You likely hear “storytelling” tossed around in every brand strategy meeting as though it’s a sprinkle of magic dust. But, as seasoned storytellers know, it’s more than a buzzword; it’s the heartbeat of any message that sticks.

In a world oversaturated with content and ever-shrinking attention spans, does anyone really care about corporate storytelling? Absolutely—and here’s why we need to step up our storytelling game to keep our audience caring, too.

1. Storytelling 101: It’s all about people

It might sound basic, but people care about, well, people. A good story needs a beginning, middle, and end, of course, but what makes it memorable is the people at the heart of it. Who are they? What drives them? And what obstacles are they overcoming? Just like reality TV or viral YouTube videos, a great corporate story should make us feel connected to real, authentic humans.

Think about Steve Hindy from Brooklyn Brewery. His journey from war correspondent to craft beer entrepreneur sticks with us because it’s genuine, unpredictable, and personal. We’re drawn into the drama of his past, which makes us care about the beer in his future.

Or think of Juliana Rotich, co-founder of Kenya’s Ushahidi, an open-source software platform initially created to map reports of violence during the 2007/08 Kenyan elections. She transformed a simple tool into a global platform used in disaster response and social justice initiatives worldwide. Her journey from technologist to social entrepreneur highlights the power of innovation rooted in real challenges, making her story both inspiring and deeply human.

When crafting your brand’s narrative, start with the humans behind the scenes. Find the passion that drives your company and spotlight the people who live it every day.

2. Democratisation of content: Everyone’s a publisher now

Back in 2006, Time Magazine’s Person of the Year was “You”—a nod to the millions of regular folks taking the reins as content creators. Social media and reality TV changed everything, allowing anyone with an internet connection to share their lives in raw, unfiltered detail. Brands had to keep up, moving away from perfectly polished ads to content that felt as real and relatable as a friend’s post.

This new era means that today’s audiences can see through inauthentic attempts to connect, especially when brands miss the mark on important social issues. Remember the Pepsi ad with Kendall Jenner? The backlash was swift because it came across as tone-deaf. Released amid protests over police brutality targeting Black communities, the ad trivialised real struggles in favour of a simplistic, commercialised message.

Authenticity is vital, and while consumers may want to hear a story, they only care if it’s true and resonates on a human level.

3. Big ideas, small details: Breaking down complex topics

Corporate storytelling gets tricky when tackling abstract, hefty issues like decarbonisation or social responsibility. We can shout about zero emissions and carbon footprints all day, but that doesn’t guarantee engagement. Instead, focus on real-life applications or stories that make these topics relatable.

Share the on-the-ground initiatives or customer stories that demonstrate how your company’s values impact everyday lives. Think of the personal moments people remember from the COVID-19 pandemic—not infection rates, but Italians singing from their balconies. Those details create memorable, emotional connections.

The lesson here? Whether it’s sustainability or the latest tech innovation, make it real. Let people see how your work changes lives, however small those changes might be.

4. The omnichannel challenge: Which story goes where?

Storytelling has more homes than ever—Instagram, LinkedIn, Twitter, TikTok—you name it. Every platform has its audience, tone, and best practices, and knowing where to tell which part of your story is crucial. Instagram is ideal for lighter, visually compelling stories. LinkedIn lets you dive into thought leadership for a professional audience. Twitter is the place for punchy, engaging snippets, while Facebook remains the space for connecting on a more personal, community level.

You don’t have to be on every platform, but having a strategic presence on those that matter to your audience makes a world of difference. And while you’re there, consider the humour and relatability that the Obamas and other globally recognised figures bring to their messaging.

For instance, personalities such as Malala Yousafzai, Greta Thunberg and Trevor Noah have captured millennial and Gen Z audiences with messages that feel both relevant and approachable. If it suits your brand, don’t be afraid to be a bit playful—just make sure the tone aligns with your audience’s values and experiences.

5. Purpose and personalisation: The future of brand storytelling

Storytelling will become increasingly purpose-driven and personalised. With data insights, brands can learn what makes their audiences tick, tailor content, and address each segment’s unique concerns and aspirations. But even as technology allows for more personalised content, the basics won’t change.

As marcomms professionals, our stories still need real emotions, authentic characters, and, most importantly, connection. We’re not just telling people what we do; we’re sharing who we are and why it matters.

In an era of viral content, influencers, and endless scrolling, brands that genuinely connect with audiences on shared values and relatable human experiences will stand out. While it might be tempting to keep things corporate and polished, it’s often those raw, honest, and slightly messy stories that get remembered.

So, do people care about corporate storytelling? Only if it’s authentic, relevant, and centred on the things that make us all human.

Written by Asa Butcher and Denise Wall