Communicating Brand Values

I met my inspiration at NY Climate Week and the insights she dropped will shape my work for years. Solitaire Townsend shared something uncomfortable: we've been telling the same "running out of time" story for longer than some activists have been alive. After decades at Futerra studying storytelling, here's the truth → Stories are 22 times more likely to be remembered than facts. Yet we keep managing data instead of managing emotion. Three narrative killers plague climate stories: → Sacrifice – telling people they must give up everything → Agency – making people feel powerless → Fatalism – convincing young people (up to 50%) that we're doomed When she started in the '90s, renewable energy was a joke—"what a few weirdos in California did." Now it's cheaper than fossil fuels. The story changed. The world changed. But we're STILL stuck at the inciting incident without moving forward. That's not how society changes. Society changes through punctuated equilibrium. Everything stays the same, then everything changes at once. We're at that moment. Here's what we miss: people engage with climate differently. After testing across markets from China to the US to Europe, Futerra identified three psychographic groups in your boardrooms and buying committees: GREENS (systems-first) → Push lifecycle TCO, Scope 1-3 cuts, resilience scores. Want credible roadmaps, open data and predictive impact metrics. What stalls them: short-termism and vendor lock-in GOLDS (societal-status focused) → Ask "What are peers doing?" Need recognizable logos, benchmarks, case studies. Move on what will make them look good internally and externally What stalls them: jargon and unclear immediate value. BRICKS (pragmatic operators) → Need <18-month payback, concrete playbooks, role-level wins. Track OPEX cuts and cycle time. What stalls them: Vague benefits and unclear ROI The tragedy is that Greens and Bricks fight each other. Greens push systems thinking; Bricks demand immediate ROI. Both try to convert Golds, who follow momentum. The insight: Stop trying to make every stakeholder Green. Your buying committee has all three. Your roadmap needs to speak to all three. If we change the story, we can change the world. We are homo narrativus : the storytelling ape. It's time we acted like it. -- Looking to tell effective stories for GTM in Climate? Check the pinned comment.

How to Share GBV Data Without Reinforcing Harmful Norms I just received this message from a Nigerian colleague: “You commented on the Anglophone West Africa Social Norms Learning Collaborative's post on how research shows that kind of messaging is reinforcing the normalization of violence against women. Please share tips on how we share data on GBV without reinforcing the normalization of violence.” Here is what I think: Sharing data about gender-based violence (GBV) is crucial for raising awareness, but it’s equally important to ensure that the messaging doesn’t unintentionally normalize violence. Here are some strategies to share GBV statistics effectively while promoting positive change: Avoid Solely Highlighting Prevalence: Instead of focusing only on numbers, pair data with evidence of successful interventions. For example: “While one-third of women globally experience GBV, programs engaging faith and cultural leaders have significantly reduced violence, showing change is possible.” Frame Messages Around Change: Highlight shifts in norms and behaviors to inspire action. For instance: “More men in Nigeria are embracing non-violence as a core value, rejecting harmful gender norms.” Promote Positive Alternatives: Share stories of individuals or communities that have adopted non-violence and gender equity. Positive role models inspire collective action. Contextualize in Cultural and Faith Values: Tailor messages to local beliefs that align with non-violence. Example: “Religious teachings emphasize respect and love, making violence incompatible with faith values.” Publicize Norm Shifts: Share evidence of progress, like: “70% of men in Cross River State recently pledged to support non-violence, signaling a community-wide rejection of GBV.” Mind Your Language: Avoid stigmatizing survivors or reinforcing stereotypes. Instead, emphasize resilience, agency, and rights. There are probably many other better approaches available. These may also be useful. By using these approaches, it may be possible to ensure GBV data fosters understanding and inspires action without unintentionally perpetuating harmful norms. Take the a look at the attached DFID guidance note, which first noted the important of not highlighting prevalence of violence against women. #SocialNorms #GBVPrevention #GenderBasedViolence #CommunityEmpowerment #NormShifting #FaithBasedInterventions #PositiveMessaging #GenderEquity #WestAfrica #BehaviorChange

