Exercise 1 : Market Research (Shree Sha Vaishnavi Nair A/P Vasu 0139143)

  

Market Research : World Wildlife Fund Malaysia (WWF)

 

1)    What is the name of this NGO?

-          The name of the NGO is World Wildlife Fund (WWF) Malaysia, a national conservation trust established to safeguard Malaysia’s unique biodiversity (Welcome to WWF-Malaysia, 2021).

 

2)    What is the official logo of WWF (Malaysia) and what does it represent?  

-          The official logo of WWF Malaysia, as part of the global WWF network, is the giant panda. The panda logo was inspired by Chi-Chi, a giant panda that arrived at the London Zoo in 1961, the same year WWF was founded. The panda was chosen because it is a beautiful, endangered, and widely loved animal, and its distinctive black-and-white coloring makes it highly recognizable and cost-effective for printing. The logo represents WWF’s commitment to wildlife conservation and overcoming language barriers globally. It has become a powerful symbol not only for WWF but also for the broader conservation movement worldwide. (WWF, 2024).

 

3)    Who is the founder of WWF (Malaysia)?

-          The founder of WWF Malaysia is Tan Sri Khir Johari, who helped establish the organization’s groundwork in 1972 (WWF-Malaysia, n.d.-a).

 

4)    When was World Wildlife Fund (WWF) Malaysia established?

-          World Wildlife Fund (WWF) Malaysia was established on January 13, 1972. (same source as question 1)      

5)    What are the key endangered species WWF Malaysia focuses on besides tigers and turtles?

-          Bornean Orangutans: Conservation efforts include monitoring populations using AI and drone technology.

-          Asian Rhinos and Elephants: WWF-Malaysia established the Asian Rhino and Elephant Action Strategy to protect these species.

-          Clouded Leopards and Sun Bears: These species have been captured on camera traps in protected forests like Royal Belum State Park, highlighting their conservation importance.

-          Newly Discovered Species: WWF-Malaysia has contributed to the discovery of new species, such as a tarantula spider, showcasing the rich biodiversity they help protect. (WWF-Malaysia, 2023).

 

6)    What does WWF Malaysia work on?

 

-          WWF Malaysia has worked on important conservation projects, from saving endangered species such as tigers and turtles, to protecting our highland forests, rivers and seas. (same source as question 2)

 

7)    What are WWF Malaysia’s main sources of funding, and how do they secure long-term financial sustainability?

-          Donations from individuals and supporters 

-          Grants from international and local foundations

-          Corporate partnerships and sponsorships

-          Fundraising events and campaigns
(Wikipedia contributors, 2025). (same source as question 1)

8)    How many projects does WWF Malaysia currently run?

 

-          WWF-Malaysia runs over 90 projects nationwide, covering wildlife, marine, forest conservation, scientific research, environmental education, policy advocacy, and community engagement, with nearly 200 staff and thousands of supporters. (same source as question 1)

9)    How did the NGO evolve from 1972 to 1982?  

-         
1972: WWF-Malaysia was established on 13 January 1972 as a national conservation trust. It began as a small, two-person organization focused on wildlife conservation, especially endangered species like tigers and turtles.

-          1977: Launched a mobile education unit sponsored by Bata to visit schools and spread conservation awareness. By 2004, this initiative had reached over one million Malaysian schoolchildren.

-          1978: Assisted the Terengganu State Government in surveying and recommending protection for Pulau Redang, leading to the establishment of the Pulau Redang Marine Park.

-          1981: Collaborated with the Sarawak Forest Department to survey the proposed Lanjak-Entimau Wildlife Sanctuary, which was later officially gazetted.

-          1982: At the request of the Ministry of Science, Technology and Environment, WWF-Malaysia began drawing up conservation strategies to guide development planning in various Malaysian states. (same source as question 4)

10) How did the NGO evolve from 1987 to 2000?

-          1987: WWF globally rebranded from "World Wildlife Fund" to "World Wide Fund for Nature" to reflect a broader focus on sustainable management of natural resources beyond just wildlife conservation.

-          1998: WWF-Malaysia’s conservation efforts contributed to the declaration of Perlis State Park by the state government.

