In conjunction with Earth Day 2019 (22nd April 2019), WWF Malaysia released a video to encourage Malaysian consumers to #BuyResponsibly. The touching video illustrates a world where endangered species like the orangutan, elephants, and rafflesias are extinct in the wild, reinforcing the message that if we don’t conserve and protect now, this may be a reality in the near future. The video ends with a call to action for consumers – to be mindful of their purchasing decisions and the direct impact this can have on the environment.

#BuyResponsibly is a campaign by WWF Malaysia as part of its Sustainable Markets Programme (SMP), which aims to transform industries/businesses to produce (and purchase) goods and services in ways that avoid environmental degradation. The SMP team works directly with key commodity producers, buyers, government agencies, financial and investment institutions, smallholders, certification agencies and consumers in Malaysia to improve the production of commodities that affect forests, freshwater and the global climate.

Their work on sustainable production and consumption places a focus on Sustainable Palm Oil, Responsible Forestry, Responsible Rubber, Water Stewardship and Sustainable Finance. Across the world, these five sectors have the largest impact on deforestation, greenhouse gas emission and the livelihoods of millions of people. With this in mind, the video also encourages viewers to look out for products with the Forest Stewardship Council (FSC) and the Roundtable on Sustainable Palm Oil (RSPO) logos.

Produced by three young Malaysians, aged 10 to 16, the video, “She Walks in Fantasy”,  was aptly released on Earth Day; the global celebration held annually on 22 April, since the first Earth Day in 1970. It is a day of political action and civic participation towards the preservation of Mother Earth.
We can all do our part in conserving our rainforests by consuming products that are certified sustainable. To this end, WWF Malaysia is careful to only endorse certification schemes that meet the “WWF Principals to Actively Endorse and Recognise Effective and Credible Standards and Certification Schemes”. Learn more about it, here.

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