IFI Working Paper No.31

August 2024

Well-being: the North Star for social
development and social entrepreneurism
Perspectives from the Lifestyle by Design, Virtual
Living Lab 2019-2024
Chris D Beaumont
Visiting Researcher, Institute for Future Initiatives, The University of Tokyo (Term of appointment: May 2019
to June 2024)

Kallin Yamazaki
Undergraduate, Faculty of Science, University of Melbourne

John Ricketts
CEO & Founder, Significance Systems

Tracking Narra+ves that can change our World.
Abstract

In the la)er part of the twen/eth century there was, in some developed markets, a reevalua/on of the basic deﬁni/on ofhealthcare. This led to a fundamental shi> from a treatment orienta/on to a prophylac/c stance and expanding selfmedica/on. Social cost drivers were part of this transforma/on as well as an increasing recogni/on of the impact andimportance of lifestyle-related disease. This led to a broader and more dynamic view of health that needed improved healthliteracy so that individuals could make informed lifestyle choices.
Social media and social sharing have enabled narra/ves to readily spread and inﬂuence people’s aEtudes and behaviour. We
leverage Big Data and AI technology to iden/fy speciﬁc content (topics, triggers, media channel) that drive past and future
outcomes. With trust in tradi/onal ins/tu/ons at an all-/me low, the ability to connect and communicate new ways of healthyliving, by understanding what is important to people is cri/cal to bring about behavioral change, at scale. AEtude naturally
drives behavior. Social media, and social sharing of healthy lifestyle can act as both a catalyst for, and an accelerator to, thetake-up of new such choices. Understanding what is important to people enables policy makers and educators to engage with
communi/es in a relevant meaningful and eﬀec/ve manner. The narra/ves that are shaping our digital lives can be the basisof behavioral shi>s that can enhance people’s life sa/sfac/on and well-being.
During a period of unprecedented and rapid changes in people lives, caused by the COVID-19 pandemic, this unique research,in Japan and the UK, tracks some of the narra/ves that can enhance lifestyle. To ‘engage with engagement’ it is not simply
having the appropriate content, but it is also cri/cal to recognise the appropriate context. Our approach has broad
implica/ons especially as /mely messaging is cri/cal for any ins/tu/on. This is drama/cally illustrated by the emo/onal
dynamics at a /me of perceived vulnerability / uncertainty during a global pandemic, when much of what had been viewed
as /meless was rapidly upended as daily living changed. Our analyses benchmarked before COVID-19 shows the cri/cal
importance of the well-being narra/ve as society regenerates.

Keywords: Narra/ves, Engagement, Timeless, Transforma/onal, U/lity, Mess-Age, Social Implementa/on, Strategic
Leadership Narra/ve, Being Inten/onal, Posi/ve, Vola/lity, Mul/-Disciplinary, Mul/-Objec/ves, Well-being, PolicyTracking Narra+ves that can change our World.

1. Introduc,on.
Context is everything! It is crucial for several reasons, inﬂuencing how we understand andinterpret informa,on, make decisions, and interact with the world around us. The COVID-19
pandemic dras,cally reshaped our understanding of context. Physical touch, once warm,
became suspect. "Going out" evolved from leisure to a risk assessment. Smiles, hidden bymasks, lost their universal meaning. Virtual spaces became our new "normal," blurring thelines between work, life, and even con,nents. This unique shiL forced us to constantly adapt,
hyper-aware of the ever-changing context that dictated every interac,on and decision.
We live in an Accelerating Age of change where it is not only the rate of change that is new
but that the nature of change itself is changing. No category is immune to transformationalchange and no leading institution or corporation is too big to fail. Healthcare is increasingly a
focus of multiple new players as aging demographics and technology are demanding/ creating
new possible solutions. Whatever the label e-health, m-health it is clear that ‘smart health’
solutions will be multi-disciplinary, involving different constituencies with multiple objectives.
To engage people and accelerate the diffusion of new ideas there will be a need toincorporate left-and right-brain thinking in balance (high-tech; high-touch). The diffusion of
new ideas is greatly enhanced by the almost ubiquitous participation in social. Indeed,narratives and social media are integral parts of today’s connected world. Social sharing of
new health ideas can create new and improved lifestyle behaviors. What has remained truearound the world during this period of increasing flux is the increasing importance of
healthcare, for peoples of the world. Aging demographics and the stress they pose on existingsocial welfare systems will affect mature and emerging economies, alike. None more so thanJapan where its super-aging society is looking for new holistic social solutions that could be
the model around the world.
Our interconnected world ampliﬁes the signiﬁcance of context, with social networks serving
as integral parts of daily life. They oﬀer a wealth of data illumina,ng human interac,ons,
evolving behaviors, and the forma,on of social structures based on values and interests. The
authen,city inherent in social sharing renders it a more credible means of communica,onthan tradi,onal mass media, reﬂec,ng genuine concerns. Yet, eﬀec,ve, and empathe,ccommunica,on in diverse contexts demands adept u,liza,on of communica,on science
methodologies. Despite the wealth of informa,on, individuals oLen feel less informed due tochallenges in discerning trustworthy sources. Employing online content for behavioral
analysis provides a more authen,c representa,on compared to surveys or interviews. Thisapproach captures genuine sen,ments and opinions, presen,ng an opportunity tocomprehend, inﬂuence, and steer behavior by iden,fying pivotal social and linguis,c signals.
Leveraging AI to analyze openly shared online content enables an understanding of its impact
on behavior. This methodology unveils the pivotal topics, triggers, and media channels
inﬂuencing diverse outcomes and their evolu,on over ,me. Addi,onally, it extends beyond
sen,ment analysis, measuring the emo,onal impact of content, culmina,ng in the crea,onof a Virtual Living Lab (VLL) mirroring genuine societal behaviors.
A core tenet of The University of Tokyo’s LifeStyle by Design research ini,a,ve was theincreasing need to empower the individual to make an informed choice about their own
healthy life op,ons. To execute this policy demands greater health literacy amongst theTracking Narra+ves that can change our World.

popula,on. As self-medica,on and healthy lifestyle choices become increasingly importantsocial sharing of new ideas and prac,ces can readily go viral. This will have the poten,al todrive major a`tudinal and behavioral shiLs that enhance ‘healthspan’, rather than justlongevity. Taking a LifeStyle by Design stance will improve an individual’s QOL and poten,allytransforma,ve and pervasive for public and private sector stakeholders, alike. It is widely
accepted that roughly sixty percent of mortality and eighty percent of the global disease
burden are a func,on of just four LifeStyle choices- lack of exercise; poor nutri,on; smoking
and alcohol abuse. As countries try to balance their social health costs, especially in ageing
demography’s, the increasing need for self-medica,on necessitates that policy align with thea`tudinal shiL from a treatment to a prophylac,c priority in healthcare. As such, thelongstanding (from 1948;) World Health Organisa,on's (WHO) deﬁni,on of healthcare:‘Health is a state of complete physical, mental and social well-being and not
merely the absence of disease or inﬁrmity’is at odds with empowering the individual to make personal and poten,ally ambiguous
choices regarding their own health.
Human choice is a basic freedom and philosophically can have several dimensions including
ethical considera,ons. Speciﬁcally, LifeStyle by Design promotes and delivers healthier lifestyle
bringing a new balance to the physical, nutri,onal and social needs to bring an individual’sbalance to enhance their QOL. It is widely accepted that roughly 60percent of mortality and80percent of the global disease burden are a func,on of just four lifestyle choices- lack of
exercise; poor nutri,on; smoking and alcohol abuse. People who stay ac,ve tend to be happier,but too much exercise can be detrimental to your mental health. Design Thinkers are leaders
who the skills of a designer with conven,onal corporate strategy to drive the open andunashamed innova,on that revolu,onizes everything from products to processes (Clark &Yamazaki, 2020).
Design Thinking the process essentially condenses to a concentration on experiential(sensory), emotional and integral (cross-sector) intelligence. Thus, in a period of renewal, thecharacter of any LifeStyle by Design would need to be:ü progressive (a ques,oning disrup,ve innovator);
ü collabora,ve (brings mul,disciplinary skills and melds a team to holis,cally explore‘what can be’)
ü authorita,ve (focused with access to execute material change).
Moreover, as change is unpredictable, then leadership characteristics must be radicallydifferent and dynamic with an ability to encourage experimentation and willingness to adapt.
With the stated increasing importance of social sharing, it becomes an imperative to be able
to craft and execute the strategic leadership narratives.
Thus, LifeStyle by Design supports scientific and social research, education, new partnerships,
and deregulation to accelerate the adoption of innovative solutions focused on holistic wellbeing for the individual and community to enhance QOL. Since the scope of potential
collaborators is broad it is imperative to establish early on a construct that helps focus thedesign thinkers and ensure all the necessary competencies are brought to bear to develop
new solutions; to move with convergent and divergent thinking and assess new alternate

Tracking Narra+ves that can change our World.

outcome states to move from ‘what is’ to ‘what can be’. Going forward the personal andproactive changes now needed can lead to tangible improvements in Life Satisfaction / QOL,
but it demands improved clarity and depth of communications to empower individuals totake more personal responsibility; to make informed choices. Without the communication
system, in extreme, any invention will remain in a vacuum and have no in market impact thatan innovation, by definition, demands.
2. Narra,ve Economics
At the outset we should stress that these analyses are not just iden,fying some interes,ng
things but things that are important to people now! So, from a corporate or policy perspec,vealigning with stories that the people feel are driving their current feelings is important allows
one to go beyond Thought Leadership pieces to crea,ng strategic leadership narra,ves thaneﬀect change.
People have always been akuned to narra,ves, factual or not, to validate their behaviour. The
work of Nobel laureate Shiller in Narra,ve Economics (2019) is par,cularly relevant. “Whenwe are asleep at night,” he suggests, “narra;ves appear to us in the form of dreams. We do
not dream of equa;ons or geometric ﬁgures without some human element.” He has studied
the epidemiology of narra,ves and revealed how when contagious narra,ves go viral, they
can create major economic impact. He has shown how the popular narra,ves of their ,mesdrove the 1920-1921 Depression, the Great Depression of the 1930s, the Recession of 20072009 and fuel today’s socio-economic-poli,cal opinions. Further discussion is provided in
Glossary A.
3. Narra,ve Analyses
In the commercial world, research is not conducted out of curiosity or for academic purposes.
We conduct research to help organisa,ons make beker (evidence-based) decisions. The rightstory, told the right way, makes it more likely that right ac,on will happen. Measuring andinterpre,ng social and linguis,c signals by accessing openly available online content isnaturally more directly reﬂec,ve of human behavior, than tradi,onal qualita,ve orquan,ta,ve survey methodologies. It can provide real-,me insight to facilitate beker
decisions. The Signiﬁcance Systems axiom is to “deliver u,lity from the world’s narra,ves”, bymeasuring long-term engagement. The plarorm earth.ai, analyses millions of behaviouralinterac,ons with content, to model human interac,on, and to provide an objec,ve read on
engagement, media power, and the authen,c, emo,onal drivers of (new) behaviour. This
enables one to ‘engage with engagement’ and thus be part of the on-going story rather thanto try to dominate it from outside, which has been the tradi,onal mass communica,on normof intrusion.
The ubiquity of the internet and mobility have enhanced the importance of social media [ﬁrstcoined in 1994 by the founders of Signiﬁcance Systems, Darrell Berry and John Rickeks (Forbes,2010)], and social sharing in eﬀec,ng change. While witnessing the economic successes fromreadily scalable plarorm businesses and digital ecosystems across the world, people havebeneﬁted from a new standard of u,lity in service.
However, tradi,onal consumer / market research is by its’ very nature akin to looking in therear-view mirror while driving. It has leveraged technology to develop faster and cheaperTracking Narra+ves that can change our World.

research approaches, obvia,ng the need for a ﬁeld-force of interviewers. One might argue it
simply provides similar wrong answers quicker. For example, social listening, provides
volumetric measures of comments. Cita,ons of a topic are categorised and counted, thenaveraged and subtracted for sen,ment. However, frequency is not uniformly signiﬁcant,especially in the digital context where personaliza,on is the key characteris,c of engagement.
This is analogous to wronging adop,ng the no,on of reach and frequency, popularized formass-media, to the digital context. In this approach, the signal of ‘what is important’ is not
isolated from the noise of ‘what is not’.
While such plarorms can provide quick measures of the penetra,on of topics, they are poor
in predic,ng future behaviour. Berry and Rickeks, founding Signiﬁcance Systems, wanted
something beker and developed earth.ai; a plarorm for strategic understanding and forwardlooking decision-making. Signiﬁcance System’s adopts a diﬀerent approach by to explicitly
extrac,ng insights from on-going global narra,ves. Their proven and proprietary plarorm
earth.ai (Figure 1), which analyses millions of behavioural interac,ons with content, to model
human interac,on, and to provide an objec,ve read on engagement, media power, and theauthen,c, emo,onal drivers of (new) behaviour. It can sense and quan,fy over 400 named
emo,onal states, in response to any story. The process considers all open data online ascontending for considera,on. By analogy with the human vision system, in accord with thefounda,onal computa,onal neuroscience Marr (1982, 2010), it pursues a computa,onalreduc,onist approach applying mul,ple layers of processing to iden,fy and extract humanmeaningful social-signaling structure within the petabytes of raw topical data available to theﬁrst stages of our process. This approach drama,cally reduces the volume of data to which
they then apply computa,onally intensive processes such as detailed gramma,cal analysis.
The textual content is interpreted within an aﬀect model.

