Organisations are doing more in sustainability, yet many audiences still struggle to understand or connect with their efforts. The challenge is often not the absence of ESG data, but the way that information is translated into a credible and relatable story.
Invited by Dr Helen Wong and Dr Phoebe Wong, Dr Bernie Wong spoke at PolyU SPEED’s Research Centre for Green Business on “From ESG to Storytelling: Turning Sustainability Strategy into Brand Trust.”
Why ESG communication needs storytelling
ESG reporting provides important facts and evidence. However, information alone does not guarantee understanding, relevance or trust. Organisations also need to explain why their sustainability actions matter, how they affect stakeholders and what people can see or experience in practice.
The session examined four international brand examples:
- Apple, using cinematic communication to make environmental commitments visible
- L’Oréal, connecting refill behaviour with brand identity and customer participation
- IKEA, incorporating circularity into products and customer experience
- Allbirds, making sustainability tangible through measurable product attributes
These cases demonstrated different ways to move from broad sustainability claims to stories and experiences that audiences can understand.
Credibility, connection and trust
The central takeaway was straightforward:
- ESG evidence builds credibility.
- Storytelling creates connection.
- Brand trust requires both.
Participants also raised thoughtful questions about greenwashing, proof and the tension between compelling narratives and regulatory reality. These issues are especially important when organisations communicate complex achievements to customers, employees, investors and communities.
Storytelling training for responsible communication
Dr Wong’s storytelling work combines brand strategy, research and practical communication frameworks. The aim is not to make weak claims sound stronger, but to help organisations express verified actions with greater clarity, relevance and humanity.
Event highlights
Explore storytelling training in Hong Kong, keynote speaking, or contact Dr Bernie Wong to discuss a customised workshop or conference session.