To save trans inclusion efforts, let's stop chasing bad actors and instead leverage the following strategies to de-polarize Trans inclusion and improve outcomes for all: 🎬 First, when it comes to programming, let's leverage storytelling more than we leverage hard facts/data. Hitting a skeptical leader over the head with the suicidality rate for Trans youth is not going to make them wake up. In fact, it will likely make them double down on their existing beliefs because someone in polarization (your Uncle Bob for example) can only take in facts and data that support their ~existing~ world view. It's much easier to see ourselves in someone's personal story. This explains the power of a strong Coming Out Panel. We need stories from trans people but also stories from parents who have trans kids, straight white men who are working to disrupt toxic masculinity and anyone who is disrupting conventional gender expectations. By building an intersectional coalition of people negatively impacted by gender norms, we can better advocate for the outcomes we want. 💇♀️ Second, we need to provide opportunities for non-LGBTQ people to explore their own gender rather than another vocab lesson about pronouns. My most successful facilitation question is "Tell me about the first time you performed gender incorrectly?" When you give men and women the space to explore how their family of origin, school system and culture set them up with restrictive gender expectations, it helps them realize that, "Oh, this isn't about trans people. This is about my right to define who I am and express who I am without consequences. I have something at stake here." ⛓️ Third, we need to tie Trans inclusion into our organization's core values. If our values are "excellence" and "innovation," then Trans team members being excluded from contributing our talents and ideas fully due to intentional misgendering, hiring and advancement bias and being unable to access healthcare aren't just instances of trans exclusion, they invalidate who we say we are as an organization. Leaders need to see that THEY are living out of alignment with THEIR stated core values. By helping leaders go into that moral and cognitive dissonance, the desire to change and the desire for action emerges 🌎 Finally, we need to connect Trans inclusion to the systems that need to change to improve outcomes for ALL employees. I guarantee you that Trans people are not the only group who worry about fair promotions. When we set a broader goal of "eliminating bias in performance reviews by implementing structured rubrics and training managers on providing feedback" we can build systems that are free of bias for ALL employees. By leveraging these approaches we shift the goal from "how to we stop those 1 or 2 bad actors" to "how do we create a workplace where everyone has what they need to thrive." I find the latter to be much more exciting and well within our reach. ❤️

Climate Communication Reimagined: Appealing Across Moral Foundations Recently, while working on energy transition scenarios for the Netherlands’ decarbonization by 2050 with TenneT, Jonathan Haidt’s insights from The Righteous Mind came sharply into focus. Full article: https://lnkd.in/gKQ4HfaQ Haidt research highlights six moral foundations — Care, Fairness, Loyalty, Authority, Sanctity, and Liberty — and argues that conservatives broadly use all six, while progressives strongly emphasize Care and Fairness. This explains why traditional climate messaging, dominated by progressive framing around harm prevention and fairness, struggles to resonate with broader audiences, especially conservatives. Effective climate advocacy requires blending messages to activate moral intuitions across this entire spectrum. For example, on clean energy jobs, progressives emphasize economic fairness, while conservatives focus on national strength and independence. A blended message: “Let’s revitalize America with clean energy, creating good jobs for all to keep our nation strong and independent.” On pollution, progressives speak to health impacts, conservatives to purity and national pride. Combining these, we get: “Cutting pollution protects our children's health and maintains America’s beautiful landscapes and clean air.” Framing climate change as a shared national challenge connects progressive concerns about global justice with conservative values around national security and heritage protection: “Protect our homeland from climate threats, safeguarding communities and the American way of life we cherish.” Even innovation and tradition can align: “Clean energy innovation continues America’s proud history of leadership, preserving the land and values we cherish for future generations.” In the Netherlands, debates around overhead transmission expansion benefit from similar messaging. Instead of purely technical arguments, framing transmission infrastructure as essential to national pride, heritage preservation, and economic vitality can resonate widely: “New transmission lines represent Dutch innovation, safeguarding our landscapes, health, and economy for generations.” I encountered this effective moral framing earlier while co-authoring Canada’s municipal guide for planned retreat amid climate risks. Communities rallied behind retreat initiatives when messaging emphasized collective good and community identity. European research, especially around Brexit, reinforces that messaging inclusive of national identity, sovereignty, and cultural integrity resonates more deeply than approaches limited to individual-focused morality. Ultimately, climate advocacy must leverage the full range of moral foundations to bridge divides and build broader consensus. Haidt’s framework is not only insightful, it’s essential for effective communication on climate and energy transitions.

GENDER OUT, MINDSET IN: - Skincare is no longer just for women. - Cars are no longer just for men. - Toys are no longer just for boys or girls. The world is changing. Hamleys found that 25-30% of their sales targeted at one gender were bought by the opposite gender. They removed gender-based sections in their stores in India. “We’ve definitely seen a shift, with more men taking an active interest in skincare. It’s no longer a space confined to one gender.” - Mohit Yadav, Founder, Minimalist Oud, the world's most expensive fragrance, is seeing massive acceptance by women. Yet, it’s still marketed only to men. Brands need to catch up. In 2021, Lego pledged to remove gender stereotypes. They stopped marketing toys distinctively to boys or girls, ensuring their products are gender-neutral. Toy startup Smartivity focuses on STEM toys and ensures that their packaging features both boys and girls. They follow a gender-neutral approach in all their marketing materials. Brands must discard outdated assumptions based on static segmentation and focus on real-time behavioral segmentation. While we have moved the needle on sexist stereotypical messaging in India, true gender fluidity is a far more ambitious goal. Source: Brand Equity #marketing #genderneutrality #branding #consumerbehavior #digitalmarketing

