Storytelling in an Age of Scepticism

We’re in an era where trust is at a premium! Mastering the art of storytelling is essential for brands to navigate a world of increasing scepticism.

Instinctif’s Chief Client Officer, Emily Luscombe, and Head of Sustainability, Helen Dodd, delve into the captivating world of storytelling in an age of scepticism.

Emily and Helen explore the intricate balance that brands must strike in today’s landscape, where outrage can swiftly become a focal point, whether warranted or not. They reflect on brands’ challenges in fostering trust and conveying their narratives authentically.

Here are four key takeaways from the discussion:

The Age of Disbelief: In today’s world, trust in institutions is eroding rapidly, fuelled by the proliferation of misinformation and deep fakes. Brands face the challenge of building trust and credibility amidst this scepticism.

Climate Change Communication: Despite overwhelming scientific consensus, scepticism persists around climate change. Effective communication strategies, including humour and storytelling, can engage audiences and drive action.

The Power of Storytelling: Storytelling is a timeless and powerful tool for brands to connect with audiences on a personal level. Authenticity, vulnerability, and perspective are key elements in crafting compelling narratives.

Internal and External Engagement: Storytelling isn’t just for external audiences; it’s also vital for internal engagement. Platforms like Unilever’s Perspectives Project empower employees to share their experiences and foster a sense of community.