-          1999: Launched the Partners for Wetlands programme in the Lower Kinabatangan region of Sabah. This initiative eventually led to the gazettement of the Kinabatangan Wildlife Sanctuary.

-          2000: Initiated the Sulu-Sulawesi Marine Ecoregion conservation project and established the Asian Rhino and Elephant Action Strategy to protect unique and endangered species (same source as question 4)

11) How did the NGO evolve from 2000 to 2006?   

-         
2003: Formed a conservation alliance with NGOs and government agencies focused on tiger conservation, including the Malaysian Conservation Alliance for Tigers (MYCAT).

-          2004: Ma’Daerah was gazetted as a turtle sanctuary. WWF-Malaysia also led community initiatives to conserve the environment in Fraser’s Hill.

-          2005: The Lower Kinabatangan Wildlife Sanctuary and Tun Sakaran Marine Park were officially gazetted. A new species of tarantula spider was discovered, and the Heart of Borneo Initiative was launched with WWF-Indonesia to protect Borneo’s rainforests.

-          2006: Contributed significantly to the establishment of the Kota Kinabalu City Bird Sanctuary. (same source as question 4)

12) How did the NGO evolve from 2006 to 2025?

-         
2007: The Heart of Borneo was declared a trilateral collaboration between Malaysia, Brunei, and Indonesia. WWF-Malaysia also began camera-trapping in Belum-Temengor to monitor tiger populations.

-          2010: After six years of advocacy, the Wildlife Conservation Act 2010 was passed. WWF-Malaysia also supported the formalization of PEWANIS, a local women’s group championing wetlands conservation.

-          2015: WWF recognized the Sabah state government for establishing Tun Mustapha Park, Malaysia’s largest marine park. WWF-Malaysia also began collaborating with local city councils on climate change mitigation.

-          2016: Tun Mustapha Park was officially gazetted. WWF-Malaysia contributed to hancing forest protection in Sabah, signed an MoU with the Sabah Forestry Department to strengthen anti-poaching efforts, and organized a scientific expedition in Setiu Wetlands to support its gazettement.

-          2024–2025: Launched a major project in the Ulu Muda Forest Complex in Kedah to restore degraded forests, enhance landscape management, protect biodiversity, and empower local communities. (same source as question 4)

13) What is WWF Malaysia’s core cause?

-          WWF Malaysia’s core cause is to sustain the natural world for the benefit of people and wildlife by focusing on conserving Malaysia’s rich biodiversity and ecosystems. Their conservation efforts concentrate on six major themes: forests, oceans, wildlife, food, climate and energy, and freshwater. (same source as question 2)

14) What Sustainable Development Goals (SDG) does WWF Malaysia contribute to?

-          WWF Malaysia contributes to SDG 6: Clean Water and Sanitation, SDG 12: Responsible Consumption and Production, SDG 13: Climate Action, SDG 14: Life Below Water, and SDG 15: Life on Land.  (same source as question 5)

15) What specific actions has WWF Malaysia taken to support the Sustainable Development Goals (SDG)? 

-          Conserving freshwater ecosystems (SDG 6),

-          Promoting responsible resource use like sustainable palm oil (SDG 12),

-          Enhancing ecosystem resilience to climate change (SDG 13),

-          Protecting marine life through sustainable fisheries and marine areas (SDG 14),

-          Safeguarding forests and wildlife habitats (SDG 15),

-          And collaborating with key stakeholders to support all these goals (SDG 17).
(same source as question 5)

16)  What is the mission of WWF Malaysia?

-          WWF Malaysia's mission is to stop the degradation of the Earth’s natural environment and to build a future in which humans live in harmony with nature. This is achieved by conserving the world’s biological diversity, ensuring the sustainable use of renewable natural resources, and promoting the reduction of pollution and wasteful consumption. (same source as question 2)

17)  What is the vision of WWF Malaysia?

-          WWF Malaysia’s vision is reversing nature’s decline and transforming Malaysia into a sustainable nation by 2030 through integrated, nature-based, inclusive, and climate-smart solutions that balance social, environmental, and economic needs, supporting systemic changes aligned with the Sustainable Development Goals. (same source as question 2)

18) What are the strengths of WWF Malaysia? 

