As diplomats finalize agendas for November’s COP 30 climate summit in Belém, Brazil—a gathering already overshadowed by 2024’s unprecedented 1.5°C temperature breach—I can’t help but think back to the first time I met Dr. Shirley Mo Ching Yeung. It was 2019 at the United Nations General Assembly, where I was covering the event as a journalist. There, amidst the bustling halls of the UNGA, I encountered a vibrant and passionate woman who was fiercely dedicated to the future of our planet. I immediately recognized something special in her. I knew, right then and there, that Dr. Yeung would one day change the world.
Fast forward to today, and it’s clear that Dr. Yeung’s quiet revolution is already unfolding. More than 10,000 miles away from the global political stage in Hong Kong, Dr. Yeung is pioneering a transformative sustainability model—bridging academia, blockchain technology, and art in ways that not only reimagine climate action but also provide a blueprint for global change. As COP 30 draws near, her work offers a tantalizing glimpse into how the lofty goals discussed in these global climate talks can become reality.
The Classroom as Climate Lab: Reinventing Economic Incentives
Dr. Yeung’s work at Gratia Christian College speaks volumes about her pioneering approach. As head of the School of Business, she isn’t just teaching sustainability; she’s flipping the script on how we think about it. Her “pay for recovery” framework—which connects tax rebates and subsidies to measurable waste reduction—is already making waves in Hong Kong. One retail pilot using this model has already resulted in a 37% reduction in single-use plastics— echoing the very objectives of COP 30 and that Brazil’s proposed Tropical Forest Finance Facility (TFFF) hopes to achieve. Yeung’s approach ties fiscal incentives to responsible business practices, and it offers a sustainable model that not only helps businesses but also provides a path for countries to incentivize their sustainability commitments on a global scale.
When Dr. Yeung explains her model, she does so with infectious optimism: “We’re flipping the script on sustainability costs. This isn’t just about environmental ethics—this is about transforming how we do business.” And transform she has. In collaboration with Genesis One Limited, Dr. Yeung is bringing sustainability to life through her innovative use of Chinese painting techniques on apparel. She has also adopted a pre-order sales approach, incorporating demand management concepts to prevent overproduction. Dr. Yeung’s future goal is to embed QR codes in these garments, linking to sustainability education and turning everyday products into “wearable classrooms.” This initiative offers a new way for consumers to learn about SDG 12. In one pilot, user sustainability literacy increased by 48%. It’s this intersection of education and innovation that makes Dr. Yeung’s work so transformative.
Blockchain’s Audit Revolution: From Halal Supply Chains to Climate Credibility
One of the most innovative aspects of Dr. Yeung’s work is her use of blockchain technology to tackle the pervasive issue of greenwashing. In an age where businesses can make any claim, blockchain’s transparency offers a level of accountability that’s sorely needed. In her research paper, she referred to the halal certification system as an example of how distributed ledger technology can create immutable records of sustainability. From farms in Malaysia to Hong Kong supermarkets, blockchain ensures that products meet the ethical standards they claim to uphold.
Blockchain’s power doesn’t stop there. Dr. Yeung’s “Restore Nature” NFT art series takes the concept of transparency even further. In her Venice Biennale exhibition, crypto contributions directly funded the planting of 8,000 trees in the Amazon—proof that blockchain can mobilize large-scale action on climate. But Dr. Yeung isn’t stopping there. Her upcoming proposal for COP 30 seeks to apply blockchain to Nationally Determined Contributions (NDCs), automating carbon trading among BRICS nations to ensure real, verifiable progress in reducing emissions.
“Blockchain isn’t just about transparency—it’s about creating immutable stories,” Dr. Yeung explains. This ability to track and verify actions is exactly what the world needs to build trust and hold governments and businesses accountable for their environmental promises.
Art as the Unseen SDG: Weaving Mental Health into Climate Action
What makes Dr. Yeung’s approach truly unique is how she intertwines SDG 12 (Responsible Consumption) with SDG 3.4 (Mental Well-being). In her “Nature” exhibition at Hong Kong’s Fringe Club gallery, visitors are immersed in augmented reality displays of deforested landscapes while learning traditional Chinese calligraphy. They ink characters like “harmony” (和)—a symbol of balance—while using VR headsets to experience forest regeneration. This multisensory experience has been shown to reduce eco-anxiety by 34%, offering a unique approach to the psychological toll climate change has on individuals.
For Dr. Yeung, this isn’t just about teaching sustainability—it’s about addressing the broader challenges of environmental impact. At ESGSCHOOLHK, students transform discarded textiles and plastics into upcycled products, which are then reimagined as canvases for Dr. Yeung’s paintings. These works—ranging from vibrant abstract pieces to calligraphic interpretations of SDG principles—breathe new life into materials that would otherwise pollute landfills, while also serving as tactile reminders of consumption’s consequences. She believes, “Planetary health is human health,” a philosophy embedded in her curriculum that pairs practical business solutions with sustainable practices. This approach extends beyond Hong Kong. Her upcoming collaboration with São Paulo’s street artists will extend this ethos to Brazil, creating murals that transform emissions data into vibrant visual narratives. By integrating art, technology, and emotional well-being, Dr. Yeung’s holistic approach offers a powerful model for sustainable action.
COP 30 – The Belém Connection: Local Ingenuity Meets Global Stage
When I first met Dr. Yeung, I could sense her drive and ambition. What I didn’t realize then was just how deeply her work would impact the global stage. As the world watches the developments leading up to COP 30 in Brazil, Dr. Yeung’s work offers a hopeful example of what can be achieved when local initiatives take bold, innovative steps toward global goals. By integrating SDG 12 with practical business strategies, blockchain for transparency, and art for mental well-being, Dr. Yeung is creating a blueprint for sustainable development that could scale far beyond Hong Kong.
The global stage of COP 30 will undoubtedly focus on how to accelerate sustainable development practices at all levels of society. While governmental frameworks and international policies are essential, local efforts like Dr. Yeung’s show how grassroots innovation can drive the kind of systemic change needed to tackle climate change and promote sustainable practices on a global scale.
“We are at a crossroads,” Dr. Yeung concludes. “The actions we take now will shape the world we live in tomorrow. It’s not just about policy changes; it’s about transforming the way we think, educate, and do business. We have the tools, and we have the creativity—we just need to harness them for the common good.”
In the end, saving the world doesn’t require reinventing the wheel. It requires rethinking how we operate, how we educate, and how we integrate sustainability into every facet of life. As I reflect on my first meeting with Dr. Yeung, I know that the future of climate action lies in the hands of innovators like her.