Figure 1. Signiﬁcance Systems Narra+ve Analyses that drive Behaviour. [Signiﬁcance Systems: “deliver u6lity fromthe world’s narra6ves”. They leverage their proprietary pla@orm earth.ai, which analyses millions of behavioural interac6ons with
content, to model human interac6on, and to provide an objec6ve read on engagement, media power, and the authen6c, emo6onal
drivers of (new) behaviour.]First, vision would be cleaved into separable 'computa,onal theories', in which the visualsystem is characterized in terms of its computa,onal goals and the strategies by which they
are carried out. Each such computa,onal theory could then be inves,gated in increasinglyTracking Narra+ves that can change our World.

concrete terms, from symbols and measurements to representa,ons and algorithms, toprocesses and neural implementa,ons. This paradigm rests on some general expecta,ons ofa symbolic informa,on processing system, including Marr’s stated principles of explicit
naming, modular design, least commitment, and graceful degrada,on. In retrospect, thecomputa,onal framework also tacitly rests on addi,onal assump,ons about the nature of
biological informa,on processing. These include, (a) the separability of computa,onal
strategies, (b) the separability of representa,on, (c) a pipeline nature of informa,on
processing, and (d) that the representa,ons employ primi,ves of low dimensionality.
Moreover, Marr believes that viewing “our brains as informa,on-processing devices is notdemeaning and does not negate human values. If anything, it tends to support them and may
in the end help us understand what from an informa,on-processing view human values are,why they have selec,ve value, and how they are kniked into the capacity for social mores andorganiza,on with which our genes have endowed us” (Marr, 1982, 2010).
As such the understanding of the emo,onal depth of the narra,ve, allows for beker
understanding and connec,on with people. It is important to be able to understand how theexpression changes to remain relevant. Leveraging Big Data and AI to iden,fy speciﬁc content(topics, triggers, media channels…) that drive past and future outcomes. The ability, promptly,
to go beyond volumetric measure of a topic and understand what is signiﬁcant, has neverbeen more important to help improve decision-making with a beker strategic understanding
and ability to connect with your audience. Recognizing that social sharing is more authen,c,and trustable than tradi,onal forms of mass communica,ons it is now possible, with databased communica,ons insights (Figure 1), toü objec,vely explore these narra,ves to understand the drivers and dynamics ofchanging behavior and consensus;
ü probe what people value and feel are more important; andü establish how new solu,ons can be eﬀec,vely introduced to create new and beker
behaviours.
The founda,onal premise of the Virtual Living Lab, (VLL), established within iFi’s Life Style by
Design unit, at The University of Tokyo, is that any societal innova,on to have impact must be
embraced and diﬀused so communica,ons / engagement is pivotal. As is the empowermentof individual which connotes a sense of ‘informed choice’. The ,meliness of our researchcannot be overstated beginning in June 2019 (BC- Before COVID-19) and so far, consistently
tracking key lifestyle narra,ves over 14 waves of research through to June 2024 (See Tables 2& 3). Lifestyle VLL is not a futuris,c concept; it's woven into the very fabric of our present lives.
Moreover, we ﬁnd ourselves at the tail end of a unique period in lifestyle research. The prepandemic landscape oﬀered a precious window of normalcy, allowing us to track narra,ves
and establish baselines. This unique perspec,ve, coupled with our compara,ve analysis
between Japan and the UK, has provided invaluable insights into how diﬀerent culturesapproach and adapt to increasing societal uncertainty and vola,lity.
A key requirement to improve the dispersion of new lifestyle behaviors will be to leveragesocial media in a consistent and coherent manner, that is explicitly transparent and posi,ve,and people feel empowered by being enabled to make informed choices. As a basis forinves,ga,ng a broad sense of LifeStyle by Design, some poten,ally rich narra,ves (Table 1)
were qualiﬁed by PreSearch. These form the objec,ve basis for the empirical comparison

Tracking Narra+ves that can change our World.

between Japan and the UK, which, over ,me, were tracked to monitor and assess bestprac,ces.
EnglishJapanesewell-being
wellness
personal happinesspersonal satisfaction
leisure time
personal employment
personal life balance
personal friendshipmy family
personal nutrition
balancepersonal activity
my free time
motivation
my community
personal bonding
being employedpersonal wealthpersonal relationships
my resilience
personal conﬁdence
personal optimism
personal pessimism
social stability
economic growth

ウェルビーイング健康
個人的な幸せ個人的な満足余暇
個人雇用
私生活バランス
個人的な友情私の家族
個人の栄養バランス
個人的な活動私の自由な時間動機
私のコミュニティ
個人的な絆
雇用されている
個人の富
個人的な関係
私の回復力
個人的な自信
個人楽観主義個人的な悲観主義
社会的安定
経済成長

Table 1. VLL Lifestyle Narra+ves tracked in the UK and Japan

A signiﬁcant majority of narra,ves are Transient (82%). Such narra,ves will fall away without
signiﬁcant investment. These are poor choices for communica,ons, since as issues, they are
not expected to persist or grow. Strategically, such narra,ves are oLen easy to ‘own’, but theymust be driven, or connected to greater relevance and/or diﬀeren,a,on, to have any longterm value. Tribal (11%) narra,ves are characterised by intense debate, being driven by
personal experiences or commercial perspec,ves, bringing divergent POVs. The vast majorityof this debate, therefore has no impact. Although it is easy to be a par,cipant, it is far morediﬃcult to be a player or leader in such narra,ves.Those narra,ves that have the greatest
poten,al u,lity (Table 2) are Transforma,onal and Timeless. Transforma,onal (2%) narra,ves
are characterised by intensely, engaged experiences with strong ,meless themes. Thesenarra,ves are fast-changing, yet poten,ally result in las,ng transforma,on of theworld. Timeless (5%) narra,ves are expected to persist or grow. They are characterised bylong-term, deep engagement These narra,ves are good choices for communica,on ac,vi,es.
If one considers the narra,ves of the top 100 brands / companies then their eﬀec,vecommunica,ons strategies are focused. One sees Timeless engagement represen,ng at least
90 percent of the narra,ves.
In tracking narra,ves that can shape our world, we recognize explicitly that:ü popular stories aﬀect individual and community behavior.
ü improve decision-making comes by knowing and addressing what people feel isimportant.

Tracking Narra+ves that can change our World.

ü relevant and ,mely communica,ons, in context, can s,mulate change inpercep,on and behaviour.
ü not just content but tone is important has been exempliﬁed by changing aﬀect
during COVID-19 (Figure 2).
TRANSFORMATIONALü
A very small number of narra6ves, campaigns or, indeed, brands characterised by intense, engaged individual
experience with strong 6meless themes.
ü
Fast changing, yet poten6ally resul6ng in las6ng transforma6on of the world.
üA vola6le environment for the posi6oning of brands or themes for communica6ons.
üStrong opportunity if there is posi6ve alignment, or great threat if it is an opposed issue.
üCommunica6on Power comes from detailed understanding of, and alignment with, both the 6meless drivers and thein-the moment signiﬁcant experiences of those connected to the narra6ve.

TIMELESSü
A small number of narra6ves, campaigns, or brands.
ü
Characterised by long-term, deep engagement, driven by a small number of key players who are oMen experts andauthori6es.
üThese are authen6c. They maNer to people.
ü
They are long-lived. They are good choices for the posi6oning of brands or themes for communica6ons
ü
As issues they are expected to persist or grow.
üThey are high value but diﬃcult to own. Focus is key.
üCommunica6on Power comes from the understanding of what has long-term signiﬁcance, and alliance-building withthe exis6ng players.

TRIBAL•A small number of narra6ves, campaigns or, indeed, brands.
•
Characterised by intense debate.
•
Personal experience oMen drives engagement. Commercial perspec6ves oMen drive divergent POVs.
•
We see that most of this debate, this ﬂow, has no impact: Indeed <<1% of content over any given period will have any
signiﬁcance.
•
So, although it’s easy to be a par6cipant, it is far more diﬃcult to be a player or leader, in this space.
•
Leverage the power of authen6c individual experience via sharing or aggrega6on/cura6on.
•
Communica6on Power comes from an understanding of what is signiﬁcant in the moment.

TRANSIENT•
Most narra6ves, campaigns, or brands.
•
They are narra6ves which will fall away without investment of 6me or resources.
•
Strategically, these are oMen easy to ‘own’: but they must be driven (or connected) to greater relevance and/or
diﬀeren6a6on to have long-term value.
•
As exis6ng campaigns or issues, they are worthy of tracking.
•Communica6on Power comes from building stronger connec6ons to more engaging narra6ves.

Table 2. Narrative Classification: Utility.

To leverage the strong story, it is now possible to go beyond tradi,onal media planningconsidera,ons and focus on the strong narra,ve. Simply
ü Know what to say;
ü How to say it;ü Who to say it to;ü Where to say it.
With the pandemic there is a new urgency for public and private ins,tu,ons to reset andcommunicate their orienta,on so that people can make sense and engage with new paths
forward. There is a greater impera,ve to facilitate entrepreneurship so that current peripheral
ini,a,ves can become the focus of more lives. Purpose can bring focus but the passion it also
reﬂects needs to accept risk and focus on what works and why. Big Data and AI can help create
new, currently unimagined, solu,ons but a cri,cal element of a development narra,ve is that

Tracking Narra+ves that can change our World.

it is evidence-based. Our modern lives are increasingly complex with many things happening
outside ones’ inﬂuence. Leaders will need to be able to simplify the complex, facilitate alearning journey by developing Strategic Leadership Narra,ve that has a clarity and can inspirecommercial and societal regenera,on and entrepreneurism. Such clarity is fundamental tos,mula,ng crea,vity and transforma,on.
The Strategic Leadership Narra,ve (see Glossary C for further discussion) demands that thethere is a competence (O’Hara, & Leicester, 2012) in complexity, that can simplify providing aculture for growth, change and social innova,on. The pandemic has brought to the fore theneed to go beyond tradi,onal job descrip,ons and stable ins,tu,ons to create a comfort with,and embrace change, if we are to meet today’s complex dynamics. A core component ofsocietal development will be improvement in health and well-being, which will demand
greater health literacy as people need to be empowered to make informed choices. This wasa central mo,va,on for crea,ng the Virtual Living Lab that is outlined in the next sec,on, andwhich forms the focus of this paper. (Lifestyle) Purpose can help people embrace change. A
current notable example is that of Patagonia who have the mission statement “we're inbusiness to save our home planet.” Their enlightened founder and leader Yvon Chouinard
recently transferred ownership to a Trust, because as the founder said instead of an IPO(“going public”), they were “going purpose.”
To develop the narra,ve Landscapes, we look at all online sources, in Japan and the UK
respec,vely, up to the date of the research wave. There is no ,me window. So, depending on
the speciﬁc narra,ve, which self organises, it could be dominated by recent content ... or not.
Most exis,ng AI ini,a,ves focus on content devoid of context or emo,on. Our methodology
entails examining all online sources in Japan and the UK up to the research date, devoid of
temporal constraints. The period of study, June 2019 to June 2024, saw unprecedented anddrama,c changes in people’s behaviour, with COVID-19 becoming a social media virus as well
as a biospheric virus. Already social and poli,cal commentators are referring to the tectonic
shiL created by the pandemic in terms of diﬀerent era BC, DC, and AC [Before- During- andALer Covid-19] (Nelms, 2020). During this tumultuous period, with minds altered, opinions
changed, and a`tudes adjusted, it is not surprising that some of the narra,ves themselves
took on diﬀerent characteris,cs.
4. Engaging with engagement
Prior to the wide availability of the internet communications in the late 1990’s, the twentiethcentury communications were dominated by multiple broadcast mass media channels.
Marshall McLuhan’s seminal media treatise, The Medium is the Massage (McLuhan & Foire,1967), evaluates the top down, western-led broadcast, mass media and its global impact.
While western values were spread around the world by mass media, the internet completelychanged that dynamic since it provided open access to a flat network, in which anyone,
anywhere, can participate in an apparently fragmented world (Riley, 2017). It may appear
messy, but it facilitates direct messaging for everyone, anywhere, anytime to like-minded
communities; the Mess-Age. This dramatic shift in orientation necessitates a deeper
understanding of, and willingness to, embrace different cultures (Hofstede, 2001), or not, if
one wishes to remain disconnected.

Tracking Narra+ves that can change our World.

The internet serves as a hub for human interac,on and reac,ons, reshaping our online world.
Stories and social media signiﬁcantly inﬂuence societal values and ac,ons. Embedding
ourselves within these narra,ves enhances the clarity and impact of our messages whileallowing us to manage our image eﬀec,vely. Iden,fying and characterizing these inﬂuen,alstories across various plarorms enables a comprehensive understanding of public sen,ment
and engagement. Shiller (2019) underlines the profound eﬀect of self-told stories on behavior
and their poten,al to ins,gate global change.
Our analyses allow one to iden,fy, at any ,me, what is important to people, so that one canreadily par,cipate with topical conversa,ons in a relevant and credible manner; to ‘engage
with engagement’. It is more eﬀec,ve and eﬃcient to be part of the on-going story rather
than to try to intrude from outside, which has historically been the tradi,onal masscommunica,on norm. By understanding societal sen,ments, this research aids policy
formula,on and evalua,on, empowering leaders amid vola,le ,mes. Our VLL contextualizes
ongoing narra,ves, facilita,ng informed engagement for leaders. Focusing on exis,ng robust
narra,ves and user experiences has proven instrumental (Table 3).