-          Strong Brand and Influence: WWF-Malaysia benefits from the global WWF brand, recognized for its credibility and leadership in conservation. It is considered an influential and powerful voice in Malaysia’s environmental sector.

-          Policy Impact and Advocacy: The organization has significantly contributed to environmental planning and policy, including the creation of protected areas, development of policy documents, and preparation of key legislation.

-          Community Engagement: WWF-Malaysia excels in collaborating with local communities, such as the Orang Asli, for anti-poaching and conservation efforts. These initiatives not only protect wildlife but also provide economic benefits and skills training for local people.

-          Science-Based Conservation: The organization uses robust, science-driven approaches for habitat restoration, wildlife monitoring (e.g., camera traps, GPS tracking), and sustainable land management.

-          Diverse Programmes: WWF-Malaysia works across various areas including forest and marine conservation, sustainable agriculture, environmental education, and corporate engagement.

-          Successful Partnerships: The organization collaborates effectively with government bodies, law enforcement, corporate partners, and other NGOs, amplifying its conservation impact. (same source as question 5)

19)  What are the weaknesses of WWF Malaysia?

-          Resource Limitations: Despite its broad reach, WWF-Malaysia faces challenges in funding and resource allocation, which can restrict the scale and speed of its initiatives.

-          Organizational Complexity: Managing multiple divisions and coordinating with external partners can slow decision-making and project implementation.

-          Dependence on Donor Funding: The organization continues to rely heavily on donor and grant funding, making financial independence a long-term challenge.

-          Adapting to Rapid Development: Malaysia’s fast-paced economic growth and land development pressures sometimes outpace conservation efforts, requiring constant adjustment and responsiveness. (same source as question 5)

20)  What are the opportunities of WWF Malaysia?

-          Technological Advancements: Tools like camera traps, remote sensing, and environmental DNA (eDNA) offer enhanced capabilities for monitoring, restoration, and anti-poaching work.

-          Growing Public Awareness: Increasing concern about biodiversity loss and climate change opens up opportunities to expand public support through education and digital engagement.

-          Policy Momentum: National development strategies and transformation programmes are beginning to acknowledge the importance of biodiversity, creating a supportive policy environment for conservation.

-          Corporate Partnerships: There is potential to deepen engagement with the private sector, especially in industries like palm oil, timber, and fisheries, which are key drivers of habitat loss.

-          Community Empowerment: Expanding successful community-based conservation models can deliver both ecological and socio-economic benefits. (same source as question 5)

 

21)  What are the threats to WWF Malaysia?

-          Habitat Loss and Fragmentation: Ongoing deforestation, agricultural expansion (particularly for palm oil), and infrastructure development continue to threaten Malaysia’s biodiversity.

-          Poaching and Illegal Wildlife Trade: Poaching remains a serious threat, particularly for endangered species such as the Malayan tiger and Sumatran rhinoceros.

-          Climate Change: Climate-related impacts are increasingly affecting both terrestrial and marine ecosystems, complicating conservation planning and implementation.

-          Economic and Political Uncertainty: Shifts in government priorities, economic instability, or policy changes may disrupt conservation funding and progress.

-          Public Apathy and Consumer Behavior: Without meaningful changes in consumer habits—such as choosing sustainable products—conservation efforts risk being undermined. (WWF, n.d.-b) 

 

22)  What creative campaigns did WWF Malaysia host in 2023? 

-          Celebrated Sarawak’s indigenous communities through cultural events promoting conservation.

-          Highlighted sustainable local products such as rattan crafts and pepper linked to forest conservation in Jagoi Heritage Forest and Ba’ Kelalan.

-          Partnered with local groups like FORMADAT and PADE to empower sustainable livelihoods and forest management.

-          Launched Earth Hour 2023 video contest to raise climate action awareness.
(same source as question 2; same source as question 4).

23)  What creative campaigns did WWF Malaysia host in 2024? 

-          Continued the Living Landscape Approach in Peninsular Malaysia with P&G partnership.  

-          Focused on protecting Malayan tiger wildlife corridors, promoting sustainable palm oil, and restoring degraded habitats (e.g., Sungai Yu corridor).  

