For years, brands worked hard to tell stories...
They built narratives, filmed ads and crafted manifestos.
That was the rise of storytelling.
Then they realized that saying wasn’t enough—they had to act.
That led to storydoing.
But now, in a world ridden with ongoing crisis, none of that is enough if you can’t deliver.
Welcome to the era of storyproving.
Consumers shedding their skin
According to the Meaningful Brands 2024 report by Havas: (PONER UN ESPACIO Y BULLETS)
74% of brands could disappear tomorrow and most people wouldn’t care.
And yet 59% of people feel optimistic about the future.
Why?
Because people no longer expect brands to save the world.
They expect them to back up their claims with actions.
We live in a time of constant disruption: wars, inflation, climate change, digital breakdowns...
Amidst this noise, consumers have become more selective: they want proof, not promises.
What is storyproving?
It’s the natural next step in brand narrative evolution: (PONER UN ESPACIO Y BULLETS)
From emotional storytelling → to functional proof
From aspirational talk → to verifiable action
From “here’s who we are” → to “here’s what we do, and how it impacts you”
Storyproving demands radical coherence.
Many brands promise sustainability, purpose, or transparency.
Few make it tangible.
That’s why the ones that do, stand out.
Which brands are doing it right?
🔹 IKEA
Goes beyond ‘greenspeak’: eliminated single-use plastics, promotes repurchase, and publishes measurable impact reports.
🔹 Patagonia
Still relevant for a reason: transferring 100% ownership to climate funds is a statement of action, not marketing.
🔹 Wallbox
Not just chargers: they educate, publish technical content, and lead on regulatory transparency in every market they enter.
🔹 Too Good To Go
More than a food-saving app: they partner with retailers, publish impact reports, and help shape policy to drive real change within communities.
What can your brand do?
✔ Define a promise and be accountable
Which part of your story is measurable today? Where can your customer see it?
✔ Make the invisible visible
Most brands are already doing valuable work. Start frontlining it, loud and clear.
✔ Show, don’t tell
Case studies, results, testimonials, tools, data.
Your narrative should leave a trace.
Conclusion
At Small*, we believe a brand isn’t something you design. It’s something you experience.
You feel it in every interaction, every message, every decision.
That’s why we talk about brand as experience: one that aligns what you say with what you do.
One that not only promises but delivers.
Not only does stuff but matters.
Storyproving isn’t a trend.
It’s how we build real brands in real times.
Because in 2025, it’s not about who speaks loudest, it’s about who turns their brand into an honest experience.
