Jakarta. Chandra Asri Group recently launched the “Jejak Asri” program as it sought to motivate youth to take concrete actions to promotes sustainability lifestyle.

The launch coincided with the 2026 National Waste Awareness Day. Jejak Asri provides space for  Gen Z and millennials to share stories and real actions to protect the earth.

Since 2023, Chandra Asri Group has been running its flagship sustainability campaign, Indonesia Asri. Jejak Asri is the latest addition to the years-long campaign.

"Jejak Asri exists as a participatory space to share inspiring stories about small steps towards a more environmentally conscious life. We facilitate this space, while the community is the driving force," Chandra Asri Group Corporate Communication Head Chrysanthi said in Jakarta on Tuesday.

Chandra Asri Group, which produces plastic raw materials, restated its commitment to the circular economy. The company encourages products that are not only useful during use but also have post-use value through responsible management.

"We want to ensure that the products we produce remain beneficial, both during and after use. Therefore, education about waste management and a sustainable lifestyle is key. But we must work together to achieve this," Chrysanthi said.

Indonesia Asri's Journey
As of end-2025, Indonesia Asri has implemented 24 Asri Actions. An example was a cleanup activity called "Operation Semut," which not only focused on cleanups but also educated the public about waste sorting. 

Warga Asri community, namely the people who have taken part in the Indonesia Asri activities, have been driving these initiatives. The same goes for Sobat Asri, a community of activists who actively advocate for environmental issues through social media and offline activities.

To date, approximately 3,300 Warga Asri have participated in various activities, supported by 161 Sobat Asri. Indonesia Asri has partnered with 15 communities and institutions, with a total public participation of 11,000 people.

Indonesia Asri itself centers on four main pillars: waste management, carbon management, community development, and inclusivity and diversity.

The Role of Digital Platforms
Eco-friendly lifestyle activist Astri Puji Lestari believes that digital communities and platforms play a crucial role in expanding environmental education, especially among millennials and Gen Z.

"The average Indonesian spends around 7 hours on the internet every day. For social media alone, it's around three hours and 15 minutes per day, higher than the global average. This shows the digital space’s huge potential as a medium to spread information, including content that can trigger behavioral change,” Astri said.

“That’s why platforms like Jejak Asri are effective in reaching the younger generation," she said.

A Space for Expression for the Younger Generation
Jejak Asri invites young people to share original stories about their experiences living an environmentally friendly lifestyle through written works, visuals, and videos uploaded to the official Indonesia Asri microsite.

Sobat Asri representative Ridwan said this program provides a space for young people to make a real contribution.

"The earth we walk on is a legacy for the next generation. Big changes can start from small things. As a Gen Z, I feel I have the space to express myself through Jejak Asri," he said.

Ridwan had previously won an Indonesia Asri challenge, further motivating him to embrace sustainability in his daily life.

2026 Jejak Asri Challenge
The 2026 Jejak Asri program officially opens from March 3 to October 16, 2026. Participants can submit articles of at least 700 words, complete with photo or video documentation, personal quotes, and insights, choosing one of four themes: Sustainable Waste Management, Carbon Management, Inclusion & Diversity, and Community Development.

Selected works will be recognized in the "Inspirational Footprint" and "Asri Residents' Choice Footprint" categories.

Visit www.indonesiaasri.com to find out more about this program.