What is green storytelling?
and how to become good at it
Once upon a time there was a group of people who believed in being green.
They wanted to wear green clothes, drive green cars, and talk about green all day. And frankly, nobody asked them to, yet their mindset was completely green. Thanks to their dedication to green, over time other people learned about their ways and eventually started sharing the same green beliefs.
They formed a green community, which grow each day more and more.
Today, green storytelling is everywhere, and for lots (and lots) of people striving to be sustainable and promoting eco-friendly practices, being green means being part of a well-informed & thoughtful society.
Let’s save the planet… or?
It’s easy to see that the famous quote „Save the planet“ doesn’t work in most cases.
While we are currently inter-connected on an unprecedented global scale, the mantra: “think globally, act locally” is still very much prevalent in our day to day lives. We need something more palpable, believable.
And yes, we’ll be more than happy to “save the planet” in any shape or form, but there will always be a little voice at the back of our heads, quietly whispering: “What are we getting in return, master”?
That visible, tangible benefit.
Why do I need to buy green products? What motivates me?
Today, we simply must think and act green, but that doesn’t mean that we should stop there. As in every good story, character motivation or simply put — “the why” is crucial in creating something that is relatable.
Try to remember who motivated you to start your planet-saving journey, who educated you about ecology?
If you can say thank you for your success to one person — who would that be?
Every product or service, apart from being sustainable, has to come with their own host of benefits to the customer. Through saving money, making something a little bit better or saving their time.
We can take any everyday example — reading your favorite magazine online instead of buying print, using washable rags instead of paper towels… or a more “serious” example like hybrid cars.
Yes, they are eco-friendly but not just eco-friendly.
There are many reasons why people choose to drive them.
We’re all going to die… eventually.
People hate bad news, especially about their future.
If I tell you that in 10 years from now, you’ll gain significant weight alongside increased risk of a cardiac arrest, I’m sure you’ll tell me to bugger off.
Might even block me (what’s this guy on about?!).
So, I’d rather tell you: You deserve a break, wherever you are. Right now.
Stop staring at the screen for a moment and let your eyes rest. Take a short walk around your home/office, stretch a bit, just cool down.
When you’re done, mentally check how you’ve changed, how your mind is a bit clearer and you feel a bit lighter. Remember this feeling and try to replicate it tomorrow. And the day after that, and so on…
Think of it as a micro-vacation, just 5 minutes — all for yourself to walk & be.
This simple, encouraging action will form positive habits in your mind and will lead you to a healthier future.
Sounds much better, right?
Green stories are not bad news.
They shouldn’t inspire fear or feelings of guilt in our hearts and minds.
For me, green storytelling is simply another step to help others understand what being sustainable means and how it helps everyone.
Everyone, you say?
Well, yes, kind & skeptical (rightfully so) internet stranger. Because being green inspires innovation.
It forces us to design our way of living alongside nature, not in spite of it.
We are social beings and it’s only natural that we want to get involved in important global topics. So, we (as customers) want to believe that our personal actions will make a difference.
And one of the storytelling goals is to ensure us that using your service or product, we are doing precisely that.
This is why I have trust issues
If you’re creating a story about your eco-friendly product or service, make sure that the product in question really delivers its green promises.
Nothing is 100% green and that’s okay, but you need an honest approach for your brand.
Why?
Because there’s a slim difference between green marketing and greenwashing.
According to a definition on Investopedia — „Greenwashing is the process of conveying a false impression or providing misleading information about how a company’s products are more environmentally sound.
Greenwashing is considered an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly.“
So, green marketing is, broadly speaking, marketing of eco-friendly products or services. But greenwashing is the ever-present elephant in the room.
Due to constant malpractices and false-advertising, we are constantly on our bullshit-alarm toes, checking every unsupported claim or research. Nobody likes to be lied to, so telling it how it is from the get-go is the way to go.
Lying about your product will only plant the seeds of distrust and give the whole community a disservice. In a time where equality and unity are vital, being upfront and willing to change is what will drive us forward.
Like every good storyteller, being honest is a must.
Every customer should wear your shoes and understand the road you’ve taken.
Today, everything matters. And everyone is included.
Never was it easier to get a hold of like-minded people. Your target group should understand your impact on the planet and connect with your way of thinking.
Every time I want to spend a larger amount of money on something I need, or worse — want, my decision depends on a multitude of factors (sustainability, functionality, price, etc.).
But the thing that makes me throw away my carefully crafted excel sheet with all the positives and negatives jotted down is when someone puts a bit of heart & soul into their business.
It’s so easy to recognize, right?
The shortest TLDR:
Being green is not the key selling point, but through educating your customers & delivering on your promises, it brings progressive results.
If you want to learn more about how I can help you share your story and understand the importance of proper messaging and design while avoiding any greenwashing concerns, click here.