Analysis
1: Engagement Classification
2: Affect Orientation
3: Media Power
4: Content Power
5: Emotional Response
6: Relationships

ü
ü
ü
ü
ü
ü

Rationale
Assessing opportunities to embrace Timeless and Transformative
narratives
Understanding emotional responses of the narratives
Identifying and ranking influential media
Assessing the potency of individual content pieces
Grasping market sentiment / emotional tone of the significant
content
Leveraging interconnectivity of topics and emergent themes for
credibility and relevance

Table 3. User Experience

5. New Ways of Thinking and Communica,ng
To reiterate the premise of being able to realise social innovation is the need for adoption of
new ideas. Social media provides a new way of taking multiple messages to the market toaffect change in attitude, and behaviour.
Many if not most industries are undergoing unparalleled change not just the speed of change,
but the nature of change is itself changing. Some industries are having more fundamental
transformations with the change in landscapes bringing in new competitors. This is especiallytrue where the transformation is driven by the significant impact of digital empowerment.
The seminal work of Castells’ (1996, 1997, 1998), The Information Age trilogy provides thebroad foundation with the accelerating rate and nature of innovation in our networked andinterconnected society, as well as the evolving nature of communications power (Castell,2009), empowering the individual (Carpentier, 2011). During COVID-19 the future has in fact
been brought forward and we see examples of personal precision and improved prediction
driven by increasing use of big data and analytics. That said, for a long-time marketing theory
and practice have been disconnected (Lehmann, 2014), and with an industry in transition it istimely to redress this disconnect. Part of the problem is an incremental evolution of practice,
constrained by legacy thinking and structures. A holistic approach is needed to ensure
coherence, appropriate prioritization, and focus, at a time when issues of governance,Tracking Narra+ves that can change our World.

sustainability demand a greater level of granularity is needed. Specific issues to address andsolve, include:a. Today’s marke,ng has the same goal but operate in a new world.
b. Marke,ng theory though sta,c, is useful if understood.
c. Digital channels are broken, and their role(s) are mis-understood.
d. Social makers as it transcends hierarchy with purpose.
e. People trust people.
f. People are empowered by feeling beker informed.
g. Marke,ng logic is a failed narra,ve; diﬀeren,a,on under performs.
h. People-centricity drives engagement.
i. Brand values have passed their sell-by date; ethics trump marke,ng speak.
The purpose of marketing has not changed; to move markets, to move people, in such a waythat products and services are brought into the home (B2C) or enterprise (B2B). However,
we have witnessed transformational changes in how a brand's message can be communicatedin a more relevant and credible manner to drive marketing effectiveness. This paper shows acoherent approach to understanding what is significant from a market perspective. It is also
demonstrating how you can control and nurture your brand, grow your franchise in ourcontemporary, digital world. Today’s digital realities and market dynamics demand marketers
can embrace a new level of granularity to ensure communications remain relevant andcredible.
The opportunities of the Industrial Age that led to mass marketing, benefited from massmedia, have been usurped by social media and social sharing where the Mess-Age
democratizes access (Riley, 2017). Ideas can come from anywhere, and like-minded
communities are not constrained by geography. The complexity and level ofinterconnectedness in today’s world has been materially witnessed during the COVID-19
pandemic. In fact, in today’s Sustainable Age (_2025, 2021), the only hierarchy is that ofimagination. People are now more interconnected than ever before and how they buy, andresearch their purchase priorities have been transformed to make consumers ever more
powerful. Being able to understand what people believe is important, at any time, has neverbeen more important (Beaumont & Ricketts, 2020). Understanding what people think andhow they feel enables one to be relevant and engage credibly. With a focus oncommunications, it has also never been more important to have a common mindset or
attitude and a common language so that any organisation can speak with a shared voice.
Part of the disconnect between theory and practice is marketing’s overpromise and underdelivery. It is timely to consider a reset. Management guru, Peter Drucker (2001) has neverbeen more relevant: “Management is doing things right; leadership is doing the right things.”
Here is the challenge: marketing is management not leadership. Too often the challenge ofleadership falls to marketers. Like bad politicians, marketers can be fixated in giving theircustomers what they want even when what they want is not what they need. The mostsuccessful companies have moved beyond the limitations of marketing thinking and into therealm of creative thinking, coupled with design thinking. Those who deploy the ‘triple growthplay’ of creativity, analytics, and purpose, realize dramatically higher average growth rates(Cvetanovski et al., 2021). With such purpose they can do the right thing in the right way.

Tracking Narra+ves that can change our World.

That said, many firms are constrained since it is widely thought that marketers are notequipped (Ratchford, 2020) to deploy marketing analytics, and that only data professionals
are adequately trained to handle Big Data issues of targeting, measuring consumer opinion,
and understanding social behaviour (Olenski, 2018; Roubaud, 2018). This situation willmaterially impact marketing research going forward, since todays’ capabilities can deliver
real-time behavioural insights, much cheaper and better, than traditional survey
methodologies. Self-evidently, the answer is not to simply leverage web access, for cheaper(panel) recruitment. Such analogue thinking simply gets the same wrong answer more
quickly, with the limited scope of on-line focus groups / panels.
However, the basic conceptual framework and techniques for empirical analysis used inmarketing that were developed in the 1960s (Levitt, 1960; McCarthy, 1960; Kotler 1964) and1970’s (Little 1970) remain in use today, albeit in refined versions that take advantage ofimproved data, analytics, and dashboards (Powell, 2022). There are also numerous broad
summaries of trends in marketing issues (Mela et al., 2013; Huber et al., 2014; Wang et al.,2015; Cho et al., 2017), as well as those specifically looking at quantitative marketing(Beaumont et al., 1989; Winer & Neslin, 2014), and marketing strategy (Kerin, 1996; Kumar,2015).
The pioneering theoretical and empirical work on Buying Behaviour by Ehrenberg (1988;
1975; et al., 2004; Mittelstaedt, 1969; Sharp & Sharp, 1997) during his tenure at London
Business School that culminated in the globally renowned, Ehrenberg-Bass Institute forMarketing Science remains relevant as it enables a focus on brand growth. The likelihood ofselling to an existing customer is between 60% and 70%, while only between 5% and 20% fora new prospect, depending on the category. Brands grow (Sharp, 2010) by focusing on
winning new customers, driven by increasing mental and physical availability, resulting inbehaviorally loyal buyers. Existing customers already know you, and their memory structures
are refreshed when they buy you again. A key finding from this seminal research was thenotion of light / low-value buyers and a few heavy / high-value buyers. The graph of value
against the number of customers is the Negative Binomial Distribution. The NBD is a generalfinding for any brand or category, and the shape remains constant as a brand grows. Thus,
growth, is driven across all buyers to some extent. This critical insight is consistent across the
IPA database (Field & Binet, 2018); campaigns targeted at all customers are more effective
than campaigns targeted at new or existing customers. Success comes from engaging themarket more than the perceived white space, and / or loyalists.
More significantly, the authors believe that while the marketing concept and marketing mix
remain useful introductory frameworks, there is a need for transformative marketing thinking
with a singularity regarding people centricity; People 3.0 (Beaumont, 2006). Barwise andMeehan (2004) had noted that marketing practice had taken theory too far and become
disconnected from their customers, by focusing on trivial differences rather than value formoney, and quality products and services. They were in “Simply Better” suggesting a back tobasics would lead to greater success. In the same vein, Ambler (2003) focuses on the bottomline. Unfortunately, the academic literature has relatively few marketing cases whencompared to other management area and thus despite claims to the contrary do not reachmarketing practitioners (Hughes et al., 2018).
The rapid access to Big Data, analytics, and AI (Leung et al., 2018) reinforces the demand fora people-centric orientation since social media, social sharing (Ansari et al., 2018) and social
business are fundamentally re-orientating marketplace control and nature and extent of theTracking Narra+ves that can change our World.

influences on the customer journey. Social media fuels the imagination, impacts attitudes andbehaviour (Beaumont & Ricketts, 2020) and facilitates the marketing of products and services(Barwise et al., 2002; Kaplan, & Haenlein, 2010; Anker et al., 2022). The customer purchaseintention and buying decision-making has been materially impacted by social media and ecommerce / m-commerce and should be reflected in mobile advertising (Martins et al., 2019).
For example, Dehghani et al., (2016) identified four dimensions that have an influence on
YouTube advertising—entertainment, informativeness, customization, and irritation which
influenced brand awareness, and purchase intention. As the customer journey has changed,
so the nature of consumer brand connections has also changed materially. The implication
for brands is the need to be strategically much clearer.
Digital is therefore playing a significant disruptive role in content analysis (Kietzmann & Pitt,2020), and media with new media channels. As with past innovation in media new channels
they do not replace old channels, but the relative importance is shifting dramatically. Thismeans that there is unfortunately some legacy structure and legacy thinking and thenecessary shake up will perhaps be accelerated by the pandemic as retailing / social
distancing in traditional formats are replaced by e-commerce. Programmatic buying andselling leverages a software platform for real-time decisions, rather than weeks or months inadvance with traditional media. Conceptually, one can more readily purchase targeted
audiences, measure a campaign’s impact, and improve ROMI (Return on Marketing
Investment). However, as this new approach has been embraced and even though it isprojected to dominate, there is in fact little governance. As case in point, the ISBA
Programmatic Supply Chain Transparency Study (2020), found that 15% of advertiser spend,or one third of supply chain costs, could not be attributed. Indeed, they found on averagethat publishers only received 51% of advertiser spend. Programmatic has only recently
reached the inflection point to get the attention of the C-suite, and powerful procurement
executives. It is the fastest growing advertising channel already accounting for 20% of total
advertising spend today and will grow to 30% by 2023. Yet, it is the least efficient in delivering
working media?!
The industry had been called to account by P&G’s Chief Brand Officer, industry thought
leader, and campaigner for change, Marc Pritchard (2017), at the Internet Advertising
Bureau’s annual meeting: “We serve ads to consumers through a non-transparent media
supply chain with spotty compliance to common standards, unreliable measurement, hidden
rebates, and new inventions like bot and ‘methbot’ fraud, …”. It should have led totransparency and improved governance since Pritchard was unequivocal in his criticism:“There is no sustainable advantage in a complicated, non-transparent, inefficient andfraudulent supply chain.” At the same time, he also questioned the closed measurement
systems of Google and Facebook. Self-evidently, media buying processes and digital supply
chain are not built for purpose in the digital era. That said, opportunities exist to effectively
and efficiently ‘engage with engagement’ (Section 3), that demand a new way of thinking andcommunicating beyond the traditional mindset and practice that is rooted in traditional
advertising.
Content creation and amplification is an important issue. So, while social media readily allows
for the diffusion of ideas / innovation, we need to be rigorous in how we use it as well as thenature of the narratives we develop to help shape policy. Indeed, there are an increasing
number of cases of ‘bad’ narratives that fuel a prejudice (Moskovitch, 2005; Burgers &Beukeboom, 2020). For example, poverty (O’Hara, 2020). Moreover, multiple audiences will
likely not have multiple interests, distinct prior knowledge, and their own agendas.

Tracking Narra+ves that can change our World.

Understanding what people think is important and what it takes to change behaviour is critical(Section 2). High affect content generates clicks and sharing. This is the thrust of our narrative
analyses in Section 3. Naturally, it is also becoming more important to understand our context
across broad perspectives to understand the influences more deeply on change anduncertainty.
A special set of editorials recently published in the journal Science argue that social media in
its current form may well be fundamentally broken for the purposes of presenting anddisseminating facts and reason. The algorithms are running the show now, and the systems
priorities are unfortunately backwards. They believe “the same profit-driven algorithmic toolsthat bring science-friendly and curious followers to scientists’ Twitter feeds and YouTube
channels will increasingly disconnect scientists from the audiences that they need to connect
with most urgently” (Brossard & Scheufele, 2022). The Social Dilemma (2020) is a ‘docudrama’ that explores the potentially dangerous advances in social networking, partiallynarrated by technology experts. The biggest issue surrounding the regulation of social media
is the restriction of free speech and freedom of expression. Attempts to put some controls
around this have been received as a penalty rather than a privilege.
Governance has become of broader relevance to marketeers in relation to their brand andcorporate stance, as they seek sustainable transitions (Davies et al., 2020), evolving thenature and scope of Corporate Social Responsibility (Latapí Agudelo, 2019). This has led tomuch discussion around brand purpose driving growth and the role of sustainability (Polman& Winston, 2021) has moved to the marketing centre stage as the importance of ESG
regarding corporate governance has increased. In late March 2022, the SEC opened its new
sustainability reporting rules for public comment. If approved, the rules will require all publiccompanies to report their emissions and sustainable investments. If the new requirements
are enacted into law, it could lead to the creation of a new industry to oversee thetruthfulness of sustainability reports. When emission statistics become public, greenwashingwill become more difficult. However, some may use their competitors’ sustainability records
against them for marketing advantage. That said, in the Sustainable Age (_2025, 2021), ethics
will be far more important than brand values. Sustainable businesses will recognize thestrategic nature of their sustainability stance.
People in developed economies are pessimistic about the near future (Edelman, 2022).
Economic prospects are at an all-time low in nine countries, including the U.S., Canada,
Germany, Japan, and China. China and the U.S. experienced the biggest year-over-year drops.
In times of crisis and uncertainty people often turn to brands and businesses they trust. The
COVID pandemic and war in Ukraine have both magnified and accelerated this trend, and the
expectations for businesses and brands will change as new demands are made byshareholders, business, and society. Although greater data and information is readily
available, people do not feel better informed, rather there is an increasing concern about
what information is correct. Edelman’s annual monitor refers to an infodemic, during the
pandemic, being characterised by an “epidemic of misinformation…... in an environment of
information bankruptcy” (Edelman 2021). That said, people now expect businesses to play abigger role to help society, communities, environments in dire need of support, andrebuilding. Generally, how they can make a material difference to their communities, andhow their products and services can have a less detrimental effect on the world. With everincreasing global interconnectedness (Riley, 2017), in the Mess-Age, it is increasingly
imperative that institutions, across both the private and public sector, understand what is
important to people (Handy, 2015; 2019) at any point in time. Human choice is a basic

