Best Practice Report

Embrace Storymaking To Change Your Sustainability Brand Narrative

Leverage Forrester’s IDEA Framework To Transition From Storytelling To Storymaking

October 20th, 2023


Storytelling is a powerful tool to shape people’s imagination and galvanize them to act. B2C CMOs and their creative agency partners have long applied storytelling techniques to boost consumption. But in the context of the green market revolution, marketers at sustainable brands need to move from telling stories to passive consumers to cocreating stories with their most engaged customers. We call this storymaking. It helps shape a positive vision of the future, consumers adopt new behaviors, and brands evolve their sustainability promise. We explain how B2C CMOs who decide to make sustainability a priority should evolve their brand narratives to empower consumers to act for a more sustainable world.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.