ReThink HK 2022 : Video-on-Demand

The Role of Marketing in a Sustainable New World

Day 2 - 6th Oct | 14:35 - 15:25

Location: Sustainable Communities Theatre

Redefining Value

Overview

As consumers increasingly look to sustainability as a priority filter for purchasing decisions, marketers are presented with a unique opportunity as well as responsibility to communicate accurately and transparently on impact. The role of marketers in introducing sustainability concepts and shifting consumer mindset and decision making is evolving at pace – and goes much further than simply delivering communications on the topic.

Learnings

  • What is the state of play in Hong Kong? What are some challenges shared? What work still needs to be done? Perspectives on demographics and B2C vs B2B
  • How are marketers balancing long-term corporate objectives on sustainability, and the need to deliver more immediate, marketing-led growth for organisations?
  • The sustainability agenda exposes marketers to a much wider range of stakeholders than their end consumers. Marketers of today have a role in doing what’s right for customers, as well as shaping and implementing effective corporate sustainability strategies and creating a strong employee value proposition.

Post Event Actions

  • Gain insights on how marketers are responding to calls for ethical, social and sustainability responsibility, as well as the successes and challenges of setting and assessing sustainable marketing goals.
  • Understand that purpose-driven marketing has the potential to steer policy and employee engagement and provide an impetus for the brand to live up to it – in addition to simply communicating it.

Speakers

MODERATOR

Carol Yeung

Vice President

Golin

Carol Yeung

Vice President

Golin

Carol is the Vice President and ESG lead of Golin Hong Kong. She has 12 years’ experience building brand reputation and connecting brands with consumers. She was named Women to Watch 2021 by Campaign Asia-Pacific and has obtained Harvard Business School certification on Sustainable Business Strategy.

My Sustainability Goals for 2022:

I wish more brands will look into their brand purpose not only on comms level but how they can create real, meaningful change for the industry and society.

Melanie Kwok

Assistant General Manager - Sustainability

Sino Group

Melanie Kwok

Assistant General Manager - Sustainability

Sino Group

Melanie is the Assistant General Manager (Sustainability) of Sino Group, she oversees a range of sustainability projects related to ESG Stakeholder, Stakeholder Engagement and Heritage Conservation. Being a specialist in the realm of Sustainable Development, Melanie has also gained extensive experiences in Sustainable Tourism and Stakeholder Engagement.

Melanie holds a Bachelor of Science Degree in Environmental Management from the Imperial College London, a Master Degree of Science in Environment and Development from the London School of Economics and Political Science, a Postgraduate Degree in Sustainable Business from the University of Cambridge. She is also a certified Sustainable Tourism Professional by Global Sustainable Tourism Council.

My Sustainability Goals for 2022:

Joining hands with our stakeholders in creating better lifescapes.

Rosann Ling

Creative Director

Prism Creative

Rosann Ling

Creative Director

Prism Creative

Rosann is Founder and Creative Director of Prism Creative, a purpose-driven branding agency working with brave change-makers using their businesses/platforms as a force for good. She also hosts Branding for Impact Podcast, a show of bite-sized branding tips for making an impact. It launched as #1 in Marketing/HK Apple Podcasts.

My Sustainability Goals for 2022:

I hope to see more businesses adopting sustainability, for it to become even more demanded by consumers and for it to become the absolute given for competitive edge.

Hina Wainwright

Chief Marketing Officer

adm Group

Hina Wainwright

Chief Marketing Officer

adm Group

A global and regional marketing executive with almost 20 years proven B2B marketing experience across EMEA and Asia, including private equity and board expertise. A strong believer in the role marketing plays in positively influencing customer experience and an organisation’s growth agenda.

My Sustainability Goals for 2022:

Representing adm, I hope to hear success stories from other organisations about how they have achieved their sustainability goals to assist me and my team achieve our goals, which focus on communities, ethical supply chains and innovation.

With thanks to

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