Tracking Narra+ves that can change our World.

freedom and philosophically can have several dimensions, increasingly including ethical andcultural considerations.
6. Virtual Living Lab
LifeStyle by Design proposes to leverage social media to ensure the effective and efficientdelivery of the appropriate narratives, in context, to different constituencies. It is anticipatedthat this will help create community capital (Parsfield et al., eds., 2015). We began in mid2019 to benchmark twenty key narratives (Table 1) in the UK and Japan, to draw scalable
communication implications for policymakers and public and private institutions, alike. At
different times additional narratives were included. These reflected specific topics that otherresearchers in the LifeStyle by Design unit were focused on (cf. food sustainability) and issues
that were becoming globally more topical such as ESG and DEI.
The original premise was to understand what people wanted and that would enable
innovation to magnify and annex on-going trends. Beyond creating a benchmark of
attitudes and behavior, to monitor the mood of society, it was also intended to becomparative in nature focusing on both Japan and the UK, to help affect policy ormonitor any subsequent action plan. As Geert Hofstede’s (2001) seminal work, which madehim the most-cited European social scientist, demonstrated at the early stages ofglobalization; “National Culture cannot be changed, but you should understand and respectit.” Naturally one can hypothesise material differences in the nature of thenarratives associated with LifeStyle health choices and self-medication due todifferences in primary healthcare provision between the two countries. For
example, the primacy of the General Practitioner as the interface for the patient /family in the UK (Pike et al., 1981).
The COVID-19 pandemic has magniﬁed the importance of science and technology innova,on
to create a new and sustainable society. It has also illustrated that any communica,ons must
be inclusive and understood and embraced by mul,ple cons,tuencies to have a coherent
eﬀect. The diﬀusion of new ideas is greatly enhanced by the almost ubiquitous par,cipa,on
in social. Indeed, narra,ves and social media are integral parts of today’s connected world.
Cri,cally, trust is paramount as it is ampliﬁed in a social se`ng and more than ever people
ﬁnd trusted voices in their networks.
The core VLL premise, explore LifeStyle by Design innovation opportunities, is that social
sharing can be more authentic, and trustable than traditional forms of mass communications
and can drive real world outcomes, it is now possible, with big-data based communications
insight, to;• objec,vely explore these narra,ves to understand the drivers and dynamics ofchanging behavior and consensus;• probe what people value and feel are more important;• establish how new solu,ons can be eﬀec,vely introduced to create new and beker
behaviours.
To ‘engage with engagement’ it is not simply having the appropriate content, but it is also
cri,cal to convey the appropriate tone. This is drama,cally illustrated by the emo,onal
dynamics at a ,me of perceived vulnerability / uncertainty during 2020 global pandemic,

Tracking Narra+ves that can change our World.

when it is evident that, with conﬂic,ng policy op,ons, unclear and some,mes contradictorymessages only exacerbated the diﬃcult situa,on. As illustra,on, to track the COVID-19
narra,ve we looked at all open online sources, in the UK, every day, from the start of thena,onal emergency in March 2020, through to its end in May 2023 (Figure 2).

Figure2. Daily COVID-19 Narra+ve Aﬀect in UK during Na+onal Emergency (March 2020-May 2023).

Aﬀect is a rich measure of the emo,onal tone of the narra,ve. It is felt emo,on which is a
powerful descriptor of future behaviour. Below the horizontal we see nega,ve emo,ons
domina,ng the posi,ve senses (above the ver,cal). Ini,al panic (red) was replaced by fear,
grief, despair and resigna,on, and material periods of confusion and anger. People’s resilience(above the ver,cal) came through with a greater sense of belonging helping to maintain hopeand create op,mism. One clear learning in coping with the pandemic has been the need tohave a posi,ve outlook, to obviate the heightened nega,vity. Anxiety and anger have been
exacerbated by confusing, contradictory messages from local and central government oﬃcials.
The Guardian (Jan. 2021) links this confusion, with lockdown rules changing on average lessthan every 5 days on average, for the 10 months since March 2020. One clear learning in
coping with the pandemic has been the need to be posi,ve. Anxiety, indeed, anger, wasmagniﬁed by confusing, contradictory messages from so-called UK leaders. In these unusual,mes with heightened uncertainty, it becomes more of an impera,ve for leaders to be able
to communicate and connect in a relevant and credible way.
7. Key Findings
COVID-19 moved health / well-being, in the broadest sense to the top of the agenda. At a ,meof unprecedented change globally, the distorted and biased views that some mass media andsocial media plarorms provide can hinder rather than enhance decision-making. Too muchdisinforma,on, too much misinforma,on and informa,on poorly organized is causing
confusion, and pessimism. Entropy is increasing at a ,me when clarity, op,mism andconvic,on are demanded. Cri,cal to have a posi,ve and empowering a`tude.

Tracking Narra+ves that can change our World.

Figure 3. VLL Narra+ve Landscape June 2019, Japan and UK

DC- during Covid- everything was ques,oned. The pandemic became a stark reminder that
context is not just a backdrop, but a living, breathing force shaping our percep,on of the world.
Timeless societal norms were rapidly upended. Handshakes morphed to air hugs, commutes
vanished, and home blurred with work. Covid shakered norms, ques,oning everything frompersonal space to work-life balance. From sourdough starters to mask debates, the "normal"
we knew became a ﬂuid concept, forcing us to redeﬁne what truly makered in a world turned
upside down.

Tracking Narra+ves that can change our World.

TRANSFORMATIONAL NARRATIVES
Wave
Japan
My Resilience
19-JunPersonal Friendship
19-DecPersonal Friendship (&Timeless)
20-Apr
Personal Friendship, Personal Bonding
20-Jun20-Dec21-Jun21-Aug21-Dec22-Jun22-Sep22-DecPersonal Wealth, Personal Satisfaction
Personal Friendship
Being Employed (&Timeless)Personal Confidence, Personal Wealth

Personal Friendship, Personal Bonding, Personal
Satisfaction

none

none

none

none

none

none

Personal Bonding, Personal Life Balance
Personal Friendship, Personal Bonding, My Family,
Personal Confidence, Healthy Food, Personal
Pessimism, Personal Activity, Individual Nutritional
Balance, Social Stability, Personal Relationships,
Personal Wealth (&Tribal)

none
Personal Satisfaction, Personal Wealth, Personal
Employent, Personal Confidence, Personal
Happiness, Social Stability, Environmentally
Friendly Food, Personal Life Balance, Animal
based Food (& Tribal)

Healthy Food, Personal Wealth, Personal Nutritional
Balance, Personal Frienships, Personal Activism,
Personal Bonding, My Resilience, My Family,
Personal Life Balance

Personal Confidence, Personal Employmnet,
Personal Friendship, Personal Happiness,
Personal Satisfaction

Leisue, Personal Relationships, Health, My
Community, My Family, Personal Employment

Being Employed, Leisure Time, My Community,
My Family, My Free Time, Personal Activity,
Personal Bonding, Personal Confidence, Personal
Friendship, Personal Happinesss, Personal Life
Balance, Personal Satisfaction, Social Stability

23-Jun23-Dec24-JunUK

My Family
Motivation

Personal Employment

Table 4 VLL Transforma,onal Narra,ves June 2019-2024

We witnessed rapid cultural shiLs which leL fewer stories universal, as classics struggle tokeep pace with a world in ﬂux. Tradi,ons were uprooted, norms rewriken, and new reali,essurge forth, demanding we cling ,ght or be swept away in the maelstrom of change. Amidst
the churning ,des of change, one anchor remained. It is a lifeline, securing us to values,
iden,,es, and connec,ons that oﬀer stability in the storm. As old narra,ves fray and norms
shiL, the anchor holds fast, oﬀering a grounding point of meaning and purpose, reminding usof who we are even as the world transforms around us.

Tracking Narra+ves that can change our World.

TIMELESS
Wave
19-Jun19-Dec20-AprNARRATIVESJapan

Being Employed, Economic Growth, Leisure Time,
Motivation, My Community, My Family, My Free
Time, My Resilience, Personal activity, Personal
Confidence, Personal Employment, Personal
Friendship, Personal Happiness, Personal Life
Balance, Personal Relationships, Personal Wealth,Social Stability, Well-Being

My Community, Personal Satisfaction, Wellness, My
Family, Personal Activity, Social Stability, Leisure
Time, Well-Being, Personal Happiness, Personal
Relationships

Motivation, Wellness, My Community, Leisure
Time, Personal Relationships, Being Employed,
Social Stability, Economic Growth, Well-being,
Personal Activity, My Resilience, My Family,
Personal Confidence, My Free Time, Personal
Happiness

Well-Being, Personal Satisfaction, Leisure Time,
Personal Activities, Personal Confidence, Personal
Relationships, Wellness, Personal Happiness, Being
Employed, Personal friendship, My Family, Social
Stability

Motivation, Wellness, Personal Employment, My
Free Time, Leisure Time, Personal Relationships,
My Community, My Family, Being Employed, My
Resilience, Personal Wealth, Economic Growth,
Personal Confidence, Personal Activity, WellBeing, Personal Happiness, Social Stability,
Personal Optimism

My Family, Personal Relationships, My Free Time,
Wellness, Well-Being, Leisure Time, My Community

Motivation, My Free Time, Wellness, My
Resilience, My Community, Leisure Time,
Personal Employment, Being Employed, WellBeing, My Family, Economic Growth, Personal
Confidence, Personal Happiness, Personal
Wealth, Personal Activity, Personal Relationships,
Personal Satisfaction

Personal Bonding, My Community, Well-Being,
Personal Activity, Personal Relationship, Leisure
Time, Personal Satisfaction, Wellness

Motivation, Wellness, My Community, Leisure
Time, Being Employed, My Free Time, Personal
Relationships, Economic Growth, Personal
Activity, Personal Wealth, My Family, Well-Being,
Personal Happiness, Personal Confidence, My
Resilience, Personal Life Balance
Motivation, My Free Time, Wellness, My
Resilience, My Community, Leisure Time,
Personal Employment, Being Employed, WellBeing, My Family, Economic Growth, Personal
Confidence, Personal Happiness, Personal
Wealth, Personal Activity, Personal Relationships,
Personal Friendship
Motivation, ESG, My Free Time, Healthy Food,
Food Sustainability, Wellness, My Resilience, My
Community, Leisure Time, Personal Employment,
Being Employed, Well-Being, Plant Based Food,
My Family, Economic Growth, Personal
Confidence, Personal Happiness, Personal
Wealth, Personal Activity, Personal Relationships,
Personal Friendship, Personal Optimism
Motivation, ESG, My Free Time, Healthy Food,
Food Sustainability, Wellness, My Resilience, My
Community, Leisure Time, Being Employed, WellBeing, Plant Based Food, My Family, Economic
Growth, Personal Confidence, Personal
Happiness, Personal Wealth, Personal Activity,
Personal Relationships, Personal Friendship

20-Jun20-Dec21-Jun21-Aug21-DecUK

Well-Being, Leisure Time, Personal Friendship,
Personal Happiness, Personal Activities, Personal
Satisfaction, Personal Confidence, Personal
Confidence, Wellness, Social Stability, My
Community

Economic Growth, Well-Being, Personal Satisfaction,
Motivation, Health, Leisure Time, My Community,
Personal employment

Personal Satisfaction, Personal confidence, Personal
Wealth, Healthy Food, Leisure Time, Well-Being,
Health, Plant Based Food, My Community, Personal
Employment, Personal Bonding (& Transient),
Personal Happiness, Personal Employment, Animal
Based Foods,

My Community, My Resilience, Well-Being, ESG,
Personal Life Balance, Healthy Food, Personal
Relationships, Personal Happiness, Personal
Satisfaction, My Family, My Free Time, Personal
Wealth, Social Stability, Health, Motivation, Leisure
Time, Personal WealthTracking Narra+ves that can change our World.

