Why now is the time for collaborative authenticity

Collaborative storytellers can change the world. They can shift, inspire and empower it to be a better place. 

They can change the way we behave, see and interact with each other. And we need them now more than ever, because our little planet is more anxious than it’s ever been. 

We need [collaborative storytellers] now more than ever, because our little planet is more anxious than it’s ever been. 

Stressed out by pandemics, war, and climate change, we now have a whole new generation overloaded with tech and strung-out with having to solve the hefty global challenges left to them by previous generations. 

And they avoid ads like they do a virus. 

Above: Dan Mace [right] and Conn Bertish aim to harness collaborative storytelling with their new company, All of Us. 

Born digital in an era of chaos, fake news and clickbait, it’s no wonder Gen Z’s are seeking to avoid being sold to at all costs. They need something more, something real and honest, like a comedian standing up to a bully, or a global collaboration of filmmakers exploring what happiness really means. This is the stuff that sticks.

Born digital in an era of chaos, fake news and clickbait, it’s no wonder Gen Z’s are seeking to avoid being sold to at all costs.

They want to interact with the real thing and make the world a better place, and they don’t want to waste their time with the perfect but fake stock image version of the thing. Instead, they want the thing that is impossible to fake, and they want it because it’s real and purposeful. It’s warts and all, diverse, messy, imperfect, clever, inspiring, impactful and beautifully true. And they especially want it if that thing helps them play a part in trying to fix the world. This is the reason All of Us is on a mission to transform the world alongside this new generation and a purposeful community of over 2,000 filmmakers, storytellers and brand partners around the globe. 

Storytelling saved my business partner, Conn’s, life. He managed to beat a rare form of brain cancer by storifying his recovery and then building an award-winning mobile app to offer visual thinking techniques to help other patients do the same. Now it’s about spreading these techniques at scale, with brand partners who are committed to making a difference and activating a powerful audience. 

Above: The North Face and Gucci recently combined with the online personality Francis Bourgeois for an authentic and successful campaign.

Some of our favourite examples of this approach include the remarkable collaboration of The North Face, Gucci and Francis Bourgeois. The campaign is an excellent example of authenticity in action, and one that turned many heads in the ad industry. And Dove, the forerunner of authentic advertising, updates its famous 2006 Evolution commercial by filming a reverse shot of a selfie for a new audience. Dove literally launched the ideals of authentic marketing and now has license and respect from an audience who grew up with the brand sharing positive transformational stories that were relevant to their lives and world.

Dove literally launched the ideals of authentic marketing and now has license and respect from an audience who grew up with the brand.

Another iconic example is Patagonia for its stalwart approach to be an inspiring brand that walks its talk when it comes to sustainability, fair trade and environmentalism. It is classic and innovative marketing like their WornWear site that we love, and why it ranks highly on the list of authentically purposeful brands that resonate with younger audiences eager to change the world.