What happens when stories go beyond words and turn into concrete actions?

That was the big question we explored during the latest Impact Talk — a space that brought together over 200 people from 18 countries, along with leading voices in sustainability and communications such as Max Bensimon (Done!), Alba Guzmán (ROSAPARKS), Pablo Sánchez (skills4impact), Pedro Olazabal (Zubi Group), and Sébastien Borreani (Devera).

Throughout the event, one thing became clear: communicating sustainability is no longer about choosing the right words, but about building narratives supported by facts. Brands can no longer afford to talk about impact without showing it, nor launch inspiring campaigns if what’s happening behind closed doors tells a different story. In a context of growing distrust, real consumer skepticism, and increasingly strict regulations, the shift from storytelling to storydoing is no longer an aesthetic choice — it's a strategic necessity. What used to be aspirational purpose now demands demonstration, transparency, and humility. Consumers are more informed, they expect consistency, and they penalize contradiction.

Speakers agreed that real impact doesn’t come from great storytelling alone, but from an organizational culture that believes and acts accordingly — that measures, questions itself, and dares to talk about what’s not working too. Purpose shouldn’t be the responsibility of just a communications team: it must be lived from within and ripple across every department. Because today, more than ever, every decision — from supplier selection to how mistakes are reported — communicates something. The brands that truly connect are those that act with authenticity, both in their highlights and their shortcomings. And when that’s communicated well, it builds trust, sets them apart, and adds meaning.

From telling stories to living them

“Storydoing isn’t about saying, it’s about doing. It’s when what you do speaks louder than any campaign.”
— Max Bensimon

Storytelling inspires, but storydoing builds trust. The key takeaway from the event was that impact communication only works when it aligns with real action — and that alignment doesn’t start in marketing, but in the organization’s culture.

From how we choose suppliers, to how teams are engaged, and how we report mistakes — every action adds (or subtracts) credibility.

5 Key Learnings

1. Without consistency, there’s no trust
Brands must align what they say with what they do. If there’s a disconnect, consumers will spot it fast.

2. Impact starts at home
As Alba Guzmán put it: “We can’t ask the marketing team to build a transformative narrative if the rest of the company doesn’t believe in it.”

3. Radical transparency builds connection
Pablo Sánchez shared how showing what’s not going well can lead to more genuine and lasting relationships with customers.

4. Words without data are no longer enough
Sébastien Borreani demonstrated how AI-powered LCA (Life Cycle Assessment) tools help brands measure and communicate their real impact with evidence.

5. Sustainability is an unstoppable megatrend
Despite shifting political landscapes, Pedro Olazabal emphasized that the ecological transition is already underway — and those who don’t adapt will be left behind.

Want to hear it from them?

Watch the Impact Talk recording and draw your own conclusions.
Remember: “It’s not about having a beautiful story to tell, but a meaningful action to live.”

Turn your impact into evidence

If your brand is already doing things right, it’s time to prove it.
In a world where words weigh less than data, having solid evidence of your impact can set you apart. At Devera, we help you turn your actions into clear, verifiable, and useful information — so you can communicate with confidence and comply with new regulations.

If you want your storydoing to stop being invisible and start speaking for you, we’re here to help — book a demo now.