Harnessing Technology and Influencers to Drive Sustainability Goals

Technology plays a critical role in advancing sustainability goals, offering solutions that can significantly mitigate environmental challenges. From optimising resource use to facilitating cleaner energy adoption, technology serves as a powerful enabler in the journey towards a sustainable future. But why is technology so crucial in this context?

According to industry veteran Ganesh Kumar Bangah, technology offers a multifaceted approach to sustainability, improving efficiency across industries and promoting greener practices.

“Technology serves as an enabler, empowering us in our approach to sustainability — from greener data centres to seamless digital transactions that reduce carbon footprints,” said Ganesh, who is also Executive Chairman of the Commerce.Asia Group of Companies and Kuala Lumpur-based Australia Securities Exchange-listed Xamble Group Limited.

Ganesh was speaking at a panel discussion held during the ESG & Brands Forum 2024, which took place recently in Kuala Lumpur. He highlighted the example of the data centre boom in Malaysia, noting how the rapid increase in data centres must be managed with sustainability in mind.

“We need to push for greener data centres that use renewable energy sources and incorporate water-saving technologies,” he said, emphasising that this could be achieved through innovative cooling solutions and better energy management systems.

He also spoke about how even the financial sector could contribute towards a greener planet. Banking and money transfers, when carried out digitally, can help reduce environmental impact.

Ganesh, who also sits on the Board of Payments Network Malaysia (PayNet), encouraged the audience to use ‘Duit Now’ instead of relying solely on MasterCard and Visa. ‘Duit Now’ is a real-time online fund transfer service in Malaysia that offers a seamless and secure method of transferring money.

Ganesh highlighted that ‘Duit Now’ has many benefits, such as lower transaction fees and keeping money within the country, which supports local economic sustainability. PayNet, whose largest shareholder is Bank Negara Malaysia (BNM), together with eleven Malaysian financial institutions, operates as the national payments network and central infrastructure for Malaysia’s financial markets, and was one of the organisers of the event.

Ganesh also shared an anecdote about his friend, Professor Harmandar Singh, founder of Sledgehammer Communications (far right in main pic).

Harmandar had often stressed to him that, from smart supply chains to digital platforms that reduce carbon footprints, technology can significantly enhance how resources are managed and waste reduced. Even small gestures can make a big impact.

Harmandar once told him, “I am all for sustainability as it helps create a better world for our children and future generations. I live it every day—in fact, I use handkerchiefs instead of tissue paper to cut down on waste.”

Marketing and influencers also play a crucial role in promoting sustainability by shaping consumer behaviour and encouraging more responsible practices.

“Through campaigns that emphasise eco-friendly products, reduced carbon footprints and responsible consumption, marketers can guide audiences towards choices that benefit the environment,” said Ganesh.

“Influencers, with their wide-reaching digital platforms, can amplify sustainability messages, creating trends around sustainable living and advocating for environmentally conscious brands. When influencers highlight eco-friendly initiatives or demonstrate personal sustainability efforts, they help normalise these behaviours, encouraging their followers to adopt similar practices.

For example, influencer marketing can be a powerful tool in raising awareness about issues like waste reduction, renewable energy adoption and ethical consumerism. By partnering with brands committed to sustainability, influencers create authentic content that showcases the importance of these issues in everyday life.”

Platforms like Xamble Creators which connect numerous influencers across Southeast Asia, can mobilise vast audiences, driving a collective movement towards sustainable goals.

“Such initiatives ensure that sustainability is not only communicated effectively but also embedded as a core value in consumer culture,” said Ganesh.

Also present at the forum were numerous other thought leaders, including Noor Amy Ismail (second right in main pic), the Group Transformation Advisor at Menteri Besar Incorporated Selangor BOD and Wahed Ventures. Amy made excellent points about how sustainable investments are key to ensuring long-term economic resilience and how public-private partnerships can drive innovative green solutions.

“We need to view sustainability not just as an environmental goal but as an economic imperative. By fostering collaboration between the public and private sectors, we can unlock innovative approaches that not only address climate challenges but also bolster economic stability and growth,” she said.

“Ultimately, Malaysia must embrace sustainability wholeheartedly. With collective effort, technology can be leveraged to advance sustainability goals and create a better world for generations to come,” concluded Amy.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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