Impact Stage

Reimagining Sustainability Storytelling: Balancing Authenticity, Accountability and Aspiration

11 Sep (Fri) Day 2 : 14:00 – 14:50

Full Programme
Impact Stage

As brands increasingly align with sustainability goals, the challenge lies not just in what they communicate, but how they do it. In an era of rising scrutiny, audiences demand transparency, purpose, and proof, yet many organisations risk tipping into greenwashing or greenhushing. In this session, hosted by PRHK, we explore how marketing and communications professionals can craft narratives that are both credible and inspiring. Through strategic insight and real-world examples, speakers will discuss how to reimagine sustainability storytelling that builds long-term trust, supports organisational accountability, and sparks genuine impact, all while staying authentic to brand purpose and audience expectations.

Session Learnings:

  • Distinguish between authentic sustainability storytelling and promotional overreach.
  • Integrate transparency and accountability into brand communications frameworks.
  • Use storytelling to communicate complex ESG goals in engaging, audience-centred ways.
  • Navigate the fine line between confidence and caution in sustainability messaging.
  • Develop actionable strategies for credibility, consistency, and long-term stakeholder trust.

Post-Event Actions:

  • Audit and align sustainability narratives across their organisation to ensure authenticity, consistency, and data-driven credibility.
  • Foster internal collaboration between communications, ESG, and leadership teams to build a unified, purpose-led strategy for sustainability storytelling.
  • Apply the balance of authenticity, accountability, and aspiration when crafting campaigns — moving beyond awareness to influence culture and behaviour.
  • Embed sustainability storytelling into long-term business transformation, using transparent communication as a catalyst for trust, innovation, and measurable impact.

Speakers

Kiri Sinclair

Sinclair

Founder & CEO

Known for providing expert insights, strategic counsel and creative solutions, Kiri is a trusted advisor in marketing communications, reputation management and crisis communications in the Asia Pacific region. Her 25+ years of experience leading brands to success across Asia have made her a highly sought-after commentator and conference speaker internationally.

Kiri is Founder & CEO of Sinclair, which she established in 2009 and has since built into a multi-award-winning, regional marketing communications agency. A strong advocate for the value of integrated communications and the importance of protecting and building reputation, she holds industry Board positions with The Marketing Society, PRCA APAC and PRHK, is a Fellow of the PRCA and is a member of Tatler Asia’s 2025 Gen.T Tribe. In the wider community, Kiri is on the Hong Kong Baptist University School of Communications Advisory Committee, the ReThink HK Foundation Advisory Board, and is a Mentor for the University of Hong Kong Business School’s Master’s students.

As agency leader, Kiri is responsible for Sinclair’s strategic regional growth, team-first culture, and the innovative business and client strategy the agency is renowned for. She mentors the Sinclair team, who are based out of offices in Hong Kong, Shanghai and Singapore, fostering a forward-thinking, creative and solutions-based approach to marketing and communications. Kiri strategically advises clients across the corporate, consumer, luxury, public and NGO sectors. She leads the development of creative growth strategies on both a regional and local level, and advises on sensitive reputational issues for world-leading clients.

Kiri was listed in Tatler’s Asia’s Most Influential in 2021, named PR Agency Head of the Year by Campaign Asia in 2018 and Agency Leader of the Year by Mumbrella in the same year. These accolades compliment the 100+ awards the agency has been bestowed, which include Greater China B2C Agency of the Year and Greater China B2B Agency of the Year by Campaign Asia 2022, Public Relations Agency of the Year 2020 by Marketing Magazine, Hong Kong SAR PR Agency of the Year 2021 and 2020 by Campaign Asia, and Greater China PR Consultancy of the Year 2018 by Campaign Asia.

Born in Hong Kong, Kiri earned her MBA from the University of Hong Kong. An insatiable curiosity, passion for life, and dedication to working with individuals and organisations that are creating positive change in the world, are the leading forces that drive her forward.

Speaking at 2026 sessions:

Day 2

Reimagining Sustainability Storytelling: Balancing Authenticity, Accountability and Aspiration

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