Storytelling is not a supporting resource for marketing — it is a strategic pillar for companies that want to connect with people in times of information overload.
According to Exploding Topics, 328.77 million terabytes of data are generated every day. In this scenario, storytelling has become one of the most effective ways to capture attention, retain interest, and generate real engagement. Companies that ignore this tool run the risk of simply being ignored by the public.
According to the Harvard Business Review, stories activate parts of the brain associated with emotion and memory, which significantly increases message retention. When a brand shares its journey, its values, or the impact of its products through real narratives, it activates a deep human mechanism: empathy.
The impact of this on consumer behavior is tangible. A study conducted by Adobe and CMO.com showed that storytelling-based content generates a purchase intent 22 times greater than purely informational content.
More than telling a good story, companies need to integrate storytelling into their branding, culture, and sales strategies. Airbnb is one of the strongest examples: instead of simply offering accommodations, the company positions itself as a facilitator of authentic experiences in every trip. According to CEO Brian Chesky, “people don’t buy beds, they buy belonging.”
Another iconic example is Apple. From Steve Jobs’ speeches to recent advertising campaigns, the company has created a narrative of innovation, simplicity, and challenging the status quo. This narrative positioning is so strong that many consumers consider themselves part of a "movement," not just customers of a brand.
Storytelling also plays a key role in the internal context of companies. According to research by Deloitte, 94% of executives believe that a strong organizational culture is essential for business success, and corporate narratives — about the company’s foundation, overcoming crises, or exemplary employee stories — help strengthen this sense of identity and purpose.
In sales environments, storytelling also proves effective. A survey by the Harvard Business Review found that salespeople who use relevant narratives during pitches are 20% more likely to close deals than those who only present technical data.
However, there is a risk: superficiality. Many companies still treat storytelling as mere “decoration” for content. This is a mistake. For it to work, the narrative needs to be based on real facts, have a clear purpose, and be aligned with the brand’s identity. Storytelling is not fiction — it is well-told authenticity.
There is also an important generational component. According to a Nielsen report, 73% of Gen Z consumers prefer brands that “tell stories they can relate to.” This digitally native generation easily ignores generic advertising campaigns but engages with content that involves values, representation, and purpose.
Finally, it’s important to emphasize that storytelling does not replace strategy, product, or service — it enhances them. A well-told story doesn’t save a bad service, but it elevates the perception of a company that already delivers value.
In a saturated market, companies that master the art of storytelling not only communicate better — they create lasting connections.