This article first appeared in City & Country, The Edge Malaysia Weekly on September 18, 2023 - September 24, 2023
In an era where consumers are becoming more conscious about the social and environmental impact of their purchasing decisions, companies that demonstrate a commitment to giving back to society are often viewed more favourably.
By engaging in corporate social responsibility (CSR) initiatives, businesses can establish themselves as responsible and trustworthy entities, which can lead to increased customer loyalty and brand affinity, while giving back to society.
In this issue, we talk to top developers in the country about some of the meaningful CSR projects they undertook in 2022/23 that made a significant impact on the community. They also share why CSR is important to their organisations.
Eco World Development Group Bhd
Datuk Chang Khim Wah
CEO
In recent years, environmental, social and governance (ESG) has become a hot topic with the growing awareness of the need to protect our environment and embrace sustainability. Independence Day and Malaysia Day celebrations provide a great opportunity to educate and encourage local communities to take action towards a greener future. It also serves to promote placemaking and sustainability, encouraging individuals and communities to take meaningful action towards embracing a more sustainable lifestyle. Further, it can inspire others to come together collectively and work towards creating a better quality of life.
Since 2015, EcoWorld has celebrated Independence Day and Malaysia Day with the #AnakAnakMalaysia (#AAM) campaign. Over the past nine years, #AAM 2023 has evolved from wearing patriotic wristbands and unity walks to supporting local businesses and being part of a positive change in making the world a greener place. The theme of #ActionGreeneration is a call to action to all generations to bring about positive change to the environment through their daily actions or activities — to walk the talk and act on making a change for future generations because actions always speak louder than words.
As a corporate player, EcoWorld recognises the civic responsibility of creating value for society. Its community outreach focuses primarily on youth education, nature preservation and community development. The EcoWorld Foundation has helped more than 7,300 students through the Students Aid Programme, the foundation’s primary educational initiative.
IJM Land Bhd
Chai Kian Soon
senior general manager (central region)
Across all our township developments, we do more than just build structures for community living. Our priority is to create a lifeline for communities to thrive economically and socially in their environment. We strive to curate engaging public realms, and our placemaking activities help to foster a sense of belonging and camaraderie among the local communities.
Still a builder at heart, IJM Land’s flagship myHome programme was initiated in 2010. Notably, our myHome programme is now in its 13th year and it aims to provide more conducive living conditions for the underprivileged. Our goal with the programme is to leverage our expertise, resources and relationships to improve the lives and living conditions of underprivileged families in our community. Together, IJM Land and its partners are fostering safe and liveable homes and communities. Thus far, 17 homes of B40 families have benefited from the programme, which translates into a cumulative total spend of RM500,000. The myHome programme ensures that the homes of qualified homeowners are improved according to their families’ needs.
This year, we are extending our efforts across all the regions that we are present in so that more Malaysian families can benefit from this programme, as we can see the positive benefits that a conducive home environment to live, play and study has on the people who have been part of the programme. One of the families we helped through the myHome programme is a single mother of four children in Seremban, where we provided improved housing and a conducive living environment.
LBS Bina Group Bhd
Tan Sri Lim Hock San
executive chairman
LBS Foundation (LBSF) is committed to supporting the needy by focusing on four vital aspects of life — health, education, the environment and the community. As part of the community pillar, LBSF contributed to the construction of a new surau at the Ibu Pejabat Polis Daerah Cameron Highlands (IPDCH) in Cameron Highlands, Pahang, in March 2023. The surau will be developed at a cost of about RM5 million and it will have a gross floor area of 6,016 sq ft, inclusive of facilities. It is situated on a one-acre piece of land.
The construction of the surau is aligned with LBSF’s CSR efforts to generate positive impact on communities. As the developer behind one of the largest mixed-use developments in Cameron Highlands, we consider it our responsibility to contribute to the well-being and progress of the local community. Consequently, the IPDCH community will now have access to a proper and comfortable surau, benefiting both the community and the residents in the surrounding areas. The construction of the surau is a fundamental component of LBSF’s dedication to promoting religious harmony and enhancing community well-being. We believe that furnishing a dedicated space for Muslims to worship contributes to the cultivation of a more inclusive and tolerant society.
