HOW PURPOSE-DRIVEN BRANDS CAN INSPIRE ACTION THROUGH STORYTELLING
- Maxine Knight
- Mar 27
- 8 min read
Updated: Apr 5
Secret time.
I am sick to death of hearing about storytelling in copy in every other LinkedIn post and course. And yes, the irony of writing an entire blog about it is not lost on me.
Don’t get me wrong – I absolutely love writing in this style! It’s just that it’s not exactly a brand-new idea; storytelling has been around for ages and still packs a punch.
When you're competing with different copy channels and short attention spans, a compelling story doesn’t just grab attention – it captivates, resonates, and stays with people long after they’ve scrolled past.
Purpose-driven brands have the power to inspire action, but only if their storytelling is authentic, emotionally charged, and impossible to ignore. So, how do you craft a story that actually moves people?
Why authentic storytelling matters in ethical marketing
Storytelling is as old as humanity itself – cave paintings, bedtime stories and that one friend who’s always spilling the tea about their dating life (which I live vicariously through, by the way). When done right, storytelling connects people, builds trust and makes your brand unforgettable. A study by Search Engine Watch showed that storytelling boosted conversions by up to 30%. But most importantly (and depending on your asset/campaign goal), it inspires ACTION.
1. Emotional connection builds trust
People don’t connect with mission statements – they connect with real, human stories. If your brand feels like a faceless corporation, you’ll struggle to build trust.
Actionable takeaway: Skip the buzzwords. Use personal anecdotes, customer testimonials, or founder stories to bring your mission to life. Interview your target audience for ideas and practise social listening to hear the stories your audience is engaging with.
2. Authenticity wins every time
Your audience can sniff out performative activism and “purpose-washing” from a mile away. If your storytelling isn’t backed by real action, they won’t buy it (literally and figuratively). And be consistent with it.
Actionable takeaway: Be honest about your journey – share wins, struggles, and ongoing commitments. Perfection isn’t relatable, but authenticity is.
3. Stand out in a sea of sameness
With so many brands trying to “change the world,” it’s easy to blend in. A compelling, ethical brand story sets you apart and gives people a reason to care.
Actionable takeaway: Find your unique voice. Whether it’s humour, activism, or raw honesty, let your personality shine through.
Brands that nail purpose-driven storytelling
Some brands just get it. One reason they do is that they have a team that genuinely believes in the mission – it’s not just virtue signalling; they live it at their core. Let’s look at a few who have mastered storytelling without sounding like they’re reading off a script.
1. Patagonia (USA) – Walking the talk
Patagonia isn’t just another outdoor brand – it’s leading the charge in environmental activism. From their “Don’t Buy This Jacket” campaign to their legal fight to protect public lands, their storytelling is bold, unapologetic, and action-driven.
Key takeaway: Use storytelling to advocate for your mission. Show, don’t just tell.
2. The Body Shop (UK) – beauty with a purpose
It’s 1994, Wood Green High Street, London. I’m walking into The Body Shop to buy myself some Dewberry body spray. It’s sickly sweet, but I’m 15 years old and want to smell like an adult. Don’t calculate my age!
Long before cruelty-free was trendy, The Body Shop was fighting against animal testing. Their campaigns don’t just sell products – they educate and mobilise customers to take action.
Key takeaway: Aligning your storytelling with advocacy can make a lasting impact.
3. Tony’s Chocolonely (Netherlands) – turning customers into activists
Tony’s Chocolonely doesn’t just make chocolate; it’s on a mission to end slavery in the cocoa industry. Their bold packaging, transparent messaging, and educational campaigns make their customers feel like part of the fight.
Key takeaway: Use storytelling to inform and inspire. Make your audience feel like they’re part of something bigger.
4. Gives A Crap (Australia) – Making toilet paper fun
Sustainable toilet paper isn’t exactly exciting, but Who Gives A Crap makes it hilarious. Their witty, irreverent storytelling, (plus their 50% profit donation model) proves that purpose-driven brands don’t have to be serious all the time.
Key takeaway: A little humour goes a long way. Make your message memorable.
How you can craft stories that inspire action
Now, let’s talk about you. How do you create messaging that gets people to care and, more importantly, take action?
1. Start with your ‘why’
If you can’t explain why your brand exists in a single sentence, it’s time to refine your story.
Actionable takeaway: Write down your brand’s purpose in the simplest, most compelling way possible. No jargon. No fluff. Just truth.
2. Use language that reflects your values
Your audience doesn’t want corporate speak – they want real talk. If your messaging sounds like it came from a legal department, rewrite it.
Actionable takeaway: Infuse your copy with energy, passion and authenticity. If it sounds robotic, scrap it.
3. Showcase real people and real impact
Nothing builds trust like real stories. Your customers, employees and community partners are your best brand ambassadors.
Actionable takeaway: Feature testimonials, case studies, or behind-the-scenes content to show the real impact of your brand.
4. Be transparent & honest
People appreciate honesty. Whether you’re celebrating a milestone or admitting you still have work to do, transparency builds trust.
Actionable takeaway: Publish impact reports, share your challenges and keep your audience in the loop. Authenticity always wins.
Your next move: start telling stories that matter
You don’t need a massive marketing budget to tell a compelling story – you just need authenticity, passion and a clear purpose. Your brand has the power to inspire action. So, what story will you tell?
