On this episode, you’ll learn Social Impact Storytelling do’s and don’ts from Professor Jacqueline Babb (Northwestern University) and Fortune 500 consultant J T. Ramsay. The master class begins by demonstrating how to create a narrative that inspires consumers to be a co-hero of the story — by supporting a brand’s corporate citizenship efforts. Then Babb and Ramsay provide practical advice on how to leverage social impact storytelling to highlight product benefits and to potentially attract new customers, increase share-of-wallet among existing customers, bolster reputation among stakeholders, and enhance employee recruiting.