#143: How Logic and Magic in Your Purpose-Driven Brand Storytelling can Change the World

Business of Story

If you are a leader of a purpose-driven brand, then you appreciate the growing industry of sustainability. But many brands are still struggling with how to tell their corporate social responsibility narratives and their stories of sustainability - because they’re too often focused on their efforts rather than their outcomes.

Remember, your brand stories are not about what you make, but what you make happen.

In 2006, Freya Williams stood in a grocery store staring at the toilet paper aisle. All of that toilet paper in front of her, and she couldn’t find the one thing she wanted; toilet paper made from recycled materials. It was in that moment that she came to a realization that something needed to change.

Freya is now a seasoned brand planner who’s focused her career on harnessing the power corporations have to transform the world for the better. Freya, author of Green Giants: How Smart Companies Turn Sustainability Into Billion-Dollar Businesses, and CEO of Futerra North America, believes that sustainability should not be something that you sideline in times of economic hardship, but rather something that you lean into and look to for innovation and growth opportunity.

Just look at the mission of Freya's organization, Futerra, an independent global change agency that helps unlock sustainability as a multi-billion dollar opportunity.

In this episode, Freya Williams explains how the perfect combination of logic and magic in your brand storytelling can quite literally change the world.

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