What are the most effective data storytelling techniques for sustainability stakeholders?
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Data storytelling is the art and science of using data, visuals, and narratives to communicate insights, persuade audiences, and inspire actions. For sustainability stakeholders, such as environmental advocates, social entrepreneurs, and green investors, data storytelling can be a powerful tool to showcase the impact, challenges, and opportunities of their work. In this article, you will learn about the most effective data storytelling techniques for sustainability stakeholders, and how to apply them to your own projects.
The first step in any data storytelling project is to understand who you are talking to, what they care about, and what they need to know. Different audiences may have different levels of familiarity, interest, and skepticism about sustainability issues, so you need to tailor your message accordingly. For example, if you are presenting to a potential funder, you may want to focus on the return on investment, the scalability, and the credibility of your solution. If you are educating the public, you may want to emphasize the urgency, the relevance, and the actionability of your cause.
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Leonard Teo
Technical Specialist | Driving Energy and Water Usage Reduction | Certified Energy Manager (SCEM) | Energy Transition | Decarbonisation | Water Circularity | Sustainability Strategy
Identify your stakeholder's needs and motivations. Look for common points in your agenda and your stakeholders and tailor your message effectively. Knowing what your stakeholder wants will make it easier to get their buy-in.
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The next step is to select the data that supports your story, and filter out the noise. You want to use data that is relevant, accurate, and credible, and that can answer the questions and address the concerns of your audience. You also want to use data that is compelling, surprising, or emotional, and that can spark curiosity, empathy, or motivation. For example, if you are telling a story about climate change, you may want to use data that shows the trends, the impacts, and the solutions of global warming, and that can illustrate the consequences, the risks, and the benefits of action or inaction.
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Fiona T.
🌎 Global Audit and Risk Business Partner | The G in ESG | Passionate about sustainability, human-centred design, digital transformation and mental wellness
It is important to be clear on the message you want to send to your audience. Think one step ahead - rather than just answering questions and addressing concerns, is there anything you would like to share with your audience to inspire them to take certain actions, or change certain behaviours? You can then pick and choose the data that supports your message.
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Martijn Lopes Cardozo
CEO at Circle Economy | Experienced serial entrepreneur | Driving the transition towards a circular economy | Board member and advisor
Data should not only inform but also evoke a response, transforming statistics into stories that resonate on a human level. The most compelling data often reveals a trend that defies common beliefs or illustrates a tangible outcome of action versus inaction. For example, I recently found a simple yet engaging pie chart showing the breakdown of greenhouse gas emissions by sector. If you can find data that turns a complex issue into a compelling story, then you've hit the jackpot.
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The third step is to transform your data into visuals that can enhance your story, and make it easier to understand and remember. You want to use visuals that are appropriate, clear, and engaging, and that can highlight the key points, patterns, and comparisons of your data. You also want to use visuals that are consistent, coherent, and appealing, and that can create a sense of identity, style, and emotion for your story. For example, if you are telling a story about plastic pollution, you may want to use visuals that show the amount, the sources, and the effects of plastic waste, and that can contrast the beauty of nature with the ugliness of trash.
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Philippe Schicker
Experienced Energy Consultant | Former Data Science for Social Good Fellow | Looking for Climate Tech Position | M.S. Management & Data Analytics at Carnegie Mellon University
Transform data into visually appealing graphics. Use visuals that are appropriate, clear, and consistent. For professionals, visuals should convey key points and comparisons effectively. For instance, in discussions about plastic pollution, visuals should contrast the beauty of nature with the consequences of waste.
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Marissa Rosen
Founder & Principal: Climate Social
Visuals make your story, report, or data more understandable, memorable, and engaging. Choose visuals that are: — Curated for your audience and topic — Clear and concise — Engaging and attention-grabbing — Consistent and coherent — Appealing and visually appealing — Compelling for a call-to-action
The fourth step is to craft a narrative that can connect your data, visuals, and audience, and that can convey your message, purpose, and vision. You want to use a narrative that is simple, logical, and meaningful, and that can follow a structure, such as the problem-solution-benefit or the hero's journey, that can guide your audience through your story. You also want to use a narrative that is personal, authentic, and inspiring, and that can include anecdotes, metaphors, or quotes that can humanize your data and appeal to your audience's values and emotions. For example, if you are telling a story about social innovation, you may want to use a narrative that shows the challenge, the opportunity, and the impact of your initiative, and that can feature the stories of the people you are helping or collaborating with.
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Marissa Rosen
Founder & Principal: Climate Social
A well-crafted narrative should simplify complex data, be structured, be personal and authentic, and inspire your audience to take action. Don't under estimate the power of narratives for for connecting with your audience, conveying your message, and sharing your vision.
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Ken Janssens
Former MD at JPMC + Board Chair at Out & Equal, now dedicating myself helping organisations increase their social impact
Use videos to tell your sustainability story. One of the best examples is Apple: “Mother Nature needs a status report”. In this ad, Mother Nature is personified by an Oscar winning actress, where she grills Apple executives about their efforts to achieve complete carbon neutrality by 2030. Blending elements of drama and humour, this short film effectively highlights Apple’s dedication to environmental sustainability and the strides they have made in this area. Crucially, Tim Cook features prominently in the ad, elevating it from a standard commercial to a powerful declaration of the company’s commitment.
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The final step is to present your data story to your audience, and to maximize its influence and effectiveness. You want to deliver your data story in a way that is confident, passionate, and respectful, and that can establish your credibility, rapport, and authority with your audience. You also want to deliver your data story in a way that is interactive, adaptive, and actionable, and that can invite feedback, questions, or suggestions from your audience, and that can encourage them to take the next steps, such as signing up, donating, or sharing your story. For example, if you are telling a story about renewable energy, you may want to deliver your data story in a way that shows your enthusiasm, expertise, and gratitude, and that can offer your audience a chance to learn more, get involved, or spread the word.
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Fiona T.
🌎 Global Audit and Risk Business Partner | The G in ESG | Passionate about sustainability, human-centred design, digital transformation and mental wellness
Data storytelling doesn't necessarily need to be in the form of static data visualizations. Consider other ways of presenting your data story, for example, in the form of a video.
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Philippe Schicker
Experienced Energy Consultant | Former Data Science for Social Good Fellow | Looking for Climate Tech Position | M.S. Management & Data Analytics at Carnegie Mellon University
Present your data confidently and passionately. Build rapport and credibility. Encourage interaction and action. In the case of a story about renewable energy, exude enthusiasm and expertise while inviting the audience to learn more, get involved, and share the message.
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Rajashree Padmanabhi
Business-as-Usual is not enough | CPI | Ex-MSCI | LSE | Author at CFA-UK
Create a hook. In today's day and age when everyone is overwhelmed with excessive data and information, it's important that your story has a memorable hook that stays with your audience.
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