5 tips to help you build impact by boosting your ESG narrative.
Contents
Only one in 10 companies succeed in their ESG and sustainability programs.
And, only 21% make it through the first year.
Why?
The lack of funding.
Now, I am sure that if you’re in the business of sustainability, you know that money is your best friend.
Now, if you want to attract those dollars from investors, there is one secret ingredient.
That is business storytelling.
Effective business storytelling can transform how a company connects with its audience regarding ESG initiatives.
With that being said, you can turn casual supporters into loyal stakeholders who contribute.
In this blog, I will be looking at how you can use storytelling for sustainability program success.
The power of sustainability storytelling
If you can get your narrative right, there is a chance that you can become a unicorn of sorts with your ESG.
No matter what you think every ESG initiative starts at the same place, zero.
So, get to know your audience and know what resonates with them. Weave your values, visions, and capabilities into your story.
It’s not just about telling people what you do or have done—it’s about telling them why it matters.
Furthermore, you need to tell it through their eyes.
For instance, Apple has mastered this art with its iconic “Think Different” campaign, which doesn’t just sell products but champions innovation and the spirit of revolution.
This approach has helped Apple create a profound emotional connection with its customers. At the same time, it has made it one of the most wealthy companies in the world today.
Want to be like Apple?
Of course, you do! And, I’m going to share with you five ways to help you win like them:
Element 1: A compelling hero’s journey
The hero’s journey is a powerful narrative framework in storytelling.
I’m not talking about Superman or Supergirl.
What we are doing is to show your company or customer as a hero.
One that overcomes challenges and evolves – solves a pain point would be more apt.
A great example is Deliveroo’s customer case study featuring Figma.
Here, Deliveroo’s design team is the hero and it uses Notion to streamline their design workflow, overcoming common workplace pain points and enhancing productivity.
Such a story is not just informative but relatable and motivational.
Element 2: Emotional connection
If you are human, then emotions will drive your decisions.
This will also be the case for your target audience.
And, if you want to get your audience to engage you need to invoke feelings that do so.
A very cool example is the “Water is Life” campaign. Here we see the touching story of Nkaitole, a young girl who faced life-threatening water scarcity.
This emotional narrative compels the audience to act, either by donating or spreading the word, demonstrating the power of emotional storytelling.
Element 3: Authenticity and transparency
I’m a firm believer that there are too many false tales out there.
In turn, it is normal that today’s consumers and other stakeholders value transparency and authenticity.
Being supported by them when you and your brand are honest about their ESG journeys, including your struggles.
I love this video of Marc Randolph that effectively illustrates this by detailing Netflix’s early days in a raw, unfiltered manner, which endears listeners and builds trust.
Element 4: Clear purpose and vision
There is joy when I see a clear sky at sunrise.
That is how an audience feels with a clear and compelling vision.
It can inspire and give your audience joy, aligning them with your brand’s ESG goals.
Harry’s Razors, for instance, shares a straightforward narrative about its founders’ frustration with the high cost of razors and their mission to offer an affordable, high-quality alternative.
And you know what, this clear purpose resonates with customers who face the same frustrations.
It’s called empathy folks. Watch their video, and you’ll agree it works like magic.
How better to build trust, eh? Then with that trust, you’ll be selling lots.
Element 5: Consistency and repetition
Did you know that it takes 10 views to become memorable, and up to 20 views to become a conversion?
So, if you want your story to stick, well you need to be saying it more often.
Consistently telling your brand’s ESG story across various platforms reinforces your message.
Ryanair’s approach on YouTube and IG, where it shares snippets of customers’ travel stories, is a perfect example of how consistent, engaging content can keep the audience connected and entertained.
Conclusion
So, let’s wrap this up—think of your ESG and sustainability story as your secret handshake or your ace in the hole.
It’s what makes you memorable.
Remember, it’s not just about having a great product or service; it’s about making your audience feel something.
That connection is what builds trust and loyalty. So, keep your stories vivid, your purpose clear, and your message consistent.
And hey, don’t just sell—tell a story that turns your stakeholders into advocates.
After all, in the world of impact, those who spin the best tales are the ones who don’t just survive—they thrive.
Ready to tell yours?
Unlock the power of your story—Free discovery call available!
Looking to enhance your ESG story?
Storytelling can elevate your ESG message, and I’m here to help weave that narrative.
Let’s chat about your communication goals.
Contact me for a free discovery call today and start your journey to impactful storytelling!
If you enjoyed reading this, please share: