GreenBiz 20 Tutorial Slides: The Art and Science of Sustainability Storytelling
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Communicating a clear and concise message that delivers not only your intent but your call to action is essential for any sustainability professional at any level. Whether you are going for C-suite buy-in, consumer action or stakeholder behavior change, the ability to develop a strong narrative will be the most powerful tool you can wield. At this tutorial, join three of the world’s most respected sustainability communicators from Arizona State University, the nation’s most innovative university, to learn about and engage in exercises focused on the art and the science of storytelling.
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GreenBiz 20 Tutorial Slides: The Art and Science of Sustainability Storytelling
- 2. The Art and Science of Sustainability Storytelling Mark Bernstein Chair Rob and Melani Walton Sustainability Solutions Service Alycia de Mesa Instructor School of Sustainability Andrew Bernier Faculty Associate School of Sustainability Steven Beschloss Sr. Director for Narratives Professor of Practice Walter Cronkite School of Journalism
- 3. What Consumers Want Mark Bernstein Chair Rob and Melani Walton Sustainability Solutions Service
- 4. Ok Boomers: Are Gen Z consumers different?
- 5. “US is facing one our our worst droughts, with 60% of the country experiencing severe drought … wildfires raging …heat waves, air and water pollution” [sounds like today doesn’t it] …. [back then] … only 37% said they chose companies based on environmental practices … but millennials were more likely [to]… Companies who aren’t thinking about their environmental impact should be … it helps recruitment and retention … and can smooth relations with elected officials [as well as getting the next generation of customers] … [companies] can do a better job of providing … information to consumers …” Back in 2012
- 6. • 9 in 10 believe companies have a responsibility to address environmental and social issues • 80% say they won’t buy from companies involved in scandals • 73% are willing to pay more for sustainable products • 56% say they are likely to return a gift that is not sustainable 30% 35% 40% 45% 50% 55% 60% 65% 70% 75% Gen Z Millenials Gen X OK Boomer Fast forward to todays Gen Z’ers
- 7. • 40% of consumers today • $150B spent today and it will grow fast as they get higher paying jobs • Millennials are at $200B but won’t grow as fast • A note to Amazon – 53% think you include too much packaging. Everyone else is <42% GEN Z Everyone else A Force to be reckoned with
- 8. • Back in 2012 is was pretty easy because it wasn’t that easy to find information • Today – not so, we have all the info at our fingertips and Gen Zer’s are really adept at finding info and they seem to be able to spot ‘gimmicks’ better than others Can a company say one thing and do another?
- 9. • How Gen Z’ers consider a company’s purpose when deciding: What to buy Where to Work 72% 83% A final thought…
- 10. The Power of Narratives Steven Beschloss Sr. Director for Narratives Professor of Practice Walter Cronkite School of Journalism
- 19. Vulnerability and Resilience in Your Journey of Sustainability Andrew Bernier Faculty Associate School of Sustainability
- 20. Vulnerability and Resilience in Your Journey of Sustainability Why admitting struggle and failure gives you credibility and authenticity GreenBiz 2020 - Phoenix, AZ - February 4th, 2020 Andrew Bernier, Ph.D. Faulty Associate & Sustainability Fellow School of Sustainability Arizona State University Contact me at andrew.bernier@asu.edu
- 22. One story out in Mesa
- 23. “You can’t change how someone thinks about something without first changing how they feel about it.”- Lisa Cron, UCLA’s Writers’ Program John Saddington, 2016
- 24. Publishing vs. Storytelling vs. Marketing This all comes down to your desired control, audience and scale. What can you (service/product) do directly? What can you help with indirectly (other’s vision)? How can you help others achieve your vision? Reporting Narrative Promotion Professional growth and field contribution Audience benefit for entertainment or help Message for self or organizational gain Attention to phenomena being measured Attention to people and their experience Attention to stuff or service Little bias & conveyance of process Admits to conflict, and struggle Driven by success and outcomes
- 25. Getting others caught up in the story Storytelling is the most common denominator • You don’t need to “dumb it down” Makes your message more accessible, memorable, and meaningful. Our stories overlap more than we give credit. If you only have one shot to communicate, • Entice them with the story, • Give audience some facts to educate/walk away with, • Leave them with the empowerment to learn more.
