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Chapter 1b: Discussion Questions & Activities

Discussion Questions for Chapter 1B

  1. Briefly summarize the importance of storytelling in the context of sustainable businesses. Highlight its potential to communicate complex sustainability goals, foster stakeholder engagement, and shape consumer perceptions.
  2. How can businesses effectively incorporate storytelling to convey their sustainability initiatives and values?
  3. Discuss specific storytelling techniques or platforms (e.g., digital media, advertisements, corporate social responsibility reports) that businesses can utilize to communicate their sustainability narratives. How does someone decide which platform to use for a certain story?
  4. Discuss potential pros, cons, and future trends in using AI for storytelling for sustainable businesses.
  5. Compare and contrast storytelling in cultures that you are familiar with. Do you think storytelling is similar in other countries? Why or why not?

Activity 1: Stories to Analyze

Objective: explore the role of storytelling within sustainable businesses, understanding its impact on stakeholder engagement, consumer perception, and the broader mission of sustainability.

Instructions: Analyze this story below from https://commoncausefoundation.org/about/. Label its parts (introduction, inciting incident, rising action, climax, resolution). Explain what made each part effective or ineffective. If you found anything ineffective, explain what would make it better.

Our story so far

Common Cause began as a series of reports written by Tom Crompton (who at the time was working for WWF-UK) in collaboration with leading social psychologists (especially Professors Tim Kasser and Greg Maio and John Thøgersen). These reports challenged many of the assumptions underlying environmental campaigning at the time – such as the belief that “simple and painless steps” would provide a foot-in-the-door to transformative behavioural changes, and the repeated centring of financial benefits or social status as a means of encouraging public action. The reports built a picture of an alternative approach to campaigning founded squarely on the role of values as a key factor in shaping human attitudes and behaviours.

Inspired by these reports, a group of campaign and communication staff from diverse NGOs formed an informal steering group and oversaw the publication of “Common Cause: The Case for Working with our Cultural Values”. From here, other organisations stepped forward to help develop and advocate for this thinking – including Public Interest Research Centre (PIRC), which was commissioned by WWF-UK and others to develop and publish the Common Cause Handbook and Common Cause for Nature before going on to develop its own work in this area.

Due to focus expanding beyond issues of solely environmental concern, in 2015, with a grant from WWF-UK, Oliver Smith and Tom Crompton established Common Cause Foundation as an independent not for profit (a Company Limited by Guarantee with an asset lock), with the committed support of our first non-executive directors – Peter Lipman and Halina Ward.

As an independent organisation, our focus continues to evolve. Our pioneering research on people’s perceptions of their fellow citizens’ values has proved to be particularly important, as has our development of collaborations with new kinds of organisations, including arts and cultural organisations and a football club.

 

 

 

Activity 2: Find a Sustainable Story and Analyze it

Objective: research and identify a sustainability story from a website or product; evaluate how narratives shape corporate sustainability strategies, influence consumer behaviors, and contribute to building a more environmentally conscious and socially responsible business landscape; critically analyze the authenticity and effectiveness of the sustainability claims; evaluate the impact of the story on consumer perception and business reputation.

Instructions:

  1. Find an environmental sustainability story from a company website, product label, or marketing campaign. This can be related to any industry, such as food, fashion, technology, or household goods.
  2. Take detailed notes on the story about their company, including key claims, data, and any certifications mentioned.
  3. Capture screenshots, download relevant documents, or bookmark the webpage for reference.
  4. Write a 1-3 page analysis addressing the following points:
    • Summary: Provide a brief summary of the sustainability story, including the main claims and context.
    • Credibility: Assess the credibility of the claims made. Is there enough information supported by data or third-party certifications? How transparent is the information provided?
    • Impact on Consumers: Evaluate how the story might influence consumer behavior and perception. Does it appear convincing and trustworthy?
    • Potential for Greenwashing: Identify any potential red flags or signs of greenwashing. Are there vague statements, lack of specific data, or exaggerated claims?
    • Story Components: Does the story contain all of the elements such as an introductory section that hooks the reader’s attention, a moment when the main problem is introduced, an exploration of the environmental problem, a solution (how the service/product/organization mitigates, solves, or otherwise handles the problem), and a conclusion that ties everything together.
    • Recommendations: Suggest ways the company could improve this story. You could offer specific suggestions on its organization, credibility, story quality, writing ability, visual display, length/brevity, specificity, transparency, or other aspects of their story.
  5. Prepare a Presentation:
    • Summarize your findings in a 2-5 minute presentation. Highlight key points from your written analysis, focusing on the credibility of the claims and potential impact on consumers.
    • Create visual aids, such as slides or posters, to support your presentation.
    • Be prepared to answer questions and provide further explanations as needed.
    • Ask others questions on their presentations.
    • Participate in a class discussion following the presentations. Discuss the following questions:
  • What were some common elements of credible versus non-credible stories?
  • How can consumers be better informed to distinguish between genuine sustainability and greenwashing?
  • What role do certifications and third-party verifications play in enhancing the credibility of sustainability claims?
  1. Reflect on the Activity:
    • Write a short reflection (1-2 paragraphs) on what you learned from the activity. Consider how this exercise changed your perception of sustainability claims and the importance of transparency in reporting.

