讲故事
持续性
背景(考古学)
可持续发展组织
钥匙(锁)
业务
感知
公共关系
社会学
知识管理
政治学
心理学
叙述的
计算机科学
哲学
生物
生态学
古生物学
神经科学
语言学
计算机安全
作者
Laurence Dessart,Willem Standaert
标识
DOI:10.1016/j.bushor.2023.01.005
摘要
Sustainability is high on the strategic agenda and is here to stay. While some companies have been sustainable since inception, others are repositioning themselves to be associated with sustainability values. In both situations, communicating about sustainability is key but requires delicate handling to avoid misleading perceptions. Authenticity and emotions are therefore key dimensions of sustainability communication, which match with strategic storytelling elements. Storytelling is discussed in this article as a powerful mechanism to bring about the desired change in individuals, communities, organizations, and society. Drawing from the literature on storytelling, we present, discuss, and illustrate a framework with four strategic elements for companies that want to be successful with sustainability storytelling, which we refer to as the 4 A’s: Aim (the “why” of the story), Actors (actively engaging stakeholders and associating with partners), Aspiration (using an aspirational context), and Action (using the right media to bring your story to life). We also emphasize that a holistic approach is key to doing sustainability storytelling the right way. We conclude with general recommendations that managers must consider when conducting sustainability storytelling.
科研通智能强力驱动
Strongly Powered by AbleSci AI