Why Stories About Climate Change Need a Hook

Catrina Davies reading from the start of her third book based on the recollections of Hedley Ralph Collard. Why Stories About Climate Change need a hook. She sits in a small marquee on a seat, with a guitar to the right of her.

Finding an emotional hook is the first place I start when crafting a story. Now, as I’m getting knee-deep into my next book, I’m grappling with how to do that when writing about two big, abstract topics: climate change and regeneration. 

In May, I caught up with my literary agent. She was clear: ‘You need people to care about the climate in an emotional way. Read this.’ 

She thrust a hardback book into my hands. Once upon a Raven’s Nest by Catrina Davies. It’s beautiful and sits (unopened) on my desk like a talisman. Meanwhile, I pace around, drinking too many cups of earl grey as I try to find this illusive ‘hook’.

Meeting author Catrina Davies

Last Saturday I saw Catrina Davies speak at an author event. It was pouring outside the marquee and the venue was noisy. She sat, quietly, wavy blond hair pulled back in a ponytail, and picked up a guitar at her feet. In a raspy voice, a voice that suited the wild weather of this temperamental English summer, she sang one of her own songs. My husband Aden nudged me. ‘You’ll have to expand your repertoire.’ 

Then, Catrina read from the start of her third book based on the recollections of Hedley Ralph Collard. She told us that when staying in Wales in 2014, she met him on a walk. He was in a wheelchair. They  struck up a conversation, and over time, developed a remarkable friendship. 

In her book, she writes as if she is him: in the first person. ‘The book wasn’t working when I was writing about him. I had to inhabit his voice,’ she said. With his permission that’s what she does. (No mean feat.)

Catrina Davies reading from the start of her third book based on the recollections of Hedley Ralph Collard. Why Stories About Climate Change need a hook. She sits in a small marquee on a seat, with a guitar to the right of her.

Regenerative storytelling: a bridge between us and the planet

What she’s done is really interesting — and smart. Catrina has interwoven the life of one man (who’s name has been changed to Thomas Hedley) and pitched it against the much larger backdrop of life on Earth, starting 4.5 Billion Years Ago.

 By interspersing his human story — which began in the mid-1950s, at the time that we as a species began directly, unalterably impacting the planet  — we care about the individual AND the whole. 

As the rain lashed down, Catrina explained how she’d been trying to capture the fragility of his life. ‘It expressed something universal and urgent about all of our lives at this moment in history.’ 

Thomas, she said, is both an everyman and an extraordinary individual. He grew up on Exmoor in southwest Britain and knew the names of all the trees. He had a tough, rural upbringing, accident after accident, until one left him paralysed from the neck down. 

Davies' book cover: Once Upon a Raven's Nest - Why Stories About Climate Change need a hook.

Stories work best when they are universal AND particular. It’s a Hollywood cliche but it’s true. When we can see ourselves reflected in the life of a protagonist on screen, we leave the cinema with that rush of having experienced a great movie. We feel validated, our lives that bit richer.  

At the end of the talk, I bought another copy of Catrina’s book as a present. I introduced myself and she asked my name. Her forehead puckered. ‘I know that name. What did you write?’ 

I think I stammered. ‘’My first book was Last Seen in Lhasa—’ 

‘Aagh,’ she exclaimed. ‘I read that. Came out about twenty years ago? I’ve still got a copy.’ She handed me hers. ‘It was a great book.’ 

I think I blushed because it’s been a while since I’ve had anything published. It was a sweet moment: my own validation. An unexpected endorsement that I am on the right track with this new work about climate change. 

I still haven’t opened her book. The time isn’t right. But I look at it differently now when I’m procrastinating. It gives me hope. 

Hi, I’m Claire. Through my business Wordstruck we help companies bring their sustainability strategy to life. As the Founder of Regenerative Storytelling, we’re helping leaders do more for their people, their community and the planet. I publish regular content about storytelling, regenerative leadership and reframing how to address our rapidly heating world. To see more of my content, please sign up – and join the conversation by sharing a comment below.

Doing the Do 

The Do Lectures have a global reputation. Rightly so. 

A friend Ruth Kennedy first told me about them. What stayed with me was not what she said but how she talked about her experience. Her energy. 