22-Jun22-Sep22-DecMy Community, Personal Satisfaction, ESG,
Environmentally Friendly Food, Well-Being, Health,
Healthy Food, Motivation, Free Time (& Transient),
My Family (& Transient)

Personal Happiness, Personal Satisfaction, Free Time,
Health, Well-Being, ESG, Plant Based Food, My
Community

ESG, Well-Being, Leisure, Personal Hppiness,
Personal Satisfaction, Personal Relationships, Health,
Motivation, Plant Foods, Social Stability, My
Community

Well-Being

23-JunMotivation, ESG, My Free Time, Healthy Food,
Food Sustainability, Wellness, My Resilience, My
Community, Leisure Time, Personal Employment,
Being Employed, Well-Being, Plant Based Food,
My Family, Economic Growth, Personal
Confidence, Personal Happiness, Personal
Wealth, Personal Relationships, Carbon Efficient
Foods
Motivation, ESG, My Free Time, Healthy Food,
Food Sustainability, Wellness, My Resilience, My
Community, Leisure Time, Personal Employment,
Being Employed, Well-Being, Plant Based Food,
My Family, Economic Growth, Personal Activity
Animal based foods, Being Employed, ESG, Food
Sustainability, Healthy Food, Leisure Time,
Motivation, My Community, My Family, My Free
Time, My Resilience, Personal Relationships,
Personal Wealth, Plant Based Food, Well-Being,
Wellness
Economic Growth, ESG, Food Sustainability,
Motivation, My Resilience, Personal Employment,
Personal Optimism, Personal Relationships,
Pesonal Wealth, Well-Being, Wellness

DEI, ESG, Well-Being, Leisure, Health, Being
Employed

Being Employed. DEI, Economic Growth, ESG,
Food Sustainability, Motivation, My Community,
My Family,My Free Time, My Resilience, Personal
Bonding, Personal Confidence, Personal
Employment, Personal Friendship, Personal
Happiness, Personal Life Balance, Personal
Nutrition Balance, Personal Optimism, Personal
Relationships, Personal Satsifaction, Personal
Wealth, Social Stability, Well-Being, Wellness

DEI, ESG, Well-Being, Leisure, My Community

Being Employed, Economic Growth, ESG, Food
Sustainability, Leisure Time, Motivation, My
Community, My Family, My Resilience, Personal
Bonding, Personal Confidence, Personal
Happiness, Personal Life Balance, Personal
Optimism, Personal Relationships, Personal
Satisfaction, Personal Wealth, Social Stability,
Well-Being, Wellness

23-Dec24-JunTable 5 VLL Timeless Narra,ves June 2019-2024

Tracking Narra+ves that can change our World.

Figure 4. Emo+onal Response Well-Being, Japan, June 2019

Despite the upheaval of COVID, the desire for well-being transcended cultures and ,me. In
both UK and Japan, it remained a constant ,meless narra,ve, a universal anchor amidst
shiLing sands, reminding us of our core human pursuit: happiness and a fulﬁlling life. In any
context this can be a cri,cal element of dialogue to eﬀect sustainable change. In June 2019,BC, the emo,onal response for well-being in Japan (Figure 4) is skewed heavily posi,ve andop,mis,c (cf. Happiness; joy), so if appropriated it would empower people.
The media inﬂuence on well-being was dominated by wired.jp and to a lesser extent
proﬁle.ameba.jp. The analyses can iden,fy the key topics driving the engagement with thewell-being narra,ve (Figure 5). In April 2020 (Figure 6) there is more nega,vity associated with
the narra,ve, but by June 2021 (Figure 7) the well-being narra,ve was much stronger.
Signiﬁcantly, topics during covid that drove engagement on well-being narra,ve were muchTracking Narra+ves that can change our World.

more focused: health and happiness, drove posi,ve emo,on. By June 2023 (Figure 8) there
are more diverse posi,ve emo,ons driving engagement and some expecta,ons of futurechange and re-evalua,on of the importance of GDP (Figure 9). In June 2024 (Figure 10).

Figure 5. Key Topics driving Well-Being Engagement, in Japan, June 2019.

The well-being narra,ve remains strongly posi,ve (Figure 10), in Japan, with mul,ple
emo,onal triggering engagement for this ,meless narra,ve. That said, overall, the latest
narra,ve landscape, from the VLL in Japan, (Figure 11) shows the overall con,nuing vola,lity
and uncertainty with many of the base lifestyle narra,ves remaining transient. Fortunately,
the well-being narra,ve is readily and clearly accessible as a lifestyle no,on (Figure 12).
However, a signiﬁcant opportunity for policy makers is the current reality that the My
Community narra,ve in Japan is transforma,onal (Figure 11).

Tracking Narra+ves that can change our World.

Figure 6. Emo+onal Response Well-Being, Japan, April 2020

Tracking Narra+ves that can change our World.

Figure 7. Emo+onal Response Well-Being, Japan, June 2021

Figure 8. Emo+onal Response Well-Being, Japan, June 2023

Tracking Narra+ves that can change our World.

Figure 9. Illustra+ve Content driving Engagement of Well-Being, Japan, June 2024

Figure 10. Emo+onal Response Well-Being, Japan, June 2024

Tracking Narra+ves that can change our World.

Figure 11. VLL Narra+ve Landscape JAPAN June 2024

Figure 12 Key Content Well-Being, Japan, June 2024

Tracking Narra+ves that can change our World.

Figure 13. VLL Narra+ve Landscape UK June 2024

As in Japan, the well-being narra,ve in the UK, in June 2024, is ,meless (Figure 13) with
mul,ple posi,ve emo,ons (Figure 14) and exhibi,ng so future expecta,ons with posi,vehope. The powerful content driving engagement (Figures 15 & 16) has a strong public sector
and pedagogic orienta,on, reaﬃrming the macro importance of the narra,ve.

Tracking Narra+ves that can change our World.

Figure 14. Emo+onal Response Well-Being, UK, June 2024

Figure 15Powerful Content Well-Being, UK, June 2024

Tracking Narra+ves that can change our World.

Figure 16. Key Content Well-Being, UK, June 2024

That said, to deal eﬀec,vely with the future, we must absolutely learn how to manage two
equally inevitable condi,ons: uncertainty and risk. Complexity of change is increased by thegrowing interdependence of our world, and demands we con,nue to track what people feelis important to them. Moreover, as change is unpredictable, then leadership characteris,cs
must be radically diﬀerent and dynamic with an ability to encourage experimenta,on andwillingness to adapt. The pandemic has heightened the importance of health, in the broadest
sense, to the top of the agenda as people, at all levels, re-evaluate what is important.
8. Well-Being; the North Star.
50 years ahead we will have succeeded if we have a more caring society with pillars Health,
Food and Well-being. Most people now realise that economic growth, however desirable,cannot solve all our problems. Instead, we need philosophy and science that encompass a
broader range of human needs and experiences.
The pursuit of well-being is smart policy for several fundamental reasons. It is not only theright thing to do philosophically but, empirical evidence indicates it is, also economically andpolitically the smart thing to do, as well:ü Philosophical rationale: wellbeing is what citizens ultimately care aboutü Political rationale: raises government approvalü Economic rationale: demonstrable objective benefits of subjective wellbeing
Well-being can be the North Star for coherent societal development that helps simplify thecomplex and empowers mul,ple cons,tuencies to diﬀuse new ideas and behaviours that
improve people’s quality of life (QOL). As a founda,on of a more ‘thrivable’ society is cri,cal
to ensure that well-being is presented in a holis,c manner. Well-being, which includes physical,
mental, and social health, is not only an individual goal, but also a social asset. Some beneﬁts
that can be envisaged include:
1. Higher ProducIvity and InnovaIon: Well-being boosts performance, crea,vity, andakendance. A well-being-rich workforce leads to economic and social progress.

Tracking Narra+ves that can change our World.

2. Lower Social Costs: Well-being reduces the burden of health problems on society andhealthcare systems. Inves,ng in well-being ini,a,ves, such as preven,ve care andmental health support, saves resources for other needs.
3. Greater Social Cohesion: Well-being strengthens community and connec,on. People
with strong social ,es are more likely to par,cipate in civic ac,vi,es, volunteer, andhelp others. This creates a more coopera,ve and suppor,ve society.
4. Increased Resilience: Well-being helps individuals and communi,es overcome
adversity. Whether facing disasters, downturns, or challenges, well-being fosters
resilience and eﬀec,ve coping.
5. Greener Future: Well-being aligns with environmental care. People who value wellbeing are more likely to adopt sustainable prac,ces, leading to a healthier planet anda safer future.
Promo,ng well-being requires a comprehensive approach. Governments can ensure accessto healthcare, educa,on, and social support. Businesses can create posi,ve work
environments that enhance employee well-being. Individuals can invest in their physical,
mental, and social health through self-care and strong rela,onships.Inves,ng in well-being is
not just about feeling good; it’s about building a stronger, more resilient, and prosperous
society for all. By priori,sing well-being, we create a brighter future where individuals andcommuni,es can ﬂourish.
9. Implica,ons
The pandemic, a global crisis unlike any other, laid bare our deepest values and anxie,es.
Tracking what people felt important exposed their shiLing priori,es, from the immediateneed for health and security to the rediscovery of human connec,on and the yearning fornormalcy. By understanding what makered most during such upheaval, we gain valuable
insights into human nature and societal needs. This knowledge equips us to navigate futurechallenges, priori,ze eﬀec,vely, and build a more resilient world that reﬂects our sharedvalues. Tracking sen,ments during the pandemic acts as a historical record, capturing theemo,onal zeitgeist of a transforma,ve era. This snapshot can inform future genera,ons,
guide policymakers, and remind us of the enduring human spirit in the face of immense
adversity.
Health has moved to the top of everyone’s agenda as the pandemic has fundamentally, andpermanently, changed how people live, work and what is important to them. In terms oftechnology transforma,on, COVID-19 has in many regards fast-forwarded our futures.
Digi,sa,on, data analy,cs will increase predic,ve analysis to be used to personalize
healthcare and there will be greater consumerisa,on of the (contactless) pa,ent experience,
only further heightening healthy lifestyle choices.
This reframing of healthcare for society demands an improved level of health literacy amongst
the popula,on and this can be assisted by, as well as personal adop,on of ‘Posi,ve Health’
tracking help behavioural shiLs towards, and maintenance of, health lifestyle behaviour.
covid-19 has been a`tudinal transforma,onal, an equaliser, in that people are now talking
more about mental health and seeking treatment when they would not have done before.
There is need to create a momentum, and public and private ins,tu,ons will need toTracking Narra+ves that can change our World.

accelerate digital investments and par,cipa,on in ecosytems, where aligning with Lifestylenarra,ves is likely to become more inﬂuen,al and impacrul.
The impera,ve to communicate and really connect is to ensure that the complex is simpliﬁed.
Since most narra,ves are Transient this is also indica,ve that not all screen ,me / social media
is produc,ve ,me. Crea,ng healthy, produc,ve social media user experiences has become
topical given the increasing reliance of social media and social sharing due to social distancing.
It is driving start-up investment (Ref 16) and genera,ng dialogue between entrepreneurs andsocial media specialists who believe they can create beker media op,ons, that clarify content.
Some recent, social issue research (Ref 17) has iden,ﬁed latent desires and conﬂicts, throughdata mining, in a way that can provide greater societal understanding of subcultures, current
issues and poten,al avenues to beker governance. That said, our approach of engaging withengagement is more singular and focuses to help a`tudinal and behavioral Lifestyle change.
Empowering the individual through stories that go viral will have the impact outlined in
Narra,ve Economics (Ref 18).
As people evolve from DC to AC, they are looking forward to experimenting with newer
activities (Ref 18). The pandemic has brought forward people’s expectations intechnology and innovation, as well as a desire to streamline their lives. Companies thatrecognize the new nature of convenience and community will embrace mobility,
contactless experiences, and social sharing to create dynamic, future-forward
behaviours.
With many diﬀerent people / ins,tu,ons naturally trying to provide help and advice; theimpera,ve is to focus on what is important to people, now. Their health literacy is inadequate
for the demands of self-medica,on, never mind in the new reality created by covid-19. Trustis an impera,ve but that can be gained by talking and fueling the stories that are important.
The pandemic has sparked innova,on, whether a start-up or an established cross-border,
MNC, today’s digital ecosystems enable you to focus the right message, to the right people,
and in the right context. Listening is so underrated, but with a focus on objec,vely
understanding and leveraging important stories, public policy and commercial enterprise,leaders, alike can aﬀect change for the good. Engaging with engagement can move people,
and can move markets, that will enhance people’s health and QOL. The cri,cal characteris,cto enhance QOL is a posi,ve a`tude and a sense of personal empowerment.
The global shiL in priori,es toward health, well-being, and redeﬁning personal values has
surged despite moun,ng inequality, mental health concerns, and economic strains. Numerous
texts, rooted in scien,ﬁc principles, oﬀer prac,cal guidance for individuals to craL a balanced
life. "Build the Life You Want" (Winfrey & Brooks, 2023) by Arthur C. Brooks stands out,emphasizing pillars like family, friendships, work, and faith for achieving happiness. It
amalgamates academic rigor with everyday lifestyle sugges,ons, resona,ng with Oprah
Winfrey's podcast, reﬂec,ng a shared aim to enhance lives.
Similar texts align with this focus, oﬀering accessible daily guidelines without ins,tu,onal
support. For instance, Rubin's(2020) year-long happiness experiment, Peale's (2020) classic
on cul,va,ng posi,vity, Ruiz and Mills' (2020) wisdom from the Toltec people, Achor's (2020)
research on posi,ve psychology, and Brown's(2020) guide to embracing authen,city allTracking Narra+ves that can change our World.

contribute to this narra,ve. Unlike seminal scien,ﬁc trea,ses on concepts like 'ikigai' (Miralles& Garcia, 2016) and 'posi,ve health,'(Huber, 2016) these texts deliver tangible, relatable
insights into well-being and happiness (Clark et al., 2018; Helliwell et al., 2023).
Of these texts, "The 5L’s" (LaGreca & Mannix, 2022) stands out for its prac,cal framework,oﬀering daily ques,ons that facilitate balanced living. The pursuit of balance can become
habitual, signiﬁcantly improving one's quality of life and poten,ally employing gamiﬁca,onprinciples to posi,vely inﬂuence behavior.
However, in the contemporary landscape, social media's poten,al to amplify distrust is
noteworthy, par,cularly amid poli,cal populism. A lack of decisive leadership and short-term
thinking during uncertain ,mes exacerbates societal challenges. The pandemic has spurred ayearning for well-being, mental health support, and a search for new ways of life, all while
highligh,ng the importance of genuine care and personalized engagement. As technology
reshapes work environments, the divide between in-demand jobs and obsolete roles widens,eleva,ng secondary jobs or "side hustles" from experiences to economic necessi,es. Sadly,
progress on diversity seems to regress, with resistance to the ﬁnancial implica,ons of the UN’s
Sustainable Development Goals observed in many developed countries. Support renderedduring these upheavals oLen falls short, intensifying feelings of isola,on, par,cularly in theage of omnipresent social media. This neglect is deemed unacceptable; personalized care andconnec,on are easily accessible. Engaging with like-minded communi,es can enhancecredibility and inﬂuence behaviors signiﬁcantly. It's crucial to monitor and priori,ze what
individuals value the most.
Strategic leadership narra,ves that bridge large-scale ini,a,ves with grassroots eﬀorts arepivotal. Addressing nega,ve emo,onal states through economic and poli,cal means remains
challenging but essen,al. Alternate poten,al strategies include:
MiIgaIon Strategies
ü Mental Health Funding: Allocate public funding for mental health services andprograms.
ü Healthcare Reform: Implement policies ensuring beker access to mental health care.
ü Mental Health Parity Laws: Enact laws trea,ng mental health services equally withphysical health services.
ü Workplace Mental Health IniIaIves: Encourage workplaces to adopt mental healthprograms.
ü EducaIon and Awareness Campaigns: Support campaigns to reduce s,gma andpromote mental health educa,on.
ü Poverty AlleviaIon: Implement economic policies to reduce poverty and income
inequality.
ü Social Services: Fund services suppor,ng vulnerable popula,ons struggling withvarious issues.
AdaptaIon Strategies
ü Resilience and Coping Training: Develop programs teaching resilience and coping skills.
ü Crisis Response Services: Invest in emergency response services for emo,onal distress.
ü Community Support: Create networks providing resources to those in need.

