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I help green start-ups and NGOs design & narrate their story. 🌿 One eco-friendly mission at a time. 👉 greentogether.design/my-process

Why your story is more important than you think

Women sitting at a couch front-facing the camera, holding a book titled “A storytelling workbook for beginners”.
Women sitting at a couch front-facing the camera, holding a book titled “A storytelling workbook for beginners”.

All our experiences are stories. Our memories, successes, and failures are all shaped like a one or even four-story act inside our minds.

Remember how many times you’ve thought: “Wow, my story is so interesting and weird, it should definitely be made into a movie!”

Yeah, we all did at some point.

Furthermore, our lives are intertwined and influenced by the stories of others. That’s why storytelling has been an integral part of mankind since we learned how to communicate.

Breaking down many important concepts into bite-sized, shareable tales were crucial for our development.

What does all this have to do with your brand?

In brand marketing today, we see…


and helping your brand in the process

Being accused of greenwashing can hurt your business.

So, are you doing it without even realizing it?

For most brands and businesses, sustainability is the hottest word right now. But does it mean sustainability is their priority? Nope. Not always.

Actually, not by a long shot.

The number of brands proclaiming sustainability versus the number of brands being true to the cause is unfortunately disproportional. That’s why, as the need for sustainability rises, the public trust in green stickers on product packages declines.

How do we differentiate between the good and the bad green guys?

First, we need to understand the difference between greenwashing and honest efforts when it comes to sustainability.


And why should we care?

5 leaves aligned one next to another, starting from the largest to the smallest. Also, each leaf is different color, starting from the most brown, then ornage, yellow, and finally green.
5 leaves aligned one next to another, starting from the largest to the smallest. Also, each leaf is different color, starting from the most brown, then ornage, yellow, and finally green.

When I first started writing about this ever so important question: “Why should any business strive for sustainability”, I focused on all these logical things, like:

  • More and more consumers are shifting towards choosing sustainable options when purchasing
  • Creating a circular, sustainable product or service will over time lower costs of production
  • It creates a more positive, action-driven image of their brand that leads to more sales
  • It’ll help long-term to be in tune with any upcoming regulations

And after finishing my first 1000-word draft (hooray), I started checking if all my points are presented with solid arguments and are…


The importance of shared goals.

A close shot of two hands intertwined (male and female) while hugging a tree.
A close shot of two hands intertwined (male and female) while hugging a tree.

In our previous article, we learned what being sustainable in business means. Understanding the importance of total lifecycle cost and how we can plan to mitigate the effect each product has on the environment.

Now, we’ll look at how businesses can tackle these goals and the importance of having sustainable policies in place (to keep those goals in check).

These policies review the environmental impact of any company’s operation. Especially important for those industries that rely on natural resources to function. By presenting a sustainable solution in utilizing these resources.

Of course, this doesn’t mean other companies are free from…


And how to understand it better.

A person’s hand holding a milk carton shaped box in front of a green bush. On the carton it reads: “Boxed water is better.”
A person’s hand holding a milk carton shaped box in front of a green bush. On the carton it reads: “Boxed water is better.”

Because being sustainable is a hot topic right now, for obvious reasons, there are a lot of companies out there scrambling for words when asked, “What it means to be sustainable to your business?”

“Well, um… We pledge a donation every month to non-profit organizations that plant trees around the world.”

or

“We are currently working on reducing waste by changing our label package to include 40% more recyclable materials!”

Isn’t that swell?

They’re doing something, that’s for sure, but is this what being sustainable means?

Btw, some of these forestation techniques are damaging their respective ecosystems due to planting…


We need to be better, together

A picture of an arrow drawn on concrete with a person walking away from the camera in the direction the arrow is drawn.
A picture of an arrow drawn on concrete with a person walking away from the camera in the direction the arrow is drawn.

“We don’t have planet B.”

“The planet is giving us more than we deserve.“

I’m sure that by now most of us have heard a plethora of similar quotes. But apart from bringing doom & gloom to the office, this shift in our paradigm of rather conserving than consuming is happening right now.

And every business will have to adapt its philosophy to the ever-growing trend of providing a sustainable solution.

I’m sure that on most days, it’s even annoying to hear the same overused paroles using the latest trend to market something. I know it bugs me, as well.


and how to become good at it

A filed of green grass with a flower in striking red color right at the middle.
A filed of green grass with a flower in striking red color right at the middle.

Once upon a time there was a group of people who believed in being green.

They wanted to wear green clothes, drive green cars, and talk about green all day. And frankly, nobody asked them to, yet their mindset was completely green. Thanks to their dedication to green, over time other people learned about their ways and eventually started sharing the same green beliefs.

They formed a green community, which grow each day more and more.

Today, green storytelling is everywhere, and for lots (and lots) of people striving to be sustainable and promoting eco-friendly practices, being green means being…


because we are not that gullible

A group of plastic bottles, focusing on their bright green plastic caps.
A group of plastic bottles, focusing on their bright green plastic caps.

Striving to sustainability and being more eco-friendly are great things. Incredible even, considering the impact they have on our natural habitat and our future.

But, are you tired of the same “go, green, go” trope that many companies use to market themselves?

Stick a recycling label on the box, paint your product in some green pattern, and dish out the same overused words like all-natural or 30% less water.

You got yourself a brand-new green product for us, “eco-conscious” people.

Instead of striving to change, the same marketing ploys are used to hit that sweet, sweet, expanding market and drive…


Hint: It isn’t your business

A LEGO Superman figurine looking badass straight at us, with sunset colors in the background and him standing on a tree stump watching.
A LEGO Superman figurine looking badass straight at us, with sunset colors in the background and him standing on a tree stump watching.

Each story has a main character we’re all rooting for, Wall-E, Rocky, or Johnny from the Cobra Kai dojo (kidding). Your clients are those characters and your business is the trusty sidekick that helps them on their path to greatness.

Like in any linear-driven story (sorry Mr. Lynch), let’s start from the beginning.

Using comparative mythology, academic Joseph Campbell found a specific formula that appears all over the world when people tell a particular type of story, he called it the hero’s journey.

Breaking down this formula, he found three key elements.

1. Protagonists with their specific task or quest


How I learned to stop worrying and share my own

“The sincerity of the writer makes an irresistible story. And the irresistible story remains in the reader’s heart.” — Someone way smarter than me

Every time I sit down to write, be it for a marketing copy, story brand session, or something else, I tell myself “this one is going to be the best one!”

But that vertical line simply starts blinking awkwardly at me.

We all want to write the next award-winning story, but when your job is to convince your dear reader of something, it can get a little tricky. The internet has brought us closer together, sure…

Ivan Jacimovic

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