Kuala Lampur, May 13 -- Sustainability now appears almost everywhere in daily life. Whether booking a ride, ordering food, or shopping online, there is often a small option encouraging users to contribute towards a green programme for a few extra cents. The amount is usually minor, yet I still find myself pausing sometimes before agreeing to it.

At first, I thought the hesitation was simply about money. But over time, I realised it was something else. I was not questioning whether sustainability matters. I was questioning why many green initiatives still feel emotionally distant despite becoming more common.

Consumers today are constantly told they are "offsetting carbon," yet carbon can still feel distant when it is experienced only as...