The Dark Side of Storytelling: Where the Line Blurs

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Storytelling is as old as humanity itself, evolving from cave paintings to viral TikToks. It has always been a tool to connect, engage, and inspire. Stories activate empathy, making us feel, think, and remember better than plain facts ever could. Today, storytelling has transcended its role as a form of expression to become a business superpower.

Studies show that 55% of consumers are more likely to buy from brands with compelling stories, and 44% will share those stories with others. In a crowded market, storytelling helps brands stand out, humanise their identity, and foster emotional connections. However, not all storytelling is created equal. The same tool that builds trust and loyalty can also be used to manipulate emotions, exploit vulnerabilities, and blur the line between truth and fiction.

When Storytelling Crosses Ethical Boundaries

The Power of Story Creators

Yuval Noah Harari famously noted in Sapiens that societies thrive on shared myths—stories that unite people and shape perceptions of the world. In the business context, brands act as “story creators,” crafting narratives that influence how audiences see the world and, ultimately, themselves. While storytelling can inspire, it can also manipulate, turning audiences into characters in a plot crafted for someone else’s gain.

For instance, Ryan Holiday’s book Trust Me, I’m Lying reveals the darker tactics behind storytelling. He orchestrated a viral campaign for a book by vandalising a billboard in a conservative neighbourhood, photographing the “protest,” and feeding the narrative to the media. The controversy fueled curiosity and drove sales, demonstrating how easily stories can be manufactured to manipulate public perception.

Emotions as Leverage: Fear, Desire, and Greed

Brands often exploit primal emotions to drive decisions:

Take the case of a financial firm that preyed on low-income individuals with promises of quick wealth. By branding itself as a “family” and offering initial high returns, it built trust and loyalty. Agents encouraged their networks to invest, fostering an emotional bond that ultimately collapsed when the company defaulted, leaving investors financially and emotionally devastated. This tragedy underscores the destructive potential of manipulative storytelling.

Ethical Storytelling: A Framework for Agencies and Brands

Ethical storytelling ensures that emotions are used to connect and inspire rather than exploit. Here are four principles to guide brands:

  1. Respect Emotions Without Exploiting Them: Use storytelling to foster genuine connections, not to manipulate or deceive.
  2. Truth and Authenticity First: Root narratives in real experiences and values, steering clear of manufactured controversy.
  3. Empathy as a Guide: Consider the long-term emotional and financial impact of stories on audiences.
  4. Build Trust, Not Dependency: Empower your audience rather than create a reliance on fear or desire.

Case Study: The Ethical Approach

For one of our clients Albizzia, a skincare brand in the anti-ageing industry, we crafted a story rooted in love and authenticity. Vanita Kansal’s mother-in-law, diagnosed with cancer, inspired the development of a cream using a bark extract of the Albizzia plant with skin-healing properties. Instead of exploiting fears of ageing, we framed the story around care and empowerment. 

Through Founder Diaries and customer narratives, we built a community of trust and authenticity. The result? A brand that resonated deeply without crossing ethical lines. 

Creating Needs With a Transparent Approach

For another client, mPokket, we took a transparent and straightforward approach to storytelling. In a 40-second ad film, we didn’t just create a need for immediate financial assistance but also clearly showcased the process of using the platform. The narrative revolved around relatable scenarios where quick loans could be a lifesaver, like covering unexpected expenses or seizing fleeting opportunities. Unlike many campaigns that exploit financial insecurities, the film focused on empowering users by providing them with a clear, honest depiction of how mPokket works, emphasizing trust and accessibility.

Takeaways for Agencies and Brands

  1. Recognise the Responsibility: Storytelling is a powerful tool; wield it wisely.
  2. Challenge Unethical Narratives: Be vigilant about where storytelling veers into manipulation.
  3. Create Long-Term Value: Focus on authenticity and building meaningful relationships.
  4. Educate Clients and Stakeholders: Highlight the importance of ethical storytelling and its lasting benefits.

Conclusion

Storytelling is a double-edged sword. While it can inspire, connect, and empower, it also has the potential to exploit and harm. As agencies and brands, we hold the responsibility to ensure that the stories we tell respect our audiences’ intelligence and emotions. By prioritising ethics, empathy, and authenticity, we can create narratives that not only drive results but also foster trust and loyalty in a way that stands the test of time.

What stories are you telling, and are they empowering your audience or exploiting their emotions?

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