How Companies use Storytelling to authentically exemplify Sustainability

Who can really convince with their values? It is not new that companies are increasingly focusing on sustainability. They use recycled materials, pay attention to organic cultivation and support small, local businesses. There are many ways to appeal to customers with a positive and green image. But are all these brand messages equally impressive? Consumers are becoming increasingly critical and can no longer be dazzled by simply greener slogans. But among the multitude of approaches, there are a few innovative and convincing concepts that manage to trigger real emotions. We show how storytelling can be used to turn sustainability into an essential attribute of brand identity.

Follow the Reforestation Project online: The blooming Saye Forest

Using cardboard boxes made from 100% recycled paper and producing insoles from polyurethane leftovers from European car factories – Saye Ecological Sneakers is far from satisfied and shows how they can do more as a company. Under the motto “Meaningful Steps to inspire Change“, the brand has been committed to sustainability and the protection of forests since 2018. Humanity destroys 7.4 million hectares of forest every year. This is roughly the size of Belgium, the Netherlands and Luxembourg combined.

LEMONAID+: „Trinkend die Welt verändern“

Lemonaid+ also provides us with a good example of how brand storytelling can be used for green and social visions. They are fully committed to the environment and fair trade. With every bottle of organic lemonade sold, a small contribution is made to help change the world. These contributions flow into Lemonaid & ChariTea e.V., a non-profit organization for the promotion of fair trade and social justice, which has already generated over four million euros. Customers can follow the exciting projects being tackled in the various countries directly on the website. In Suid Bokkeveld, for example, a region with many small farmers in South Africa, they were able to tackle serious problems relating to a lack of drinking water and electricity. The soft drinks manufacturer uses narratives to show consumers what they can achieve together. Here, too, campaigns are brought to life through stories about people and the image of the brand is convincing.

Away from Consumption – Towards individual Stories

Armedangels also believe that sustainable materials and a great product are not enough. Since 2015, the company has been a member of the Fair Wear Foundation, which campaigns for good working conditions in textile factories worldwide. Armedangels is dedicated to improving its entire production chain. Customers have the opportunity to accompany the fashion label as it takes important steps towards greater social responsibility. In this way, they tell consumers individual stories about where the products actually come from – from cotton farmer Bhimabhai in India to the work of master knitter Filiz from Istanbul. The brand communicates both its past successes and the goals it still wants to achieve very transparently through people’s stories. Employees worldwide become individual storytellers in order to make the corporate culture particularly tangible.

The Power of Storytelling

These brands have managed to use storytelling to make sustainability and fairness an essential part of their corporate identity. The examples show how companies become mentors for their customers. With their help, consumers develop into heroes and the stories told inspire them to get involved themselves. Transparent insights into successful projects or projects planned for the future paint a convincing image of the brands. Exciting stories and imaginative ideas pick up consumers and make them question their own actions in a new way.