Journal of Sustainable Marketing

Storytelling Advertising

Storytelling has been a part of humanity since the very beginning (Kim, 2020). Stories are a primal human tool used to give meaning to the world around us (Agirreazkuenaga & Ayllon, 2023). They are a fundamental part of human culture that changes along with other areas of society. Stories remain one of the most effective ways to address current issues and leave a lasting impact on the future (Weedon, 2018). When stories are used correctly, they allow us to present innovations in a way that helps people understand and attribute meaning to phenomena or specific processes (Boldosova, 2020).

Storytelling is implemented in marketing and advertising by using various forms of stories, techniques, and channels. Digital Storytelling [DST] is used to spread information to the audience by creating stories for digital media and serves various goals in the fields of education, health, and sciences (Musfira et al., 2022). Yang & Kang (2021) and Kasilingam & Ajitha (2022) note that storytelling is a powerful and cost-effective tool for spreading information to consumers about a specific product or brand, conveying details authentically and compellingly. In the context of tourism, stories help create a more favorable view of a particular place, country, or object (Bassano et al., 2019).

 There is a tendency to underestimate the power of storytelling in raising awareness about important issues and the overall well-being of humanity. Storytelling is a lot more than just a simple entertainment activity. When used correctly, it can convey the importance of various subjects, alter an individual's perspective on a specific topic, or even influence value systems (Joosse et al., 2023). Stories are a powerful way to maintain the desired relationships with audiences in the context of public relations, while also providing crucial information or uniting society during crises or other issues (Keith, 2024). Storytelling is a powerful communication tool used during various crises. However, it is essential to pay attention to the tone and other elements of the story to encourage people without scaring, blaming, or discouraging them (Harris, 2023).

Some communicators prefer storytelling over presenting information based on facts and statistics because it creates an emotional bond through the use of sensory elements in a story (Bernier, 2020). Empathy is a crucial factor in the process of consumer engagement, and it can be achieved by incorporating specific elements into advertisements (Zou & Wang, 2021). The storytelling method is especially relevant in the context of business communication because sharing information convincingly requires building trust and creating an emotional bond with stakeholders almost immediately (Key & Duening, 2020). Stories are viewed as a powerful tool to overcome communication barriers with stakeholders and help present the desired information in the business world (Chapple et al., 2021). Innovations are typically accepted due to the conviction of stakeholders who have the power to help the idea succeed. Stories used to promote innovations need to be created with specific elements in mind: 1) context, 2) content, and 3) execution (Key & Duening, 2020).

With the various benefits that storytelling offers to the advertising industry, it is not surprising that it is becoming a more frequently used method. With an increasing focus on storytelling in the advertising field and practical examples of the technique being used by various brands, companies, and individuals, there is a wide range of ways to apply this method. Many different methods, elements, and approaches to using stories as a tool in advertising, especially in the field of climate neutrality, can create confusion when professionals or experts from other fields need to apply them. Fictional versus more official types of stories differ in the narrative structure used, but the main basic elements of the story are similar, despite the context in which it is told (Boyd et al., 2022).

For smaller brands, consistency in content creation is crucial, as is thoroughness in other advertising actions. In contrast, for larger brands, consistency is less important in the broader context (Becker & Gijsenberg, 2023). Authenticity and emotional engagement are key elements while conducting environmental communication to create a strong relationship with people (Dessart & Standaert, 2023). When advertisements are created using emotionally engaging tools, a deeper connection with the audience is formed, making the message easier to understand and remember (Otamendi & Sutil Martín, 2020). To achieve marketing goals, it is critical to understand or at least attempt to identify the associations that an audience has with a brand, product, or service (Chan et al., 2018). Furthermore, selecting the right characters for the story is crucial so that recipients of the message feel connected to the narrative. Highlighting a sense of community in a story is also essential for achieving unity and taking significant actions towards the main goal (Mocanu, 2020).

An important aspect of storytelling as a method in the advertising field is the type of story created in the content, as different types of stories represent and encourage different results and reactions from the message receivers. Storytelling is especially relevant when conveying not only what the consumer will gain from a specific product, service, or idea but also presenting the information in a way they understand, enabling them to make a more informed decision (Gasparin et al., 2022). Stories connect logic with emotions, and in this way, the decisions and actions made by people are rooted in a deeper understanding and willingness to respond and act. Rhetorical elements, whether expressed visually or verbally, can help make an advertisement more emotionally engaging (Mzoughi & Abdelhak, 2006).

Common themes emerge when one reads what experts in various fields have to say about climate change communications and related subjects. The point highlighted in various scientific sources is that communication must be crafted with a deep understanding of who the audience is, where they are going, and what they perceive as authentic. Authenticity is one of the most crucial elements of effective communication in today's context.

Storytelling Advertising to Promote Climate Neutrality

Storytelling is an integral component of overcoming communication problems with society; however, a deeper understanding of how stories should be presented and utilized in the context of advertising is necessary. Additionally, there is a need for enhanced knowledge on selecting the most suitable elements for messages focused on climate neutrality, a field that is particularly complex and often challenging to communicate to society.

