Telling Stories is Great for Sustainability Marketing

From the Guardian Sustainable Business blog

Marketers have always used storytelling to sell products and services, but more positive messages will yield better results when it comes to sustainability.

For more than a hundred years, advertisers have used stories as their primary weapon for persuading people to make decisions about who they are, what they want, and (obviously) what they buy. In Winning the Story Wars, Jonah Sachs’ book on how to be heard in an overcrowded marketplace, he points to Listerine’s “often a bridesmaid, never a bride” ad in the 1920s as one of the most successful story-led campaigns of the last century.