If you’re ready to refine your brand storytelling and connect with socially conscious consumers, let’s talk! No corporate buzzwords. Just purpose-driven content and copy that actually resonates.
Oh and if you haven’t already connect with me on LinkedIn.
Let’s be real for a sec – healthcare communication can feel like trying to crack a secret code. You’ve got drug names you can’t pronounce, diagnoses that sound terrifying and enough medical jargon to turn you right off. It’s no wonder so many people feel overwhelmed and the last thing you want to do is make your reader, who may already be feeling scared feel even worse.
But does it really have to be like this?
Of course not! By taking the time to understand the fears and concerns of your target audience and avoiding the temptation to churn out generic copy, you can create messages that aren’t just clear but also genuinely caring. Messaging that makes the reader feel heard and even empowered, instead of overwhelmed or frightened.
And that my friend, is the magic of empathetic, human-first copy.
Why empathy should be at the heart of healthcare copy
Empathy isn’t just a buzzword – it’s essential.
Think about it, when you’re facing a health scare or managing a chronic condition, the last thing you need is a cold, clinical explanation. You want someone to acknowledge your fears and guide you with reassurance.
Readers who feel heard and understood are far more likely to take proactive steps in managing their health.
But remember, being empathetic doesn’t mean sugar coating the facts. It’s about truly understanding where your target audience is emotionally – acknowledging their fears, concerns, or confusion and then guiding them toward your campaign’s goal. Whether you’re aiming to educate, inform or inspire action, empathy allows you to connect with your audience in a way that feels genuine and supportive.
For instance, instead of saying:
"50% of adults with hypertension face severe complications,"
reframe it with compassion:
"Half of adults with high blood pressure can lower their risks by making small, manageable changes."
Notice the difference? The second version doesn’t just inform… it empowers.
Speak to humans, not robots
Let me ask you something… have you ever Googled a medical term after reading a healthcare website? (I know I have!)
Medical jargon can create a barrier, meaning people may struggle to understand and act on health information. That’s a challenge healthcare professionals and providers can’t afford to ignore.
The solution? Plain, patient-friendly language.
Compare these two examples:
Jargon-heavy: “Adherence to prescribed antihypertensive therapy is crucial to mitigating cardiovascular risk.”
Human-friendly: “Taking your blood pressure medication as prescribed can protect your heart.”
The second one connects with patients on their level. It’s simple, direct and far more likely to inspire action.
Balance compassion with accuracy
When writing for healthcare audiences, accuracy is non-negotiable, but that doesn’t mean sacrificing warmth.
Here’s how you can strike the right balance:
Be evidence-based: Always ground your claims in credible data. Trust is earned through transparency.
Use human-centred language: Speak to the person, not the condition.
For example:
Avoid: “Arthritis can severely limit mobility.”
Use: “Many people with arthritis find ways to stay active through gentle exercises.”The latter focuses on possibilities, not limitations.
This subtle change in tone helps patients see their health challenges as something they can manage, not something that defines them.
The power of storytelling in healthcare marketing
Here’s a little secret: people don’t always remember statistics – they remember stories. That said, statistics still have their place. They’re eye-catching and incredibly useful for guiding readers through a conversion website.
For example, which of these statements sticks with you more?
“20% of women avoid mammograms due to fear.”
“Meet Sarah, a busy mum who was nervous about her mammogram – but her story shows how early detection saved her life.”
Both deliver important information, but the second one connects emotionally. When you pair data with relatable stories, you create an experience that stays with readers and drives them to take action.
Compassionate healthcare marketing strategies in action
Need proof that empathetic communication works? Let’s look at some standout campaigns:
NHS (UK): Their “We Are the NHS” campaign highlights the human side of healthcare. By sharing heartfelt stories of nurses and doctors, they inspire both patients and future healthcare workers.
Pfizer: The“Before it became a medicine” campaign humanised the process of drug development by showing the stories of scientists, doctors and patients behind the scenes. It highlighted the hard work, emotion and collaboration involved in creating life-saving medicines, building a sense of trust for the user.
These campaigns prove that clarity and compassion aren’t just nice-to-haves – they can bridge the gap between your message and the target audience.
How to write copy that connects and converts
Ready to transform your healthcare copy? Here’s where to start:
Talk to your target audience: Conduct interviews or social listening exercises to uncover the fears, questions or doubts your audience might have. Address these concerns directly with empathy. Personally, I find observing Facebook support groups incredibly helpful.
Use tools for clarity: Apps like Hemingway can simplify your language without dumbing it down. Aim for a reading age of around 8 to ensure your content remains accessible and doesn’t lose readers to unnecessary complexity.
Incorporate visuals: Infographics, videos and imagery can make complex information much easier to understand and engage with.
Test and refine: Use A/B testing to identify the tone or format that resonates most effectively with your audience.
Empathy is the new competitive edge
Clear, compassionate copy bridges the gap between clinical expertise and human understanding, making healthcare feel less intimidating and more approachable.
When you swap jargon for clarity, statistics for stories, and fear for hope, you empower patients to take charge of their health. And that’s what healthcare is all about, isn’t it?
So the next time you sit down to write for a healthcare campaign, remember:
Speak with empathy.
Communicate with clarity.
Ahem….or you could always call on a pro.