In a wide-ranging conversation at Retail Innovation Week, speakers from B Lab, BarkleyOKRP and leading mission-driven brands explored how impact storytelling isn't just good ethics – it's smart business.
“If you’re not (telling your story), you’re leaving a lot of the value on the table,” said one panelist, calling on brands to lean into transparency and narrative as key differentiators in a crowded, skeptical market.
The discussion highlighted how B Corp certification, responsible marketing policies and clear audience targeting are helping brands stand out in a competitive omnichannel landscape.
Speakers also emphasized that storytelling must go beyond one-off campaigns or annual reports. Consistency, repetition and emotional relevance are what make an impact story resonate over time.
From gym floor graphics to flavor launches tied to social impact, the panel urged brands to embed purpose into every customer touchpoint.
Explore more insights from Retail Innovation Week and the future of omnichannel retail at dbbnwa.com.