-          Implemented community ranger training, habitat restoration, and sustainable agriculture programs (WWF, 2025a).

 

24)  How does technology help WWF Malaysia with their conservation strategies?

-         
Camera Traps: Used extensively to monitor endangered species like tigers, clouded leopards, and sun bears in places such as Royal Belum State Park. These motion-sensor cameras capture thousands of wildlife images, providing critical data on species presence, population, and threats like poaching snares  

 

-          Artificial Intelligence (AI): WWF Malaysia has partnered with University Malaysia Sabah to develop AI technology that automates data collection and analysis of drone images, specifically for orangutan nest detection. This deep learning model helps classify aerial images and monitor orangutan populations more efficiently and accurately, reducing reliance on manual identification by experts

 

-          Remote Sensing and Environmental DNA (eDNA): These emerging technologies are also part of WWF Malaysia’s toolkit to improve monitoring, restoration, and anti-poaching efforts, enabling better landscape and ecosystem management (same source as question 4 and 5)

 

25)  How does WWF Malaysia promote sustainable agriculture and controlled consumption in Malaysia? 

-          Sustainable Palm Oil Initiatives: WWF Malaysia advocates for responsible palm oil production to reduce habitat loss and environmental degradation linked to agricultural expansion.

 

-          Corporate Partnerships: Collaborations with companies like P&G help promote sustainable agricultural practices and supply chains, integrating environmental considerations into business operations.

 

-          Community Empowerment: WWF supports local communities and indigenous groups to adopt sustainable livelihoods and forest management practices that align with conservation goals.

 

-          Public Awareness Campaigns: Through education and outreach, WWF Malaysia encourages consumers to choose sustainably produced products, reducing demand for commodities linked to deforestation and biodiversity loss (WWF, 2020).

 

26)  What educational programs has WWF Malaysia hosted to raise public awareness about conservation?

 

-          Mobile Education Unit (launched in 1977): Travels to schools across Malaysia to raise conservation awareness, reaching over one million schoolchildren by 2004.

-          Community Ranger Training: Empowers local and indigenous community members through training to support conservation and anti-poaching patrols, making them active stewards of biodiversity.

-          Climate Action Campaigns: Initiatives like Earth Hour video contests engage the public, especially youth, in climate awareness and environmental stewardship.

-          Cultural and Indigenous Community Events: Celebrates indigenous cultures and promotes sustainable local products tied to forest conservation, strengthening the connection between people and nature. (same source as question 4 and 5)

27)  How does WWF Malaysia collaborate with the private sector and corporations?

-          Partnerships with Major Companies: For example, WWF Malaysia partners with Procter & Gamble (P&G) to implement the Living Landscape Approach that promotes sustainable land use and protects wildlife corridors

-          Corporate Sustainability Initiatives: WWF works with industries such as palm oil, timber, and fisheries to encourage sustainable practices, reduce environmental impacts, and promote responsible sourcing

-          Fundraising and Awareness Events: Corporate partners support events like the “Run For Tigers” to raise funds and awareness for tiger conservation and human-wildlife conflict mitigation

-          Policy and Advocacy Collaboration: WWF engages corporations to influence environmental policies and integrate sustainability into business strategies, amplifying conservation impact beyond NGO efforts (same source as question 23 and 1)

 

28)  How does WWF Malaysia help protect Malaysia’s rivers and freshwater ecosystems?

-          Promoting sustainable management of river basins and watersheds to maintain water quality and biodiversity

-          Implementing conservation projects in key freshwater habitats such as peat swamp forests and riverine ecosystems

-          Advocating for policies that safeguard freshwater resources and reduce pollution

-          Engaging local communities and indigenous groups in stewardship and sustainable use of freshwater resources

-          Conducting scientific research and monitoring to inform conservation strategies (same source as question 5)

29) What is the purpose of the Earth Hour campaign organized by WWF Malaysia?

-          Raise public awareness about climate change and environmental issues

-          Encourage individuals, businesses, and communities to take action to reduce energy consumption and carbon footprints

-          Promote a global movement of environmental responsibility and sustainability

-          Inspire collective action to protect the planet for future generations (same source as question 2)

30) How is the Earth Hour campaign conducted?

