Vision 2025 Update
Storytelling & Connection
The Future of Storytelling
Connection and values
Storytelling is not just a tool but the most powerful means of communicating a message. Its capability to frame perspectives, motivate actions, and foster shared emotions is powerful. Approximately 65% of our daily conversations involve storytelling, emphasizing its natural role in human interaction.
Storytelling is evolving into a more interactive, emotional, and multi-platform practice. As we approach 2025, brands that successfully leverage these storytelling elements will not only connect more deeply with their audiences but also lead in authenticity, innovation, and social impact.
Storytelling serves as a mirror reflecting societal values and personal experiences. It can bridge cultural and individual gaps, allowing brands to connect deeply with diverse audiences but getting the tone of voice right is very important. The growing societal gap and the resistance to social change are important to understand and monitor. By focusing on women, do men feel excluded?
A future vision is needed to ground the stories in the brand and create a vision on progress that is honest and consistent, also in times of critique and scrutiny. Storytelling can be nostalgic and create a narrative linked to the past, but it can also create a a vision and a path towards a desirable future.
Banner image, Bigger Book Art Fair by Studio Daixin Jizi
You can download the PDF of the report here
Key Takeaways:
Future storytelling will focus on emotions and authentic content to build trust and encourage genuine human interaction.
Storytelling is evolving to be more interactive and diverse, leveraging transmedia landscapes to convert audiences into active participants.
Leveraging a brand's history and archives is crucial for developing future narratives, providing a foundation of collective memory and insights to craft stories that meaningfully link past and future.
65% of all conversations in our daily lives are stories.
Authenticity & Nostalgia
Younger generations value authenticity in storytelling, preferring personal, genuine or mondaine narratives that build trust and emotional connections. In a media-saturated digital world, people, especially Generation Z and Generation Alpha, are discerning and skeptical of superficial stories. Authentic storytelling captures attention and fosters relationships, as these generations, adept at navigating vast information streams, keenly distinguish genuine narratives from contrived ones.
For these generations, authenticity in storytelling goes beyond entertainment; it's a means of forging real connections and finding a reflection of their own experiences and values, particularly in terms of wellbeing and mental health. They respond positively to stories that speak their language, that are free from corporate language and that connect to their everyday experiences. Transparency, relevance, and ethical considerations are important to them. They seek narratives that entertain and embody honesty, social awareness, and a reflection of their diverse, globally connected world.
Arch by Roaringwild x Sonic Prime
Loewe x Maggie Smith
The sense of nostalgia of younger generations is different from older ones; they can be nostalgic for a world they have not known, that what represents history and identity, but also for their experiences of the strange years of the pandemic.
The Story of the Archive
The history and the archives of a brand are not merely records of the past; they are vital tools for understanding and shaping our present and future. History, with its intricate tapestry of events, personalities, and movements, serves as a collective memory, guiding societies in learning from past triumphs and failures. The legacy left behind in historical documents, artifacts, and stories illuminates the paths trodden by those before us, offering insights into their thoughts, cultures, and lives.
Using historical archives to craft narratives for the future involves a delicate balance of respect for factual accuracy and creative interpretation. By delving into the depths of history, we can extract themes, lessons, and patterns that resonate across ages. These narratives become a bridge connecting past experiences with future aspirations, enabling us to envision and shape a future informed by the wisdom of our predecessors. In this way, history is not a static relic but a dynamic, living foundation upon which we build our collective narrative, continually evolving as we add our chapter to the ever-unfolding story of humanity.
A rich legacy, when engaged thoughtfully, helps us to see the timeline of a brand and the transformation it has gone through. It strengthens the narrative and connection to the brand.
Pradaverse traveling exhibition, based on the concept of a natural history museum, which explores the universe of Prada through a 360 degree physical experience.
Empathy & Connection
Emotional content enhances memory retention and promotes story sharing. Emotionally charged stories activate the brain's limbic system, crucial for emotional processing and memory. This neurological engagement, including the release of neurotransmitters like dopamine, makes emotionally rich stories more memorable and shareable. They resonate deeply, creating profound, relatable experiences that connect at an almost instinctual level.
Empathy is a value growing in importance, reflecting a collective move towards more inclusive, understanding, and human-centered approaches in various aspects of life. It plays a vital role in understanding humans and the unique experiences of different generations. Empathy is key in understanding local and cultural differences, allowing for more tailored and effective interactions in a globalized world. A deepened understanding of human diversity is essential in fostering a more harmonious and cohesive society.
