Episode 6. Tell another one: New trends in corporate storytelling
Tell another one: New trends in corporate storytelling
What’s the point of stories and editorial on your corporate website and social media channels in 2025? Do your audiences really want this kind of content, and if so, which groups should you focus on? Where can you find new ideas to keep your storytelling fresh? And what value, if any, does the humble press release have today?
Find out in this episode of Cutting Through.
Articles and references
- Netflix series "Adolescence"
- Author of "Normal People", Sally Rooney
- Axios article on the “go direct debate”
- BBC News article about Harris Hawk
- 2025 Edelman Trust Barometer
- Vogue Business: “Why escapism is the new marketing currency”
Examples mentioned in the episode
- Bosch “Like a Bosch” campaign
- Bosch media contacts page welcoming bloggers and online influencers as well as professional journalists
- Plain speaking Cargill article on child labour
- Effective "Hyper-realism" in corporate storytelling from GSK
- “Find an expert” page for journalists on Nordea.com
- Puma's Behind the Factory Door
- Illustrations on Unilever’s corporate website
- Unilever / BBC Storyworks YouTube documentary on sustainable palm oil
- About Unilever’s Cif campaign on TikTok
- Unilever's Cleanipedia
- Verizon employee benefits videos
- Good examples of blended internal/external communications on corporate social media:
Further reading
- Bowen Craggs article: Sustainability storytelling - how to cut through in 2025
- Bowen Craggs article: Silence or strategy? Corporate communications in an age of uncertainty
- Bowen Craggs article: Creative corporate storytelling