WHAT IS SUSTELLING? (1/4)

We understand storytelling as a practice in which content (e.g. facts, information) is put into a narrative form that we call a “story”. SusTelling, or storytelling in sustainability communication, is the telling of a story with the intention of promoting sustainable development.

SusTelling is characterized by design characteristics in which the narrative is embedded. We distinguish between inner and outer characteristics. In the following you will learn more about these characteristics:

Inner characteristics of storytelling (2/4)

Storytelling in sustainability communication, or SusTelling, is the telling of a story

• with a clear arrangement of characters and storyline (PLOT),
• focusing on characters and their experiences (PERSONALIZATION) and
• that presents conflicts, developments and resolutions (DRAMATURGY),
• that has a recognizable beginning, middle and end (CHRONOLOGY),
• that gives information about the temporal, spatial and cultural setting (CONTEXT),

Inner characteristics of storytelling (3/4)

• that builds up an inner arc of tension through stylistic devices (STYLISTICS),
• with a certain mood (TONALITY)
• and has a more or less interactive and immersive way of presentation (MODALITY),

to have an educative effect on recipients (EDUCATIONAL EFFECT) and to promote change towards sustainability (ORIENTATION).

SusTelling has an educational effect when it strengthens people’s ability for critical reflection and self-emancipation. SusTelling has a direct sustainability impact when it helps to change people’s behavior or actions so that they are more in line with certain sustainability goals.