movement, sprang up and attracted much support,
which eventually changed the political landscape.
[The four pillars that support a typical Green
Party are: Ecology, Grass roots democracy, Social
justice, and Non-violence]. To remain relevant
these days, most traditional political parties
in Europe are now “green”, and along the way
marginalising the once popular (but one-agenda
Johnny come lately) “green” political parties! This
shows how the environmental agenda forms the
backdrop of most EU measures.
Green consumerism is here to stay and will
continue to influence trade and commerce.
And, more and more consumers elsewhere are
becoming “green”, especially when the baby
boomer generation gives way to the “pop-culture
and cyber-space navigating generation” otherwise
known as the millennials. About 10 years ago, one
Brian Yap (who is of the post Merdeka generation)
said in his regular Wednesday “Opinion” Column
in the New Straits Times (NST) dated August 22,
2007: “The threat of global warming and the
high price of oil are, hopefully seeding the new
revolution – a green one”. Those facing these
prospects would not cannibalise their future –
meaning most millennials are green warriors.
Businesses and enterprises soon realised that
the new norm brought about by the paradigm shift
of market forces, required green-standard certified
products. In other words, it pays better to be
“green and clean”. With a new spin for enhanced
bottom-lines, now going by the term “Corporate
Social Responsibility” (CSR), many corporations
and other enterprises would be more likely to
adopt an environmental agenda at a corporate
level, in an effort to be in compliance with ISO
14000 and ISO 26000 for Social Responsibility.
Among one of the first opportunities in going
“green” is in the area of energy efficiency and
energy conservation (a part of Sustainable Energy
Management). Many soon realised they were at
the same time addressing issues associated
with climate change. The Public Relations (PR)
and Marketing departments did not miss the
opportunity to make a song and dance of a caring
corporation’s customer friendly CSR policies
either!
In due course, these businesses also
realised climate change and energy security
were inextricably linked. They realised that “a
sustainable energy future is possible, but only if
we act urgently and decisively to promote, develop
and deploy a full mix of energy technologies –
including improved energy efficiency for buildings,
industry and transport, more efficient use of
natural gas and coal, renewable, and where
acceptable, nuclear energy” – quoted from the
“prayer” at the opening of the International Energy
Conference (IEC) 2006, organised jointly by ASEAN
Academy of Engineering & Technology (AAET) and
Associated Chinese Chamber of Commerce and
Industry Malaysia (ACCCIM).
They will then, as members of their respective
civil societies or trade organisations, petition the
Government to adopt measures to improve energy
efficiency, establish reliable energy resources,
develop a diversified energy portfolio, and ease
regulatory impediments. They could even go as
far as setting goals and formulating individual
voluntary action plans for energy efficiency and
conservation.
In exchange, they will demand that the
authorities set transparent and consistent policy
frameworks, particularly in relation to Government
incentives – arguing that this will give businesses
the certainty necessary to encourage investment
in low emission and energy efficient technology.
We will have new converts to the cause
of corporate environmentalism. These green
businesses recognise and realise the urgency
of the depletion of global oil reserves and the
environmental issues resulting from the excessive
utilisation of fossil fuels. It is imperative that
mankind, by the application of Engineering,
Science, Technology & Innovation (ESTI),
precipitate the efforts in developing and accepting
alternative energies, and consider investment in
low emission, energy efficient facilities.
In time, they will also appreciate the Demand
and Supply sides of the Energy Equation. Besides
energy efficiency, they will look into Demand Side
Management (DSM), cleaner productivity instead
of end-of-pipe solutions, with companion work
programmes incorporating Zero Defect, Total
Quality Circle, Total Quality Management, etc.
practices at the Demand End. At the same time,
the Supply Side will address security of supply, fair
competition, inputs to National Energy Policies,
and economy of numbers (instead of economy
of scale) for distributed and embedded waste to
53