How to Tell Stories That Build Trust and Action? is a event series that explores how clear, credible, and engaging narratives can support the adoption of circular products, services, and practices.
The focus is on communicating sustainability in ways that avoid greenwashing and build trust, with a strong focus on activation rather than awareness.
Across three sessions, participants will learn how to translate complex circular systems into compelling stories, develop strong pitches, and adapt messages for different audiences, channels, and cultural contexts – combining strategic insight with practical tools for real-world impact.
27.03 at 13.00-16.00 EET: Communicating Circularity Without Greenwashing
The first session addresses why sustainability communication often fails and how greenwashing risks emerge. Core principles of credible sustainability communication are introduced, focusing on evidence, transparency, and tone. You will learn how to translate sustainability claims into proof and build confidence in communicating circularity in a clear and trustworthy way.
08.04 at 13.00-16.00 EET: Circular Storytelling and Pitching
This session focuses on storytelling as a tool to make complex circular systems understandable and engaging. It explores narrative structures, emotional and rational arguments, and audience-specific framing. You will learn how to develop a compelling pitch for your own project and adapt circular stories to different audiences without oversimplifying or exaggerating.
10.04 at 13.00-16.00 EET: Channels, Formats, and Cultural Contexts
The final session translates storytelling into real-world communication practice. Different channels and content formats are examined, alongside cultural differences in how sustainability is perceived and discussed. You will learn how to select appropriate channels, adapt messages across contexts, and apply storytelling tools in a way that supports trust, relevance, and adoption.
Trainer:
Maximilian Mauracher is an internationally awarded designer, strategist and creative leader in circular economy, sustainability, and design-driven transformation.
He studied at the University of Applied Arts Vienna and has spent over a decade working at the intersection of business, communication, and systems change with companies, cities, and organisations, including FREITAG, Decathlon, WWF, the city of Berlin, and many more.
As co-founder and managing director of Berlin-based NEW STANDARD.STUDIO, Maximilian works with international teams to translate complex sustainability challenges into clear strategies, products, services, and narratives. His work focuses on pragmatic innovation and strong storytelling – building solutions that are both economically viable and environmentally meaningful.
The event is FREE, but registration is requiered!
- Registration gives access to all trainings!
All of the courses take place online! The link will be sent one day prior to the event!
This series is part of the CCC project incubation programme organised by Tallinn Business Incubator in spring, which aims to provide specialised training modules for the cultural and creative sectors focused on business development, internationalisation and the implementation of circular economy solutions.
In addition, the programme includes English-language series on How to Design a Sustainable Service?, How to Design a Sustainable Product?, Getting Ready for International Markets, and Estonian language series How to Present and Stand Out as an International Visual Artist.
The CCC incubation programme is intended for experts in the cultural and creative sectors, entrepreneurs and start-ups, designers, visual artists, students, and other interested participants.
The events are part of the Creative Circular Cities project, co-funded by the European Union’s Interreg Baltic Sea Region Programme 2021–2027. The project aims to support the transition to a circular economy at the local level by actively involving the cultural and creative sectors.