Short answer

Incorporate action-based storytelling into design projects that aim to promote sustainable behaviors, carefully selecting hero archetypes that resonate with the intended audience.

Field: Innovation & Design
Source: Sustainability (2023)
Method: Mixed-methods research, including focus groups and a quasi-experimental survey.
Evidence: Strong effect

Narratives that showcase relatable characters taking specific actions to address environmental issues can significantly boost audience agency, self-efficacy, and intention to adopt sustainable practices. This innovation & design research insight is drawn from a 2023 study published in Sustainability. Using Mixed-methods research, including focus groups and a quasi-experimental survey., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Incorporate action-based storytelling into design projects that aim to promote sustainable behaviors, carefully selecting hero archetypes that resonate with the intended audience.

Study

Innovation & DesignRecentStrong effect

Action-based storytelling with relatable heroes increases pro-environmental consumer behavior

Sustainability · 2023

Key Findings

01Watching action-based storytelling videos significantly increased participants' levels of agency, self-efficacy, and intention to consume second-hand clothing.
02The hero character identified as an 'influencer' had the greatest positive effect on these variables compared to a scientist or student hero.

Application

Design takeaway

Incorporate action-based storytelling into design projects that aim to promote sustainable behaviors, carefully selecting hero archetypes that resonate with the intended audience.

How to apply

When designing campaigns or educational materials about environmental issues, create short videos or interactive stories that feature individuals taking concrete steps, and tailor the protagonist to the audience's social reference group.

Project actions

01Consider using a narrative approach in your design project to communicate complex ideas or encourage specific actions.
02Think about who your target audience looks up to and how you can feature similar role models in your storytelling.

Method & Evidence

AimTo investigate whether action-based storytelling, featuring different types of hero characters, can effectively increase public agency, self-efficacy, and intention to engage in pro-environmental behaviors like consuming second-hand clothing.

MethodMixed-methods research, including focus groups and a quasi-experimental survey.

ProcedureFocus groups were conducted to understand barriers and motivations for second-hand clothing consumption. Based on these insights, three action-based storytelling videos were created, each featuring a different hero (scientist, influencer, students). A survey was then administered to evaluate the impact of these videos on participants' agency, self-efficacy, and intention.

ContextScience communication and sustainable consumption, specifically post-consumer textile waste.

Variables

IVType of hero character in action-based storytelling videos (scientist, influencer, students).

DVLevels of agency, self-efficacy, and intention to increase second-hand clothing consumption.

CVThe core message of the action-based storytelling videos, the general topic of textile waste, and the mixed-methods approach.

Strengths & Limitations

Strengths

+Innovative use of action-based storytelling for science communication.
+Mixed-methods approach provides a richer understanding of the phenomenon.

Limitations

The study's findings are based on a specific context and may not apply universally. The choice of 'hero' might be subjective and influenced by the participants' existing perceptions.

Reliability & validity

The use of a quasi-experimental design with a survey allows for the measurement of changes in psychological variables, but lacks the control of a true experiment. Reliability could be enhanced by using validated scales for agency, self-efficacy, and intention. Validity is supported by the mixed-methods approach, using focus groups to inform the video content.

Think critically

To what extent can the 'influencer' effect be replicated across different product categories and environmental issues, and are there ethical considerations in leveraging social influence for behavioral change?

Design Principles

"Narrative engagement through relatable role models can drive behavioral change towards sustainability."

This research demonstrates a powerful method for designers and communicators to influence consumer behavior towards sustainability. By crafting stories that resonate with specific audience segments and highlight actionable steps, designers can create more impactful campaigns and products that encourage eco-conscious choices.

What This Means for Your Design

Telling stories about people doing good things for the environment, especially when the storyteller is someone cool or popular, makes others want to do those good things too.

How to use in your project

1.Use this research to justify the use of narrative or character-driven approaches in your design process, especially if your project aims to promote sustainable behaviors or raise awareness about environmental issues.

Add to My Project

Quick Cite

Paragraph starter

This study by Smith, Finkler, and Aitken (2023) highlights the efficacy of action-based storytelling in promoting pro-environmental behaviors. Their research found that narratives featuring relatable heroes significantly increased participants' agency, self-efficacy, and intention to adopt sustainable practices, with influencer archetypes proving particularly effective. This suggests that incorporating compelling narratives and carefully selected role models into design projects can be a powerful strategy for encouraging environmentally conscious consumer choices.

Source

Sustainability

Connecting People with Science: A Proof-of-Concept Study to Evaluate Action-Based Storytelling for Science Communication

journal · 2023

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Questions About This Research

What does the research say about action-based storytelling with relatable heroes increases pro-environmental consumer behavior?: Incorporate action-based storytelling into design projects that aim to promote sustainable behaviors, carefully selecting hero archetypes that resonate with the intended audience. Evidence: Sustainability (2023).
Why does "Action-based storytelling with relatable heroes increases pro-environmental consumer behavior" matter for design?: This research demonstrates a powerful method for designers and communicators to influence consumer behavior towards sustainability. By crafting stories that resonate with specific audience segments and highlight actionable steps, designers can create more impactful campaigns and products that encourage eco-conscious choices.
How can designers apply this research?: Incorporate action-based storytelling into design projects that aim to promote sustainable behaviors, carefully selecting hero archetypes that resonate with the intended audience.
What were the main findings?: Watching action-based storytelling videos significantly increased participants' levels of agency, self-efficacy, and intention to consume second-hand clothing.. The hero character identified as an 'influencer' had the greatest positive effect on these variables compared to a scientist or student hero.
What research method was used?: Mixed-methods research, including focus groups and a quasi-experimental survey..
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from Sustainability.
What should I do differently in my next project?: When designing campaigns or educational materials about environmental issues, create short videos or interactive stories that feature individuals taking concrete steps, and tailor the protagonist to the audience's social reference group.
What are the limitations?: The study focused on a specific behavior (second-hand clothing consumption) and may not generalize to all pro-environmental actions. The effectiveness of different hero archetypes might vary across different cultural contexts or demographics.