10 Trends in Social Impact Storytelling

Want to know why some social impact stories go viral while others, despite being just as important, get ignored?

Ten years ago, after losing my fiancé to suicide, I learned something powerful about storytelling that would change everything.

That moment taught me why some stories move people to action, while others just move them to scroll past.

The Evolution of Impact Stories

When I started working within social change organisations, first at Magnum Photos and later through my charity work at Naz and Matt Foundation, most organisations followed a simple formula:

1. Show the problem
2. Talk about the solution
3. Ask for support

But something has changed.

Today's audiences want more than just stories about problems and solutions.

They want to be part of the change.

What's Really Happening in 2025

Here's what I'm seeing across London's purpose-driven organisations:

1. The Rise of Real-Time Impact

Remember when social impact reports came out once a year?

Those days are gone.

Today's most effective organisations are showing impact as it happens. They're using:

• Live documentation
• Immediate updates
• Real-time storytelling

But here's what makes this truly powerful.

2. The Power of Community Voice

During my decade running a human rights charity, I discovered something interesting.

The most powerful stories don't come from organisations. They come from communities.

This is why we're seeing a massive shift toward:

• Community-led narratives
• Shared storytelling
• Collaborative documentation

3. The Return to Raw Authenticity

Here's something fascinating I learned while working with Magnum's archives:

The most powerful images weren't always the most polished.

Henri Cartier-Bresson's most impactful photos weren't perfectly composed. They were real. Raw. Authentic.

This lesson is more relevant than ever.

4. The Multi-Platform Story

When I started documenting my charity's work, we focused on broadcast and traditional media.

Now, effective impact stories live across multiple spaces:

• Visual platforms for immediate impact
• Long-form for depth
• Audio for intimacy
• Interactive for engagement

5. The Focus on Solutions

Something interesting is now happening in impact storytelling.

The focus is shifting from problems to solutions.

This isn't about ignoring challenges. It's about showing change is possible.

I learned this through my own journey of loss and purpose.

6. The Integration of Data and Emotion

Here's what most people get wrong about impact stories - they think they need to choose between data and emotion.

They don't.

The most powerful stories in 2025 are combining:

• Hard data with human stories
• Statistics with personal impact
• Numbers with narratives

7. The Rise of Micro-Documentation

Working in Magnum's archives, I saw how single images could change history.

Today's equivalent?

Micro-moments of impact.

Short, powerful glimpses of change happening in real time.

8. The Ethics Evolution

This one's personal.

After years of working with vulnerable communities, I've seen how storytelling can either empower or exploit.

2025's trend is clear:

• Ethical storytelling first
• Community consent always
• Dignity non-negotiable

9. The Technology Balance

Here's what's fascinating about 2025:

Despite all our new technology, the most powerful stories still come down to human connection.

Yes, we're seeing:

• AI-enhanced editing
• AI avatars
• Augmented reality overlays

But they only work when they serve the human story.

10. The Return to Long-Form

Surprised?

In a world of short attention spans, long-form impact stories are making a comeback.

Why?

Because real change needs context.

What This Means for Your Organisation

If you're working to create positive change, these trends matter.

Not because you need to follow them all.

But because they show us something crucial about how people connect with impact.

They want it real.

They want it now.

They want to be part of it.

The Future of Impact Storytelling

Here's what I believe is coming:

• More collaboration between organisations and communities.
• Deeper integration of multiple storytelling formats.
• Stronger focus on solution-driven narratives.

But most importantly, a return to the fundamental truth I learned that devastating day ten years ago:

• The most powerful stories aren't just about impact.
• They're about hope.

Making It Work for You

Start by asking yourself:

How real is your storytelling?

How immediate is your impact documentation?

How much are you involving your community?

Because in 2025, the organisations making the biggest difference aren't just doing good work.

They're telling true stories about it.

And they're telling them in ways that make others want to help create change.

About the author, Matt Mahmood-Ogston

Thank you for reading this edition of The Social Impact Storyteller (formerly 'Becoming a Personal Brand', and 'Building Brands with Purpose). A newsletter that explores the intersection of changing the world + impact storytelling.

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Who am I?

I'm a social impact documentary photographer and award-winning storyteller for half of my week, and a charity CEO for the other half.

I use my unique blend of creative skills and lived experience to support brands that want to document their positive impact on the world.

Need some help documenting your social impact? Get in touch.

My award-winning work has been seen on channels such as BBC, ITV, Channel 4, and Sky; I've delivered over 80 public talks and keynotes and worked with iconic brands such as Google, Magnum Photos, Meta, Capgemini, RBS, NatWest, Barclays, Lloyds Bank, TSB and AVID. Plus I've helped a Dragon from BBC’s Dragons’ Den brand and launch five startups.

In my rare moments of downtime, you'll find me working on Bona Parle, my new social impact platform for creators and changemakers.

Follow me here on LinkedIn for more content like this.