Storytelling vs. Fairytelling: Have the Courage to show Cracks

Once upon a time, there was a perfect story – until no one believed in it anymore.

It sounds tempting: a clear story, a hero or heroine, a happy ending – done. No room for doubt, no annoying nuances. Fairytelling reduces complex reality to simple narrative patterns that have an immediate effect: emotional, catchy, and seemingly convincing. No wonder this type of storytelling is so popular in times of polarization and short attention spans.

However, what initially shines has a price: those who only tell fairy tales will sooner or later lose their credibility. Real relationships are not built on polished reports, but on stories that allow for breaks and contradictions. In the fight against lies and manipulation, authentic storytelling is therefore more important than ever.

The Weaknesses of “Fairytelling”

Fairytelling – when stories are unrealistic, distorted, or deliberately embellished to achieve a goal. The intention here may be entertainment, manipulation, or to convey a certain untrue image. It promises simple answers in a complex world. With clear heroes, quick solutions, and a guaranteed happy ending, it fulfills the longing for guidance and security in times of uncertainty and polarization. This is precisely where the weakness of fairytelling lies: it simplifies where a differentiated view would be necessary. It blinds where contradictions belong. And it creates expectations that rarely stand up to reality.

The smoother and more perfect a story is told, the greater the risk that it will lose credibility upon closer inspection. This is also why fairy tale storytelling is becoming less and less effective in communication. We are not looking for perfect protagonists who always win. We are looking for heroes who reflect us with all their ups and downs, their defeats and setbacks. Because if the discrepancy between the ideal portrayed and actual experience becomes too great, fascination turns to mistrust. Fairytelling may impress in the short term, but in the long run it undermines the trust that real relationships need.

The case of Theranos is a striking example of the risks of fairy-tale storytelling. Elizabeth Holmes, founder of the start-up, promised a medical revolution: blood tests that could detect hundreds of diseases with just a few drops of blood. The story sounded perfect: young talent, groundbreaking innovation, a better future. Investors, the media, and prominent politicians were swept up in this flawless success story, even though there was little evidence to support the technology. It was only later, when massive doubts and revelations emerged, that it became clear: the story was too good to be true. The result: a dramatic loss of trust and a conviction for fraud.

In the fashion world, too, fairytelling sometimes leads to a loss of trust – especially when sustainability is claimed where it does not exist. One example of this is the “EvoluShein” product line launched in 2022 by Chinese fast fashion giant Shein. A new product line that was supposed to be based on recycled materials and more sustainable production methods. The campaign promised that buyers would now be able to consume more “sustainably” without having to sacrifice low prices.

At the same time, Shein continued its aggressive expansion strategy: tens of thousands of new items were uploaded every day, and production and shipping continued at top speed, sometimes under opaque conditions.

Investigations by organizations such as Public Eye and Eco-Age criticized Shein for failing to provide any credible evidence of comprehensive sustainability standards and for continuing to rely on extreme mass consumption. As a result, “EvoluShein” is clearly classified by experts as classic greenwashing, which only pretends to be sustainable.

The Power of Storytelling: Tell authentic Stories, make a lasting Impression

Authenticity is the key to a genuine and lasting relationship between companies and consumers. In contrast to perfect success stories, authentic narratives appeal to what makes us human: our need for truth, honesty, and real experiences. Real stories have rough edges. They show not only success, but also the setbacks that were learned from and the obstacles that had to be overcome. That is precisely what makes them so powerful and credible. Credibility conveys trust, and that is the basis of any long-term customer loyalty. Numerous brands have recognized that honest storytelling is not a weakness, but a sign of strength. Some impressive campaigns show how sincere storytelling can build trust.

Nike provided a great example of authentic storytelling with its 2019 German “Just Do It” campaign entitled “Heroes”. The video shows various athletes such as Mario Götze, Leroy Sané, and Zeina Nassar facing challenges and fighting for their dreams. The campaign addresses social issues such as discrimination and integration and uses David Bowie’s song “Heroes” to enhance the emotional impact.

The commercial is not about the clothing itself, but rather about the values associated with sports: perseverance, challenging oneself, and fighting against adversity. Nike doesn’t just put the shining winners in the spotlight, but also the fighters who failed along the way and still picked themselves up again. This narrative style is much more tangible and inspiring than a story where everything goes smoothly.

Another example is Patagonia. In its campaigns, the company not only talks about its environmentally friendly products, but also about the challenges that environmental protection brings with it. They admit mistakes and show that the path to a more sustainable future is full of compromises and difficult decisions. It is precisely this authenticity that has earned them a huge loyal following—people who can identify with the company’s values because it doesn’t just celebrate its shining successes, but also shares the difficult moments with us.

Rebecca explains exactly how Patagonia uses storytelling in her blog post “Between peaks and stories: Patagonia’s narrative expedition.”

Volvo’s 2020 “A Million More” campaign is another outstanding example of emotional and authentic storytelling – even though it’s not about the brand itself. In the four-minute black-and-white commercial, Volvo gives a voice to real accident survivors who owe their lives to seat belts. They read historical quotes criticizing the introduction of the three-point seat belt in 1959, including statements such as “It’s a violation of human rights” and “Better to be thrown out than trapped.” Instead of relying on exaggerated brand staging, Volvo lets real people speak – people whose lives have been saved by the brand’s safety innovations – and thus demonstrates its commitment to safety.

Happy End: Use Storytelling to create genuine Connections

Authentic storytelling creates closeness, builds trust, and enables genuine relationships—whether between brands and consumers, between companies and employees, or between people and their values. In the fight against manipulation and superficiality, honest, courageous storytelling is more important than ever. Because only those who dare to reveal their imperfections remain credible—and make a lasting impression.

You can find out more about fairytelling in our article on Trump and the dark side of storytelling.