While most organisations understand that storytelling is the best way to create emotion about their CSI activities, Shani Kay, managing director of the Regency Foundation Networx, says that it can be “quite challenging for businesses to create objective, authentic stories that are credible.”

It is important, she says, to understand that it is all about purpose and connection. “Bringing these into the stories has the power to develop communication that is memorable and well-received, building inspiration, credibility and trust.”

This, she says, presents a unique opportunity to break down silos, converge marketing and customers, and realise the benefits of the co-creation of value.