The story you tell can be what makes or breaks your initiative. A compelling narrative about your product can create loyalty in customers and deepen investment from stakeholders. Sometimes, the best story to tell isn’t what you are doing that is circular, but actually just what you are doing that makes your product a better experience.
Revisit your Brand Promise. Think about the emotional qualities you want your brand to evoke for customers and the message you will use to make that resonate.
Empathise with internal audiences. Consider how your circular product or service links to core business drivers such as:
Create a storyboard that helps you think about the message you want to share with your audience. Try to answer the following questions, but feel free to play with the order. Does it start with a big, lofty challenge statement or does it start with a small story of a person’s life? That’s up to you!
Think carefully about your use of words – what emotions are you trying to stimulate? Are you telling a story that others can buy into?
As you construct your story, try to be as specific as you can and use empathetic language.
Most importantly, pick a focus and create a 'through-line' to your story. Once you have the components in place, think about how you would tell this story to someone over drinks, or to your grandmother. Is it relatable? Does it hold up outside of your industry and context?
For fine-tuning your narrative, this article has some great pointers on how to bring your story to life.
Adidas + Parley created running shoes made of recycled ocean plastic. They made an engaging video and encouraged those who wanted a pair to post on Instagram about their shared commitment against single-use plastic.Read more >>
The Circular Design Guide is a collaboration between the Ellen MacArthur Foundation and IDEO. To give your feedback, email us directly or join our linkedin group.
Copyright © Ellen MacArthur Foundation 2017, 2018