PT Chandra Asri Pacific (Chandra Asri Group) launched the Indonesia Asri campaign with a “cross-generational” concept on Thursday, November 23, 2023. This campaign includes providing education and information through the microsite indonesiaasri.com and the Aksi Asri 365 challenge for the wider community.

By initiating Indonesia Asri, the goal is for each generation to develop and implement sustainable environmental concepts. This aims to mitigate various risks while providing positive value to society and the environment.

The campaign invites committed individuals to share their insights and experiences in contributing to the environment and society. Mohammad Naufal, a Sustainability Engineer and Gen Z representative, is one such advocate.

Naufal believes that the campaign can help minimize activities that harm the environment. He outlines the framework for describing human activity’s impact on Earth’s systems, known as planetary boundaries.

“As Gen Z, sustainability isn’t just a trend. There’s research on planetary boundaries where we’ve already exceeded 6 out of 9 limits. Planetary boundaries represent the safe limits for Earth,” Naufal stated during a press conference in Kebon Sirih, Central Jakarta, on November 23, 2023.

Recognizing the high frequency of Gen Z using digital platforms to create content, Naufal also emphasizes the importance of digital literacy and ethics for his generation before producing sustainability-related content.

“For instance, when sharing sustainability content, there should at least be an eligibility check. Meaning, is the data I’m sharing truly credible? Once we produce and publish content, we can’t control the response,” he said.

No Environmental Background Needed to Care for the Environment

Naufal encourages Gen Z to gain a deep understanding of sustainability concepts to discuss these issues meaningfully. “To talk about sustainability issues, one also needs an understanding of those issues. Is there a correlation with what we can do, our background, because sustainability spans multiple sectors.”

He notes that sustainability is not limited to those with an environmental background or extensive knowledge about the issues. “But also from fields like engineering, like me in electrical engineering,” he said.

Naufal reminds that everyone, including those with expertise in law or marketing, can contribute to sustainability efforts. “Sharing information about sustainability issues is more meaningful when we have a holistic understanding of how sustainability affects various sectors and fields of expertise,” Naufal added.

In addition to Gen Z like Naufal, the Indonesia Asri campaign also offers opportunities for Millennials, such as Vania Herlambang, a former SDG Ambassador (2019–2021) and Miss Indonesia Environment 2018, to participate in environmental issues.

The Entrepreneurial Spirit of Millennials Aids Environmental Recovery

Vania views her generation as a “platform” for addressing sustainability trends as they have reached adulthood. Millennials, she says, have a greater responsibility to act and execute solutions for environmental problems.

“Millennials’ entrepreneurial spirit is emerging to provide solutions to these issues. The goal is to close the gap in waste management and support the government through effective waste processing systems,” Vania explained.

She observes that job opportunities in the sustainability sector are increasing, though many sustainability actions tend to be short-term. Long-term goals require the involvement of legal and governmental professionals.

“We need to keep our ears open for advice and aspirations from others,” Vania said.

She further encourages all generations to allocate their free time to learning about historical events, such as the history of plastic. Vania explained that while plastic was once considered a durable and valuable material, its current use as a disposable product has given it a bad reputation.

“For Millennials, it’s frustrating to see this historical shift. Plastics were once viewed positively. Now, our behavior has given plastics a poor reputation. Behavioral change needs to return to the initial positive view of plastic,” Vania concluded.

Investment in Environmental Issues

Vania emphasized the importance of understanding historical events related to the environment. She pointed out that although plastic was initially introduced as a more durable alternative, its current trend leans towards single-use.

“For millennials, it must be frustrating to see its history. Like, the original purpose was good, right? Our behavior ended up giving plastic a bad reputation. So, I think the behavioral change that happened in the past needs to be reversed. We need to go back to square one, where we see plastic as a material we should appreciate more,” explained Vania.

Shifting to Generation X, there’s Nada Arini, an Ecopreneur and Co-Founder of Sustainable Indonesia. Nada shared her view that sustainable living is not an instant result but an investment in good habits for the environment.

“I always say, we’re investing. The results will come later, in a healthier planet for our children. Typically, investments are financial or health-related, but this is an investment in good habits for the environment,” Nada stated.

As a mother, Nada also highlighted her role as a household manager, which greatly impacts sustainable living. Daily decisions, such as food choices and transportation modes, made by mothers have significant consequences for sustainability.

“Every decision, even though it seems small, has an extraordinary impact. What to buy, what to eat, which brands to support, what materials to choose. These are decisions we make daily, and in one day, we might make hundreds of them,” Nada explained.

Author : Farrel Gerard