Session Description:
The sustainability movement is facing a narrative crisis — and so are the brands that have built their value propositions around it. In a polarized landscape, the old frames no longer work, new ones feel risky, and too many organizations are trapped in what we call "narrative stagnation" — knowing they should lead but unsure how to speak.
This session changes that.
Building on the findings from The New Story of Nature — original research from BBMG, CultureAI, and GlobeScan integrating real-time cultural intelligence from 30K+ user-generated videos, in-depth ethnographies, and global consumer data — this hands-on experience gives participants the insight, design principles, and practical tools to reconnect their brand's sustainability story to what's actually alive in culture.
We'll begin with a rapid immersion into the research: the emerging narratives, values, and emotional insights shaping how consumers relate to nature, sustainability, and brand purpose right now. Then we'll introduce a set of design principles drawn from the research — frameworks for crafting communications that lead with truth, make impact personal, create connection, invite joy, and weave new stories.
From there, participants will work in small groups through a guided exercise, applying the principles directly to a regenerative organic brand — demonstrating how to apply culture’s evolving relationship with nature and sustainability: what’s capturing attention, what’s resonating, and what’s moving people from awareness to action. As regenerative organic continues its rapid growth, this becomes a live case study in turning cultural signal into real-world momentum.
You'll leave with a deeper understanding of sustainability in living culture, a practical toolkit for designing resonant strategies, and — perhaps most importantly — the confidence to lead again.