More than good intentions: How storytelling works for sustainable brands

When heat records were broken again in the summer and images of dried-up rivers made the news, it became clear that sustainability should not be seen as a trend, but is essential for survival. However, in the midst of countless products with a green label, it is no longer enough to simply be ‘eco’. Really convincing are stories that show why and how a brand wants to improve the world. Storytelling for sustainable brands makes values tangible, gives products an emotional dimension – and stays in people’s minds.

Startups with purpose: sustainability starts with a vision

Georg Tarne and Paul Kupfer founded the start-up Soulbottles in 2012 out of frustration with the flood of single-use plastic and the desire to create an environmentally friendly and stylish alternative. Such start-up stories show that sustainable products are often created out of personal motivation. It’s about more than profit – it’s about a vision. These authentic stories create trust and arouse interest because they make the values behind the brand tangible.

No greenwashing, but real values: storytelling for brands means transparency

Sustainability thrives on honesty – and that is exactly what makes strong stories. Brands that disclose how and where their products are made create trust. What is behind the materials? Who are the people who work on them? Storytelling becomes a tool here to make the journey of a product comprehensible – from the idea to the shelf. Those who not only show brilliant successes, but also honestly address challenges, remain credible and build long-term relationships.

From the community’s perspective: Giving users a stage

Successful brand communication is characterised by the fact that the focus is not only on the brand itself, but also on its fans. And this is exactly where storytelling comes into play: How does the product or service improve everyday life? How does it support sustainable decisions? Stories of this kind are tangible and emotional – and Too Good To Go is leading the way: The app saves surplus food and tells the stories of the restaurants, bakeries and shops that take part.

These personal insights show how a good idea works in everyday life and makes a difference. Brands become approachable when the focus is on real people – not just statistics or product features.

Communicating sustainability: The power of strategic stories

A sustainable brand is characterised not only by its products, but above all by its values and attitude. But how can this be communicated convincingly to the outside world? Storytelling is more than just a nice addition – it is a strategic tool that makes sustainability tangible and understandable. It’s not just about telling emotional stories, but also about conveying complex information clearly and building credibility.

Sustainability is a complex topic that is often dominated by scientific facts and figures. Storytelling translates this content into a language that reaches people. A guest article by our CEO Miriam on how-green-works.de illustrates how important it is to tell real, credible stories that convey both information and arouse emotions. This not only creates understanding, but also inspires action.

While a dry report on CO₂ reduction is quickly overlooked, a well-structured story tells how this reduction works in practice – and what positive effects it has on the environment. Storytelling builds a bridge between the head and the heart: knowledge inspires action, emotions create a sense of connection.

Reducing complexity: Making sustainability understandable

Many sustainable approaches, such as the circular economy, carbon offsetting or fair trade production, are not self-explanatory. A central goal of storytelling for sustainable brands should therefore be to simplify such concepts without diminishing their value.

With clear examples and visual elements – such as infographics, short videos or interactive content – even complex topics can be presented in an easily understandable way. This turns an abstract idea into a tangible and comprehensible message that reaches the target group.

Conclusion: Bringing sustainability to life thanks to storytelling

Sustainability is more than just a label or a product description. It is an attitude that needs to be communicated to the outside world – with stories that touch, inform and motivate. Storytelling is the key to visualising the values of the brand and creating real connections. It is important that communication is long-term, based on transparency and makes complex topics understandable. Sustainable brands have the opportunity to sell not just products, but a movement – and thus bring about real change.

But storytelling is not only an obvious tool for sustainable brands. In her blog post, consultant Jule shows the storytelling potential of the gaming industry.