Telling story's is great for sustainable marketing

   Telling story’s is great for sustainable marketing

To sell products and services, marketers have always been using storytelling. In promotions we make a story about or around the product and spread it all over the world, so everyone has the same idea and thoughts about it. An overall image is very important. We make people believe things about the product or service, to convince them to buy or try it. In the story there is always a recognizable situation, which then improves by using the product. Everything turns into a perfect and dreamy situation because of the product. Stories are convincing people.

There are two kinds of stories, firstly the one where the beginning situation is bad and where it turns into a good one. Secondly, the one that doesn’t have a bad situation but just improves the normal life by something good. This last one should be used for sustainability. We are convinced that a more positive message will get better results when it comes to sustainability. People don’t want to be told that their current lifestyle is bad; they don’t want to feel bad about their actions. When people hear this kind of message they will ignore it, they don’t want to hear about it.

So on the other hand; we should make positive promotion to convince people about sustainability. Instead of telling the people what they are doing wrong, we should put in sight what they are doing well if they care about the environment. We should make them feel good about taking actions for ecological behavior; give them a positive feeling about it. People will like that a lot more an in this way we can achieve more ecological thinking. Lifestyles will change of oneself and sustainability will be reached on a natural and positive way.

Joke Verhaeghe

2MA01