As a freshman hailing from Kuching and, prior to that, Brunei, Freda Liu’s educational journey to Kuala Lumpur was a transformative experience. Stepping from a small town into the bustling metropolis of Kuala Lumpur, she initially had doubts and fears when she enrolled in HELP University. However, these apprehensions were swiftly assuaged as she discovered that most of her HELP University’s coursemates were also out-of-town students. This shared experience led to enduring friendships that have stood the test of time.

Although her academic focus was not on radio or sustainability, Freda pursued a Bachelor’s Degree in Business majoring in Marketing, both at HELP University and at the University of Southern Queensland, Australia. She ended up working full-time in Public Relations but also found herself with a part-time role reading news on national TV, which she landed in Kuching after completing her course. According to Freda, her willingness to learn and embrace new opportunities played a pivotal role in shaping her current career. 

Before her tenure at BFM Radio, Freda worked at IBM, where her background in broadcasting and corporate marketing sparked her interest in social enterprises and impact businesses. This fascination naturally evolved into a passion for sustainability and Environmental, Social, and Governance (ESG) principles, topics that are now widely discussed.

Freda initially had no plans to enter the broadcasting industry; her journey into television and radio broadcasting was a serendipitous one. However, her deep-seated love for the medium and her position as a talk radio host at BFM allowed her to seamlessly merge her corporate knowledge with broadcasting.

Growing up in Brunei, she was greatly influenced by the British Forces Broadcasting Station (BFBS), which was a significant part of her formative years. This early exposure to radio played a pivotal role in shaping her career.

As a radio host, Freda has had the privilege of interviewing influential figures such as Nick Vujicic, Simon Sinek, and Stephen Covey. With over 5000 interviews under her belt, she has witnessed the growth of startups like My Taxi (now Grab) and Carsome into “unicorns,” giving her a wealth of stories about their early days and transformation into major players.

Another passion of hers is sustainability marketing, where she is dedicated to educating and sharing ideas and strategies that can help businesses grow responsibly. She believes that corporations have a significant role to play in reshaping the world for the better, not only in terms of environmental impact but also in how they treat their employees and maintain checks and balances..

Sustainability marketing aligns with responsible journalism, an area where Freda is committed to educating her students and the general public. She advocates for solutions journalism, focusing not just on problems but also on what can be done to address them. While sensational journalism may attract attention, she believes it can desensitise people and erode hope. She aims to empower individuals with knowledge and inspire them to take an active role in shaping a better world..

As part of her own initiative, Freda started a show called “The Shift with Freda Liu,” where she highlights companies and individuals making a difference while demystifying the concepts of sustainability..

She believes that the introduction of sustainability education should begin at the university level. According to Freda, “Universities should incorporate sustainability into all courses, making it a requirement for every student. This approach would empower students to understand their potential to make a positive impact, whether as employees or employers.”.

Freda advises students to harness the power of social media effectively, recognising that everyone has a platform to influence change. She praises the openness and receptivity of the current Gen Z in making positive changes, but also emphasises the importance of thorough research and responsible activism..

Freda is also hopeful that the future will bring resolutions to critical social issues, particularly gender equality and improved access to quality education. She notes that women are still underrepresented in business and politics, and there are still children who lack basic access to education.

To students, Freda implores them to find a cause that resonates with them, whether it’s clean water, poverty alleviation, or any other pressing issue. “Meaningful change takes time, like growing corn – it does not happen overnight. Persistence and dedication are key to making a lasting impact.”