Most Malaysians claim to be aware of the term “sustainability”, but their understanding of the concept “varied dramatically”, said Entropia Group’s new report “Business for Goodness” which surveyed 500 Malaysian working adults. Lower income groups associated the term with sustaining the economy, as well as human society and lifestyle, while more affluent groups associate the concept with the larger purpose of sustaining planet Earth and the environment for the next generation. Separately, Entropia’s report also confirmed Millennials’ commitment and increased awareness of sustainability. According to the working adults surveyed, companies investing in sustainability development are considered responsible to society (59.1%), better prepared for the future (44.9%), innovative (33.1%), caring (31.9%) and trustworthy (31.5%). Majority of the respondents (85%) also voiced a preference for the products of such companies over others that are not sustainable, the report said. Additionally, 47.5% strongly agree that Malaysian companies are strongly committed towards sustainability, while 59.4% strongly agree that this is the case for Malaysian companies operating overseas.

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