{"id":5218,"date":"2026-04-24T12:00:00","date_gmt":"2026-04-24T04:00:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5218"},"modified":"2026-09-28T16:58:51","modified_gmt":"2026-09-28T08:58:51","slug":"esg-storytelling-brand-trust-polyu-speed","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/esg-storytelling-brand-trust-polyu-speed\/","title":{"rendered":"From ESG to Storytelling: Building Brand Trust at PolyU SPEED"},"content":{"rendered":"<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">Invited by Dr Helen Wong and Dr Phoebe Wong, <a href=\"https:\/\/berniewong.net\/zh-hk\/about\/\">\u9ec3\u555f\u4eae\u535a\u58eb<\/a> spoke at PolyU SPEED\u2019s Research Centre for Green Business on <strong>\u201cFrom ESG to Storytelling: Turning Sustainability Strategy into Brand Trust.\u201d<\/strong><\/p>\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/esg-storytelling-brand-trust-polyu-speed\/#Why_ESG_communication_needs_storytelling\" >Why ESG communication needs storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/esg-storytelling-brand-trust-polyu-speed\/#Credibility_connection_and_trust\" >Credibility, connection and trust<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/esg-storytelling-brand-trust-polyu-speed\/#Storytelling_training_for_responsible_communication\" >Storytelling training for responsible communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/esg-storytelling-brand-trust-polyu-speed\/#Event_highlights\" >Event highlights<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_ESG_communication_needs_storytelling\"><\/span>Why ESG communication needs storytelling<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">The session examined four international brand examples:<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Apple<\/strong>, using cinematic communication to make environmental commitments visible<\/li><li><strong>L\u2019Or\u00e9al<\/strong>, connecting refill behaviour with brand identity and customer participation<\/li><li><strong>IKEA<\/strong>, incorporating circularity into products and customer experience<\/li><li><strong>Allbirds<\/strong>, making sustainability tangible through measurable product attributes<\/li><\/ul>\n\n<p class=\"wp-block-paragraph\">These cases demonstrated different ways to move from broad sustainability claims to stories and experiences that audiences can understand.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Credibility_connection_and_trust\"><\/span>Credibility, connection and trust<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">The central takeaway was straightforward:<\/p>\n\n<ul class=\"wp-block-list\"><li>ESG evidence builds credibility.<\/li><li>Storytelling creates connection.<\/li><li>Brand trust requires both.<\/li><\/ul>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Storytelling_training_for_responsible_communication\"><\/span>Storytelling training for responsible communication<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\">Dr Wong\u2019s 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.<\/p>\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Event_highlights\"><\/span>Event highlights<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"600\" data-id=\"5225\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-2.jpg\" alt=\"PolyU SPEED participants learning how ESG storytelling builds brand trust\" class=\"wp-image-5225\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-2.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-2-300x225.jpg 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-2-768x576.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-2-16x12.jpg 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"800\" height=\"600\" data-id=\"5226\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-3.jpg\" alt=\"Dr Bernie Wong engaging participants during an ESG and brand storytelling session at PolyU SPEED\" class=\"wp-image-5226\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-3.jpg 800w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-3-300x225.jpg 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-3-768x576.jpg 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/PolyU-SPEED-ESG-Storytelling-Session-3-16x12.jpg 16w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/figure>\n\n\n<p class=\"wp-block-paragraph\">Explore <a href=\"https:\/\/berniewong.net\/zh-hk\/storytelling-training-hong-kong\/\">storytelling training in Hong Kong<\/a>, <a href=\"https:\/\/berniewong.net\/zh-hk\/keynote-speaker-hong-kong\/\">keynote speaking<\/a>, or <a href=\"https:\/\/berniewong.net\/zh-hk\/contact\/\">contact Dr Bernie Wong<\/a> to discuss a customised workshop or conference session.<\/p>","protected":false},"excerpt":{"rendered":"<p>At PolyU SPEED\u2019s Research Centre for Green Business, Dr Bernie Wong explored how organisations can translate ESG strategy into credible and relatable brand stories.<\/p>","protected":false},"author":1,"featured_media":5224,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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