Jacqui Hocking wants to change the world through storytelling. “People want to work for inspiring companies that are truly making a difference, and customers want to know they are supporting a good cause when they shop,” she says. “Brands need to look beyond product marketing and really start sharing the story behind the vision and the greater purpose.”
This is where Vision Strategy Storytelling (VSS) comes in. By bridging video production, advertising and environmental solutions, VSS has managed to produce authentic documentaries that capture stories about staff and culture, or the social or the positive environmental impact a company is making. “We have shown that ethical brands have better business results than ‘traditional’ ones,” she shares, “so CEOs are starting to see the true value of having a greater purpose.”
She believes that the world would be a better place if there was more emphasis placed on love and compassion, and she’s heartened by the fact that social enterprises are taking off in a big way in Singapore. “I came here about eight years ago and no one knew about social enterprise. Now, even tech start‐up founders are becoming social entrepreneurs.”
Hocking’s passion stems from a childhood surrounded by nature, and a background in documentary and film-making. She cites her experience sailing around the world while filming a climate expedition as the anchor that gave her “a unique perspective about the challenges we face as a global ecosystem”. VSS has been hiring fresh talent and is working on expanding its ecosystem across Asia while building traction in Europe and the US.
To further environmental awareness and foster more collaboration, she co‐founded the Singapore Eco Film Festival with Adeline Seah and Tulika Kapoor. This free annual event screens films with a focus on the environment and hosts various eco‐themed activities to engage people from all walks of life.
Despite all her accomplishments, she confesses to suffering from imposter syndrome on a daily basis. To counter this, she reminds herself to get comfortable with discomfort by keeping in mind Nelson Mandela’s saying that “courage is not the absence of fear, but the triumph over it”.
Hocking is wearing a dress by Mara Hoffman at NET-A-PORTER