I started following Do co-founder David Hieatt’s blog, bought some of their books (Do Story by Bobette Buster is a goodie), and had it on my love-to-do-sometime-list. 

Getting there isn’t straightforward. It’s held in a field in south-west Wales. Ireland is closer than London. Even before that, you fill out an application form with questions that made me sweat. The hardest one: draw a doodle of yourself. My attempt is above. 

Immaculate vibes

Like all good festivals, there’s a price tag that goes with it. But this is a festival for the mind — and heart. (Interestingly they flip the events’ business model: participants pay, speakers don’t get paid; the talks are shared for free, with no advertising, to grow the worldwide Do community.) 

“The place had immaculate vibes”, said one Do-er. While it brought out the best in us, it would have been even better with more diversity throughout.  

Still, something extraordinary – and regenerative – can happen when you put one hundred pretty amazing humans in a field for three days; ask speakers to share the essence of who they are (which at times moves you to tears); have intentional provocations and real conversations; curate natural spaces with fire pits, an open-air amphitheatre, a Welsh choir and al fresco dining among the flower beds. 

Not to mention a gin bar and live music acts including a virtuoso sax performance by James Morton who had half of us pumping like pogo-sticks. 

I’m left with clothes smelling of wood smoke, a new yummy network of committed change makers and a brain fizzing with ideas. When my husband Aden picked me up, he summed it up nicely. “You look like your synapses are sparking like a V12 motor, the clean kind, electric-powered.” 

So, this will be the first of a few posts sharing what I heard.

The home of the Do Lectures. A picture taken by Claire of a sunny grassy bank with gentle steps and a grand brick house in the background.
Parcy Pratt Farm - home of Do.
James Morton sax performance with his band at the Do Lectures Festival. Claire's picture shows a group of people sitting around James Morton playing the piano.
James Morton and his band.

When you don’t know: muddle

I’m kicking off with an introduction to Omid Maleka, Explainer-in-chief of Blockchain Technology, who spoke about his journey into crypto… and how: 

“When you don’t know what to do … when we don’t know our story… muddle.”

He explained crypto in a way that I hadn’t previously understood. He held up the first CD he bought when he migrated to America as a teenager. 

“The scarcity of society has been an organising system for ever. Take this CD, if I gave it away, I would feel like I lost something… Now think about streaming. What happens if I share the music file instead?” 

Of course we all know the benefit and convenience of streaming, but we give up something of value. “That’s the trade off.” 

Pictures taken by Claire of slides from Omid Maleka' s presentation on crypto.
A journey into Crypto.
Pictures taken by Claire of slides from Omid Maleka' s presentation on crypto.
What is blockchain?

Reframe value

Omid described the difference between cash (universal, free and private) and Apple Pay (my words here – elitist, costly and monetising our data). 

“Apple Pay. Think how much they own,” said Omid. 

At the heart, he challenged us to reframe value. “Big tech and big banks are stuck in the old paradigm… which is to hoard. Crypto represents a very different story.”

Move faster-er and be braver

The point is this. At Do, everyone was there for change. Whether through our business or ourselves, or for the planet. 

We want to leave the world in a better place. We have no choice but to try. 

As Andy Middleton, MC and Sustainability Catalyst, reminds us on the last day. 

“In the time we’ve been here – the world has had the three hottest days in its history. Don’t go away being optimistic because we are in a s**t place. But go away and be braver.”

 

Hi, I’m Claire. Through my business Wordstruck we help companies bring their sustainability strategy to life. As the Founder of Regenerative Storytelling, we’re helping leaders do more for their people, their community and the planet. I publish regular content about storytelling, regenerative leadership and reframing how to address our rapidly heating world. To see more of my content, please sign up – and join the conversation by sharing a comment below.

Courage to change

Animation from Alsco - A red heart with the text, "Led by Values".

Changing habits of a lifetime as an individual takes commitment. Whether it’s switching from a combustion engine car to who you bank with. Switching takes time — and investment.

These individual changes are important but when we do it as a collective and as a business, WOW. That’s when we can really make a difference. 

But to do things differently – and regeneratively — that takes courage.

