5 Steps to Storytelling That Inspires Green Behaviours

Welcome back to the second edition of the #HubbubAtWork blog series, which is designed to offer practical tips to help you create greener behaviours in the workplace — and beyond. In case you missed it, our first blog covered water-saving at work!

A few weeks ago, Hubbub Enterprise won the Storyteller Award at the NatWest SE100 Social Business Awards for the circular story of Plastic Fishing, our corporate volunteering activity. That’s why this month, we’re sharing our top tips for storytelling!

Why tell stories?

Experts say we’re 22 times more likely to remember a story than a fact! According to research from Princeton University, stories are so influential because they activate parts of the listener’s brain that turn the story into their own idea or experience.

A research study done by IKEA and GlobeScan found that there were several barriers preventing individual action on climate change.

But what’s encouraging, is that almost 90% of people would be willing to change their behaviour to reduce the impact on the climate if they knew what to do, had the support they needed and saw the direct link between their actions and benefits to the planet.

Since being environmentally friendly is one of the most important drivers of trust, businesses have a lot to gain by supporting people to take action on climate change.

So, what exactly is a story?

A story is a way to organise information, which has a beginning, middle and end. The 7 Basic Plots says that 99% of all stories can be categorized at their most basic level into one of seven plots.

The fight against climate change very clearly falls under the ‘Overcoming the Monster’ plot. Framing green actions as a way for people to collectively fight the climate change ‘monster’ is a compelling way to activate people’s brains so they feel invested and empowered to act.

Here are our top tips for how to tell make the most of your ‘Overcoming the Monster’ story about green behaviours at the office:

1. Make it topical

Use seasonal hooks to make your communications more relevant and tap into wider conversations online and in the media to boost your reach. Possible hooks include organising around official days, such as Earth Day (later this month), getting involved in a larger ongoing campaign such as Veganuary or talking about the weather (like that heatwave we had last summer). This not only increases the relevance of the action you’re promoting, but also a sense of being part of a movement where everyone is fighting ‘the monster’ together.

In 2018, over 1000 people, including 26 London businesses came Plastic Fishing, helping collect 1484 plastic bottles from the Docklands.

2. Make it relevant

Talk about the green behaviour in a way that resonates with people by linking it to personal benefits (financial savings, health benefits, convenience) or mitigating risk for things people already care about (like their kids). Use stats to make it clear why this action is an effective tool in defeating the climate change ‘monster’.

After Plastic Fishing, 86% pledged not to buy a plastic bottle for a month!

3. Make it simple

The simpler the story, the more likely it will be remembered. Use simple language to describe the action you want people to take and its impact.

Groups go Plastic Fishing on the Poly-Mer, the world’s first 99% recycled plastic punt, made from 8000 plastic bottles.

4. Make it tangible

Since climate change is often seen as a distant problem, make sure to frame the action so the listener can visualise what it looks and feels like to take it. Incorporate visuals and language that engages the senses (sounds, touch, etc). Remember, making the issue tangible is as important as making the action tangible.

Plastic Fishing brings the circular economy to life.

5. Make a Call to Action

After you’ve got them hooked on the story, don’t forget to close the deal with your ‘call to action’, a direct ask to the listener of the specific action you want them to take.

Watch this short video to hear the story of Plastic Fishing and get in touch if you’d like to come Plastic Fishing with us.

Keep in touch! Follow our monthly blog series #HubbubAtWork or contact us at enterprise@hubbub.org.uk

Originally published at https://www.linkedin.com on April 24, 2019