On Tuesday, February 4, 2025, our project volunteer Gioele Gerini presented his research on emotional storytelling for sustainability at the ETMAAL Conference in Communication Science in Bruges.

Conducted in collaboration with Dr. Anna Fenko, a lecturer at the University of Amsterdam and CEO of our project partner FENAN Consulting, the study examined how different emotional framing influences people’s willingness to adopt energy-saving measures at home—such as lowering the heating temperature or taking shorter showers.

The findings were clear: emphasizing hope and the positive outcomes of sustainable actions is significantly more effective than inducing guilt or fear by highlighting negative consequences. This offers a valuable lesson for any sustainable enterprise seeking to drive behavior change—avoid shaming or scare tactics. Instead, focus on inspiring hope and showcasing the benefits of action!

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