Why Storytelling is a Powerful Tool for Climate Tech

Impact storytelling is important because humans are emotional creatures. Facts and figures are important for driving your decision-making as a business, but your employees and customers want to feel something engaging with you. When Mercedes introduced the world to their magic body control technology, they could have focused on the facts: two small cameras behind the windshield of your car scan the road ahead of the vehicle, measuring the height of upcoming dips and bumps. Then, the suspension uses the active hydraulics in order to compensate for the bumps in the road. This works up to a speed of 130 km/h, or about 80 miles per hour. Instead,  Mercedes focused on the amazing power and charisma of the chicken, yes, the chicken and its ability to stay stable while suspended. And while the viewer of this ad might not walk away knowing how the Mercedes tech works, they know damn well that’s a comfortable looking chicken being held in place lovingly by Mercedes Benz sponsored white-gloved hands. Mercedes used the chicken to tell a good story about how it was providing stability through its tech. 

ClimateTech companies typically have a stated mission of making a positive impact on our planet. Effective storytelling about your company is an important tool for Climate Tech companies too. How effectively you tell the story of your impact has implications on everything from public perception, to funding, to how potential partners approach working with you.

Storytelling is a powerful tool for many reasons. Here are some that are important for Climate Tech companies to keep in mind:

1. Emotional connection: Storytelling has the ability to evoke emotions, which can be a powerful motivator for behavior change. Climate issues are complex and often overwhelming, some people experience climate anxiety, while others may struggle to connect on an emotional level. By using storytelling techniques, climate tech companies can create narratives that resonate with their audience's emotions, making issues more relatable and personal. For example, if you have a product that has made an impact on an individual’s life, you might focus on their situation before and then after discovering your product, highlighting the positive change in their lives due to use of your product. You might also think of unique ways to present your story, going beyond words on a page or a video. Music and visualizations are examples of other ways to convey a story. Sharing these stories can persuade non-users to adopt your product and also reaffirm current users that they are making the right choice.

2. Engagement and comprehension: Stories have a natural ability to capture people's attention and engage them. Climate tech often deals with complex scientific concepts and technical details, which may be difficult for the general public to grasp. By weaving these ideas into narratives, storytelling, along with good design and UX,  can simplify and contextualize information, making it more accessible and understandable. When people are engaged and can easily comprehend the message, they are more likely to remember it and act upon it. For example, if your product relies on complex technology to monitor environmental conditions in order to allow users to have real time data on local climate and inform decision making, you might tell the story of how the product seamlessly integrates into the life of users who are already using smartphone applications, sending them simple and actionable alerts, versus focusing heavily on the specifications of the technology.

3. Memorable and shareable content: Stories are inherently memorable. They stick in our minds much better than facts and figures. When climate technologists use storytelling to communicate about their products, they create narratives that people can remember and recall later. Moreover, storytelling creates shareable content. When a story resonates with individuals, they are more inclined to share it with others, leading to a broader dissemination of the climate technologists' message and potential adoption of their products. For example, you might ask for users to provide testimonials for you to package as part of your product's story, and you can ask users to share their stories of how your product has made an impact.

4. Overcoming resistance and building trust: Storytelling can help climate technologists overcome resistance and begin to build trust. Climate change is a highly polarized topic, and people may have preconceived notions or skepticism towards certain technologies or approaches. Airbnb provides an example of using storytelling to build trust with potential users. Airbnb created a campaign called "Airbnb Stories'' that highlighted real-life stories from hosts and guests around the world. These stories showcased the transformative power of travel and the positive impact that hosting or staying with locals could have on people's lives. The stories often included personal details, such as overcoming language barriers, forming deep friendships, or discovering hidden gems in local communities. By sharing these stories, Airbnb humanized their brand by focusing on the individuals behind the listings and emphasized the community aspect of the platform. Using storytelling, climate technologists can also address concerns, debunk misconceptions, and build trust with their audience. Stories can create a connection based on shared values, beliefs, or experiences, helping to bridge the gap between technologists and the public

Keep these in mind as you weave your impact tales! Remember the dancing chickens!

Allelo loves helping Climate Tech companies tell their stories. Your product will also benefit from Allelo’s unique approach to embedding an impact lens into the stories you tell. We will help you amplify the impact of your storytelling through great design and powerful storytelling. Please reach out to us to learn more about working with Allelo. 

Three Havasupai Indian men sitting around a campfire telling stories, ca.1899, Source