Come June 5, World Environment Day will mark the continuing struggle between Mother Earth and Man. We can do our part to help her win, and we should do it now. We speak to those in the know, and take a leaf or two from the books of green-friendly companies in Malaysia.

By Pauline Wong and Kelvin Goh Wong

Did you know that the Gen-Y is the most aware and concerned about environmental issues? That's right. Ironically, we are also the biggest energy and water wasters!

A 2009 survey has shown that small things like leaving the tap running while brushing our pearly whites wastes over 12 litres of water in two minutes. Waiting for the cold morning shower to heat up wastes even more than that. And leaving our laptops on overnight for that much-coveted download? Not good for the Earth.

In total contrast, another youth survey has found that the environmental efforts of a company is one of the top five things youth take into consideration when it comes to choosing their employers. Over in the States, the Princeton Review has found also that over 60 per cent of youth factor the 'greenness' of a campus into their choice of university.

And increasingly, young people are welcoming green servings on their plates - buying products from companies who are green-friendly, or supporting mega-events such as Earth Day and Earth Hour.

But when does it change from knowing to doing?

Going Green ala Carte

Executive director and chief executive officer of WWF Malaysia, Datuk Dr Dionysus Sharma says that the youth of today are the most well-informed citizens. They have an enormous wealth of information on the environment, yet, too few are doing enough.

Dionysus says some have complained that the simplest green actions are hard to take, blaming our poor public transport system which they say makes it difficult to not own a car. Others have pointed out that the government has not taken enough decisive action to inform the people or enforce green policies.

"To that, I quote Bob Dylan: 'We don't need the weatherman to know where the wind blows'. There is no need for instructions from the government to tell us that the Earth is headed for destruction in our tireless need for growth and development. So why not do something about it? Why not take action into your own hands?"

People should stop putting obstacles in their own paths, says Dionysus. 

"They should stop saying no and realise that they have all the power to make it happen. Send a solid message to the ruling government that as voters (or soon to be voters), the issue of a greener lifestyle has to be one of the top priorities for the government to win their mandate," he says.

"If the people really want a more eco-friendly lifestyle, then, as voters, they have the power to demand that the government provide the proper infrastructure. It is your earth to inherit. Make sure it is taken care of, because the time has come to step in and make a lifestyle change for the greener."

And while not one of us has power to control the actions of others, our own actions are ours to choose, he says.

"Youth have to start taking action for themselves. Make a conscious lifestyle change to help the planet. Stop driving, bring your own bags when you go shopping and other such changes would be a good start. Take the Earth's destiny into your own hands."

Dionysus also urges that one small spark can start a fire. 

"You don't have to do it alone. Get your friends to do it with you. It makes the lifestyle change easier to practise and at the same time, a movement is started. Let the movement grow: Use the internet, social networks and media to get it publicised. Spread the word around and let the idea grow, because the youth today are probably the most powerful voice in society. Tap into that voice and make yourselves heard for the good of the planet."

Going Green ala Corporate

The young should, and indeed have, taken a leaf out of the corporate green-book because corporations are increasingly taking up the green cause as more than just part of Corporate Social Responsibility (CSR).

Brands such as The Body Shop have long taken steps to create a sustainable and environmentally conscious set of consumers, and have also made it easy for all their customers to go green.

As of now, their top priority is to save the Belum-Temengor forest, and they have actually been doing so since 2006. The 130 million year-old forest spans over 300,000 hectares of biological diversity, and is the second largest remaining block of unprotected forest in Peninsular Malaysia.

Since 2006, they have been working with The Malaysian Nature Society (MNS) to initiate awareness and continuously support the MNS in lobbying for the conservation and protection of Belum and Temengor rainforests from logging activities.

After the success of the Postcard Campaign, where over 80,000 postcards were signed and presented to the Perak state government for the gazetting of the Royal Belum State Park, The Body Shop continued to raise funds by their Kick the Bag Habit campaign.

For every bag refused by a customer, The Body Shop will donate 50 sen to MNS. If a customer should want a bag, a donation of 50 sen will be collected for the same cause. As a result, The Body Shop raised over RM 200,000 in two years and saved more than 377,000 papers bags.

But it goes beyond the dollars and cents - it makes sense to be green.

Managing Director of The Body Shop, Datin Mina Cheah-Foong knows that environmental protection is an integral part of economical stability, but more than that, the people that make Body Shop what it is are not to be placated by paycheques alone.

"We all want to make a difference and be more than the sum total of our individual lives. Hence, the championing of planet Earth," she says.

"For our part, the production processes of our products are gentle to the environment and sensitive to the use of natural resources.  All our bottles are made from post consumer recyclates (PCR) and we only use recycled paper for our bags and catalogues with water-based inks. The beauty industry is more than skin (or wallet) deep."