Insight
Arch by Roaringwild x Sonic Prime
Terry Fox Run, handwritten letters of support sent to founding activist Terry Fox in 1980.
People empathize with stories and internalize the experiences.
The Story of Social Impact
In the coming years, the role of companies in society will evolve, with an increasing emphasis on social responsibility and creating a better future for both humans and nature. This shift reflects a growing recognition that businesses are not just economic entities but integral parts of the social fabric, capable of driving meaningful change. Storytelling will play a crucial role in this transformation. Brands will increasingly leverage their narratives to highlight their contributions to societal well-being and environmental stewardship.
This form of storytelling goes beyond traditional marketing; it's about communicating a company's vision for a more sustainable and equitable world. By sharing stories of how they are aiding communities, addressing social issues, and mitigating environmental impacts, they can show commitment to not just profits but also people and the planet, reinforcing their role as stewards of societal progress and environmental guardians.
This involves moving from talking about change to being active participants in its realization and sharing stories and knowledge to help and inspire other companies. The storytelling around these initiatives will be key in educating and inspiring both consumers and other businesses to follow their initiative. By showcasing real examples of positive impact, companies can show leadership in addressing global challenges. This approach not only elevates a brand's standing in the eyes of consumers but also sets a precedent for corporate responsibility in the future.
Childline, Nobody is normal
Nouhaïla Benzina, the first in-game hijab wearer in FIFA ‘23
#Not a school by Samsung
Collaborations
People value authenticity and are looking for the stories behind their purchases, collaborations offer compelling narratives that celebrate cultural diversity, craftsmanship, and the power of working together to create something extraordinary.
Fusions of diverse strengths, identities, and expertise, creating narratives that are both innovative and resonant. Collaborations bring together unique heritages, aesthetics, and values, crafting stories that transcend individual capabilities. This synergy of different worlds, be it fashion, art, technology, or design, results in a storytelling approach that is rich, multifaceted, and appealing to a broader audience.
When brands unite with artisans or companies from different cultural backgrounds, they bring together a wealth of knowledge and traditions, enriching their storytelling with a depth of history and skill. Collaborations that lie in the harmonious blending of culture and craftsmanship, skills and know-how create something that transcends them. Combining different perspectives and skills to create something truly special and meaningful.
MIZUNO × Nonnative
Fendi X Pokémon
Dior x Otani
Levi’s x Studio Ghibli
By combining iconic identities, brands not only create something new and exciting but also reach new audiences, particularly younger generations who value novelty and cross-cultural experiences.
Participation and Co-Creation
Future storytelling transcends the conventional monologue format, involving the community is important. By including questions and encouraging audience participation, brands can establish a dialogue, fostering quicker adoption and deeper engagement. Concluding stories with a hopeful, positive message leaves the audience with lasting, actionable takeaways.
Interactive storytelling platforms, such as augmented reality (AR) experiences and virtual reality (VR) environments, allow audiences to step into the story, transforming them from passive receivers to active participants. Incorporating tactile and engaging activities in experiences enhances the sensory connection, making the narrative more memorable and impactful. Activities can encourage not just mental but also physical interaction, doing or making something, creating a more holistic and immersive storytelling experience. Physical experiences, like exhibits or installations, further augment storytelling, bringing concepts to life. A storytelling environment that is not just observed but truly lived can foster deep, lasting connections between the narrative and the audience.
Insight
From mere experiencing to doing and participating
Piece Garden by Lego x It’s Nice That
Gain Access: Bottom-Up participation by Matteo Proietti
The Sustainability Narrative
The sustainability narrative must be anchored in realism, presenting a clear-eyed view of the environmental challenges we face and the potential futures that could unfold. In this era of heightened ecological awareness, it's crucial that the narrative around sustainability avoids painting overly optimistic stories. Instead, it should focus on depicting a realistic scenario of what the future could look like based on current actions and potential changes.
This realistic approach not only lends credibility to the narrative but also resonates more deeply with audiences. By acknowledging the complexities and presenting factual, scenario-based outcomes, the story of sustainability becomes a powerful tool to educate and engage people. It’s about striking a balance that neither downplays the seriousness of the situation nor resorts to fear-mongering but instead provides a pragmatic outlook that encourages informed action and responsibility.