Engaging in CSR significantly contributes to enhancing a company’s reputation and brand image. With consumers progressively seeking out businesses that demonstrate dedication to social responsibility, the specific initiative of the community pillar, exemplified through the construction of the surau, showcases LBSF’s active involvement in fostering local community welfare. Such actions resonate powerfully in demonstrating the foundation’s commitment to the betterment of the community, leaving a positive and lasting impression on all those involved.
Mah Sing Group Bhd
Jane Leong
director of group strategy and operations
In an effort to be a responsible corporation, Mah Sing Group Bhd aims to take CSR beyond mere philanthropy. The objective is to foster unity by bringing people together to work as one with a common goal, for the community and the country. As such, Mah Sing has been actively working with its longstanding partner, Mah Sing Foundation, to explore and engage in CSR activities that provide long-term impact on the local communities as well as the nation.
The Women Entrepreneurship Development Programme is a transformative initiative by Women of Will. Its purpose is to equip B40 women with essential entrepreneurships skills with the goal of elevating their families’ living standards. The collaboration with Mah Sing significantly bolsters this programme, notably helping women from PPR Seri Alam who participated in the comprehensive two-year programme. The programme provides interest-free micro-loans to participants, a series of comprehensive classes that covers entrepreneurship, marketing, financial literacy, self-improvement and leadership skills. Guided by experienced professionals, the participants are then mentored for a duration of six months to a year.
“Teach a man to fish and he will eat for a lifetime” — this initiative shifts the paradigm from mere charity to sustainable empowerment. By imparting essential skills to women who serve as one of the breadwinners of their families, the programme positively influences the livelihoods of their children as well. This initiative underscores the role of empowerment in driving meaningful, lasting change within communities.
Participants have witnessed substantial improvement in their financial management skills, leading to expansion in their respective businesses. Over the course of two years, an impressive 90% of participants reported an increase in their business income. Notably, 34% of participants even managed to double their income. The programme has also significantly increased their knowledge, with communication skills improving 68.8%, business management skills 87.6%, and digital marketing skills 81.3%.
Matrix Concepts Holdings Bhd
Lim Kok Yee
group chief marketing officer
In March 2023, Matrix Concepts deployed a dedicated team to provide assistance to flood victims and communities affected by natural disasters in the southern region of Malaysia. This team worked tirelessly to support over 600 households in Johor, expediting the recovery process for the victims. Our primary goal was to save lives and minimise the hardships faced by these communities during challenging times. This initiative reflects our deep commitment to social responsibility and the well-being of those we serve.
As a responsible developer, the company understands the significance of engaging in meaningful CSR initiatives. Beyond our major flagship project communities, we provide essential support during times of crisis, contributing to the long-term recovery and resilience of affected communities in Malaysia. This approach not only enhances the well-being of these communities but also boosts employee morale, fostering a motivated workforce.
In today’s business landscape, CSR has become a vital aspect of meeting stakeholders’ expectations. Customers, investors, employees and the wider community increasingly look to companies to demonstrate social responsibility. Fulfilling these expectations goes beyond financial considerations. It helps build trust, fosters positive public perception and creates a positive impact on society. Embracing CSR can lead to both immediate and long-term benefits for the company and the communities it serves.
OSK Group
Cheryl Ong Tee Ching
Foundation CEO
At OSK Group, we believe our success is measured not only in terms of the profits we generate, but also in terms of the goodwill, trust and confidence the community places on us. Our broader view of what success means to us can be summarised in a few words: What helps us do well also helps us do good.
With that, OSK Foundation (OSKF) has partnered with the Women’s Institute of Management (WIM) to focus on ensuring sustainable impact to support and empower underserved women and those from challenging backgrounds across Malaysia, including single mothers and those from the B40, Orang Asli, Orang Asal and Orang Sungai. OSKF and WIM are committed to creating opportunities for underserved women by recognising their significant role in the community, immediate family and marketplace.
Since the programme’s launch in October 2019, a total of 15 workshops, covering 12 basic and three intermediate workshops, have been conducted across all states, except Sarawak and Perlis. The aim is to impart hands-on entrepreneurial skills and business know-how to help them start and manage their own businesses.
