What the Real Housewives of Atlanta and Luigi Pirandello Can Teach Marketers About ESG

In his 1942 philosophical essay titled “The Myth of Sisyphus”, Albert Camus described life as a mundane experience: “Rising, street car, four hours in the office or the factory, street car, four hours of work, meal, sleep, and Monday Tuesday Wednesday Thursday Friday and Saturday according to the same rhythm - this path is easily followed most of the time”. It’s no surprise then that Buddhists often describe life as suffering. But this observation gives rise to another angle, a more positive one, one could say.

Storytelling has for millennia been a vehicle for societies to preserve their heritage, escape the painful experience of reality, rally groups behind a cause, and, nowadays, to sell products you don’t need. Marketers have perfected this craft to drive commercial activity, oftentimes transforming the ordinary into the extraordinary, captivating our imagination and attention for moments in our days.

I typically recommend marketers to stay away from business books due to their inherent opportunistic nature (what is it so interesting about business that necessitates 250 pages of blabber - most times an article will do), instead gravitating towards the classics, which possess timeless insights about human nature. One of my favourites on the topic of the mundane is Luigi Pirandello’s seminal novel, "One, No One and One Hundred Thousand".

In it, Pirandello tells the story of Vitangelo Moscarda, a man who embarks on a journey of self-discovery and identity after realizing that his nose is crooked. At first glance, this detail may seem insignificant and hardly the basis for a compelling narrative. However, Pirandello masterfully transforms this ordinary observation into a profound exploration of the nature of identity and the multiple facets of the self. As Moscarda delves deeper into understanding his true self, the novel evolves into a complex philosophical treatise on the fluidity of identity and the human struggle to define oneself in a world full of contradictions and ambiguities.

Now, in true Camusian fashion I will turn to the absurd: a modern-day reference of masterful storytelling are reality TV shows. Let’s take “The Real Housewives of Atlanta”, for example.

Similarly to Pirandello, the producers and editors on this miserable show skillfully employ storytelling techniques to create an engaging and entertaining spectacle out of the everyday lives of the cast members. The show chronicles their personal and professional lives, friendships, and social scenes, highlighting the drama, glamour, and luxury lifestyles that ensue. Through skillful editing and storytelling, the show captures the most thrilling moments, transforming the mundane into a riveting experience for millions of viewers.

Marketers are no strangers to this concept. What makes a great professional in my industry is someone who can pay attention to their surroundings and find human truths in the most ordinary moments. Take for example this masterful ad by Allianz (see Tweet below). The creatives at Wieden+Kennedy understood that financial advice can often be confusing and boring, so they connected a seemingly mundane moment of eating spaghetti with taking the risk of spilling tomato sauce on one’s white garments. It’s a beautifully crafted story that doesn’t have a single spoken line in it, but that perfectly captures the tension of the experience. Splendid.

Now, sadly, the space in which marketers are most needed is often where they are least considered: ESG initiatives.

Environmental, Social, and Governance initiatives, while becoming increasingly important in today's world, often struggle to capture the public's attention due to their seemingly dull nature and technical complexity. These initiatives encompass a wide range of issues, such as climate change, human rights, labor practices, and corporate governance, which, while significant, may not immediately resonate with the general public. Take the following examples of fantastic developments in the space, but that have failed to garner the notoriety they deserve:

• Vehicles get 2% more fuel efficient every year;

• Cities across Alberta are rolling our CNG (compressed natural gas) buses, which have lower emissions than diesel fuelled vehicles;

• Lithium batteries now cost $200 per kilowatt-hour compared to $1,000 kilowatt-hour just nine years ago;

• Since 2020, Alberta has gone from 0 kilowatt solar capacity to 1,200 kilowatt capacity, and expected to reach 2,000 by the end of 2023;

• Enbridge and 23 Indigenous communities in Northern Alberta have announced in 2022 the largest energy-related Indigenous economic partnership in North America to date that will see the communities acquire over 11% interest in 7 Enbridge-operated pipelines in the Athabasca region for $1.12 billion, yielding a reliable source of revenue for youth development.

These announcements don’t make for good Super Bowl commercials, but they sure as hell are more interesting than spilling spaghetti on your shirt. So, how can these amazing developments be elevated to the spotlight they deserve?

One approach is transforming ESG initiatives into compelling narratives by focusing on the people and communities affected by them. For instance, Enbridge could lean on the impact that the landmark deal described above is projected to have in the local schools of the Athabasca region, which will now be able to hire more teachers due to increased funding and help more kids be equipped to climb out of poverty. That’s something the public can grasp - real human stories with real world impact.

By connecting ESG initiatives with human experiences, marketers can transform seemingly "boring" topics into captivating stories that inspire support and engagement from the broader public.

Much like Luigi Pirandello and producers of “The Real Housewives of Atlanta”, businesses can transform seemingly “boring” moments into extraordinary stories, making complicated topics like ESG initiatives more engaging and captivating to the general public. By focusing on the human stories that arise from these initiatives, highlighting innovation and progress, and employing effective storytelling techniques and strategies, marketers can create a more sustainable and responsible world that captures the attention and imagination of the broader public.

PPA