- 26. Sustainability Knowledge Mobilization When you tell a story, use empirical research (data, statistics) as support, but the lived experience will be the vast majority of the story. Knowledge Mobilization is intentional messaging that weaves together knowledge and skills to enact change. It is then your responsibility to craft your story to mobilize others to realize the collective change you seek. Think to yourself, “just what am I doing with the work I create?” Whose eyes can/do see my work? What life do I give it beyond me?
- 27. Personal or Professional, Sustainability is a Practice Sustainability is an action oriented discipline for intentional change Systems thinking: Reframing how we think, learn, fail, recover • Shift focus to how knowledge and skills work together, not alone • Set yourself up for “emergent” opportunities in career or business A diverse skill set is a resilient one. Wicked problems are COMPLEX, but Change Agents (individuals or organizations) must combine skills and knowledge to navigate problems and then share their story. Skills: Negotiation, Organization, Future Visioning… Knowledge: Sciences (Social, Physical), Economics…
- 28. The Power of Storytelling Alycia de Mesa Faculty Instructor School of Sustainability
- 50. Rob and Melani Walton Sustainability Solutions Service sustainabilitysolutions.asu.edu School of Sustainability EMSL, MSL, Professional Ed Trainings and Certifications schoolofsustainability.asu.edu Narrative Storytelling Initiative asunow.asu.edu/narrative-storytelling-initiative
- 51. Thank you
Editor's Notes
- https://vimeo.com/234335998
- Ethos = Appeal based on credibility Logos = Appeal based in logic Pathos = Appeal to emotions
- Facts activate two parts of the brain: Broca’s and Wernicke’s areas. Wernicke and Broca areas are what process neutral words and facts. Facts use abstract, conceptual language that is more difficult for the brain to find associated sensory images Facts: difficult for the brain to record and remember. This is why acronyms are popular because they help recall Facts don’t create characters and don’t generate emotional associations Facts: difficult to recall without emotion Facts: more linear and don’t easily form a recognizable temporal sequence Facts: not inherently motivational UNLESS knowing about something has additional benefit to us in terms of our ability to survive or thrive
- Wernicke and Broca areas process neutral words and facts. Story narratives activate more of the brain In 2007, an American neuroscientist Dr. Paul Zak discovered how… engaging stories release oxytocin, a neurochemical in the brain that acts as a neurotransmitter Stories activate multiple senses in the brain; motor, auditory, olfactory, somatosensory and visual Stories use words that spark the senses making it easier for the brain to imagine, elaborate and recall. Each person develops their own unique experience from these experiences Stories are easier to recall due to the power of their sensory associations Stories create characters we can identify with Stories evoke emotion which is a neural activator. Emotional associations trump other forms of processing Stories provide motivation for action
- What we know scientifically is that story narratives activate more of the brain In 2007, an American neuroscientist Dr. Paul Zak discovered how… engaging stories release oxytocin, a neurochemical in the brain that acts as a neurotransmitter … and biologically contributes to how we experience empathy and trust.
- Show video at: https://youtu.be/q1a7tiA1Qzo Stop video at 2:17 mark
- Structure= our brain processes story as a recognizable sequence
- Go back to kindergarten or the 1st grade... what do you remember seeing in your classroom?
- Video at: https://youtu.be/1e8xgF0JtVg
- Show video at: https://youtu.be/0__6kx-vTO4 (1:18 minute time) Layered approach based on audience - Facts & Storytelling; social channel and mixed media; interview and more facts as linked page https://www.linkedin.com/pulse/what-take-stop-climate-change-bill-gates/
- http://www.demesa7.com
- https://schoolofsustainability.asu.edu/opportunity/