Across the ages, stories have been passed down to build culture, entertain, educate and inspire. Storytelling started as an oral tradition, evolved to pictures then to writing.

A memorable story discloses previously unknown information, offers a new perspective on known information or reveals an unforeseen twist or development. Today, many of our stories live online.

How can you apply storytelling to enrich your community, the lives of those you serve and your approach to business?

First, let’s define storytelling. In a 2022 study, Big Buzz uncovered that marketing executives in the senior living and care industry define storytelling in three ways:

1. Feeling

Our data revealed that your peers define storytelling primarily to evoke a feeling or elicit an emotional response. In storytelling marketing, you can offer a feeling of pleasure, a sense of belonging, a sense of loyalty or confirmation of previous experiences, thoughts or feelings — all critical to the resident’s or patient’s sense of well-being under your care. One respondent described this synapse as the moment “the [potential resident/patient or family] can identify with the brand as it holds their same values or ideas.”

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