Why Brands Must Include Consumers in Their Storytelling

In today’s business landscape, it’s no longer sufficient to simply showcase your product or expertise; it’s crucial to weave your consumers and audience into the fabric of your storytelling. Every individual engages with products in distinct ways, impacting various facets of their lives in ways that are unique to them. While the broad-strokes, big-picture approach can be effective, what truly resonates is a deep recognition of individuals.

So, how do we integrate our customers’ stories into our marketing and branding? It starts with asking the right questions, conducting research that goes beyond superficial demographics, and most importantly, truly listening. People will tell you who they are if you give them the space to be heard—there’s no need to make assumptions or cling to outdated biases. The goal is to dismantle the monolithic ideas of who people are and instead, see them for who they truly are and understand the motivations behind their actions.

Here are three companies leading the way in this empathetic, consumer-focused approach:

Apple Watch: Their latest rollout was a masterclass in making people feel seen. Apple excelled in what I call “individual isolation,” where they expanded the concept of community by deeply listening to the unique needs of each customer. Their campaign highlighted diverse stories of how different consumers use the Apple Watch, demonstrating its impact on their lives in meaningful ways.

Crayola: This iconic crayon company has been keenly attuned to the evolving global conversation. Much like Rihanna’s groundbreaking foundation line, Crayola introduced their “Colors of the World” line, which reflects the diverse complexions of their consumers. This line allows us to see ourselves and others in a new light, celebrating the spectrum of human skin tones. Even their packaging supports this inclusivity, acknowledging the beautiful diversity within our families, communities, and the world.

Melinda French Gates: With a commitment to advancing women’s rights, Melinda Gates has devoted $1 billion to organizations that champion this cause. What’s particularly remarkable about this contribution is that she has entrusted these funds to people within each community who are already doing impactful work but need financial support to continue. Instead of directing the funds to large, well-known organizations, she has chosen to empower those who have a deep understanding of their communities. This approach acknowledges her own blind spots and ensures that the money reaches those who are often overlooked. This shift is both distributive and transformative, altering the narrative for all of us.

This is the essence of conscious commerce: listening to your audience and allowing their voices to guide your brand. It’s about positioning your product as the supporting actor in their stories.

At the end of the day, consumers are increasingly aligning their spending with companies that truly hear and see them. While the fundamentals of marketing remain important, integrating modern, empathetic elements into your strategy fosters deeper loyalty and transforms customers into brand partners.

Monica Wisdom,

Consultant, Writer, CEO, Monica Wisdom Consulting