Behaviour Unpacked: The Story Renaissance
2 minute read
A Story worth telling.
In our new report, we unpack three emerging cultural behaviours. First up: The Story Renaissance. Here, we add some extra context to the behaviour that’s redefining how we engage with content.
Something has shifted.
Not just in trends or platforms, but in how people feel about marketing. The cleverness, the catchiness, the culture-jacking, it’s all starting to fall flat. What used to cut through now barely registers. What used to feel fresh now feels like filler. And we’re not the only ones sensing it. In our latest Newwave™ conversations, someone said, “AI gives me the ick in marketing.” Another added, “I’m bored of hashtag ads, bring back storylines.” That’s not just feedback. That's a quiet revolt.
It’s not that people are anti-technology. They’re just tired of sameness. They’re craving depth, voice, texture. A reason to lean in again. We’re in what feels like a new kind of story renaissance. One that favours narrative over novelty. Craft over clickbait. Arcs over algorithms. It’s not a nostalgia play, it’s a return to what made communication powerful in the first place: story.
Some brands are already there. Aesop, Loewe, and even YouTube are leaning into storytelling that feels authored, intentional, human. No gimmicks. Just good stories, well told. Others are getting experimental in bold, personal ways.
Additional Risk-taker: Olga Bash Jeans
Take Olga Basha Jeans. A tiny, indie denim label with no big media spend, but a big story to tell. Every garment release is built around real moments - messy, warm, human snapshots that look more like short films than ads. She stages shoots that feel like a memory. Hand-sewn jeans on friends, shot on old camcorders, accompanied by handwritten captions and letters. It’s not just a product, it’s a vibe, and that vibe travels. Her storytelling builds community, not just sales.
Additional Risk-taker: PnP
Then there’s Nike’s collaboration with London’s PNP Fitness. You might’ve seen it. A gritty, high-octane video shot on rooftops and estates, celebrating calisthenics culture in the capital. But it’s more than just sport. It’s story. It’s about movement born out of constraint. It’s about identity, resistance, and creativity shaped by the city itself. The result is a Nike campaign that doesn’t feel like a campaign at all, more like a love letter to a local scene which we're loving.
These examples prove the point that people don’t want more content, they want better content. Work that earns their time, not steals it. Work that speaks to them, not at them.
We believe this isn’t just a creative preference, it’s a strategic one. In a world where everyone’s playing the same algorithmic game, the brands who tell better stories will be the ones who stand out.
So, what’s your story? Is it worth telling? And more importantly, is it worth hearing?
If this lands, there’s more where that came from. Our full Newwave™ culture report digs deeper into what’s fuelling this shift, and what your brand can do about it. We’re here if you want to explore how story could reshape the way you show up.
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