Tracking Narra+ves that can change our World.

ü Counseling Services in Schools: Ensure schools have mental health professionals
available.
ü Public-Private Partnerships: Encourage collabora,ons to address mental healthchallenges.
ü Mental Health LegislaIon: Develop laws that protect individuals' rights and dignity.
ü Data-Driven Approaches: Use data to inform policies and interven,ons.
Combining economic and poli,cal strategies, supported by evidence-based prac,ces, canfoster a healthier society. Reducing s,gma associated with mental health issues is integral tothese eﬀorts.
Eﬀec,ve leadership involves not only having the right answers but also asking the rightques,ons of the right people. Rather than relying solely on monologues, the best leaderss,mulate conversa,ons and priori,ze key narra,ves by tracking societal sen,ment. In thewake of the pandemic, leaders must ask themselves authen,c ques,ons to demonstrateleadership during a ,me of unprecedented change and transforma,on. The pandemic caused
people and ins,tu,ons to ques,on everything as the virus drama,zed that many things werebroken, and for many leaders were found to be lacking. It exacerbated inequali,es,
heightened mental health concerns, and daily lives have recently become worse for many
because of rising costs; thus, societal and living transforma,ons con,nue almost unabated.
With such vola,lity and uncertainty crea,ng greater personal concerns, for some, the militaryacronym VUCA (vola,le, uncertain, complex, and ambiguous) has taken on a broader
relevance.
The pandemic also accelerated digitaliza,on, something that has been both magniﬁed andtaken centre stage since the ChatGPT prototype launch at end of November 2022, with thebroader access to genera,ve Ar,ﬁcial Intelligence (AI). AI is having an intense impact on theway we live and work. While more innova,ve breakthrough to beneﬁt people and society arehighly an,cipated, we must also acknowledge the risks and limita,ons, of mis- disinforma,on/ dis-informa,on, especially in open socie,es. The increase in data is not making people feel
more informed. People want to use data to improve decision-making, but don’t know how
and where to begin, and this the overload creates stress (Decision Dilemma, 2023). In theabsence of knowledge and clarity, fear (of the unknown) of the unknown machines wellbeyond the Cambridge Analy,ca data scandal, is increased. Our emo,onal readiness should
not be to compete against the machines but learn to cooperate with them. Social media has
become central to our daily lives and the stories we share have the poten,al to change how
we think and behave. We established, before the pandemic, our VLL to track key lifestylenarra,ves in Japan and the UK. We believed that interconnec,vity was greater thanglobaliza,on, and the impera,ve was to be able to understand the evolving and importantrole culture would play in facilita,ng sustainable transforma,on. Moreover, with so muchchange taking place simultaneously the increasing impera,ve was for leaders to be able tosimplify the complex and provide clear strategic leadership narra,ves. The societal sen,ment,in our VLL, helps leaders priori,se and lead during a period of unprecedented vola,lity.
Moreover, our VLL, signiﬁcantly provides context to the on-going narra,ves which canempower leaders to engage, while current AI ini,a,ves focus on content, without context, or
emo,on.

Tracking Narra+ves that can change our World.

The COVID-19 pandemic has caused unprecedented societal transforma,on. Leaders must
adapt to these changes and ask ques,ons that are sensi,ve to the context and audience. In
doing so, they can address the implica,ons of the pandemic on well-being, inequality, andengagement. One of the main implica,ons of the pandemic is that what was once ﬁxed is now
a variable. Individuals are tes,ng lifestyle and societal fundamentals, and poor messaging hascompounded isola,on. Leaders must ask themselves the same ques,ons to be seen as
authen,c. Maxwell (2014) stresses the importance of asking ques,ons for self-discovery,leading people, and leading a team. Furthermore, the pandemic has magniﬁed inequali,es,
with some individuals in high-demand jobs while others need reskilling.
Moreover, well-being and mental health are becoming increasingly important, as people
desire new ways of living and feel unheard. Leaders must monitor and focus on what people
feel is important to them to ensure engagement and relevance.
Another important implica,on is the need to engage with like-minded communi,es with
exis,ng narra,ves in the wild. Doing so enhances credibility, fuels relevance, and can change
behavior. Leaders must monitor and priori,ze what people feel is important to them to leadeﬀec,vely.
In conclusion, the COVID-19 pandemic has caused profound societal transforma,on and has
magniﬁed inequali,es while highligh,ng the importance of well-being and mental health. It
is no surprise that the CWO (Chief Well-Being Oﬃcer) is ge`ng more trac,on; becoming an
increasingly important role as many companies try to create a more human focused
workplace. HR (Brakon & Gold, 2017) is being transformed by a more human capital stance.
Leaders must adapt to these changes and ask ques,ons that are sensi,ve to the context andaudience. By doing so, they can address the implica,ons of the pandemic on well-being,inequality, and engagement. Monitoring and priori,zing what people feel is important is
crucial to leading eﬀec,vely. For leaders the best way to imagine the future is to have a clear
Strategic Leadership Narra,ve and help create it, Imagineering!
This reframing of healthcare for society demands an improved level of health literacy amongst
the popula,on and this can be assisted by a focus on engaging with engagement overtradi,onal messaging.COVID -19 has been a`tudinal transforma,onal, an equaliser, in thatpeople are now talking more about mental health and seeking treatment when they would
not have done before. While a`tudes and behaviour have been changed by the pandemic,
beyond our ability to communicate what people ﬁnd important, it is also necessary torecognize that the vernacular has also been disrupted (Katermina & Yachenko, 2020). There isneed to create a momentum, and public and private ins,tu,ons will need to accelerate digital
investments and par,cipa,on in ecosystems, where aligning with Lifestyle narra,ves is likely
to become more inﬂuen,al and impacrul.
The impera,ve to communicate and really connect is to ensure that the complex is simpliﬁed.
Tradi,onal, mass media approaches are no longer ﬁt for purpose. That said, since mostnarra,ves are Transient this is also indica,ve that not all screen ,me / social media is
produc,ve ,me. Crea,ng healthy, produc,ve social media user experiences has become
topical given the increasing reliance of social media and social sharing due to social distancing.
As people evolve from DC to AC, they are looking forward to experimenting with newerTracking Narra+ves that can change our World.

activities. The pandemic has brought forward people’s expectations in technology andinnovation, as well as a desire to streamline their lives. Companies that recognize the
new nature of convenience and community will embrace mobility, contactlessexperiences, and social sharing to create dynamic, future-forward behaviours.
With many diﬀerent people / ins,tu,ons naturally trying to provide help and advice; theimpera,ve is to focus on what is important to people, now. Their health literacy is inadequate
for the demands of self-medica,on, never mind in the new reality created by covid-19. Trustis an impera,ve but that can be gained by talking and fueling the stories that are important.
The pandemic has sparked innova,on, whether a start-up or an established cross-border,
MNC, today’s digital ecosystems enable you to focus the right message, to the right people,
and in the right context. Listening is so underrated, but with a focus on objec,vely
understanding and leveraging important stories, public policy and commercial enterprise,leaders, alike can aﬀect change for the good. Engaging with engagement can move people,
and can move markets, that will enhance people’s health and QOL. The cri,cal characteris,cto enhance QOL is presen,ng a posi,ve a`tude and a sense of personal empowerment, incontext, with a relevant and authen,c narra,ve that heightens engagement. This should bebasis of crea,ng strategic leadership narra,ves.
Happiness is not about reaching your goals. It's about aligning your goals with your values.
Progress without purpose is empty. Achievement without impact is ﬂee,ng. Success is mostrewarding when it serves the people and principles that maker to you. Promo,ng well-being
requires a comprehensive approach. Governments can ensure access to healthcare, educa,on,and social support. Businesses can create posi,ve work environments that enhance employee
well-being. Individuals can invest in their physical, mental, and social health through self-careand strong rela,onships and living a balanced life. Inves,ng in well-being is not just about
feeling good; it’s about building a stronger, more resilient, and prosperous society for all. Bypriori,sing well-being, we create a brighter future where individuals and communi,es canﬂourish. There has never been a greater need to help create social innova,on, crea,ngsustainable value for all stakeholders, a ‘thrivable’ society, and heightening the relevant
impact of the University on society! We also readily have the means to communicate ourStrategic Leadership Narra,ve and understand it has never been more cri,cal to track what
people feel is important.

Acknowledgement
This project was supported by Dr John Rickeds, CEO and Darryl Berry Co-Founders of Signiﬁcance Systems whoenabled the Japan and UK narra+ve landscapes to be created and compared. Cri+cally, the personal dialogue
and interac+on s+mulated some of the thinking as to how new lifeStyle ini+a+ves might be beder communicatedgoing forward.

Tracking Narra+ves that can change our World.

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Tracking Narra+ves that can change our World.

Glossaries.
A. Narra,ve Economics: the power of stories
Traditional economics often portrays people as rational actors making calculated decisions based on cold, hardfacts. However, Nobel laureate Robert Shiller challenges this view with Narrative Economics. This field proposesthat the stories we tell ourselves, both individually and collectively, play a significant role in shaping economic
behavior. Shiller argues that contagious narratives, like viruses, spread through society and influence how
people perceive the economic landscape. These narratives can be optimistic tales of a booming market or fearful
warnings of an impending crash. Regardless of their content, they have the power to alter investment decisions,consumer spending, and ultimately, economic outcomes.
Narrative Economics importance lies in:
•

•
•
•

Explaining Bubbles and Crashes: Traditional models struggle to explain how seemingly rational
markets can become irrationally exuberant, leading to bubbles. Narrative Economics suggests that
infectious stories of easy money can fuel these bubbles. Conversely, narratives of fear and pessimism
can contribute to market crashes.
Understanding Long-Term Trends: Economic narratives can shape long-term economic trends. For
example, a narrative of technological progress can drive investment and innovation, while a narrativeof stagnation can lead to a lack of confidence and hinder growth.
Improving Economic Policy: By recognizing the influence of narratives, policymakers can craftinterventions that address them directly. For instance, combating a narrative of pessimism during arecession might require addressing public anxieties alongside traditional economic stimulus measures.
Promoting Financial Literacy: Narrative Economics empowers individuals to be more critical of thestories they encounter. By understanding how narratives can influence behavior, people can makemore informed financial decisions and avoid being swept away by contagious hype or fear.

Narrative Economics is not without its critics. Some argue it lacks a rigorous analytical framework compared to
traditional models. Additionally, disentangling the impact of narratives from other economic factors can bechallenging. However, the field offers valuable insights. By acknowledging the power of stories, Narrative
Economics provides a richer understanding of human behavior in the economic sphere. This knowledge canequip policymakers, investors, and individuals alike to navigate the complexities of the market and make soundeconomic decisions.

Tracking Narra+ves that can change our World.

