Understanding the Impacts and Challenges of Corporate Tree-Planting Campaigns

Corporate Social Responsibility (CSR) refers to the practices and policies undertaken by corporations to positively influence the world, including economic, social, and environmental aspects. Tree-planting campaigns are among the initiatives to respond to environmental sustainability (ES), aiming to mitigate atmospheric carbon levels and help communities and ecosystems adapt to extreme weather events like heat waves. In Malaysia, Yayasan Telekom Malaysia (YTM)—the foundation arm of Telekom Malaysia (TM)—launched a notable initiative, "TM Towards a Sustainable Tomorrow: Tree Planting Campaign," on 16 July 2022. Certified by the Malaysia Book of Records as the largest Gutta-percha Tree-Planting event within 24 hours, this campaign coincided with World Telecommunication and Information Society Day 2022. This study uses a qualitative method to examine the impact of the YTM's tree-planting campaign. This study found that YTM successfully executed the campaign and achieved various impacts such as 1) environmental conservation and biodiversity, 2) community beautification, 3) community engagement, and 4) future research. Additionally, this study identifies challenges and problems in the tree-planting campaign and suggests solutions for future improvement. The findings provide valuable insights into ES practices through YTM's tree-planting initiatives, potentially aiding YTM and other organisations in fully strategising their initiatives to achieve campaign objectives in the future.