Storytelling is a fundamental human activity with deep roots that stretch back to the dawn of civilization. Its origins are intertwined with the development of language, culture, and society. Storytelling, combined with our imagination, is a powerful tool for change because every story we tell connects us emotionally, prompting interaction and action.
By Zsofia Kollar
At WDCD Live Amsterdam 2024, the transformative role of storytelling and creativity was explored, guided by Dymphie Braun, a programme maker and design strategist, alongside clips and messages from Safi Graauw, a filmmaker and earth scientist. Together, we delved into the power of imagination in a collaborative session where participants shared their visions for the future they want to embrace.
One thing is certain: we all long for a utopia and can imagine what a world would look like if we could design it. As Toni Morrison once observed, “All paradises, all utopias are designed by who is not there, by the people who are not allowed in.” Reflecting on the session, our biggest challenge is perhaps how we can create our utopias where we are integral parts of them.
When we tell stories about the impacts of climate change, we humanise the data. We give basis to the statistics, making it clear that real people and communities are affected. This emotional connection is essential for driving action. Moreover, storytelling allows us to highlight the voices of those most affected by climate change, including the marginalised communities who are on the frontlines of this crisis. By amplifying their stories, we can foster a more inclusive and equitable movement, as Dymphie said in her opening words.
Kris Keiller, Brand Creative Direction & Design Manager for Patagonia, was a guest at the workshop. Patagonia likely needs no introduction; known for durable outdoor gear and robust social and environmental activism. Over time, Patagonia has shown how business can be a force for good, prioritising both the planet and people, not just profit.
Storytelling is integral to Patagonia’s culture and its primary tactic for growing the “responsible business” movement. Patagonia’s stories build a community around their brand and highlight how individuals can make a difference. Founded by climbing enthusiasts who shared deep values, Patagonia’s storytelling reflects these principles. In crafting stories, Patagonia emphasises setting the right tone and conveying authenticity. They engage in nuanced stories, debunk misinformation, and explore narrative complexities. For anyone who hasn’t watched Patagonia’s 50-year anniversary video, I highly recommend it.
“So what’s next? What’s next is resilience. What’s next is turning capitalism on its head and putting our money where our mouth is. What’s next is simple. It’s human-powered, and it’s finding the joy in doing difficult things.” — What’s Next? (2023), a film by Patagonia
Research shows that hope-based narratives are more effective in mobilising people for their long-term action. They provide a vision of what we’re striving for, not just what we’re fighting against. This is crucial for maintaining motivation and sustaining movement over time. Think about the future you want to create, the future you want to embrace. What are the stories that could inspire others to join you on this journey? Together, we can shift the narrative from fear to hope, and from despair to action.
LOOKING FORWARD TOGETHER
The room for the workshop was arranged in a double circle with 4 chairs in the middle. The inspiration came from hip-hop culture, the cypher. The cypher is a space created to try out new bars. It’s a space created together to share stories and opinions, from the personal to the societal and geopolitical. The concept of a cypher in hip-hop emerged in the 1970s and 1980s during the early years of the genre. It was influenced by West African oral traditions, where communities gathered in circles to share stories, poems, and songs.
Another guest at the session was Clive Russell. Clive, one of the earliest members and collaborators of Extinction Rebellion, played a pivotal role in developing the movement’s distinctive visual identity. Utilising open-source frameworks, his team used art and design to effectively spread campaigns globally.
Russell shared a story inspired by David Graeber about a private company that dug a well in a village and began charging residents to use the water. As fees escalated, the villagers protested by petitioning the mayor, but their efforts were fruitless. Frustrated, they escalated their actions by protesting and even chaining themselves to the well. Simultaneously, another group of villagers took the initiative and dug a new well. This story demonstrates how storytelling can engage and direct people toward action.
After we heard from our guests, we kicked off the cypher, inviting everyone to join in and share their vision of the future they want to embrace. Participants were encouraged to describe what they hear, smell, feel, and see in the future. The focus was on positivity—imagining everything working out as planned. We sought hopeful narratives.
“I drift safely in a boat as a child, welcomed to a country where housing is a right, energy is sustainable, and universal basic income supports work without financial worry. Political divides are bridged, power structures shifted, and quiet, clean transport fills warmly lit streets.”
“I see universities of grannies sharing ancestral wisdom, addressing historical injustices like witch hunts, and promoting traditional healing. Peace education is mandatory in schools, fostering conflict resolution. Schools are not limited to children; they embrace a truly intergenerational approach to learning that reconnects us with each other and with nature.”
It was a space created with strangers, but the space we created wasn’t strange. In it, we saw clearly the depth and breadth of our hope and imagination. Now, it is up to us to use this imagination to take action. Because the more we act, the more hope we cultivate, and the more our imagination grows. It’s a cyclical process. The stories we create are constantly around us, embedded in the actions we take. This is a crucial point because it is only in action that real change takes place. And the more that we do it together, the more significant the impact can be.
“I hear a resurgence in languages, particularly references to Quechua, the language of my ancestors in Bolivia, Peru, and beyond. Quechua lacks a word for ‘have,’ which ties back to concepts of ownership. Instead of referring to notions of possession, people ask ‘Are you existing with kids?’ or ‘Are you existing with a partner?”
“An elder by the river says, ‘I’ve sought you for so long. Now, I choose to reveal myself and share wisdom. There was a time when you didn’t value it. Welcome. Immerse yourself in our lake, Rachel.’ Reflecting on success—money, titles, busyness, friends—we find it empty. True success is balance within yourself.”
The session concluded with everyone singing along to the tunes of Pape Assane Sow, a composer and choreographer who had provided the rhythm for the entire session—a heartbeat to our imagination. One thing we can all agree on is the importance of striving to improve together and empowering each other to take action. ”If you want to go fast, go alone. If you want to go far, go together.”
All images: Tom Doms.
About the author
Zsofia Kollar is a designer, researcher, published author, and the founder of Human Material Loop, a material science company with a primary focus on repurposing hair waste for various segments of the textile industry. Her work centers around exploring the essence of humanity in the 21st century, delving into the profound impact of human activity on our planet, and seeking ways for humanity to be the solution to tackle the environmental impact of our existence.