Green stories: Storytelling in sustainability communication
How can sustainability be communicated in a credible and understandable way? A question that concerns many companies – especially in view of the upcoming reporting obligation. This is where stories come into play: storytelling ensures that sustainability reports, brochures, etc. remain in the reader’s memory. We explain how.
Why do stories work so well?
Because they…
…convey more than dry facts to readers
…activate the mental cinema
…offer the possibility of identification
…emotionalise
Storytelling on all channels
Storytelling works both offline and online – the key thing is that the story is good. However, there is a small advantage in the online area, where videos, slideshows or audio contributions provide variety.
Incidentally, you don’t have to come up with a complex hero’s journey for storytelling. But there are some characteristics that every story has:
- One or more protagonists
- An event or a problem
- The solution to the problem
How do I find my stories? Key ideas and lighthouses
The good news: stories exist in every company, regardless of whether it produces chocolate, screws or technical devices. It is helpful to define a central idea. It is the ‘green thread’ that guides the goals and measures that the company wants to communicate.
Equally important are exciting lighthouse topics that stand out from the mass of complex sustainability content. As a central storytelling element, they draw attention.
And how do you find these topics? In most cases, they are already selected core areas of the sustainability strategy. Measures that are essential for the company. For example, new ways to combat food waste, saving resources or special campaigns in the social sector. But be careful: don’t put any side issues, as this can be misleading.
A look behind the scenes
Storytelling is often a look behind the scenes of the company. Because that’s where the real stories lie: From employees who have been with the company their whole lives, from raw material suppliers who benefit from better working conditions or from family farms that are switching to organic. There are many stories. And they are authentic, create closeness and openness.
Helpful questions:
- Why are we telling the story?
- Who can authentically present the company’s values?
- Which topics, examples or milestones are emotionally charged?
Brief summary: 3 reasons for storytelling in sustainability communication
Storytelling
- is memorable
as stories create points of reference
- makes complex issues tangible
by presenting abstract concepts and processes in a simple and understandable way.
- ties in emotionally
because people are often at the centre. This creates empathy and ensures identification.
Conclusion:
Good storytelling can convey more than just information. The characteristics of a story are ideally suited to inspire and emotionalise recipients. This is ideally suited to the topic of sustainability, where nothing less than the lives of future generations are at stake. Now if that isn’t a great story.
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