People & Purpose Theatre
Communicating with Consumers to Co-create Change
Day 2 : 11:55 – 12:45
In today’s dynamic marketplace, effective communication with consumers is not just about conveying messages from the brand, but also about fostering collaboration and co-creation. In this session, we will explore the power of engaging with consumers as active participants in driving change.
We will delve into strategies and best practices for building meaningful connections, leveraging different mediums, and utilizing consumer insights to co-create innovative solutions. By understanding the evolving needs and preferences of consumers, organizations can establish authentic dialogues that inspire loyalty and drive positive societal impact.
Join us to discover practical techniques and examples that demonstrate how effective communication can transform consumers into valuable co-creators of change.
Learnings:
- The role of organizations and brands in fostering a collaborative dialogue with consumers to co-create meaningful change
- Challenges and opportunities in the process
- Best practices and examples of how this is put into practice
Post-Event Actions:
- Gain insights on how collaborative dialogues with consumers can create positive impact for the brand, both on environmental and social levels
- Explore the different formats and mediums in engaging consumers to co-create change
Speakers
Moderator
Carol Yeung
Managing Director
Golin Limited
Carol Yeung
Golin Limited
Managing Director
Carol is the Managing Director 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 2024:
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.
Chester Cheng
Co-founder
Chester Cheng
Co-founder
Chester joined MTR Corporation as Graduate Trainee in 2019, and co-founded Hong Kong’s leading one-stop green lifestyle reward platform Carbon Wallet from zero to one in 2021. He currently heads up the social innovation venture as a subsidiary of MTR Lab.
He is passionate about driving sustainable consumption for cities, and strives to transform issue-based climate communications into action-based engagement to inspire climate actions among individuals.
My sustainability goals for 2024:
- Everyone in Hong Kong getting used to waste sorting at households and start recycling.
- Less disposable used in the city, people supporting sustainable merchants.
Ken Or
Corporate Planning Director
Tam Jai International Co. Ltd.
Ken Or
Tam Jai International Co. Ltd.
Corporate Planning Director
Ken Or joined Tam Jai International Co. Limited (TJI) in 2021. He is the Corporate Planning Director and serves as the Chairman of the ESG Committee. Ken is responsible for developing corporate strategy, leading business transformation, and fostering the growth of new brands and ventures, in addition to managing investment strategies. As Chairman of the ESG Committee, he administers the Tam Jai Goodness Trust and is at the forefront of the company’s sustainability efforts.
Before joining TJI, Ken was a Partner at Yamato Capital Partners (YCP), co-heading the Hong Kong office and leading the Asia consumer & retail business practice focusing on principal investments and value creation. Before YCP, Ken held a position at Deloitte China as a management consultant, specializing in growth strategies and digital transformation.
Ken’s academic background includes an MSc in Management from Imperial College London and a BEng in System Engineering from the University of Warwick. His educational background complements his extensive experience in the consumer & retail sector.
My Sustainability Goals for 2024:
As a leading restaurant chain in Hong Kong, TamJai is committed to embodying our core values, “Will to Win, Passion to Serve,” in our sustainability initiatives for 2024-2025. We are dedicated to reducing waste and enhancing our climate disclosure practices to provide transparency and foster trust among our stakeholders. In our pursuit of sustainability, we aim to co-create behavioral changes and build a “plastic-free” community, encouraging both our staff and customers to make environmentally friendly choices. Additionally, our “Eat Healthy” campaigns will promote nutritional awareness and healthier lifestyle choices across all our outlets. Through these integrated efforts, TamJai not only leads in food excellence but also in championing environmental stewardship.
Supported by
PRHK
PRHK is a modern and forward-looking industry organisation for PR and communications professionals in Hong Kong. It represents, champions, promotes and grows the Hong Kong public relations and communications industry, its professionals, its affiliates, its academic institutions and their students.
