Promoting Climate Neutrality with Storytelling Advertising: A Systematic Literature Review

Advertising has the power to create shifts in human behavior. Storytelling is a powerful, primal skill that humans have used for thousands of years. Storytelling and advertising share the same goal of persuasion, but this action is becoming increasingly difficult to achieve due to constant changes in the dynamic human environment. Advertising experts need to develop new approaches to engage, motivate, and inspire the desired actions. The climate change crisis and the need to promote ideas for climate neutrality require urgent strategies for moving forward. Storytelling's power to persuade is undeniable, but more practical, ready-to-use models are needed to help various experts reach and convince society to act. A systematic literature review was conducted, following the PRISMA checklist and organizing information using a combination of TCM and ADO frameworks. There is a lack of specificity and clarity about how stories should be presented and created. This knowledge is crucial in the context of the climate change crisis, which needs urgent, united, and mission-oriented actions from society. Further research should focus on specific story elements and other important strategic aspects of storytelling. Unity between storytelling and advertising can become a bridge between scientists and society.