Within this framework, data visualization can play a pivotal role in conveying the sustainability narrative. A picture says more than a thousand words and can be used as a strategic tool to create a vision for tomorrow. Visual narratives are instrumental in transforming the concept of sustainability from a distant issue into an immediate, relatable concern, motivating people to take part in shaping a realistic and sustainable future.
Turning complex environmental data into visually compelling stories makes the abstract and often overwhelming topic of sustainability tangible and comprehensible.
The Impact Receipt by Asket
Poetry
Poetry can resonate deeply with audiences and adds a unique dimension to the narrative. A poetic approach distills emotions and ideas into impactful narratives, capable of evoking strong imagery and intense feelings. The use of poetry in storytelling is not just about delivering a message; it’s about creating an experience that engages people on a more intimate and reflective level. In an age where authenticity and emotional resonance are increasingly valued by audiences.
The poetic form encourages a slower, more thoughtful consumption of the story, inviting audiences to delve deeper into the layers of meaning and emotion. In an environment saturated with straightforward, often commercially oriented communication, poetry stands out for its ability to transcend the ordinary and evoke a spectrum of human emotions and experiences. Its rich, layered language cuts through the noise of conventional messaging, offering a respite from the utilitarian and transactional nature of much modern communication. Poetry’s inherent beauty and rhythm provide a stark contrast to the data-driven, formulaic approaches that characterize much of today's media landscape.
Fendi x Studio Bless
Junya-Watanabe x Supreme
Jacquemus wheat field show
Loewe
Poetry has the ability to capture the complexities of the human experience and offers a powerful antidote to the superficiality and commercialism of much contemporary communication.
Sci-fi Storytelling
Effective storytelling interweaves the present ("what is") with potential futures ("what can be"), engaging audiences in both current realities and future possibilities. Repetition like time-llops, enhances memorability and retellability, anchoring key themes and messages. Transmedia storytelling, spanning multiple media like books, movies, or games, enriches narratives, with each medium adding uniqueness. Stories might unfold across platforms, from games to retail, and expand via websites or social media, creating a comprehensive, immersive experience.
Stories about the future shape perceptions and understanding of upcoming possibilities. Science fiction, in particular, profoundly influences how we envision and prepare for future technological and societal changes. It acts as a foresight tool, inspiring innovation and scientific advancements, with many breakthroughs in space travel and communication stemming from sci-fi concepts. This genre creates a narrative bridge from the present to the future, prompting audiences to envision and influence the world they wish to inhabit.
Research in fields like psychology and cultural studies has shown that science fiction acts as a lens through which we can explore and prepare for future technological and societal changes.
Fear of God Athletics
Virgin Galactics
IBM Quantum Computer
Future landscape for Chobani
Stories about the future are not just fictional escapades but powerful tools for envisioning and influencing the trajectory of human progress.
Transmedia Landscapes
A new narrative era is taking shape, opening up a new world of personalized, engaging, and interactive experiences. The storytelling landscape is rapidly evolving with the advancement of technologies like Virtual Reality (VR) and Augmented Reality (AR). VR and AR enable storytellers to create engaging, interactive worlds where the audience can witness and actively participate in the narrative. This immersion goes beyond visual and auditory experiences, encompassing tactile and even emotional interactions, blurring the lines between reality and fiction.
Transmedia storytelling, which distributes parts of a story across various platforms like books, movies, and games, will create multi-dimensional stories. Multiple platforms will provide unique, immersive ways to experience different facets of stories, creating a narrative ecosystem. The fusion of AI and immersive technologies represents the next frontier in storytelling, one where the boundaries of imagination are continually expanded and redefined.
AI's ability to analyze and process large amounts of data in real time will enable the creation of more personalized and adaptive story experiences. AI can tailor narratives to individual preferences or respond to audience interactions, leading to unique storytelling pathways for each user. Future storytelling may involve more audience participation, possibly influenced by interactive platforms and AI, offering personalized story experiences. When every human sees a specific personalized story, the uniting, connecting effect of stories can be lost.
Axel Arigato Paris community events
Meland Club flagship store by X+Living
Balenciaga 520 farming game on WeChat
Louis Vuitton X Yayoi Kusama
Red Wing Shoes x Nintendo for The Super Mario Bros. Movie
Artificial Intelligence (AI) is poised to revolutionize storytelling, particularly in the realm of transmedia narratives.
You can download the PDF of the report here