To assist with the implementation of storytelling in advertising aimed at promoting climate neutrality, a systematic literature review is chosen as a research method. Social media and other new forms of communication can change how consumers behave and interact with each other, as well as with brands or individuals. To this purpose, traditional advertising methods also need to change (Joshi & Lakshmikantha, 2022). Companies/brands, or individuals, face specific challenges when presenting their efforts to mitigate adverse environmental impact. The primary issue is a lack of awareness and knowledge, which significantly impacts consumer trust, especially in a marketing environment overfilled with content and information (Domazet, 2020; Dhote & Kumar, 2019). To create relationships with consumers that are built on trust, it is crucial to find effective ways to disseminate information.

Climate neutrality is achieved by compensating for the emissions produced by a country, city, brand, or individuals, or by conducting activities in a way that does not create any emissions (Chen et al., 2022). Climate change affects not only physical health but also the mental health of people worldwide (Clayton et al., 2022). Children and young adults between the ages of 10 and 19 are particularly affected by climate change, with the primary emotions associated with the crisis being anxiety and worry (Treble et al., 2023). Managers and policymakers need to be exposed to additional approaches that can help alleviate the anxiety faced by younger generations (Stoica & Hickman, 2021).

The primary challenge that experts face in the current context of informing and encouraging society to act towards climate neutrality is striking a balance between presenting threatening and negative information and shifting the focus to solutions rather than negativity (Goldberg, 2022). Trust is one of the most crucial aspects for moving towards climate neutrality. To achieve climate neutrality goals, it is essential to identify the barriers that prevent people from adopting more environmentally friendly lifestyles. When creating content, various researchers note that achieving inclusion and united actions towards climate change solutions involves differentiating narratives based on target audiences (Gordon et al., 2018; Kang et al., 2020; Moreno et al., 2023; Fan et al., 2023).

Humanity and the environment are deeply connected in at least two ways: 1) humans cannot exist without it, and 2) people do have an influence on their surroundings and can create a negative impact with their actions (Omoyajowo et al., 2024). Susan Goldberg highlights the power of stories to change the world by uniting science with stories to create public awareness on various subjects (JPMorgan Chase \& Co, 2015).

Therefore, it is crucial to first target consumers who are receptive to change and willing to take action. Storytelling creates a more powerful way to change behavior compared to informational-based communication, which is logical and often features a commanding tone (Lipsey et al., 2020). Improving communication effectiveness and overcoming misinformation about climate change can be facilitated by increasing understanding of the target audience's actions and how they receive information (Krishna, 2021). Climate neutrality cannot be achieved without specific actions taken in various sectors, ensuring sustainable growth and that all actions contribute to the primary goal of achieving a bright future (Haller et al., 2023). Another important aspect of reaching the right audience is understanding who and what is trusted. People tend to make decisions by processing and accepting information that aligns with their existing views on various subjects (Park et al., 2025). Social media has changed the way people receive information, allowing misinformation to be spread more easily and creating a repetitive cycle of disseminating specific information, thereby reinforcing preexisting beliefs (Essien, 2025). Confirmation biases must be considered and addressed when making strategic decisions and utilizing tools such as storytelling in advertising. To move towards climate neutrality, it is crucial to understand human behavior, motivations, wishes, and expectations, and to create content that reflects these characteristics.

Theoretical Implications

Climate change issues are complex and require specific strategic tools, allowing for the use of methods such as storytelling. A variety of theories is crucial, but they should be further analyzed and united by providing specific steps on how to incorporate them into storytelling elements. First, the reasoning behind the effectiveness of the storytelling method was identified, highlighting this method's excellence and importance in the current context. In a market overflowing with content and information, stories have the power to create a deeper, emotional bond with consumers. Stories encourage the identification process, narrative transportation, and empathy, a cognitive process that can transform into action. With the proper methodological steps, storytelling can engage specific behaviors and actions more effectively than information-based content. Before discussing specific elements of the storytelling method, it is necessary to establish a strong, trustworthy foundation for the advertisement. The importance of advertisers' knowledge is highlighted by Harris (2023), who notes that authenticity is achieved by having knowledge about the practical object of the work.

Brands have a unique opportunity to take a stand and use their platform to educate, facilitate wise choices, focus on sustainability, and move towards a better future. When building a trustworthy relationship with customers, brands should strategically choose brand names (Joshi & Kronrod, 2019) and consider the brand's familiarity (Herédia-Colaço, 2022) when creating content. Specific aspects of a product/service/idea must be considered before choosing specific storytelling elements, one of which is the product category highlighted by Gong et al. (2022). The existing premonitions about a brand must be considered and researched to predict the audience's reaction to it. This study suggests examining not only the effectiveness of storytelling for climate change communication but also identifying which storytelling elements are crucial and how to integrate them into a cohesive creation. There is a focus on specific story types, highlighting the shift of the story tone to a positive one (Janda & Topouzi, 2015; Sabherwal & Shreedhar, 2022), but there's a need to identify which storytelling form, structure, character details, and other elements should be used to achieve a higher level of involvement from the audience.

