Storytelling covers a variety of activities, which imply not only tangible material objects, but also a system of values, traditions, knowledge, and lifestyles that characterize a society. Storytelling assumes in this sense a fundamental role, connecting the past to the future. Corporate storytelling does not mean simply telling stories but “communicating through stories”, that is, creating narrative universes through which a company enters into an emphatic relationship with people.
Storytelling has become a top-of-mind issue in recent times, as technology has democratized the power to share our stories with the world. Markets are increasingly becoming narrative arenas where, alongside the intrinsic quality of products, the ability of brands and companies to know how to evoke a universe of stories, traditions and values (cultural and ethical) is fundamental to stand out among the competitors. Therefore, it is becoming a required and crucial business competence to craft stories and portray company values. It drives emotional engagement, resulting in enhanced business performances and the incrementation of the attraction of increasingly attentive and aware customers.
These are the reasons for which it is necessary to invest in the training, valorization, promotion and diffusion of storytelling in corporations. Storytelling is not only a significant creator of job opportunities in Europe but will contribute to the attractiveness of European enterprises in the future.