For sustainable future, Hong Kong Matters (hktdc.com)


	World Matters Group CEO Michael Denmark

	World Matters Group is kicking off its worldwide launch in Hong Kong

Brand executive Michael Denmark took inspiration from his young son in setting up his latest business initiative, Hong Kong Matters.

"About 18 months ago, my eight-year-old son came home from school loaded with questions, having just been made responsible in his class for recycling," said the British entrepreneur, CEO of the new company, World Matthers Group.

"Some questions I was able to respond to, but for many others I had no ideas. So I started to research, and met a number of people who have been leading the way in Hong Kong for some time. I was inspired."

In 2002, Mr Denmark and partner Jasper Donat founded Branded Asia, a media, entertainment and event marketing company based in Central. Over the years the partners recognised a growing trend of individual incentives among Hong Kong's corporate leaders committed to a sustainable environment.

By combining this marketplace insight with specialised packaging and marketing capabilities and knowledge of local and international media, Hong Kong Matters was born.

Five elements

Hong Kong Matters is a communication and education platform comprised of five elements - a book, website, events, public relations campaign and the seal – that form a year-long programme. Each of these five elements enables participants in Hong Kong Matters to communicate their sustainable environment business practices.

Interested corporations apply to participate. "The standard we hope for is a demonstration of a corporation's commitment to ongoing improvement of sustainable environmental practices," said Mr Denmark.

"We have used the environmental principles of the United Nations Global Compact to inform our approach," he continued. "Participants provide working documents which show that they can clearly articulate sustainable principles, policies and practices ideally with some measurable goals and appropriate levels of human and financial resource allocation. This will assure us that some sustainable implementation is under way."

An international advisory panel has been selected to ensure that different elements of the sustainability spectrum are represented. Panel members include Dr David Bevan of the University of London, Dr Mike Packer, Managing Director of ArborCarb, Liam Salter, head of WWF Hong Kong Climate Programme, and Dr Andrew Thomson, CEO of the Business Environment Council. Throughout the programme, participants have the opportunity to learn from these experts' experience.

Global launch

Mr Denmark, who intends to expand the concept regionally, says Hong Kong makes an ideal launchpad. "As a prime regional commercial hub, Hong Kong is an excellent place for business analysts to watch," he says. "The sustainability issue is in play here now and it will be interesting to see if an Asian focus brings about different ways to deal with sustainable business."

Hong Kong also offers a mix of large global and local corporations, and combines both Asian and Western thinking and educational backgrounds, Mr Denmark said.

"It is a city that is well acquainted with business communication and marketing. I think it will be fascinating to watch the contribution Hong Kong could make to the international sustainability debate."