Why environmental storytelling outshines data alone
Your passion alone will not change the world. A collective effort is necessary to sustain our planet and advocate for justice for those who are marginalized. But what do you do when facts and objective truth don’t cut through the noise, don’t resonate, or, worse, cause confusion or overwhelm?
From experience, telling more facts doesn’t help. The other day, my nine-year-old daughter asked if we could do a lemonade stand “right now.” I gave her logical reasons why we should wait: we needed supplies, a sign, and better preparation. She argued back and stomped off.
Two days later, she told me she thought I was just blowing her off. She was right. My “facts” were a shield. “The real reason I wanted to wait,” I admitted, “is because I’m afraid of rejection. I wanted to pick a day when I could mentally prepare myself for people saying no to us.” Her defensive energy dissolved. “Oh,” she said quietly. “I didn’t know that’s what you meant.”
We still haven’t done the lemonade stand, but something shifted between us. The facts and truth were there, but my vulnerability gave those facts the context they needed to create understanding.
This same humanity and vulnerability are essential to environmental work. This article will highlight the importance of emotive storytelling, provide practical tips, and share an impactful example of environmental storytelling.
Why Storytelling Matters in Environmental Work
The role of storytelling in environmental change is multifaceted. Storytelling serves to:
- Connect emotionally,
- Inspire action,
- Frame complex issues in relatable terms,
- Include various voices in the conversation.
The emotional resonance of storytelling is crucial because it can influence decision-making in ways that raw data cannot.
With over 35,000+ hours crafting emotive stories for government agencies, healthcare companies, and environmental organizations, I’ve learned that the most powerful stories don’t just inform; they transform. And transformation is what we need in this space.
Facts can tell you what’s happening, but without a human presence, there’s nothing to empathize with. People start to care more deeply when we aim to insert a human presence into environmental communications.
The biggest mistake I see environmental organizations make is confusing topic-based communications with storytelling. I’ve seen it countless times: well-meaning organizations bombarding their audiences with facts and figures, assuming this will lead to action. But facts without context are just noise.
If you want to influence others in environmental work, you need stories that first touch the heart, then the mind.
Studies about the emotional appeal of climate change among Generation Z show that personal narratives about environmental issues can be more persuasive than impersonal data. People can relate to and empathize with individual experiences.
I’m not implying or advocating for the omission of facts or scientific accuracy. We need emotive storytelling that focuses on a shared human truth and emotional experience that brings understanding to the truth. It’s a balance between sharing facts and stories. Leading with the story and letting the facts follow.
Case Study: Ripple of Cars, A Project Clean Air Repair Story
The company I steward, BairStories, was hired by Environmental Initiative to create a relatable film to support their 2022 fundraising campaign. The aim was to surprise and inspire people about the Environmental Initiative’s work in providing free vehicle emissions control repairs to support Minnesotans in need and reduce air pollution.
In creating the “Ripple of Cars” program docu-style story, we focused on Joe McKenzie from Anoka County, whose story humanizes the issue of car emissions and their effects on community health and economic opportunities.
Older cars with faulty emissions controls and exhaust systems release more greenhouse gases, including carbon dioxide (CO2), nitrous oxide, volatile organic compounds, and methane. The impact of these emissions has a high global warming potential (U.S. Environmental Protection Agency, Greenhouse Gas Emissions from a Typical Passenger Vehicle).
During the interview, Joe’s vulnerability resonated with me, reminding me of how honesty fosters genuine connections. Just as I’ve seen with my wife, when I’ve been honest about my feelings and vulnerabilities, it opens the door for a deep connection. This principle applies to storytelling for environmental change: when organizations show vulnerability and authenticity, they build deeper relationships with their audiences, creating opportunities for meaningful connections.
Ripple of Cars: storytelling impacts
At the time, Environmental Initiative wanted to tell a story that would connect with donors. Together, we selected Project Clean Air Repair because it represented some of the organization’s best work. It is partnership-driven, results in positive environmental outcomes, and serves communities disproportionately overburdened by air pollution.
Something as seemingly simple as a film about car repairs turned out to be so much more than that. Through the voice of Joe McKenzie, the film reveals how addressing vehicle emissions issues at no cost not only improves air quality but also creates ripples of hope throughout communities. At its heart, the film is about dignity, environmental justice, and the extraordinary impact of showing up for one another.