Stories possess the ability to shape and sway societal beliefs, yet they also can manipulate or cause adverse effects. Guidance on how to avoid greenwashing/social washing should be applied (Rathee & Milfeld, 2023). Poor handling of sensitive knowledge from various cultures and the threat of cultural appropriation should be considered and avoided (Sabherwal & Shreedhar, 2022). Advertising should contribute to the greater good and avoid negatively impacting any stakeholders. The storytelling method can be advantageous in facing challenges posed by a dynamic environment, but there is a need to understand storytelling more deeply and create content with responsibility, clarity, and authenticity. The goal of the study does not end with this manuscript. The overall goal is to establish a framework with guidelines for marketing professionals and other experts on how storytelling advertising can be used to disseminate knowledge, inspire societal change, and contribute to a climate-neutral future.

Managerial Implications

This study identifies current knowledge that can contribute to the execution of storytelling methods more effectively, while also highlighting the need for further research. A strong relationship with the target audience is built by implementing theories and strategies that enhance the trustworthiness of the brand and advertising creators. Aristotle’s persuasion triangle is a powerful tool that various authors mention. Aristotle’s ancient knowledge creates a strong, trustworthy, and emotionally engaging basis for advertisements. There is a need to focus on specific target audiences and the most effective storytelling elements based on their characteristics that encourage actions related to climate neutrality. The creation of advertisements must be based on integrity and transparency. Trustworthiness stems from consistency and a commitment to upholding the brand’s virtues. Trust can and should be built by using tools like Aristotle’s rhetorical elements. Through the research, universally applicable concepts were identified that can enhance the current messaging and make it more story-like. The existing practices can incorporate storytelling elements into content creation by following the simple rules of the storytelling method. The third figure presents specific steps that can help make the current communication more storytelling-based.

The third figure illustrates that current knowledge about storytelling advertising as a tool to promote climate neutrality is complex and lacks clarity on how to effectively incorporate and unite different elements. Future research should focus on storytelling elements that create a strong story while remaining relevant across various conditions, target audiences, and objectives. There are many different aspects, components, and ways in which stories can be created, but they need to be simplified and unified into a practical framework. For brands with limited budgets and experts from other fields who lack marketing knowledge, it is crucial to consider alternative strategies. The most significant gaps in further research should be addressed in terms of structure, format, and elements such as characters, tone, or specific emotions to be employed. There's a need to determine the optimal number of crucial elements to use in every story. Current knowledge highlights the importance of character design, which increases the likelihood of identification with the story. Greater immersion in the story is achieved by creating characters that are relatable to the audience. The story structure should be chosen based on the target audience's specific interests, values, and characteristics. For example, more open-ended endings can be more effective for those with growth mindsets, while others prefer a more direct and logical approach. The use of metaphors and symbolism helps make the content more memorable, even more so than an emotional or function-based approach. 

The tone and frame of the story can depend on various factors, but generally, there's a tendency toward positivity and unity, with a focus on overcoming negativity and guilt. The tone of the story is another strategic step towards achieving the desired impact of the storytelling-based advertisements. Stories that highlight social value and evoke positive emotional reactions tend to be more effective than those that convey negative messages when it comes to environmental concerns (Gong et al., 2022). Clarity and authenticity should be the basis of all advertising efforts. Further research should identify which emotions are the most universally accepted and effective in the context of climate neutrality and are the most powerful in inspiring action. Research shows that sound symbolism is a crucial aspect of efforts to portray a brand's environmental impact and can be used to convey messages or add more weight to claims. The metaphorical tone of the messaging should be researched further to identify which metaphorical tools are most effective in climate neutrality communication. Brand awareness and other branding aspects should be considered before choosing a storytelling strategy and specific story elements. For example, low familiarity with the brands might become a competitive advantage and inspire actions related to climate neutrality more than brands with a higher familiarity rate.

Stories are especially powerful for attention retention, and their structure is one of the factors that determine this. For younger generations, shorter content is recommended to address issues such as short attention spans. There is a need to identify which structure of the story is more effective in terms of capturing attention and facilitating later stages of content reception. Storytelling is often associated with the arts, but there is a lack of understanding of which elements apply to other areas, such as climate neutrality communication. Advertising and marketing do not equal art, but they do incorporate elements from this field. Research that unites the arts with marketing, especially advertising and storytelling-based activities (such as cinema), would provide important insights into how to use stories effectively.

Overall, storytelling can achieve some degree of universal acceptance among various audiences, but the elements of the story that contribute to this should be identified through further research. To make current communication and advertising efforts more storytelling-driven, it is necessary to identify specific audiences and select story elements based on their characteristics. People encounter vast amounts of data and information about climate change and efforts to mitigate its negative consequences. Therefore, it is essential to find common ground with society by providing crucial information that people need to hear and understand the importance of acting urgently. To achieve better communication with society, we need to find tools to reach people and present information in a way that does not overwhelm them. This approach should generate knowledge about issues and propose ways to implement the necessary changes to move forward, rather than backward. This study identified important storytelling elements (third figure). Still, there is a lack of consistent guidelines on which elements are crucial and how they must come together in a cohesive story to achieve maximum success. When used correctly, storytelling advertising can serve as a bridge between scientists and other individuals seeking to achieve climate neutrality.