B. Virtual Living Lab

Our presenta+ons and publica+ons (below) reinforce key messages from the VLL – the strategic desire is to create
proprietary language (see Glossary D). The VLL during this dynamic research period has enabled a broad array ofpeer reviewed publica+ons across several dis+nct ﬁelds. Some 13 dis+nct papers and one special issue with 6
mini e reports. This reﬂects a deliberate strategy that was founded on having the methodology and key outputs
accepted. Gejng a clear message out quickly is increasingly important since accelera+on is apparently a sign of
our +mes. Those theories can s+ll be applied in contexts of limited turbulence, but if the rate of change keeps
accelera+ng, there will be unexpected consequences for society and organiza+ons. To deal eﬀec+vely with the
future, we must absolutely learn how to manage two equally inevitable condi+ons: uncertainty andrisk. Complexity of change is increased by the growing interdependence of our world. More recently we havefocused on governance considera+on, both ESG and DEI, and considera+on of the strategic issues when aligningon policy amongst mul+ple cons+tuencies,…, as well as well-being.
As we conclude this research chapter, it's natural to look back and celebrate the milestones we've achieved.
However, the true spirit of innova+on lies in looking forward. While acknowledging the valuable insights gleaned
from the past, we want to turn our collec+ve gaze towards the future of VLL. This future, we believe, holds
immense poten+al, not just for technological advancement, but also for shaping our individual and collec+ve
experiences in the years to come.
Dr John Rickeds and Darrell Berry are the originators of the term ‘social media’ and founders of Signiﬁcance
Systems that developed earth.ai which is the plaoorm chosen to undertake the narra+ve analyses of the lifestyle
VLL.
1) A Signiﬁcant Moment in History: A Virtual Living Lab. LifeStyle Narra+ves That Are Shaping Our World;
the Cases of Japan and UK 2019–2020. (with Rickeds, J.) Sustainability 2020, 12, 9658. Special Issue: Big
Data, Knowledge Management and IoT: New Perspec+ves for New Challenges in Disrup+ve Times.
2) Tracking Narratives that are Shaping Our World, (with Ricketts, J & Berry, D), 2021, Int J Environ Sci Nat
Res., 27(1): 556202
3) Social Sharing and Ongoing Narratives Provide Potential Pathways to Enhance Daily Health: Timely
Perspectives from the UK and Japan (LifeStyle by Design: Virtual Living Lab). 2021, Int J Environ Sci Nat
Res., 27(2): 556206. DOI: 10.19080/IJESNR.2021.27.556206 02
4) Objectively Measuring COVID-19 Transformations and Identifying Scalable Policy Determinants While
Explicitly Accounting for The Influence of Culture, (with Berry D, & Ricketts, J), 2021, Ann Soc Sci ManageStud., 6(2): ASM.MS.ID.555685
5) The Vital Role of Ensuring On-Going Relevance During a Period of Unprecedented Change, Due To
COVID-19; An Ability to Identify and Understand Timeless Narratives Takes on Greater Utility for
Communications Efficiency, (with Berry D, Ricketts, K., & Ricketts, J), 2021, Ann Soc Sci ManageStud.,6(4): ASM.MS.ID.555691
6) “Engaging with Engagement”: A New Communications Strategy That Provides Coherence Making
Companies More Competitive and Public Institutions More Agile and Accessible, (with Berry D, &Ricketts,
J),
2021,
Advancesin
Journalism
andCommunication , Vol.9
No.4,
DOI: 10.4236/ajc.2021.94013
7) “Regenera+on by Design: Leveraging social narra+ves, to help create improved and sustainable
lifestyles”, (with Berry D, & Rickeds, J), 2022, Journal of Informa+on Science and Systems Science, 6,1,
p15-61, DOI: 10.54647/isss12194
8) “Technology Has Empowered the Consumer, but Marke+ng Communica+ons Need to Catch-Up: An
Approach to Fast-Forward the Future”, (with Berry D, & Rickeds, J), 2022, Businesses, 2, 246-272,
hdps://doi.org/10.3390/businesses2020017
9) Special Issue: Tracking Narra+ves Shaping the World, ‘Popular’ Stories Aﬀect Individual and Community
Behavior. Improve Decision-Making by Addressing What People Feel is Vital. (with Berry, D., & Rickeds,J.), 2022, Int J Environ Sci Nat Res. 2022; 30(3): 556287. DOI: 10.19080/IJESNR.2022.30.556287
10) Sustainability & Governance, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special Issue:
Tracking Narra+ves Shaping the World,
11) Social Innova+on and Regenera+on, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special
Issue: Tracking Narra+ves Shaping the World,

Tracking Narra+ves that can change our World.
12) Ikigai, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special Issue: Tracking Narra+ves
Shaping the World,
13) Poli+cs, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special Issue: Tracking Narra+ves
Shaping the World,
14) Social Networks, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special Issue: Tracking
Narra+ves Shaping the World,
15) ESG and SDG’s, (with Berry, D., & Rickeds, J.), 2022, Int J Environ Sci Nat Res. Special Issue: Tracking
Narra+ves Shaping the World,16) “Engaging with engagement the case of a dynamic, cultural vessel: Zen”, (with Berry, D., & Ricketts, J.),
2022, Ann Soc Sci Manage Stud.,7(5), DOI: 10.19080/ASM.2022.07.555722
17) "The nature of change has changed. Insighoul and +mely understanding of what people feel and thinkis more important than ever.”, (with Berry, D., & Rickeds, J.), 2023, iBusiness, 15, 1-25
18) “Re-evalua+ng Personal Conﬁdence, Myself: a preliminary study from the Virtual Living Lab.,”, (withBerry, D., & Rickeds, J.), 2023, Asian Journal of Social Science and Management Technology, 5(1)19) Food Sustainability: Virtual Living Lab helps to iden+fy the important narra+ve and simplify thecomplex”, (with Berry, D., & Rickeds, J.), 2023, Advances in Journalism and Communica+on, 11, 2, June,
DOI: 10.4236/ajc.2023.112007
20) The Power of Dialogue. Uncovering the ‘Great’ QuesMons that Drive Progress for Leaders and Policy
Makers, (with Berry, D., & Rickeds, J.), 2023, Asian Journal of Social Science and Management
Technology, 5(3)21) Unlocking Community Value: Building Sustainable Socie+es through Engagement and Well-being, (withBerry, D., & Rickeds, J.), 2023, Sustainable Social Development, Volume 1 Issue 1, : 2178. DOI:
10.54517/ssd.v1i1.2178
22) “Naviga+ng Societal Transforma+ons: Unveiling Priority Dynamics Amidst Change”, (with Berry, D., &Rickeds, J.), 2023, Sci Set J of Economics Res 2(2), 01-09
23) “Naviga+ng Societal Transforma+on: A Holis+c Approach to Lifestyle Balance in a Post-Pandemic World- Lessons from the Virtual Living Lab (VLL)”, (with Berry, D., Rickeds, K., & Rickeds, J.), 2024,
Interna+onal Journal of Research in Business Studies and Management, in pressTracking Narra+ves that can change our World.

C. Strategic Leadership Narra,ve

The importance of the Strategic Leadership Narra+ves in today's dynamic business environment cannot be overstressed. There is an urgency and simply having a strategic plan is not enough. Leaders need to be able tocommunicate their strategic intent in a way that inspires and mo+vates employees. The core idea behind
Strategic Leadership Narra+ves is that strategy is more than just a technical document. It's a story about theorganiza+on's future, its purpose, and how it will create value for its stakeholders. This story needs to beeﬀec+vely communicated to employees at all levels in a way that resonates with them.
The Strategic Leadership Narratives provides an organization with:••••Clarity and Focus: A well-crafted narrative can help to simplify complex strategies and provide a clear
direction for the organization. It can help everyone understand the "why" behind the strategic goals.
Motivation and Engagement: A compelling narrative can inspire and motivate employees to takeownership of the strategy. It can make employees feel like they are part of something bigger thanthemselves.
Alignment and Consistency: A clear narrative can help to ensure that everyone in the organization is
working towards the same goals. It can promote collaboration and consistency in decision-making.
Attracting and Retaining Talent: A strong narrative can help to attract and retain top talent. People
want to work for organizations with a clear purpose and a bright future.

Successful leadership must not be left to marketing. While marketing is focused on giving customers what theywant, strategic leadership involves a more nuanced approach. It's about understanding the needs of thecustomers and stakeholders, but also about shaping those needs and creating a vision for the future. A Strategic
Leadership Narrative should be focused on the long game, not just short-term gains. This focus on the future
can help to create a more stable and motivated organization.
The concept of Strategic Leadership Narratives is a valuable one. In today's complex and fast-paced businessenvironment, it's more important than ever for leaders to be able to communicate effectively. A Strategic
Leadership Narrative can be a powerful tool for doing just that.
In practice, to cultivate and execute a Strategic Leadership Narrative it is essential to address:
a. Developing a Strategic Leadership Narrative: Crafting a strong Strategic Leadership Narrative takes
time and effort. Leaders need to consider the organization's history, values, and goals. They also need
to be able to communicate the narrative in a way that is authentic and engaging.
b. The Role of Storytelling: Storytelling is a powerful communication tool that can be used to effectively
convey a Strategic Leadership Narrative. Leaders can use stories to illustrate the organization's purpose,values, and goals.
c. The Importance of Authenticity: A Strategic Leadership Narrative needs to be authentic to beeffective. Employees will see through any attempt to manipulate them with a story that doesn't ringtrue.
d. The Need for Action: A Strategic Leadership Narrative is not enough on its own. Leaders also need totake action to implement the strategy. This means having a clear plan for execution and holding people
accountable for results.
Overall, Strategic Leadership Narratives can be a powerful tool for leaders who want to inspire and motivate
their employees. By effectively communicating the organisation's story, leaders can create a more focused,engaged, and successful organisation.

Tracking Narra+ves that can change our World.

D. Proprietary Language of the VLL

During this unique period of lifestyle research, our presenta+ons and publica+on reinforce key messages fromthe VLL – the strategic desire is to create proprietary language. It is important to have consistency and clarity inany thought leadership. If you create proprietary language, everyone knows with crystal clear accuracy exactly
what is being talked about. When you reinforce consistent language with your audience you remove ambiguity
and build understanding and infrastructure faster. The following have been recurring themes and messages:
ü Tracking Narra+ves that can shape our world
ü Sustainable Ageü Engaging with Engagement
ü Classiﬁca+on: Timeless, Transforma+onal
ü Narra+ve u+lity
ü Strategic Leadership Narra+ve
ü Beder Decisions
ü Risk and Uncertainty
ü Social entrepreneurism
ü Mess-Age
ü Augmented Humanity
ü Thrivability

Tracking Narra+ves that can change our World.

E. The Enduring Power of Stories: From Cave Walls to Chatrooms

Storytelling is as fundamental to the human experience as language itself. It predates written communication,
stretching back to the flickering firelight of our earliest ancestors. Around those fires, stories were not justentertainment; they were classrooms, history books, and moral compasses, all rolled into one.This rich history
reveals the enduring power of stories in shaping societies, and today social media has reshaped this ancient art
form.
Our earliest stories were not told with words, but with images. The iconic cave paintings of Lascaux and Chauvet,
estimated to be over 30,000 years old, depict animals and hunting scenes. These were not mere decorations;they were likely used to teach younger generations vital hunting skills and transmit cultural knowledge. As
language developed, so did oral storytelling. Epic poems like the Sumerian "Epic of Gilgamesh" and the Ancient
Greek "Odyssey" were passed down through generations, serving as repositories of history, mythology, andsocial values. These stories were not static; they were constantly evolving, reflecting the changing needs andexperiences of the community.
The invention of the printing press in the 15th century marked a turning point. Stories that were once theexclusive domain of oral tradition could now be preserved and disseminated on a wider scale. The rise of thenovel in the 18th century further revolutionized storytelling, allowing for a deeper exploration of the humanexperience and the creation of fictional worlds.
The 20th century witnessed an explosion of storytelling mediums. Film, radio, and television emerged,
captivating audiences with moving images and powerful narratives. These new forms allowed for a more
immersive and emotional connection with stories, further solidifying their place in society.
The rise of the internet and social media in the late 20th and early 21st centuries has fundamentally changed
the landscape of storytelling. Social media platforms have democratized the art form, giving anyone with adevice the power to create and share stories, removing the hierarchy of traditional mass media, to what wehave referred to as the Mess-Age. This transformational shift has had several significant impacts:••••

Accessibility: Anyone with a smartphone can now be a storyteller. Platforms like YouTube, Instagram,
and TikTok create opportunities for voices that may have been unheard of in traditional media.
Fragmentation: The traditional, linear narrative is being challenged. Social media thrives on short,attention-grabbing snippets, creating a more fragmented and non-linear storytelling experience.
Interactivity: Social media fosters a sense of community around stories. Readers can comment, share,and participate in discussions, blurring the lines between storyteller and audience.
Ephemerality: The ephemeral nature of some social media platforms, where content disappears
quickly, creates a sense of urgency and a focus on the present moment. This contrasts with traditional
narratives that are meant to be revisited and pondered over time.

While social media has undoubtedly democratized storytelling and opened up new avenues for expression, its
impact is not purely positive, and the importance of trust is heightened. To this end, it is important to consider:ü Spread of misinformation: The ease of sharing information on social media can also be a breeding
ground for misinformation and "fake news." Without the gatekeeping mechanisms of traditional
media, it can be difficult to discern truth from fiction.
ü Echo chambers and confirmation bias: Social media algorithms tend to show users content they
are likely to agree with, creating echo chambers that reinforce existing beliefs and limit exposure
to diverse perspectives.
ü Attention spans and the decline of long-form storytelling: The constant influx of short, bite-sizedcontent on social media may be impacting our ability to focus on longer, more complex narratives.
This could have a detrimental effect on critical thinking and empathy.
Despite the challenges posed by social media, the core power of storytelling remains. Stories allow us to connect
with each other, understand different cultures, and explore the depths of the human experience. As we navigate
the ever-evolving digital landscape, it is crucial to be mindful of the ways social media shapes our consumptionTracking Narra+ves that can change our World.
of stories. One must also accept that some existing narratives do not engage in a manner that is desired because
they use the wrong language and project a biased perspective. For example, the discussion of poverty in somedeveloped economies.
To ensure stories continue to play a positive role in our lives:ÖÖÖÖCritically evaluate information encountered on social media.
Seek out diverse voices and stories that challenge our existing perspectives.
Support traditional forms of storytelling like novels, films, and long-form journalism.
Use social media platforms as a springboard for deeper exploration of stories that resonate with us;‘engage with engagement’.

