Embrace Storymaking To Change Your Sustainability Brand Narrative

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.