Inclusive Storytelling in 2024 and beyond: The Contented Guide

At the swipe of a screen or touch of a button, an abundance of information is all ours; and it can feel exhausting at times. As millions of creators vie for audience attention, inclusive stories prove fundamental in making your organisation a serious contender amongst the competition – and in attracting the right partners, employees and supporters who’ll help you do your very best work.

At The Contented Agency, we definitely see our contribution to the storytelling space as a work in progress. Here, we share a few things we’ve learned from working with our incredible clients over the past 5 years.

1. Shift Perspective: Tell Stories from the Ground Up

Why it matters: Stories from a solo perspective feel limited, unimaginative and can even be misleading. Authenticity comes from storytelling from the perspective of the people directly involved, not just your organisation’s viewpoint.

• What to do about it: Regularly interview your community (and field staff too) to capture their firsthand experiences. Quote them directly, or better, feature them in your podcasts and videos.

Case in point: The Terrence Higgins Trust’s Positive Voices programme offers informative talks and education sessions directly from people living with HIV.

2. Check Your Representation

Why it matters: Content that resonates is content that fosters a sense of belonging. Diverse representation means a range of different voices are heard, and multiple viewpoints seen.

• What to do about it:  Make sure your content includes people of various backgrounds, ages, abilities, and identities. Simple, right? Yes, but you’re not done there…

3. Truly Engage With Represented Communities

Why it matters: Sure, representation is important, but it’s impossible to do well without engagement! Meaningful, and mutually beneficial interaction with various groups builds trust and ensures stories are relevant and impactful.

• What to do about it:  Collaborate with community leaders and members to align on messaging and co-create content. Have them invested in what you’re creating, and watch as this enriches your work like never before.

4. Avoid Tokenism: Tell stories with people, not about them

Why it matters: Let’s face it, people can be sceptical – not least when it comes to the development and humanitarian spaces. Tokenism can alienate your audience and diminish the impact of your message.

• What to do about it:  Integrate diverse perspectives into the heart of your content strategy, not just superficially. When planning your content, consider how you’ll include a range of people and experiences to resonate with all of your audiences.

○  Case in point: Actually, this one’s more of a cautionary tale – written by Helen Kim Ho 7 whole years ago, 8 Ways People of Color Are Tokenized in Nonprofits still serves today as a harsh look at the reality of tokenism, and one to take notice of!

5. Leverage a multimedia and multi-channel approach

Why it matters: Impactful storytelling should pack a punch. Video, podcasts, infographics and even AR and VR help create compelling, emotion-led experiences that connect deeply with audiences.

• What to do about it:  Experiment with multimedia to tell powerful, engaging stories – and remember to tailor those formats to the appropriate channels for the people you want to talk to. Hint: you won’t reach youths in Sub-Saharan Africa via lengthy LinkedIn posts…

6. Highlight Intersectionality in your stories

Why it matters: Life and its stories are complex. Recognising intersectionality creates nuanced and accurate content, reflecting real-life situations.

• What to do about it:  Be bold. Address overlapping identities and experiences in your content, and don’t shy away from communicating the most challenging amongst them. All too often, well-meaning humanitarian communications can sound reductionist.

7. Promote community-generated content

Why it matters: Community-generated content, or user-generated content (UGC) is more authentic, shows your purpose in action, and provides helpful feedback too.

• What to do about it: Encourage and curate content created by the communities you serve, giving them a platform to share their stories – and help you level up your service and strategy. 

○  Case in point: It’s got to be Apple’s #ShotoniPhone UGC campaign, right? Across a dedicated microsite and several social media channels, users were encouraged to share their best, most creative photos. The result? Direct engagement with millions of social media users, and proof of the iPhone’s advanced photo capabilities.

8. Use Data to Drive Inclusive Practices

Why it matters: Data can help identify gaps in representation and therefore create a myriad of opportunities for more rounded storytelling.

• What to do about it: : Use data analytics to understand and address representation gaps in your content. But utilise humans too! Getting a feel for how your content is really received is invaluable – so don’t be afraid to ask for unfiltered, frank feedback. Ask people how they feel when they consume your content – and for better-known brands, when they hear your name!

9. Keep Your Team Educated and Engaged

Why it matters: Ongoing education ensures your team remains aware and (hopefully!) capable of high-quality inclusive storytelling practices.

• What to do about it: : Provide regular learning opportunities on diversity, equity, and inclusion topics, and stay updated with current trends.

• Case in point: Education doesn’t always have to be formal, remember. Take Unicef, who are currently on their very own mission of inclusive storytelling introspection; they meet regularly with other large NGO and humanitarian agencies – the likes of MSF, Oxfam, and other UN agencies – to share ideas, challenges and best practices for inclusive storytelling. An aligned vision for doing a better job is what unites them. Inspiring!

Keep your eye on these 3, too…

As you navigate the storytelling world and up your inclusivity game, here are three factors that’ll need a little thought time:

1. The Gen Z Influence: Gen Z is reshaping the world around us. This generation is all about authenticity and inclusivity. They’re looking for more than just products or services—they’re searching for genuine connections and organisations that truly represent diverse voices. To resonate with them, it’s essential to think about how your story aligns with their values. How can you be more real, more inclusive, and show that you’re in tune with what they care about?

2. Harnessing the Power of Video: Not just a trend; it’s the way we share and consume stories. Whether it’s a quick, eye-catching clip on social media or a heartfelt narrative, video has an incredible ability to convey emotions and engage people. Using video to bring a message to life and to tell a captivating story isn’t just an option—it’s a must. 

3. Navigating Information Overload: It can be overwhelming, right? That’s why it’s so important to be a trusted source in this noisy world. People are craving reliable, credible content they can count on. In 2025, being a voice of trust and integrity will set you apart. How can you ensure that your content not only cuts through the clutter but also builds lasting trust with your audience?