Consumers and the public want honest, transparent, and authentic communications from brands. Consumer research shows people are committed to taking steps towards leading more sustainable lives, but they want the companies they purchase from to take the lead, so their decisions will have a bigger impact. They hear brands talk about the great sustainability initiatives they’ve done, but consumers want to know what the impact is. They want to know what you as a business are doing about social and environmental issues.

The public loves transparent stories that showcase how a business and its people (i.e. employees, nonprofits, and community partners) are taking action to address social problems. Telling real-life stories in a simple and straightforward manner can make a big difference in how people connect with your business and/or brand. When companies are able to measure their efforts and share their impacts with consumers, and stakeholders using easily understood metrics that can be shared year-over-year, those impact stories help to strengthen the entire brand/organization.

According to a recent article by the New Hope Network in their Monitor, brands need to have simple messages in order to sell environmental or social claims.

Impact storytelling is typically tied to how a business chooses to disclose its sustainability or environment, social, and governance (ESG) actions. When done effectively, these reports DO NOT occur in a vacuum, but as part of a larger grouping of actions, projects, protocols, or programs adopted within an organization.