More than 500 underserved women have benefited from the programme as at Aug 28, 2023. Based on the responses received, the majority of the entrepreneurial workshop participants have successfully started their own businesses and/or improved the running of their existing businesses after attending the workshops, bringing them a step closer to financial independence.
We believe our investment in CSR initiatives catalyses the sparks of change that contribute to long-term outcomes that are in line with the vision of Malaysia Madani, such as promoting social equity, community well-being, improving education and supporting the less fortunate. Our CSR investments are an extension of the group’s sustainability priorities where we share the larger responsibility of ensuring a sustainable future for the next generation — not only in terms of what we do within our organisation but also what we do for the communities in which we operate.
Paramount Corp Bhd
Benjamin Teo
deputy group CEO
Paramount ran a Christmas project called “Building Hope” to encourage people to share their pre-loved books with other children and youth who cannot afford them. Books are doors to knowledge, entertainment and self-improvement. We believe there are enough books if we share among us.
We set up book donation corners at Paramount Property’s sales galleries in Kuala Lumpur, Selangor, Penang and Kedah, as well as at our Utropolis Glenmarie mall in Shah Alam, and our five co-working spaces in the Klang Valley. In less than three weeks, from Dec 3 to 21, 2022, we collected more than 600 books that were donated to various communities and schools through our non-profit partners MyReaders and Friends to Mankind. Some of the recipients were Harap.org in Kuantan, Persatuan Kebajikan Kanak-Kanak Yatim Rumah Visi (Vision Home) Ipoh, Pertubuhan Kebajikan Harapan Baru Ipoh, The Salvation Army Boys Home Ipoh and the Paediatric Ward of Hospital Ampang in Kuala Lumpur.
A recent study showed that Malaysians read only two books a year on average. There are several reasons for this, but some poorer parts of society can’t afford books. We don’t want these people to miss out. This project is about Team Malaysia working together to help one another. Our partner NGOs are doing a great job to support literacy and reading. We do our small part — we collect the books — and they identify the needs. Together, we distribute the books to those in need.
Everyone has a role to play in nation-building, be it individuals, government agencies, NGOs or corporates. Each group has resources that the others do not. We have to work together. For Paramount, CSR is part of fulfilling our vision of “Changing lives and enriching communities for a better world”.
Tropicana Corp Bhd
Jared Ethan Ang
group executive director
In 2022, Tropicana Corp Bhd collaborated with the Kedah government for the RM2.5 million renewal and rebuilding of the 0.49-acre Pantai Kok Rest & Recreation (R&R) Centre in Langkawi. The initiative saw the upgrading of existing facilities to better serve the community, which included the expansion of the commercial lot to eight units and the renewal of washroom, surau and car park amenities, with more than 70 parking bays for cars, motorcycles and bicycles. The renewed centre caters for the needs of both residents and visitors, facilitating travel to, around and from the area and supporting the island district’s tourism sector.
The joint renewal of the building is the capstone to Tropicana’s ongoing social outreach efforts in Langkawi, including the Tropicana go-go-FIT 3km Beach Fun Run at Pantai Cenang on July 30, 2022, which drew more than 200 local and international participants for a day of fun in the sun with health and diet checks along with mini kite-flying sessions and a chime workshop.
The joint renewal of the Pantai Kok R&R Centre showcases not just Tropicana’s commitment to building a vibrant and sustainable township in Langkawi, but the group’s targeted approach to social outreach as well. By focusing on and bolstering one of the state’s key economic drivers, we ensure that our contributions have a meaningful impact and contribute to the district’s long-term sustainability.
CSR has always been integral to the way Tropicana does business, as spearheaded by Tropicana Foundation and as part of our commitment to environmental, social and governance (ESG) principles. With ESG coming to the fore as essential for corporates and organisations across the board, we see increasing focus on CSR activities as avenues for businesses to foster positive impacts throughout their value chains. Reactivated in 2011, Tropicana Foundation has since channelled more than RM26 million towards charitable causes and underprivileged segments of society.
