Storytelling That Sticks: Communicating with Authenticity and Impact
Reaching diverse communities has never been more important — or more challenging. From rural residents facing persistent health and digital access gaps, to older Americans navigating ageism, to people with disabilities who continue to be overlooked, too many stories are told about these groups rather than with them. True impact comes when organizations move beyond transactional outreach and embrace storytelling that is authentic, inclusive, and grounded in lived experience.
Authentic storytelling starts by honoring the voices of the communities themselves. For people in rural areas, for example, narratives often reduce their experience to isolation or scarcity. Yet when residents tell their own stories, they illuminate resilience, strong community ties, and innovative ways of navigating limited resources. Similarly, older Americans are too often portrayed through the lens of decline, when they carry wisdom, longevity of experience, and a desire to remain active participants in community and civic life. People with disabilities, too, are frequently represented in ways that focus on limitations rather than leadership and contribution. Storytelling that sticks shifts the frame — it highlights dignity, agency, and the full humanity of these communities.
What makes this kind of storytelling resonate is authenticity. Communities know when they are being used as symbols rather than partners. They can tell when a story is polished for marketing appeal but disconnected from lived reality. The most powerful stories emerge when organizations create space for individuals to share their own perspectives — sometimes messy, sometimes vulnerable, but always real. These are the stories that connect across divides because they are rooted in truth, not stereotype.
Authenticity, however, is only one part of the equation. Storytelling also must be relevant. Messages resonate when they reflect the priorities and concerns of the audience. For older adults, that may mean highlighting stories about intergenerational connection, caregiving, or the pursuit of purpose later in life. For people with disabilities, it might mean stories about accessible technology that expands independence, or about leaders with disabilities shaping innovation. For rural residents, stories that spotlight community-led solutions — mobile health clinics, cooperative broadband initiatives, or local entrepreneurship — speak directly to their lived reality. When stories reflect what matters most to people, they become mirrors of possibility rather than distant messages.
Another ingredient in storytelling that sticks is vulnerability. Communities that have been historically marginalized often carry justified skepticism toward institutions. For example, in 2000, Nike published an ad in magazines for a shoe called the Air Dri-Goat. The copy for the ad included, “Fortunately the Air Dri-Goat features a patented goat-like outer sole for increased traction so you can taunt mortal injury without actually experiencing it. Right about now you’re probably asking yourself, ‘How can a trail running shoe with an outer sole designed like a goat’s hoof help me avoid compressing my spinal cord into a Slinky on the side of some unsuspecting conifer, thereby rendering me a **drooling, misshapen, non-extreme-trail-running husk of my former self, forced to roam the earth in a motorized wheelchair with my name embossed on one of those cute little license plates you get at carnivals or state fairs, fastened to the back?’”
Disability organizations and groups strongly objected, saying the ad was offensive and demeaning. It used ableist stereotypes and painted people with spinal cord injuries, or disabilities generally, as degraded, helpless, or pitiable. Nike issued an apology, but many pointed out that Nike’s apology contained problematic language, such as the phrase “confined to a wheelchair,” which many find disrespectful, and apologies that sounded patronizing (e.g. emphasizing admiration for how “courageous” people with disabilities are). A meeting was organized with Nike executives who came to Washington, DC to admit this tragic mistake. Since then, their ads and products have become disability inclusive and are seamlessly integrated into the brand.
Leaders who are willing to acknowledge past missteps, name systemic inequities, and share their own learning journeys signal humility and respect. Vulnerability builds trust, because it shows that an organization is not presenting a flawless image but is genuinely invested in change.
Yet the most important measure of storytelling is not how compelling it sounds in the moment, but whether it is lived out consistently. If an organization tells stories of inclusion but fails to deliver equitable programs, the disconnect undermines credibility. For rural communities, this might mean ensuring that promises about access are matched with real investments in infrastructure. For older adults, it means backing up stories of respect with policies that address caregiving, financial security, and anti-ageism in the workplace. For people with disabilities, it requires not only telling stories of accessibility but embedding universal design, equitable hiring, and representation in leadership. A story gains power when it is aligned with action.
In a time when communities are inundated with information yet starved for genuine connection, storytelling with authenticity and impact is a powerful bridge. It is not about producing the perfect narrative; it is about listening deeply, reflecting experiences honestly, and committing to action that reinforces the words being shared. When done well, storytelling becomes a tool of empowerment — amplifying the voices of those too often left at the margins and reminding us all that their stories are not side notes, but central to our collective future.
For organizations seeking to reach rural residents, older Americans, and people with disabilities, the path forward is clear. Create space for authentic voices. Share stories that reflect lived realities. Acknowledge vulnerabilities with honesty. And most of all, ensure that every story is backed by meaningful action. That is how stories move from being heard in the moment to being remembered — and trusted — for years to come.