Following the release of The Ripple of Cars, Environmental Initiative secured new and renewed financial contributions to expand Project CAR’s network. The additional infusion of funds enabled the organization to continue investing in communications, as it pursued several earned media opportunities to share the story of its work.
The number of garages doubled from 4 to 8 between 2023 and 2024, and Project CAR has also expanded outside of the Twin Cities, most recently to Grand Rapids, Minnesota, with additional locations in greater Minnesota planned. The organization is also nearing 1,000 repairs, with just 160 remaining.
“We’ve been able to bring the principles of emotive storytelling into Project CAR’s work in an ongoing way,” said Sacha Seymour Anderson, associate and advancement director at Environmental Initiative. “The partnership with BairStories and investment in communications and storytelling has really paid off for this project and for our organization.”
Three Ways to Start Using Storytelling in Your Work
Before diving into these tips, consider this: storytelling isn’t just another task on your to-do list. Storytelling is a shift in your perspective and approach to your work. It’s about stepping back and asking, “What’s the emotional truth here?” Failing to do so will make the following tips irrelevant.
1. Add story elements to what you’re already doing
Don’t worry about creating brand-new content from scratch. Instead, examine your current newsletters, blogs, or social media posts and identify opportunities to incorporate significant emotional experiences. Consider sharing meaningful stories that evoke strong emotions. Are you moved by a customer story or a challenge your team overcame? If it moves you first, it will provoke feelings in others. You’re not reinventing the wheel here. You’re adding a bit of story spice to what you already have. This way, your message feels more human and less like a data dump.
2. Keep your through-line present in everything you do
Every social post to the bylaws of your organization should be an extension of your story. What story, you ask? It’s your big picture organizational story that unites your team and supporters. Keeping that in mind helps the consistency of your story and the clarity of your work. When things are disconnected from the story, people become disengaged.
3. Create evergreen stories that keep on giving
Think about stories that don’t get old—those are your “evergreen” pieces. Examples of evergreen stories are:
- Origin story, aka founder story
- Impact story
- Value story aka why story
- Explainer story
- Approach story
These stories can be used repeatedly on your website or in marketing materials, saving you time and energy. It’s like having a favorite song that you always enjoy. They continue to work for you long after being told, building trust and connection.
You don’t need to become a novelist or film and video storyteller expert to start using storytelling. Start small, build on what you have, and don’t be afraid to ask for help. Small changes can have a significant impact on how people perceive and connect with your mission.
Here’s how Ripple of Cars aligns with the three storytelling tips:
1. Add story to the facts
Instead of simply stating what Project Clean Air Repair does, the film brings it to life by focusing on Joe, who is like you and me. The film shows his desire and motivation, making the mission feel personal and urgent.
2. Keep it evergreen
The story isn’t tied to a moment—it’s timeless. The core of this story works anytime, anywhere, building trust every time it’s shared.
3. Partner with pros
Environmental Initiative knew they wanted a story that showcased their through-line of a partnership leading to positive environmental outcomes. They teamed up with BairStories to make it happen. The result? A story that’s real, memorable, and moves people.
Shift from informing to transforming
To shift hearts and minds truly, environmental storytelling must go beyond data points and headlines. Remember, vulnerability and authenticity are at the core of every powerful narrative. They open the door to trust, empathy, and action.
A practical next step is to revisit your existing content and look for opportunities to humanize it. Could a case study turn into a personal story? Could data be presented alongside a testimonial or an emotional narrative?
Experiment by adding a personal story to your next piece of content. By shifting from informing to transforming, you’ll see a deeper connection with your audience and tremendous momentum in your environmental advocacy efforts.
Want more tips on creating emotive video stories? Download BairStories’ free storytelling guide to build community and boost donations without relying on cold data.
Danami-Maurice Champion is a Story Strategist at BairStories with over a decade of experience in emotive storytelling and brand strategy. He leads BairStories in its efforts to help environmental justice-focused and conservation-driven organizations clarify their story, build internal storytelling capacity, and create emotionally resonant messaging, so their mission is seen, supported, and sustained.