S P Setia Bhd
Datuk Choong Kai Wai
president and CEO
The #Setia4Malaysia campaign, with the Unity Run as the key event, was first initiated during the Covid-19 pandemic in 2021 as an effort to lift the spirit of unity among Malaysians and promote the awareness of health and well-being in conjunction with Merdeka and Malaysia Day celebrations. The inaugural #Setia4Malaysia Unity Run 2021 was held virtually amid travel restrictions. From Sept 16 to Oct 16, more than 1,500 runners completed a 5km or 21km run each within the spaces of their neighbourhoods.
When physical events resumed post-pandemic in 2022, #Setia4Malaysia Unity Run 2022 saw more than 2,000 participants from around Malaysia at Setia Bayuemas Lake Park in Klang on Sept 18. The event consisted of a 5km fun run and a half marathon.
#Setia4Malaysia Unity Run 2023 was recently held at the newly completed LakePoint Park @ Setia Alam Impian in Shah Alam on Aug 20 on a grander scale, which saw more than 3,000 participants joining the 5km fun run and half marathon.
This year, we were glad to engage the community in East Malaysia for the first time with our second #Setia4Malaysia Unity Run at our Aeropod development in Kota Kinabalu, Sabah, on Sept 3. We received 1,000 participants for the 5km run and were joined by 37 differently abled individuals. We also supported 40 B40 students participating in the event.
Apart from building homes, we also build communities and uplift them by placing them at the heart of each initiative that we carry out. The annual #Setia4Malaysia Unity Run, which is organised in conjunction with Merdeka and Malaysia Day celebrations, is one of our vehicles to not only engage the communities around our developments but also nationwide through sports and activities that are inclusive.
CSR encourages us as responsible businesses to adopt sustainable practices that consider long-term consequences and positive impacts that improve the quality of life. In the “social” aspect of ESG, it is important for businesses to create and maintain positive relationships with the communities to gain long-term trust and brand loyalty. In Setia, we hope that our initiatives not only touch the hearts of the communities but also inspire fellow Malaysians and corporations to act out of goodwill and provide a helping hand to those in need within their ability.
UEM Sunrise Bhd
Sufian Abdullah
CEO
In September 2022, UEM Sunrise volunteers participated in a 3-day, 2-night Citizen Action for Tigers (CAT Walk) programme in collaboration with the Malaysian Conservation Alliance for Tigers (MYCAT) in Merapoh, Pahang.
Led by MYCAT and local Bateq guides, the volunteers were enlightened by the process of protecting the Sungai Yu wildlife corridor against poachers and illegal activities, including identifying signs of poaching activities and illegal encroachment and monitoring signs of wildlife presence, especially Malayan tigers.
Our volunteers also had the opportunity to visit Rewilding Yu’s community-run tree nursery in the local Bateq village, where they planted trees to support MYCAT’s reforestation efforts, which directly contribute to rewilding the Sungai Yu Eco-viaduct that connects the Malayan tiger’s habitual landscapes of Taman Negara and Banjaran Titiwangsa.
In addition to our collaboration with MYCAT, UEM Sunrise promotes environmental conservation by working alongside Sireh Park in Iskandar Puteri, Johor. [The park spans] 138ha and is home to about 5,000 trees of various forest species.
In 2022, UEM Sunrise and various governmental agencies, NGOs and corporations planted 1,738 trees in Sireh Park, where more than half of these trees were listed on the International Union for Conservation of Nature’s (IUCN) Red List native species.
The rationale behind our collaboration with MYCAT is that we are drawn to their cause of protecting the Malayan tigers by maintaining and looking after their habitat and monitoring and removing any traps or snares in the area. In doing so, the Malayan tigers can roam around their habitat freely without any disruptions.
Being involved in the initiative is also part of our “Inspiring Malaysia” National and Malaysia Day campaign and our continuous efforts to impact the community positively. As a developer, we are mindful that our activities may have unintended consequences for locals in the surrounding area. Hence, it is crucial that we hear their voices and address their concerns. Our role is key in contributing to the growth and development of the local economy, and we strive to do so in a way that is sustainable and responsible. By incorporating economic sustainability into our agenda, we are able to create long-term value not only for our business but for the communities in which we operate.
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