narrative
map
Ressources
Discover in this narrative data map the key motifs and narratives of our Western society. The model layers frameworks from neuroeconomics and narrative research on top of one another.
Patrick Castellani – Purpose Alignment Consulting for Changemakers in Switzerland
Unlocking the Power of Stories to Influence Perceptions and Actions
Narratives shape how we perceive the world, form beliefs, and make decisions. For communication experts, they are key to building emotional connections, simplifying complex ideas, and engaging audiences. This narrative map (work in progress) reveals the stories that influence and shape our thinking.
USE CASES
Identify Core Themes
Focus on themes that resonate with your audience's values, like sustainability or social impact. These themes should be clear, actionable, and directly tied to their concerns, such as waste reduction or community empowerment. Keeping it simple yet impactful allows your narrative to connect on a personal level and encourage meaningful action.
Example:
Ecosia uses the theme “help the planet with every search”, empowering users to contribute to reforestation effortlessly. This narrative appeals to environmentally conscious individuals, offering them a simple yet effective way to make a daily impact, aligned with their values of sustainability.
Learn more about Ecosia
Leverage Archetypes and Motifs
Use archetypes like the hero’s journey or transformation to make stories relatable. In sustainability or social impact, this could be the story of overcoming adversity to protect the environment or empower communities. Such motifs help audiences see themselves in the story and feel inspired to take action.
Examples:
Mud Jeans, a circular fashion brand, taps into the transformation archetype by promoting a shift from linear consumption to circular fashion. Their narrative focuses on how they transform discarded denim into new jeans. This story resonates with those seeking alternatives to fast fashion.
Learn more about Mud Jeans
Storytelling with Data
Data becomes more powerful when wrapped in a narrative. Instead of just presenting raw numbers, tell stories that illustrate the real-world impact behind the data. This approach personalizes statistics, making them more relatable and actionable for your audience.
Examples
Too Good To Go, an app combatting food waste, combines data with personal stories. They highlight how their platform saves thousands of meals from going to waste every day, emphasizing the human and environmental benefits. This makes the data emotionally compelling and drives engagement.
Learn more about Too Good To Go
Ensure Consistency
Maintain a coherent narrative across all your communication platforms. Whether it's social media, email campaigns, or your website, consistency helps reinforce your message and builds trust with your audience.
Examples:
Fairphone, a sustainable smartphone company, consistently delivers their message of ethical production and environmental responsibility across all platforms. Their social media, blog, and product pages all reinforce the same values, ensuring their audience stays engaged with a unified story.
Learn more about Fairphone
Test and Adapt
Continuously test different narratives to see which ones resonate best with your audience. By gathering feedback and monitoring performance, you can refine your message to better align with audience preferences and trends.
Examples
OLIO, a food-sharing app, frequently tests variations of their messaging, such as focusing on the environmental benefits of food sharing versus its community-building aspects. By analyzing engagement, they adapt their messaging to what resonates most with users, ensuring ongoing relevance.
Learn more about OLIO
USES CASES
Every venture is unique, but success hinges on one common factor: precise alignment. Whether pursuing a circular economy, driving social impact, or scaling for sustainable growth, each use case shows how targeted strategies equip ventures to launch with focus, direction, and the right tools to achieve their goals.
CASE
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CHALLENGE
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SOLUTION
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