What’s important to you may not be important to them. I was absolutely fired up listening to 📊 David Coletto 🌎, CEO of Abacus Data talk about audience communication! 🔥 His insights on understanding what people actually care about—not just what we think they should care about—are something every communicator, storyteller, and leader needs to take to heart. Too often, we get lost in our own data, our own priorities, our own passions. We craft messages based on what we think is compelling, but forget that the story isn’t for us—it’s for them. And if we’re not speaking their language, addressing their concerns, and meeting them where they are, then we’re just shouting into the void. David broke down how people today are living in a "scarcity mindset"—worried about cost of living, housing, healthcare. Even issues like climate change, which people broadly support, are taking a backseat in their daily concerns. That’s a gut check for any communicator. You can’t just tell people something is important; you have to show them why it matters to them, right now. This is the foundation of great storytelling—whether in business, marketing, advocacy, or leadership. It’s not about what you want to say; it’s about what your audience needs to hear. So, before you hit publish, send that email, or roll out that campaign, ask yourself: ✅ Is this framed through the lens of what my audience values? ✅ Am I speaking their language, not just mine? ✅ Do I know what’s actually on their minds right now? When we approach communication with an audience-first mindset, we stop pushing messages at people and start truly connecting with them. And that’s when the magic happens. Thanks to GLOBE Series for facilitating this great session and Patricia Fletcher ICD.D for joining and discussing further, who pointed out that while sustainability professionals are deeply committed to their cause, they must avoid being tone-deaf to the broader concerns of the public—like affordability, economic uncertainty, and day-to-day survival. Would love to hear your thoughts—have you ever caught yourself focusing too much on what you think is important, rather than what your audience actually cares about? Let’s talk 👇 (sorry for the closed eyes photo, 📊 David Coletto 🌎!) #Storytelling #AudienceFirst #CommunicationMatters #Marketing #Leadership #Globexchange2025

Are you tired of your sustainability message falling on deaf ears? Let's face it: complex data about emissions and biodiversity can leave audiences' eyes glazed over faster than you can say "carbon footprint." Don't worry. You are not alone; this is one of the biggest challenges that my clients face. There's a secret weapon at your disposal: the power of storytelling. By weaving intricate environmental details into captivating narratives, you can transform dry data into stories that resonate with hearts and minds. Here are three storytelling tips to make your impact ripple: 1. Narratives, Not Numbers: ️ Weave relatable tales from your data. Share real-world examples, like how you've helped communities breathe cleaner air or helped businesses meet their climate goals. These stories paint a picture that sticks. 2. Connect with Values, not Just Facts: Appeal to the bigger picture – the shared values that bind us. Show how your environmental efforts improve lives, protect fragile ecosystems, and secure a greener future for humanity. This isn't just about numbers; it's about the collective good. 3. Simplify, Simplify, Simplify: Break down complex concepts into bite-sized, digestible chunks. Use real-world examples, personal anecdotes, or even humor to make complex data memorable. Remember, less is often more, especially when it comes to engaging an audience. By embracing these storytelling hacks, you can ensure your environmental message isn't lost in the noise. You'll captivate hearts, spark action, and inspire real change. What are some ways you have seen work well in conveying a message? Follow me for more tips on connecting better and resonating with your audience. #sustainability #storytelling #impact #environment #greenbusiness

𝐆𝐞𝐧𝐝𝐞𝐫𝐞𝐝 𝐏𝐡𝐫𝐚𝐬𝐞𝐬 𝐭𝐨 𝐀𝐯𝐨𝐢𝐝 𝗪𝐡𝐞𝐧 𝐒𝐩𝐞𝐚𝐤𝐢𝐧𝐠 𝐭𝐨 𝐚 𝐆𝐥𝐨𝐛𝐚𝐥 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞:⁣ ⁣ 📌 "Ladies and gentlemen" ⁣ 📌 "He or she" (e.g., "He or she must do XYZ") ⁣ 📌 "Him or her"⁣ ⁣ ⁣ Effective communication goes beyond just speaking or teaching—it’s about connecting with your audience, and this is where "Homiletics" comes in. It's the art of communicating clearly and inclusively.⁣ ⁣ ⁣ While certain gendered phrases might still be common in Africa, in a global context, using them could lead to misunderstandings or even make you seem less aware of global standards.⁣ ⁣ ⁣ Today, we recognise that gender is not just male or female. Some people identify differently, and it’s important to be mindful of this, especially in diverse settings. You may not know who’s in your audience or what their identity is, and in some countries, their gender identities are legally recognised.⁣ ⁣ ⁣ For inclusivity, it’s better to use "they" or "them" instead of "he or she" or "him or her." Similarly, replace "ladies and gentlemen" with gender-neutral greetings like "distinguished guests," "everyone," or simply "hello."⁣ ⁣ ⁣ It’s not about whether you believe in different gender identities. It’s about demonstrating "social awareness" and being respectful of people's interests.⁣ ⁣ ⁣ Without this understanding, you may struggle to connect with global audiences and limit yourself to local contexts.⁣ Lady Pat Communications Consultant. #Publicspeaking #Effectivecommunication #Genderneutrality #Culturalawareness #Socialintelligibility

