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
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.
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
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
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%)).
15. “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
16. But the truth is.
66% are not doing anything about it.
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
Highly concerned about the environment and perceived that he or she has
taken action.
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
It’s at the back of his or her mind, takes action when
it’s convenient.
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
Has an opinion and talks about it but
takes no action.
20. 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.
26. Of those who are concerned and doing something 34%,
what are they doing?
27. Recycling newspapers and plastics, car pooling and having meals at home.
66% sits around.
22% talks only.
44% doesn’t care.
9% are disillusioned!
28. 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
29. 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
30. Therefore, the two ‘disconnections’ that have
been affecting our environmental actions.
Mind versus heart
Words versus action
31. And the two ‘connections’ we need to
build to increase our environmental KPI.
Knowing = Feeling = Doing
56% 20% 34%
33. 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.
34. This means, environmental
messages should be targeted to
anyone and everyone.?
“Target everyone and you target no one”
- Old Marketing saying
36. 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
37. 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
39. External driver
External driver
Internal driver
Community driver
Community driver
Community driver
Internal driver
External driver
40. Influencers 31%
47%
68%
Religious
leaders
Colleagues
80%
Peers
25%
Counselors
17% Family members
Government!
6%
Corporation!
64% 77% Teachers
Media (ATL & Digital)
41. 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)
42. And my problem is…
*What I need to do to reduce my carbon footprint
*Source: StarTwo 050509
43. 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)
44. 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.
45. 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?
48. 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%
49.
50. 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
51. The one single biggest green event in Malaysia.
Earth Hour 2009.
52. 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
53. 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
54. And hope it is.
*Source: http://www.earthhour.org/my
56. “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.”
57. “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.”
58. “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.”
59. “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
62. • 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
64. We believe that ultimately, there is
something bigger than ourselves
and we are answerable to that.
65. And we know deep down
inside, we’re in serious trouble.
66. heart
action
We have the right beliefs, now it’s time to translate them into actions.
67. Actions need to be personal and practical.
It’s about what I believe and what I can realistically (and am willing to) do.
68. :(
“Make me green.”
What I know = What I feel = What I do
69. 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?
70. “There are innumerous ways to get to the same place.
More points of connection and more people will be ‘connected’”
71. 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
72. “Do not talk about the future. It’s too f a r , I can’t
see it.”
73. 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
74. 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
75. 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
76. We know what is (are) the right way(s) to communicate.
So who should say it and what should they do?
77. Influencers 31%
47%
68%
Religious
leaders
Colleagues
80%
Peers
25%
Counselors
17% Family members
Government!
6%
Corporation!
64% 77% Teachers
Media (ATL & Digital)
78. 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)
79. But according to the ‘action’ chain.
Government
NGOs
Media
Corporations
Grassroot
movements
Communities
Consumers
Green
SMEs
Waste
management
80. 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)
81. 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.
85. 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
86. 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
88. 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
89. Because we do have our success stories.
We do have unsung heroes.
And yes, they are running our country.
90. 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.
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
94. 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
95. 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
97. 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
98. 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.
99. 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
100. 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
101. 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
102. What tourism can do to save Earth.
*Source: Internet & Youth Environmental Survey, N=509
103. “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
104. “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
106. “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
107. The path to success is in the
expense on?
*Source: Internet & Youth Environmental Survey, N=239
108. Top 3 most
important thingFriends
to me
38.5%
Family75.8%
Community
23.8%
*Source: Internet & Youth Environmental Survey, N=509
109. 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
110. 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
111. Our last few sen.
Modification is the first step of change.
112. ‘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.
113. HOPE
mu
Communication
Continuous exposure versus spiking awareness
Accumulative result versus instant result
114. 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”
116. 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.