Sustainability Has a Story Problem

Humans are hardwired for stories. Long before spreadsheets and sustainability reports, we used narrative to share ideas, help understand complex information, and inspire action. Today’s audiences are increasingly demanding authentic, transparent communication about environmental and social impact, with expectations for clear, digestible information at an all-time high. Yet, while organisations invest heavily in sustainable transformation, many struggle to meet this growing public appetite for accessible, meaningful ESG storytelling that resonates.

Through our work, we’ve explored how combining storytelling principles with visual and experiential design can transform sustainability communication. Whether through carefully crafted narratives, strategic illustrations, or interactive environments, the goal remains the same: making sustainability tangible, understandable, and relevant to diverse audiences. Here are some ways we’re bringing sustainability storytelling to life.

Today’s audiences are fluent in new forms of storytelling, consuming information through video tutorials, visual explainers, and social content. Yet many organisations still rely on traditional corporate formats for ESG and sustainability communication. The key to breaking through isn’t just what we say but how we say it.

The explainer format, popularised by digital creators and streaming platforms, offers a powerful alternative. We took this approach in global technology leader Danfoss’ “Decarbonisation Explained” series, combining clear narration with dynamic motion design to make technical content accessible without losing its sophistication. The format transforms complex information into digestible sequences, guiding viewers through concepts in a familiar, trusted way. By meeting audiences on common ground, we turn sustainability initiatives into an engaging learning experience. But while format innovation opens new doors, finding the right lens to view these initiatives through is equally crucial.

Sustainability initiatives often exist as separate activities that lack a unifying story. Finding the proper perspective — a unique angle that naturally ties everything together — can transform disconnected initiatives into coherent stories.

This principle comes to life in global beverage company Suntory’s sustainability booklet, “The Ripple Effect”. By placing water at the heart of the narrative, we create a natural flow between initiatives. Water’s journey becomes the thread that weaves together all the diverse activities addressing environmental and social impact, from production to community programs and cultural movements. Combined with eye-catching editorial illustration, the result is a sustainability story that doesn’t just inform — it helps people see the bigger picture through an entirely new lens.

Another powerful approach to ESG and sustainability communication focuses on immersive experiences that let audiences explore and discover. When initiatives are woven into interactive digital environments, abstract concepts become tangible realities.

This thinking drove our approach to the Ørsted Experience. Through an interactive map, visitors navigate through an explorable world of the energy company's active solutions in biodiversity, decarbonisation, and societal advancement. This approach transforms passive reading into active discovery, demonstrating that sustainable energy isn’t a distant aspiration but a present-day achievement. By inviting people to explore these living examples of green energy in action, we’re telling a story that helps bridge the gap between perception and reality: the future of sustainable energy is already here.

Moving beyond green clichés, challenging rigid industry formats, getting creative with narration, and thinking outside of linear storytelling in the name of exploration — these approaches signal a fundamental shift in how we should be thinking about sustainability storytelling. It’s about evolving from simple documentation to create meaningful experiences that engage, inspire and activate audiences. The future of sustainability deserves a better story. It's time to break it free.