And more importantly, it really isn't that difficult to take action.

"We can each take individual action - reduce, reuse, recycle.  Join non-governmental organisations to improve our environment. Support environmentally responsible businesses.  Use the power of your wallet - shop wisely to support positive change.  Participate in action, because just saying the words is not enough."

Another organisation that knows all about reusing and recycling is Tetra Pak, where every single one of their cartons is a green product all on its own.

From the materials used, to the part where it is stored and sold to the consumer, a Tetra Pak pack is a non-talking, non-walking but nevertheless effective environmental advocate, so to speak.

Designed and produced around the concept of source reduction, the cartons are made from largely renewable raw material from Scandinavia and the US. Over 70 per cent of their cartons are also aseptic, meaning that the contents within them can be transported and stored without being refrigerated, thus saving huge amounts of energy.

The list of Tetra Pak's environmental efforts reads like the who's who of environmental conservation: In 2006, Tetra Pak signed a three year agreement with WWF to globally cooperate in forestry and climate change programmes. Under this agreement, Tetra Pak is to demonstrate responsible purchasing of forest-based products and reduce its carbon dioxide emissions over the next five years by an absolute 10 per cent. To date, they have already reduced their carbon dioxide emission by seven per cent.

Tetra Pak has also taken steps to educate the young, through their Nurture for Nature Beverage Carton Recycling Programme, which they organise in cooperation with the Ministry of Education and the Forest Research Institute of Malaysia.

In addition to that, the company has co-operated with numerous NGOs and authorities alike to instil the green good in schools and was thus presented an Appreciation Award by the Ministry of Housing and Local Government during Malaysia's National Recycling Day on November 26, 2005. They have had a great many more efforts, ranging from education to execution.

In a similar vein, leading infrastructure conglomerate YTL Corporation Berhad knows full well the impact of development on the environment.  They have made sustainable development something integral to their business strategy, especially in the use and development of clean technology and renewable energy.

One of their efforts will be very familiar to us: Every year, during Earth Hour, all YTL buildings turn off their lights, darkening the KL city skyline to signify (pun intended) the light of hope for Earth.

But behind the scenes, every aspect of YTL's involvement in infrastructure, power generation, construction contracting, cement and manufacturing, property development, hotels, resorts and leisure and technology incubation have undergone stringent efforts to minimise (and definitely work towards eliminating) the impact to the environment.

YTL has also taken great steps to maintain active participation in environmental efforts by working with The Nature Conservancy, Rare Conservation, Reef Check Malaysia, Malaysian Nature Society, TrEES  and WWF-Malaysia.

And in looking to the future, YTL will be hosting for the fourth consecutive year, Climate Change Week from June 19 to 21 this year, designed specifically with the objective of raising environmental consciousness amongst Malaysians as well as inspire them to be part of the solution to the urgent issue of global warming. 

All these organisations speak of a greener Malaysia, and there is more: A National Climate Change Policy has been approved and awaits only the time when it can be fully enforced and implemented in schools and all levels of society. 

According to the National Conference on Sustainability Malaysia 2010, our aim of reducing carbon intensity by 40 per cent is very much possible, and that  Prime Minister has every intention of tackling this head-on. With all the mobilisation swirling around us, how can we be left behind when our generation is the future?

So, isn't it time you left your car keys behind, and walk to your friendly neighbourhood mamak just 10 minutes away?

So what are the big boys doing for Mother Nature?
Big private corporations have stepped up to play a bigger role in conserving the environment.
Let's take a look at some of their conservation projects. 

DiGi

• Organise the Deep Green Challenge: Students are given a the chance to create or update renewable energy projects and the winner is given RM50, 000 to make it a reality
• 2009 Annual Report and Sustainability Report available online and only printed a limited amount to reduce their carbon footprint

HSBC

• Launched the 'green' BusinessVantage campaign, where banking is done with no paper statements nor cheque book.
• The first bank to go carbon neutral (achieving net zero carbon emissions)

SHELL

• Reducing impacts of their operations on the climate including tackling greenhouse gas emissions.
• Actively researching a new energy sources from cleaner fossil fuel to renewable energy
• Has published the Shell Sustainability Report since 1998 to remain transparent is its commitment to the planet

MEDIA PRIMA BHD

• Introduced the PeopleConnect, an intranet portal that promotes a paperless work environment
• Has actively tracked their carbon footprint and succeeded in gradually reducing it year to year
• On World Earth Day 8TV, a broadcast station under the Media Prima flagship embarked on recycling campaigns and promoted recycling as a lifestyle via its in-house programmes
• Radio station under the company also stopped its broadcast for a full hour during the earth hour campaign