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  • Writer's pictureRui Veras

The future we want to tell

Understanding and changing business strategies can deliver the solutions human societies need to thrive. Increasingly aware of our interdependences, our success depends on fostering sustainability in all its forms.

The transition from a linear to a circular economy system requires cultural shifts that help us re-evaluate and re-build our current consumption models. As a young man, like Greta Thunberg, I too used to think: “How dare you” not to act upon the issues that contribute to a better society? To find solutions, I always looked for formulas that change behaviours and build culture. To this end, it has been clear to me that communication is the single most important tool. We follow trends, and we make trends. Communication has seriously evolved and experimenting is the name of the game in the digital age.

The climate change challenge is the biggest humankind has ever faced. And that requires engagement from all. We all know it is urgent to act. To convince those that are sceptic of change, it is important to tap into the channels and formats that they engage with. Humour and entertainment are often best vehicles to reach audiences that might not necessarily be interested in consciousness topics, such as the climate.

Despite the urgency, a doom and gloom narrative will not enable victory in the climate challenge challenge. We need to tone our stories in clear, simple and positive language – to give hope and foster people to find the solutions we need. To enable a cultural shift, it is important to fine-tune content and make it engaging and easy to access. Less is often more, and developing a programmatic content approach helps audiences find what is relevant. I consider this a relevant approach to operationalising complex communication issues.

Emotions are a universal language that connects us all. Thus, it is key for successful effective communication. Over the ages, the oral tradition of storytelling has kept tales and fables alive in the collective memory. In our age, where technology accelerates the way in which we can develop and spread stories, it’s important to master the art. Empathy is an important tool to win hearts and minds, developing popular culture.

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