue Yin Headmistress Alicia Goh SMP Sri Aman And all contributing Malaysians. Yap Bee Ngoh (Head of Science) University of Malaya Professor Agamuthu *Please forgive us if we have missed anyone.

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