Good stories promote business success

Businesses will have the opportunity to learn how to effectively communicate their sustainability progress, both to their markets and internal teams, at the Project NZ: Telling Good Stories conference, held at AUT University on September 3rd.

Rachel Brown, CEO of the Sustainable Business Network, the conference organiser, says brands that tell their sustainability story in a compelling way are becoming more powerful.

“There are a growing number of New Zealand organisations that have made good progress in a host of clever purpose-led initiatives in recent years. Yet market research shows there is a gap in public awareness and, when asked, Kiwis find it very hard to name one company doing good work in this area. 

“We are not great story tellers, particularly when the stories are complex. Most businesses prefer to keep their good works under the radar because they don’t know how to talk about them,” she says.

Colmar Brunton research shows that while 90 percent of consumers say their purchasing behaviour is influenced by (social or environmental or health related) issues, two in three people can’t name a leader in sustainability. 

Brown wants the conference to turn that figure around. “We want to help organisations learn tools from leading experts so they can grow the commercial success of their business through building the right messages for their market and connecting with their stakeholders. Sustainable brands in New Zealand need to tell their good stories.” 

She says it’s important to get internal teams onside too. Seventy percent of New Zealanders want to work for a sustainable company, so it’s important everyone in the office hears and understands the stories of sustainable success.

Project NZ: Telling Good Stories will explore the best in sustainable brands, digital trends and innovations, and show attendees how to use their brand as a voice for change.

Speakers include international experts from the UK and Australia, as well as leaders of some of New Zealand’s foremost sustainable brands.

www.sustainable.org.nz