Now More Than Ever: Why Brand Stories Matter in a Time of Uncertainty

Jordan P. Kelley, Content Director, BrandStorytelling

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There’s a quiet unease rippling through both Madison Avenue and Hollywood. You can feel it in the uncertain tone of industry conversations, in the cautious maneuvering of brand marketing teams, and in the sudden shifts to “wait and see” strategies. The causes are familiar: the rollback of DEI mandates has left creative teams and clients questioning the staying power of their progress. Tariffs are triggering fresh concerns over production costs and global partnerships. The specter of a potential recession hovers over everything, pressuring marketers to prove ROI with every dollar spent. It's an environment that makes even the most seasoned storytelling leaders pause and reconsider.

And yet, this is precisely the moment when storytelling is needed most.

History has shown us that during moments of volatility, people turn to stories. During the 2008 financial crisis, entertainment spending didn’t flatline. It shifted, but it held. During the early pandemic years, streaming exploded and brand content with heart and clarity earned rare loyalty. Today, studies from Kantar and Edelman show that people want brands to be clear in their values, steady in their voice, and authentic in how they show up. According to the 2023 Edelman Trust Barometer, 63% of consumers say they buy or advocate for brands based on beliefs and values. And in moments of uncertainty, consumers are more likely to reward the brands that act as a source of comfort, guidance, and truth. What delivers those qualities? Storytelling.

Storytelling isn’t just entertainment. Storytelling is one of the most efficient tools marketers have to emotionally connect with their audience and build long-term value. It brings coherence to complex brand missions, humanizes organizations, and, when executed well, turns a brand into something people believe in.

So while it may be tempting to pull back or play it safe in uncertain times, this is actually the moment to lean in. Lean into the power of narrative. Lean into the community of brand storytellers. Lean into partnerships with creators, producers, strategists, and thinkers who can help brands navigate this landscape with clarity, confidence, and creativity.

That’s what we’ll be doing this July at Elevate.

Held at Sundance Mountain Resort from July 14th to the 17th, Elevate is more than a retreat. It’s a gathering place for those working at the intersection of brand, culture, and story. And this year’s program is designed with today’s climate in mind: built to support the needs of brands and creators seeking to keep storytelling as a core component of their marketing efforts, even as the world shifts around them.

Here’s how:

• Making the Case: Through an initiative led by the BrandStorytelling community, we're assembling a powerful library of recent brand storytelling case studies, peer-sourced and presented as proof of value. These aren’t just examples. They're tools for internal buy-in, agency alignment, and strategic inspiration.

• Workshop Advisory & Town Halls: In advance of Elevate, select community leaders are shaping a series of workshops informed by real challenges. We're also holding Town Hall sessions, offering Elevate participants the chance to share with one another in open, constructive forums that help shape not only the event but the future of storytelling in our space.

• The Brand Challenge: In the return of an exercise last seen at Elevate 2019, a brand brief will be issued to a select group of attendees: real-world asks that creative participants will begin workshopping ahead of the retreat. Final concepts will be reviewed live, giving the group at Elevate a unique opportunity to see how storytelling decisions are made under real business conditions.

Of course, Elevate also remains true to its roots. You’ll still enjoy full-length brand film screenings, high-level stage programming that cuts to the heart of today’s toughest questions, and the chance to spend several days in open dialogue with peers, partners, and new collaborators.

For eight years, Elevate has brought together people who believe that story is not a soft skill or an extra. Story is the connective tissue between brand and audience. And right now, that tissue needs to be strong.

So, if you’re feeling the uncertainty, know this: you’re not alone. And there is a space where the smartest minds in our business are coming together to face it head-on.

Let’s meet there.

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About Jordan P. Kelley

Jordan P. Kelley is a branded content trend watcher and thought leader, serving as BrandStorytelling's Content Director and curating the festival portion of BrandStorytelling: a Sanctioned Event of Sundance Film Festival. A Forbes contributor, Kelley co-produces The BrandStorytelling Podcast 'Content That Moves' as well as various video series for the BrandStorytelling YouTube Channel.