-          Inviting households, businesses, landmarks, and governments to switch off their lights for one hour, usually from 8:30 PM to 9:30 PM local time on a designated day

-          Organizing events such as video contest, community gatherings, and educational programs to engage the public and spread the message

-           Using social media and digital platforms to amplify participation and share stories of climate action

-           Collaborating with partners and sponsors to maximize outreach and impact (same source as question 2)

 

Individual Reflection:  

While drafting the questions for the assignment, I had multiple hurdles of researching about the NGO such as not being able to find answers to my questions even though reading through the whole webpage about WWF, but however managed to find the information from external credible sources. After doing this research , WWF made me feel more connected to nature and has given me more reasons to protect it.

 

Reference List:  

Bain & Company. (2019). Helping World Wildlife Foundation Malaysia plan a “living landscape” for sustainable conservation. https://www.bain.com/careers/impact-stories/wwf-malaysia/

Kent, W., & Hehmeyer, A. (2019, December 17). New technology and collaboration could transform wildlife monitoring. World Wildlife Fund. https://www.worldwildlife.org/stories/new-technology-and-collaboration-could-transform-wildlife-monitoring

P&G partners with WWF-Malaysia to protect the Malayan tiger and its habitat. (2021). WWF-Malaysia. https://www.wwf.org.my/?28585/PG-Partners-with-WWF-Malaysia-to-Protect-the-Malayan-Tiger-and-its-Habitat

Threats. (2024). WWF-Malaysia. https://www.wwf.org.my/tiger_facts/threats/ 

Threats to Borneo forests. (n.d.). WWF. https://wwf.panda.org/discover/knowledge_hub/where_we_work/borneo_forests/borneo_deforestation

Welcome to WWF-Malaysia. (2021). WWF-Malaysia. https://www.wwf.org.my/

Who we are | WWF Malaysia. (2024). WWF-Malaysia. https://www.wwf.org.my/about_wwf/who_we_are/

Wikipedia contributors. (2025). Funding of the World Wide Fund for Nature. Wikipedia. https://en.wikipedia.org/wiki/World_Wide_Fund_for_Nature

WWF. (2020). Palm oil deforestation prevention and community collaboration. WWF Magazine.

WWF. (2023). Camera traps showcase Malaysia’s incredible biodiversity. https://www.worldwildlife.org/stories/camera-traps-showcase-malaysia-s-incredible-biodiversity

WWF. (2024). Logo – WWF Brand. https://wwfbrand.panda.org/logo/

WWF. (2025a). P&G and WWF forge partnership for Living Landscape Approach and tiger conservation. WWF.

WWF. (n.d.-a). Heart of Borneo Initiative. https://www.wwf.org.my

WWF. (n.d.-b). Threats to tigers and Borneo's forests. https://www.wwf.org.my

WWF-Malaysia. (n.d.-a). About us – Foundation, projects, and staff. Panda.org. . https://www.wwf.org.my

WWF-Malaysia. (n.d.-b). Mission, vision, core causes, and campaigns. https://www.wwf.org.my

WWF-Malaysia. (n.d.-c). Company overview. LinkedIn. https://www.linkedin.com/company/wwfmalaysia

WWF-Malaysia. (2012). WWF-Malaysia strategy.

WWF-Malaysia. (2021). WWF-Malaysia strategy 2021 to 2030. https://www.wwf.org.my/?28865/WWF-Malaysia-Strategy-2021-to-2030

WWF-Malaysia. (2023). Conservation timeline. https://www.wwf.org.my/about_wwf/conservation_timeline_/

WWF-Malaysia. (2023, August 21). WWF Malaysia to implement AI for conservation. ITnews Asia. https://www.itnews.asia/news/wwf-malaysia-to-implement-ai-for-conservation-599412

WWF-Malaysia. (2024). Double victory for WWF-Malaysia at SGHA 2024. https://www.wwf.org.my/?33225/Double-Victory-for-WWF-Malaysia-at-SGHA-2024

WWF-Malaysia. (n.d.). Frequently asked questions. https://www.wwf.org.my/index_faq/frequently_asked_questions/