 

 

Activity 3: Create Your Own Sustainability Story

Objective: Students will be able to: create a compelling sustainability story for a real or hypothetical business or nonprofit organization; describe the origin and mission of the business or organization and its commitment to environmental sustainability; articulate specific actions taken to preserve the planet and future goals; enhance storytelling skills while effectively communicating sustainability practices and goals.

Instructions:

  1. Create a Story for One of the Following Options.
  2. A real or hypothetical business or nonprofit organization.
  3. Your own business (real or hypothetical).
  4. Write a personal sustainability story about yourself, detailing when you started being committed to helping preserve our planet, how you do it, and your future goals.
  5. Develop the Story.
    • Introduction:
      • Describe how the business, organization, or you started committing to solving (or mitigating) an issue affecting our planet. Include background information that helps the reader understand the context and motivations behind the sustainability efforts. Include specific dates and names of people involved.
    • Sustainability Actions.
      • Detail what the business, the organization, or you do (or does) to preserve the planet. Include specific actions, practices, or initiatives that demonstrate a commitment to environmental sustainability.
      • For personal stories, explain the steps you have taken to contribute to sustainability, such as lifestyle changes, projects, or advocacy efforts.
    • Future Goals.
      • Outline the future goals of the business or organization regarding sustainability. Describe the vision for the future and the steps planned to achieve these goals.
      • For personal stories, articulate your future aspirations and goals for furthering your commitment to preserving the planet.
  1. Draft the Story.
    • Write a 1-3 page story incorporating the elements described above.
    • Ensure your story includes the following components:
      • Hook: An engaging introductory section that captures the reader’s attention.
      • Problem Introduction: A moment when the main environmental problem or challenge is introduced.
      • Solution Exploration: An exploration of the environmental problem and how the business/organization or you are addressing it.
      • Conclusion: A conclusion that ties everything together and leaves a lasting impression on the reader.
  1. Prepare a Presentation.
    • Summarize your story in a 2-5 minute presentation. Highlight key points from your written story, focusing on the origins, sustainability actions, and future goals.
    • Create visual aids, such as slides or posters, to support your presentation.
    • Be prepared to answer questions and provide further explanations as needed.
    • Engage with other students by asking questions about their presentations.
  2. Participate in a Class Discussion.
    • Discuss the following questions:
      • What were some common elements in the sustainability stories presented?
      • How did the different narratives influence your perception of sustainability practices?
      • What role does storytelling play in promoting sustainability? What about its role in engaging stakeholders?
  1. Reflect on the Activity:
    • Write a short reflection (1-2 paragraphs) on what you learned from others sharing their stories. Consider how creating a sustainability story enhanced your understanding of effective communication and the importance of sustainability in business or personal practices.

Evaluation Criteria:

  • Creativity and Originality: The uniqueness and creativity in developing the sustainability story.
  • Writing Quality: Clarity, organization, and depth of the written story.
  • Presentation Skills: Effectiveness in summarizing and communicating the story to the class.
  • Class Engagement: Active participation in the class discussion and thoughtful reflection on the activity.

Rubric for Sustainability Story Assignment

Criteria: The story will be graded on a scale of 1 to 5, with 1 being the lowest and 5 being the highest. The total score will be the sum of all criteria scores.

Criteria 5 (Excellent) 4 (Very Good) 3 (Good) 2 (Fair) 1 (Poor) Score
Creativity and Originality Story is exceptionally creative and original; stands out significantly Story is very creative and original; exceeds expectations Story is creative and original; meets expectations Story shows some creativity and originality; more effort needed Story lacks creativity and originality; minimal effort shown
Introduction Introduction is highly engaging and provides excellent context Introduction is engaging and provides good context Introduction is clear but could be more engaging Introduction is present but lacks detail Introduction is unclear or missing
Sustainability Actions Actions are exceptionally detailed and clearly described Actions are detailed and clearly described Actions are clearly described but could be more detailed Actions are described but lack detail or clarity Actions are not clearly described or lacking
Future Goals Future goals are exceptionally detailed and clear Future goals are detailed and clear Future goals are clear but could be more detailed Future goals are mentioned but lack detail Future goals are unclear or missing
Writing Quality Writing is exceptionally clear and free of errors Writing is very clear with few errors Writing is clear with minor errors Writing is somewhat clear but has several errors Writing is unclear, disorganized, and has many errors
Story Structure Story is exceptionally well-structured and flows seamlessly Story is well-structured and flows well Story is well-structured but could flow better Story has some structure but is not well-organized Story lacks a clear structure and flow
Presentation Skills Presentation is exceptionally clear and highly engaging Presentation is clear and engaging Presentation is clear but could be more engaging Presentation is somewhat clear but lacks engagement Presentation is unclear and lacks engagement
Class Engagement Exceptionally active and insightful participation in class discussion Somewhat active participation in class discussion Little participation in class discussion Present but lacking participation in class discussion and/or distracted during some presentations Absent or distracted during multiple presentations
Reflection Reflection is exceptionally insightful and well-articulated Reflection is insightful and well-articulated Reflection is clear but could be more insightful Reflection is present but lacks depth Reflection is missing or lacks insight

Total Score:

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Communicating Environmental Sustainability in Business for Global Audiences Copyright © by Marie Moreno. All Rights Reserved.

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