An animation from Alsco showing a map of Australia.
Alsco: part of the fabric of Australia (taken from the video animation)

Alsco: a company working to transform and lead their industry

Alsco, the Australian textile, first aid and hygiene company has been in business for 60 years. Recently, they’ve made many changes org-wide. 

These include: 

  • uplifting pay
  • improving safety across their entire business
  • launching their “2030 Successfully Sustainable Strategy”
  • switching to renewables 
  • initiating national and local community partnerships
  • addressing their waste as one of the inaugural partners with BlockTexx which turns textile waste into a resource.

Individually each initiative is important. But combined, they reflect a change in thinking and require a shift in behaviour. From a regenerative perspective this means building capacity — and capability — over the long-term. 

Taking a leap of faith

Just before Christmas, Alsco engaged my company Wordstruck to develop an end-to-end Storytelling program. Their initial goal: to articulate the changes they’ve been making in sustainability. 

“As a company we were doing good things,” says CEO Mark Roberts. “But we didn’t have a clear way to articulate our story.

From the get-go, we could see that their story was about more than sustainability. It needed to connect the dots to reflect the org-wide changes. More than that, it needed to unlock the passion and harness the motivation that Mark and his senior leadership team have “to make a difference”. 

Working with Wordstruck, says Mark, “was a leap of faith. We use consultants strategically and don’t usually invest in this sort of program. But 12 weeks later, we not only had an impactful story, but a suite of assets including a graphic and video animation.”

The Wordstruck way

When we are working with a client, we are always looking for clues. While we start with desk-top research and pour over a company’s strategies, it’s in the interview phase that we start to understand what’s really going on.

Both myself and lead Strategic Storyteller, Sue White, have 50+ years of combined journalism experience (yup! I know).    

We listen for what’s motivating the key influencers; what they care about; why they work as hard as they do. 

This unlocks the emotion in the story. A powerful story requires head and heart.

A quote from Brené Brown, "stories are data with soul". It depicts a black labrador with piercing brown eyes.
One of my favourite quotes to explain storytelling.

Becoming values-led to transform thinking

With Alsco we identified that becoming values-led is integral to their story. This represents a paradigm shift. While they still want to make a profit (and be around for another 60 years), HOW they make profit is changing.  

“This values-led story has transformed thinking in our senior leadership team,” says Mark. But, it’s fair to say, he wasn’t sure how it would land. “I’ll admit, a few members of our team need to be convinced about sustainability.” 

Creating the right conditions

From a regenerative perspective, we are looking to create the optimum conditions for change.

We always co-create programs with our clients. In this case, one thing we did, when designing the storytelling workshop that Wordstruck delivered at Alsco’s national conference, was identify “storytelling champions”. These individuals shared their stories with the whole company. The response was electric. Hearing them seemed to trigger a palpable wave of possibility and motivation to do more.

A picture from the Alsco national conference. The image shows a room full of people sitting at tables in a conference room.
Alsco national conference, March 2023
Wordstruck "Aha" moments from the Alsco national conference.
Alsco national conference, March 2023

“The room was humming and people were engaged,” continues Mark. “There was real enthusiasm and I could see that the team are beginning to understand that Alsco needs to start behaving and acting differently in the marketplace because the world demands it.” He knows there’s a long way to go. “Sometimes, it feels like we are just getting started.” 

But he’s committed for the long-term. He’s a grandfather now, and has another grand-child on the way. “We need to think about our legacy — and what we are leaving future generations. We’ve got to do the right thing.” 

3 Regenerative Learnings 

  1. Shifting to a systemic way of thinking takes time, commitment and courage. 
  2. Identifying key individuals and co-designing a program helps create the optimal conditions for regeneration. 
  3. Motivation is key to both initiating change – while also maintaining the energy (and enthusiasm) required for the road ahead. 

Hi, I’m Claire. Through my business Wordstruck we help companies bring their sustainability strategy to life. As the Founder of Regenerative Storytelling, we’re helping leaders do more for their people, their community and the planet. I publish regular content about storytelling, regenerative leadership and reframing how to address our rapidly heating world. To see more of my content, please sign up – and join the conversation by sharing a comment below.