Born in the Netherlands to Chinese/Malaysian parents, Cynthia has experienced inequality and mental health struggles which inspired her social impact journey.
She believes in influencing change through both private and charity sector work.
Private sector work:
- With a design research background, Cynthia started her post-university career as a Qualitative Researcher in Equity, Diversity and Inclusion. She’s helped clients (e.g. Channel 4, Youth Futures Foundation, MET office) uncover the needs of minoritised communities, leading to her recognition as a 30-under-30 Significant Insights Leader in market research.
- She currently works at Cowry Consulting, using her expertise in Human-Centred Design and Behavioural Science to improve customer journeys in the energy sector. During the cost–of-living and energy crisis, it is imperative that businesses: 1) help customers understand complex communications and available support, and 2) help employees deliver positive customer experience. One of the projects she’s leading is helping contact centre agents take care of their wellbeing and empowering them to help distressed customers.
Charity sector work:
- As the youngest trustee at Mind and only South-East Asian, Cynthia is a voice for intersectional change as the charity is working on supporting the mental health of ethnic minorities, youth and people in poverty.
- As a campaigner and board member at Slow Fashion Movement, she highlights environmental injustices in the fashion industry and the potential for a circular economy.
- This year, Cynthia’s also an official UN Women UK Delegate for the UN’s 67th Commission on the Status of Women and fundraising for the Single Homelessness Project.