Nukleus is an innerwear brand. So Nukleus is a business. Nukleus is also concerned about the environment. Practically every day, we read about, or see with our own eyes, signs that our planet could be sick. If we don’t do anything, it may one day die. The implications for business are profound: In the words of the late David Ross Brower (the former executive director of the Sierra Club), “There is no business to be done on a dead planet.”
Indeed, a “dead planet” is a lose-lose situation where nobody wins. We may not be the biggest losers. “It is [the next generation] who will suffer from what we do”, says Nobel Peace Prize winner and Grameen Bank founder Muhammad Yunus.
The reality is this: We are all denizens of Planet Earth, and we’re in this together; there is no “us” or “them”; and Nukleus is part of the “we”. Hence, Nukleus must act. But how?
Through actions that support environmental conservation.
Some people say business and conservation don’t mix and can’t mix. We don’t believe this to be true. You will recall, dead planet, no business. Therefore, business has everything to gain by keeping the planet alive, and business should see to it that our planet is kept alive.
That’s why our brand mission is:
“To engage and work with our key stakeholders in fostering a sustainable future”
The conservation of the environment requires a change in mindsets and behaviors. That change should start with us at our homes. At the workplace, the leaders of Nukleus realize that they are the ones who can make change happen: they will therefore model the way for their employees. As a brand, we have adopted some planet-friendly practices; we will examine new practices as they emerge and adopt them if they are effective.
Next, Nukleus will seek to influence the external stakeholders in its supply chain. As of today, Nukleus are already working with like-minded contract manufacturers that care about the environment. In the future, Nukleus plans to hold frequent dialogues in order to share environmental and conservational knowledge with them. Nukleus will do the same with its distribution channels. It also wants to learn from its upstream and downstream partners.
Finally, Nukleus will engage its distributors and customers. It seeks to raise their awareness of local and regional environmental issues through its products and other touch-points. And ultimately, we hope that they will act and join us in our conservation efforts through organizations such as the World Wide Fund for Nature Malaysia.