I don't understand climate science. Or science, in general. But I need to translate complex climate science every day. #ClimateCommunications requires us to take complex topics and turn them into value-oriented, human-centered narratives that people can relate to. And businesses and organizations in #ClimateChange, #ClimateTech, or #CorporateSustainability, need to communicate complex science, technology, and BIG. CLIMATE. IDEAS. effectively and clearly. You're not going to sell the public on photovoltaic cells if you can't explain what a photovoltaic cell is and does. And organizations lose people when they don't communicate clearly. Some steps I take when translating complex energy science: 🔊 Read and re-read closely. Complex research contains heavy jargon and complex science terms. Read source material closely, making mental or physical notes for yourself on what you've read. 🔊 Compare your research with your source. Think you have the complex information translated well? Do some research to compare what you think you know with other evidence-based sources. Do you have agreement between them? There you go. 🔊 Read your writing (aloud, maybe!). Make sure you read your translated, general audience writing again and again. Is it clear? Does it still feel too technical? Retranslate and revise. 🔊 Consult experts. You're writing to communicate subject matter experts' complex ideas, but that doesn't mean you leave them out of the process. After all, they need their complex science or technology communicated in a way that's accurate and resonates with the audience. Once you've written a compelling story, return to your subject matter experts and have them review for accuracy. 🔊 Find a second pair of eyes. You've looked at your writing too much. Have someone else (doesn't need to be an expert) read your story. They can tell you if they get stuck or don't understand a term or idea. 🔊 Know your audience. Maybe your audience is technical or knows the technology well. If so, then more technical language may work for them. Make sure you understand your audience and tell a story with them in mind. 🔊 Create a clear message/headline. 🔊 Tell your audience why they should care. Communicate value. 🔊 Bonus: use metaphors to communicate complexity. I do this all the time. Metaphors can effectively translate complex ideas. Climate communications doesn't have to be dense. Tell stories that make it easier for your readers to care, take action, or find value in what you have to offer.

Jen Briselli’s 'Demanufacturing Doubt' thesis tackles the issue of science communication in today’s polarized world, where empirical facts often clash with public skepticism. Jen argues that simply presenting data is ineffective in persuading audiences who are influenced by emotional narratives and cultural values. She emphasizes that effective science communication must incorporate rhetorical strategies that appeal to ethos, pathos, and logos—credibility, emotion, and logic—rather than just relying on factual information. A key concept in Jen’s thesis is the idea of “identity-protective cognition,” where people interpret scientific data in ways that affirm their pre-existing cultural worldviews. If you follow me you know I speak about this regularly. This is why, traditional methods of education and fact-sharing fail to shift beliefs on contentious topics like climate change and vaccines. By understanding audience values, communicators can frame science in ways that resonate emotionally and align with these worldviews, making facts more relatable and persuasive. Central to all I do as a storyteller is Joseph Campbell's Hero's Journey. I read the 'Power of Myth' and explored the Mono-myth concept that permeates all human stories, religions and cultures when I was around age 16. That and Carl Jung's 'Man and His Symbols' changed my life and pushed me toward this work. So you can imagine my delight when I read Jen also explores the role of storytelling in science communication, suggesting that narratives like the 'Hero’s Journey' can be powerful tools to engage audiences. Instead of overwhelming people with data, she advocates for using stories that frame science in ways that evoke emotional and intellectual engagement. This shift from a purely rational approach to a more human-centered one acknowledges that people are more likely to trust information when it connects with their values and experiences. In today’s systems thinking endeavors that get systematically drilled down within product/service landscape, where misinformation spreads easily and scientific consensus is often questioned, Jen’s work is super relevant. She provides a thoughtful framework for how science communicators, designers, and educators can collaborate to rebuild public trust in science. Everyone in product environments that abuses distorts data and insights regularly could learn a lot from this paper. By blending design principles with a deep understanding of psychology and rhetoric, Briselli’s strategies offer a path to making science communication more effective, especially in a time when doubt and denialism are widespread. Historically, In order to change minds, we've had to tell amazing stories to build consensus. That's how you win and align hearts and minds to move forward. #servicedesign #storytelling #strategy https://lnkd.in/gaRXp9T7