Rethinking Marketing & Communications

Day 2 : 15:00 – 16:30

In this Roundtable, understanding the process behind successfully developing messaging to connect with consumers is crucial in today’s dynamic market landscape. By leveraging a diverse range of digital marketing tactics, such as social media, influencer collaborations, content marketing, and programmatic advertising, brands can effectively reach and connect with their target audiences.

However, the issue of greenwashing also needs to be addressed. Greenwashing is the practice of making misleading or exaggerated claims about the environmental friendliness of a product or service in order to appear more sustainable. This can undermine consumer trust and lead to confusion in the marketplace. Roundtable participants will discuss strategies for crafting authentic, transparent, and impactful sustainability messaging that avoids the pitfalls of greenwashing.


  1. Developing a comprehensive content strategy to engage consumers
  2. Ensuring sustainability claims are backed by verifiable evidence
  3. Building trust through clear, honest, and educational messaging
  4. Aligning sustainability efforts with broader brand purpose and values

Post-Event Action

By the end of this Roundtable, attendees will have a better understanding of how to effectively communicate with consumers in today’s competitive market while maintaining a high standard of transparency and authenticity around sustainability and environmental impact.


Coral Puig Garrigo

HKUST Entrepreneurship Centre

Adjunct Professor / Managing Director

Coral has been in marketing and innovation for over 23 years, working for global brands in 3 continents
. With a focus on consumer behaviour and innovation/ consumer anthropology and strategic marketing, her role entails deciphering consumer behavior to craft impactful marketing strategies. She also serves as an adjunct professor at HKUST since 2017, leveraging these insights to educate and inspire future leaders, emphasizing the importance of strategy and innovation with a focus on responsible and sustainable practices within the business landscape.

My Sustainability Goals for 2024:

  • Food waste reduction.
  • Fashion waste reduction.

John Pabon

Fulcrum Strategic Advisors

Sustainability Author, Consultant, and UN advisor

John Pabon has spent two decades in the business of saving our Earth. After leaving his role at the United Nations, John travelled the world studying the impacts of sustainability first-hand in factories, on fields, and in Fortune 500s.

He is an expert in sustainability with a mission to move sustainability from theory to practical strategies that help people and businesses confidentially make real impact. To get there, he shares his message through books, consulting to businesses, and keynote speaking to audiences around the world.

John’s global career has taken him from Los Angeles to New York, Shanghai to Seoul to Melbourne. He’s had the privilege of working with the United Nations, McKinsey, A.C. Nielsen, and as a consultant with BSR, the world’s largest sustainability-focused business network. A decade of experience living and working in Asia inspired him to found Fulcrum Strategic Advisors with a mission to help companies, governments, and individuals capitalise on the benefits sustainability offers.

He is a regular contributor to major publications and speaks to an array of global audiences on issues of sustainability, geopolitics, communications, and societal change. John is the Chair of The Conference Board’s Asia Sustainability Leaders Council, advises the United Nations, and serves on the board of advisors to the U.S. Green Chamber of Commerce. He is the author of “Sustainability for the Rest of Us: Your No-Bullshit, Five-Point Plan for Saving the Planet” and “The Great Greenwashing: How Brands, Governments, and Influencers are Lying to You.”