How do you inspire action and change with your CSR stories?

Equally, CSR is not about tooting your own horns saying, 'look at us - aren't we so good'. This can be an off-putting approach. Most brands are blindsided by their need to show off their impact, versus the need to demonstrate the impact achieved. The thin line between the two is easily crossed. A good case study was when Avian publicised their environmental impact credentials, all the while not disclosing their aggressive takeovers of villages in the communities where their springs are. This is a casualty of a short-sighted comms strategy that doesn't consider ALL STAKEHOLDERS and or have a clearly defined ESG benchmark / framework to follow. As a result, Avian and others well intended CSR comms have fallen prey to 'green washing' labels.

When I started sharing vulnerability in stories, everything changed. People see past your job title, the connect with you on a deeper level and your credibility grows. People also remember stories 5 times more than stats, so it stays in their mind longer.

Storytelling is important, but as with novels and memoirs, there are well-told stories and there are stories that you don't get to the end of. Telling personal stories isn't enough to create connection - that's based on understanding your audience, understanding your own narrative, and linking the two in a way that is compelling and that people want to consume, share and act upon.

Definitely, storytelling could be a powerful tool if effectively used. It is not about what corporations say about their sustainable performance but how stakeholders see and relate to the company. It is about what they have to say, how CSR practices are positively impacting them, and how both actors are working hand in hand to build a sound relationship. I agree with appealing to senses and emotions and using data to support the story and build credibility. However, numbers might not be relevant when speaking about people, especially if data is associated with social investment. When comes to storytelling in terms of CSR, authenticity, coherence and transparency are three key words to bear in mind.

When corporate entities communicate - whether that's their CSR strategy, investor relations messaging, employee communications or anything else - there is much to be learned from the way that consumers engage with content in the non-corporate world. You have to have a hook to bring people in in the first place, in a world where there is endless content for them to consume. You have to engage them across the entire arc of the story, and give no reason to click out or shut down. And you need to be able to find ways to move that audience from one message on to the next, whether that's another story or a call to action.

I’m a true believer in evidence-driven #StrategicStorytelling. Amid the push for greater #ESGReporting - and with more consumers skeptical of #greenwashing - the most persuasive way for a company to spotlight its Environmental, Social and Governance results and impact is through #ESGStorytelling, #CSRStorytelling and #SustainabilityStorytelling. While investors, regulators, watchdogs and others demand dry annual or quarterly ESG reports, for consumers, what resonates most are stories that illuminate the reality: supported by concrete, credible, verifiable evidence. Stories that are even “humanized” by key players and partners on the frontlines of those ESG efforts. Evidence can sway the mind of a skeptic; humanizing can touch their heart.

Use of data and to emphasis your story is a great way to prove the credibility of the source. A great insight in the field of communication (CSR)

Crafting a genuine CSR story goes beyond basic principles. It's so important to have a strategy from the beginning (which is often overlooked). This ensures whatever story you're telling about your impact actually has impact itself. Impact you can see and measure down the line. It's also vital to consider the story's point of view (pov). These stories can easily be told from the company pov, but your audience will most likely not relate to it. It's best to tell stories from the pov of those impacted firsthand. And, finally, don't underestimate the power of 3rd party review or development. Often internal folks are too close to their stories. Sometimes, an external lens provides invaluable clarity and direction to your narrative.

Of all the storytelling formats I've used, video has been the most impactful. You are seen as an authority and it's where my biggest source of inbound business leads on LinkedIn have been generated.

People follow (and trust) people. While it's important for the brand itself to implement a thoughtful, cadenced distribution strategy, this becomes significantly more powerful if your team a) believes in the vision and b) is empowered to share to their own networks through their own lenses. Consider an enablement strategy that equips each team member with guidance on how and where to share, while providing agency to share in their own voices. Content is created once, but can be distributed in perpetuity. Remixing content into carousels, snippets, and videos can extend the life of any original piece of work. Being intentional about a drumbeat ensures that those who may miss the initial wave catch future waves.

Content creation is important and once that is created, a communication cadence needs to be developed and to be delivered through an omni-channel approach (i.e. blogs, e-newsletters, websites, etc.).

Video truly stands out as an unparalleled medium for CSR storytelling. It's blend of visuals, sounds, and narrative offers a depth that's hard to match. But the beauty of video also lies in its versatility. Once created, a video can be repurposed across various platforms and even sliced into bite-sized content for broader reach. Whether it's a snippet on social media, a highlight for an event, an in-depth case study on a website, an infographic, a still image or gif, a blog article, or podcast audio, etc...video ensures the longevity of your CSR story, continually resonating with and engaging audiences in diverse ways.

Before you can dive into the nitty-gritty of measuring a CSR story's success, you need a clear strategy. If you know your main goal from the get-go (especially with videos) you can shape your story perfectly. It not only keeps your message on point but also ensures the call to action resonates with the audience. It's like setting the destination before hitting the road - clarity always pays off!