What is your Sustainable Story?
There is no doubt that having a sustainable commitment and story is the right thing to do. But how do we go about creating and telling it? In this article, we delve into storytelling and why rediscovering this ancient art is so important for sustainability in print.
Sustainability is a complex issue that for many may have seemed too difficult to combat, and too expensive to truly embrace, therefore seen by many as not overly appealing. ‘Fear of loss’ whether habitat or loss of remuneration is painted as the main reason to change. Neither is strong enough right now. Even though this should arguably be enough!
For others, sustainability may seem too technical, dry, complicated, and costly. While all of us agree that doing the right thing for the planet is the correct thing to do, there is a gulf between the compelling arguments that David Attenborough makes in ‘Life on this Planet' and the day-to-day running of a print business.
According to our research, it is challenging for people to fathom what is right and what is wrong when it comes to sustainability, and, why we should embrace it at all when energy prices are at an all-time high and inflationary forces override our future thinking.
We believe that it would be hugely beneficial if more people shared their sustainable stories. Not just the success and the glory, but the honest journey, the struggles and triumphs, with frank views and passionate opinions about the way forward. We’d encourage mistakes and failures to be shared as these realities are more useful to us. Winning and success may be great to hear, but we tend to learn more from mistakes and failures!
Unfortunately, getting people to talk openly is not easy. Our opinion is that the print industry can be quite guarded, due to concerns over competitive advantage for example. We don't think this is specific to the print industry alone, but it seems that many have a fear of public speaking. This needs to change. Now is the time for all of us to free ourselves from our self-imposed limitations and inspire ourselves and others to accelerate our sustainable journeys. Because this is the most powerful way to ignite action.
Why is storytelling so effective?
Climate change is emotive. Virtually everyone has an interest in climate change. It is an emotionally moving and relatable issue that has a powerful narrative to persuade people to change.
David Attenborough’s films have achieved exactly that. His masterful storytelling has had a far more inspiring impact on people than the more hectoring style of Greta Thunberg. One connects while the other seems forceful and judgemental. We believe storytelling works because it is biologically proven that it is highly effective at inspiring people to change. When an effective storyteller is in flow, the listener's brain, the amygdala, to be more precise, will emit hormones that are incredibly useful in terms of persuasion. The first hormone is cortisol which helps humans to focus their attention. To have the attention of our audience is particularly important given the noisy and distracted world that we live in.
Secondly, oxytocin is emitted. This hormone creates empathy. This is also incredibly important in building trust and in moving people towards making a positive change and altering their behaviour. These twin hormones drive attention and empathy and are powerful reasons for people to want to find out more, change their thinking and importantly their actions.
Focus on the emotional narrative, not just facts and complexity
As Carmine Gallo discovered when he wrote ‘The Storytellers Secret’ - many people when telling their story, do not tend to focus on emotional aspects of a story, instead inclining to transfer facts and information as to why they may be credible. As a result, they fail to inspire action because they are transferring information in a boring and forgettable way.
We don’t know why this occurs so much, but we have sat through countless talks at events and been bored by people who deliver a talk that is devoid of entertainment and emotion which then fails to move people. Formal education has much to do with this we believe because it tends to reward the ability to regurgitate facts to an audience. Not inspiring. Making a ‘safe but boring talk’ will fail to hit the mark.
It is OK to be emotional, OK?
Gallo’s research found that the most impactful storytellers dedicate 65% of their stories to an emotional narrative. While facts and credibility have a place, this is secondary to the emotional narrative.
So, when we think about sustainability, ISO 14001 etc, etc, this may only inspire the most committed early adopters to progress much beyond that and embark on a sustainable journey that is complex and difficult, without the relatable and inspiring narrative that this should be a desirable thing to do.
And to be sustainable should be desirable. It should be seen as a rewarding path to take. We should all take steps and be positive about it but embrace the journey and not over-fixate on the destination.
Embrace the Struggle and the Journey
As Geoffrey Moore’s ‘Crossing the Chasm’ proved, every idea goes through a phase of social acceptance. Early adopters embrace first, then there's a period of time (the chasm) where an idea is buffeted by objection, halted by risk aversion, and a long wait, until the mainstream gets to see evidence of success before they then embrace the idea. Sometimes an idea falls into the chasm, never to come out, or it pops out much later as timing is often a factor.
The point here is that the struggle follows the narrative pattern we humans relate to. In Joseph Campbell’s hero's journey which is a 12-stage structure many films follow (Wizard of Oz, and Star Wars are two obvious examples) we relate to the struggle and the journey, and this fires off the empathy hormones we mentioned earlier!
Have an opinion
Lastly, it is also OK to have an opinion. We are humans who think and we believe individuals create the best ideas. It is also OK to challenge the status quo. The worst thing to do is to say nothing of note because then nothing will happen. We would recommend anyone giving a talk, writing an article, or conducting a podcast interview should say something unique and compelling. Be opinionated, passionate and noticeable. Propose a theme or an idea. Argue a case. This is far more likely to gain feedback and this has to be better than being greeted by a weak round of applause and then a disappointing silence thereafter.
So what's your sustainable story?
Attend the Virtual EcoPrint Summit on 11-12 October and take part in an event that is designed to help you to shape your story, and more importantly, act upon it.