Purpose-driven Insights: Kindness Journalism, Media, and Marketing

Stories may show us things that numbers and arguments frequently miss: the emotional truth of ordinary life. Studies observe that people inherently derive meaning from narrative, elucidating why personal narratives evoke empathy more successfully than abstract concepts. When we hear someone talk about a time when they were happy, sad, or strong, our brains start to work on pathways that help us connect with and understand each other. In a world full of information, honest stories may cut through the noise and remind us of our shared humanity. This expert roundup looks at how simple, honest stories told in words, pictures, or speech can change people’s minds, make them feel less alone, and develop trust. These instances show us that one of the best ways to build community is to really listen to what people have been through.

Humans of New York Masters Empathy Through Storytelling

The most powerful example of kindness journalism has to be Brandon Stanton’s amazing work on Humans of New York (HONY). Its a real masterclass in pulling at your heartstrings through storytelling. 

HONY is a runaway success because it manages to cut through the white noise & the constant marketing spin, and just focus on the deep, raw human moments that everyone can relate to. By simply sharing the unvarnished, straight up interviews, Stanton’s managing to spread a whole lot of empathy around, and proving that almost anyone you meet has a story to tell which is both complicated and incredibly moving. 

Whether you look at it from a marketing perspective or just plain from one of curiosity, HONY shows us that being perfectly genuine & showing real compassion is the way to build a community that’s truly massive, super dedicated and full of good vibes, all over the world.

Nirmal Gyanwali, Founder & CMO, WP Creative

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Love Has No Labels Connects Without Shouting

The ‘Love Has No Labels’ campaign stuck with me. It wasn’t a product pitch, just people, and then the connections between them revealed from behind a screen. Most marketing feels like it’s shouting, but this was quiet and effective. It showed you don’t need to yell when you focus on what we have in common. For anyone trying to get attention, the real lesson is this: a relatable story works better than any sales pitch.

Andrew Dunn, Vice President of Marketing, Zentro Internet

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Humans of New York Turns Stories Into Loyalty

Look at Humans of New York. Brandon Stanton just talks to people, finds their moments of everyday kindness, and suddenly millions are listening and donating. It proves something simple: stories from actual people create real loyalty. So instead of another campaign, maybe go find some real voices and let them speak. That’s what actually makes people care.

Brandon Brown, CEO, Search Party

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The Dodo Changes Perceptions Through Animal Stories

I work in animal welfare media, and The Dodo just nails it. For months we fought stereotypes about certain dog breeds. Then The Dodo released those videos showing the real bonds between owners and their pets, and you could literally see the comments change. People started seeing the animals, not the labels. Showing those before-and-after stories works. It just does.

Mark Spivak, Founder, Comprehensive Pet Therapy (CPT)

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Humans of New York Creates Raw Emotional Connections

The platform Humans of New York has remained in my mind since its inception. Through his storytelling approach Brandon Stanton creates instant raw emotional connections with his viewers by sharing the untold stories of ordinary people. The content presents authentic human moments without any artificial touches or staged performances. The page has made me cry numerous times while reading about complete strangers.

The “Love Has No Labels” campaign included skeleton dancers who performed behind screens to create a powerful impact. The act of kindness reaches its peak when we remove all other elements from the situation.

Julia Pukhalskaia, CEO, Mermaid Way

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StoryCorps Helps People Feel Less Alone Daily

When my therapy clients needed to feel less alone, I’d point them to StoryCorps. They just share real conversations between regular people all over the country. Hearing these everyday stories of struggle and kindness helps people see their own lives reflected back at them. It’s a simple way to prompt some self-reflection. Honestly, anyone in tech or wellness trying to connect with people should study how they do it.

Daniel Hebert, Founder, yourLumira by SalesMVP Lab Inc

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Washington Post Series Shares Pandemic Moments Quietly

That Washington Post pandemic series kept attracting me. Not the daily reports, but the one where individuals disclosed their thoughts. In one of the posts a nurse from an ICU, I think from Detroit, narrated how he was holding an iPad to let the man say farewell to his family. That was all. There was no context like hospital occupancy or policy failures, just the moment.

The entire series was like that. A person would display his empty restaurant and the Post would not try to teach a lesson or make a point with statistics. They just put it next to the picture and moved on. After discovering it I stopped doomscrolling Twitter. I needed something that was not an argument trying to be won.

Phoebe Mendez, Marketing Manager, Morse Code Translator

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New York Times Overlooked Series Honors Forgotten Lives

The New York Times’ “Overlooked” series works great in my classes. It writes obituaries for people history never bothered to notice. I’ve used these articles in language lessons, and they get students talking more than any textbook. When kids read about one person’s specific life, they connect and ask better questions. Teachers should try this to make different experiences feel real for students.

Carmen Jordan Fernandez, Academic Director, The Spanish Council of Singapore

About Purpose-driven Insights

Welcome to Store with a Heart’s HeartBeat’s blog series, Purpose-Driven Insights, which unites experts and changemakers to discuss what it really means to make a difference. This series offers readers practical advice and novel viewpoints by showcasing insights from leaders in charity, sustainability, mental health, social entrepreneurship, and other fields through insightful round-ups and interviews.

Purpose-Driven Insights offers the insight and motivation required to transform your goals into significant action, whether your goal is to lead with compassion, improve your community, or support a cause that is dear to your heart. Come explore organizational strategies, individual experiences, expert insights, and industry practices that enable us all to make a positive impact on a more compassionate and interconnected society.

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The content on HeartBeat, a blog by Store with a Heart, is intended for informational and entertainment purposes only. The views expressed by authors and contributors do not necessarily reflect those of Store with a Heart. While we strive for accuracy, we do not guarantee the completeness, reliability, or validity of any information shared. None of HeartBeat‘s write-ups are paid for by any of the individuals, organisations, or brands mentioned. Any ads or sponsored posts are clearly marked as such. For more details, please review our Full Disclaimer, Privacy Policy, and Terms of Service.

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