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F. From the mass ‘media is the message’ to the Mess-Age

The 20th century witnessed the reign of tradi+onal, hierarchical mass media – a one-way street where
informa+on ﬂowed from a select few to the masses. Today, the 21st century pulsates with the energy of social
media, a dynamic web where anyone can be a content creator and informa+on travels in all direc+ons. As theworld becomes more interconnected, this shiw in communica+on has profound eﬀects on how we consume
informa+on, build communi+es, and par+cipate in global discourse.
Traditional mass media, encompassing newspapers, television, and radio, functioned with a clear hierarchy.
Powerful institutions like media corporations acted as gatekeepers, deciding what information reached the
public and shaping public opinion. News was curated and filtered, ensuring a certain level of quality control andeditorial consistency. National and international broadcasts reached vast audiences simultaneously, fostering a
sense of shared experience and national identity. However, this control also had drawbacks. News sources werelimited, and dissenting voices often struggled to be heard. Information was susceptible to manipulation by thosein power, and confirmation bias could be easily instilled through a lack of diverse perspectives.
Social media platforms like Facebook, LINE, Twitter, and YouTube have ushered in a new era of communication.
Information disseminates rapidly, often bypassing traditional gatekeepers. Anyone with an internet connection
can be a publisher, sharing stories, opinions, and experiences. This democratization of information sharing has
empowered individuals and marginalized voices, fostering a more diverse and inclusive media landscape.
However, this freedom comes at a cost. The lack of editorial oversight can lead to the spread of misinformationand "fake news." Echo chambers form, where users are exposed only to information that confirms their existing
beliefs. The constant influx of short-form content can shorten attention spans and hinder critical thinking.
The rise of social media coincides with an increasingly interconnected world. Social media platforms allow
people across borders to connect, share experiences, and build communities based on shared interests. Global
movements and social change can gain momentum rapidly through online mobilization. This interconnectedness
fosters empathy, understanding, and cultural exchange. However, the same interconnectedness that facilitatesthese positive developments can also be exploited. Social media can be used to spread hate speech, inciteviolence, and manipulate public opinion. The anonymity provided by online platforms can embolden negativity
and hinder productive dialogue.
NWOTAC: New Ways of Thinking and Communicating. As we navigate this new digital landscape, it's crucial tofind a balance. Social media's democratization of information empowers individuals but necessitates media
literacy skills to discern truth from falsehood. Traditional media's quality control offers a valuable counterpoint
but might need to adapt to be more inclusive and responsive to diverse voices. Interconnectivity, fostered bysocial media, is more influential than globalization. This interconnectedness presents tremendous potential but
requires safeguards against negativity and manipulation. Ultimately, a healthy future for communication in aconnected world hinges on responsible use of both traditional and social media, critical thinking, and acommitment to open and inclusive dialogue.

Tracking Narra+ves that can change our World.

G. Social media and narrative development
Social media has become a vibrant tapestry woven from countless narratives. Unlike traditional storytelling with
its singular author, these narratives are born from a dynamic interplay between individuals and communities.
They are constantly evolving, shaped by trends, virality, audience participation, and the very algorithms thatcurate our online experience. Understanding how narratives develop and evolve on these platforms is crucial
for anyone who wants to navigate the ever-shifting digital landscape.
Traditionally, stories were told by a single author – a writer, filmmaker, or journalist. Social media disrupts thismodel by empowering users to become storytellers in their own right. Through text, images, and videos,individuals share their experiences, perspectives, and emotions and thus a shift from monologue to dialogue.
This user-generated content (UGC) forms the foundation for social media narratives. The rise of UGC has
fostered a sense of authenticity and relatability. People connect with stories that feel real and reflect their own
lives. A single post about a personal triumph, a funny observation, or a heartwarming encounter can spark aconversation, with users commenting, sharing, and adding their own perspectives. This participatory natureallows narratives to branch out, taking on new dimensions and interpretations. Imagine a recipe shared on a
cooking blog. It might inspire countless variations, each user adapting it to their own tastes and dietary needs.
The original recipe becomes a springboard for a multitude of personal narratives.
Social media platforms utilize algorithms to curate content for individual users. These algorithms prioritize posts
that generate engagement – likes, comments, and shares. This can create a feedback loop. Content that
resonates with a particular audience gets amplified, shaping the narrative landscape. Imagine a social justicecampaign. A single, powerful post might gain traction, inspiring users to share their own experiences and stories
of struggle. The algorithm recognizes the engagement and prioritizes similar content, creating a wave of
narratives that raise awareness and potentially lead to social change. Hashtags play a crucial role in this process.
They allow users to categorize their content and discover narratives around shared interests. A trending hashtag
can propel a story into the spotlight, fostering a sense of community and collective experience. For example, ahashtag challenge promoting environmental awareness might inspire users to share photos of their local cleanup efforts. The hashtag becomes a virtual space where individual narratives coalesce into a broader story about
environmental stewardship.
Human connection thrives on emotions. Social media narratives that evoke strong feelings – joy, anger, sadness,or outrage – are more likely to be shared and discussed. This emotional pull keeps users engaged and invested
in the story's development. Humour is a powerful tool for engagement. Memes, funny videos, and witty captions
can spread quickly, creating a sense of shared amusement and fostering a sense of community. Remember the"Distracted Boyfriend" meme? It started as a single image but quickly evolved into countless variations, eachpoking fun at a different societal trope. The humor kept users engaged, ensuring the meme's virality andlongevity. Conversely, social media can also be a platform for outrage and social movements. Stories thathighlight injustices or inequalities can spark passionate discussions and collective action. The #BlackLivesMattermovement is a prime example. Personal stories of police brutality, coupled with powerful visuals, fueled a global
conversation about race and social justice.
The impermanence of certain social media features has also impacted how narratives develop. Platforms like
Snapchat Stories and Instagram Stories offer a glimpse into someone's life that disappears after a set time. This
fleeting format encourages a more raw and unfiltered approach to storytelling. Imagine documenting a vacation
through a series of stories. The focus is on capturing the present moment, offering a less polished but moreauthentic way to share experiences. Ephemeral content can also be used for serialized narratives, with users
posting daily updates to keep their audience hooked. A beauty influencer might document her daily skincare
routine through a series of stories, creating a sense of anticipation and encouraging viewers to tune in for the
next installment. The disappearing nature of the content creates a sense of urgency and exclusivity, driving
engagement.
Social media influencers play a significant role in shaping narratives. These individuals, with their establishedaudience and perceived authority, can sway public opinion and promote specific viewpoints. Brands andorganizations often partner with influencers to craft narratives that promote their products or ideas. A fashion
influencer might share a photo wearing a new clothing line, sparking interest and potentially influencing viewers'

Tracking Narra+ves that can change our World.
purchasing decisions.However, influencer marketing also faces challenges. Audiences are becoming increasingly
skeptical of inauthentic content. Narratives that feel forced or promotional can backfire, leading to a loss of trustand engagement.

Tracking Narra+ves that can change our World.

H. Health and Food Literacy; towards KSF of well-being initiatives

Improving health literacy is essential for empowering individuals to make informed health decisions, manage
their health effectively, and navigate the complex healthcare system. Some Key Success Factors that need to beaddressed to enhance health literacy include:a) Education and Communication: Education is the cornerstone of health literacy. It's crucial toensure that health education starts early, integrating it into school curricula to instill a foundationof health knowledge. Additionally, healthcare providers must communicate clearly, using plain
language and avoiding medical jargon when discussing health information with patients.
b) Accessible Information: Health information should be easily accessible and available in various
formats to accommodate different learning styles and abilities. This includes printed materials,
websites, and multimedia resources that are culturally sensitive and available in multiple languages.
c) Patient Engagement: Encouraging active patient participation in their healthcare can improveunderstanding and retention of health information. This involves creating opportunities forpatients to ask questions, engage in discussions, and provide feedback on the information theyreceive.
d) Digital Literacy: In the digital age, being able to find, evaluate, and use online health information
is a critical component of health literacy. Programs that teach digital literacy skills, particularly toolder adults and underserved populations, can help bridge the digital divide.
e) Healthcare System Navigation: The healthcare system can be complex and confusing. Providing
guidance on how to navigate insurance, appointments, and treatment options can demystify theprocess and make it more approachable for everyone.
f) Community Outreach: Community-based programs can play a significant role in improving healthliteracy. These programs can reach people in their own environments, making health information
more relatable and actionable.
g) Multidisciplinary Collaboration: Collaboration among healthcare professionals, educators, andcommunity leaders can lead to a more cohesive approach to health literacy. Sharing resources andexpertise can enhance the quality and reach of health literacy initiatives.
h) Monitoring and Feedback: Regular evaluation of health literacy programs and materials ensuresthat they are effective and meet the needs of the target audience. Soliciting feedback fromparticipants can provide insights into areas for improvement.
i) Policy and Advocacy: Advocating for policies that promote health literacy is vital. This includes
funding for health literacy programs, research, and the integration of health literacy into publichealth initiatives.
j) Personalised Education: Tailoring health education to individual needs, preferences, and cultural
backgrounds can make it more relevant and impactful. Personalized education can address specificbarriers to understanding and motivate individuals to take action.
By focusing on these KSF’s, we can work towards a future where everyone has the knowledge and resources
they need to make informed health decisions. Improving health literacy is not only beneficial for individuals but
also for the healthcare system as a whole, leading to better health outcomes and more efficient use of resources.
Improving health literacy is a global challenge, but the approach and effectiveness can vary significantly between
countries, due to local market conditions and culture (Hofstede, 2011). In Japan and the UK, there are distinct
differences in the strategies and outcomes associated with enhancing health literacy.
Cultural Context and Healthcare Systems: Japan's collectivist culture, which emphasizes harmony and groupcohesion, contrasts with the UK's more individualistic society. This cultural difference impacts healthcommunication strategies and the way health information is disseminated and received. The UK's National
Health Service (NHS) provides centralized health information, which is readily accessible and standardized acrossthe country. In contrast, Japan lacks a comprehensive national online platform for health information, which canmake it difficult for individuals to access reliable and understandable health resources.
Language and Communication: The complexity of the Japanese language, with multiple reading levels and theuse of Kanji characters, can pose a barrier to understanding health information. The UK, with a majority English-

Tracking Narra+ves that can change our World.
speaking population, may have an advantage in this regard, as English is the primary language of medical
research and international communication.
Health Literacy Levels: Studies have shown that comprehensive health literacy in Japan is lower than in Europe.
Japanese respondents generally find it more difficult to judge and apply health information, indicating
challenges in health decision-making. This may be partly due to inefficiencies in Japan's primary healthcare
system and the lack of clear communication channels.
Education and Policy: The UK has implemented various policies and educational programs aimed at improving
health literacy, integrating it into school curricula and public health initiatives. Japan, however, is still developing
strategies to address the issue, focusing on building individual competencies and creating supportive
environments for health literacy.
Technological Integration: The UK has been more proactive in integrating technology into health literacy
improvement, utilizing digital platforms to provide health information and services. Japan, while technologicallyadvanced, has not fully capitalized on this in the health sector, which could enhance the population's ability toaccess and use health information effectively.
Thus, while both Japan and the UK face the challenge of improving health literacy, the differences in theircultural context, language, healthcare systems, education, policy, and technological integration significantly
influence their respective approaches and outcomes. Addressing these differences is crucial for developing
effective health literacy strategies tailored to each country's unique needs.
Improving food literacy also demands a multifaceted approach that can yield significant benefits for bothindividual health and the sustainability of our food systems. Benefits should encompass:
Enhanced Individual Health Outcomes: Food literacy empowers individuals with the knowledge to makehealthier food choices. Understanding the nutritional value of different foods and how to incorporate them into
a balanced diet can lead to improved health outcomes. People with higher food literacy are more likely to
consume a diet rich in fruits, vegetables, whole grains, and lean proteins, which are essential for maintaining
good health and preventing chronic diseases such as obesity, diabetes, and heart disease.
Reduction in Non-Communicable Diseases: A diet high in processed foods and low in nutrients is a major risk
factor for non-communicable diseases. By improving food literacy, individuals can learn to identify and reducethe intake of ultra-processed foods, which often contain high levels of sugar, fat, and sodium. This shift in dietary
habits can decrease the prevalence of diet-related non-communicable diseases, easing the burden on healthcare
systems.
Promotion of Sustainable Eating Habits: Food literacy includes an understanding of the environmental impactof food production and consumption. Educated consumers are more likely to make sustainable choices, such as
opting for locally sourced, seasonal produce, which has a lower carbon footprint compared to imported goods.
This can significantly contribute to the reduction of greenhouse gas emissions associated with food transport.
Reduction of Food Waste: A key component of food literacy is the ability to plan meals, shop effectively, andstore food properly to minimize waste. Food waste is a major issue, with significant portions of produced foodnever being consumed. Improved food literacy can lead to better food management at the household level,
reducing the amount of food that ends up in landfills, where it contributes to methane emissions, a potent
greenhousegas.
Support for Local Economies: Food-literate individuals are more likely to support local farmers and producers,which helps to sustain local economies. Buying locally not only reduces the environmental impact of foodtransport but also ensures that money spent on food stays within the community, supporting local jobs andbusinesses.
Encouragement of Biodiversity: Understanding the importance of biodiversity in food systems is an aspect offood literacy. Diverse diets encourage the cultivation of a variety of crops, which can help maintain soil healthTracking Narra+ves that can change our World.
and reduce the reliance on monoculture farming practices that can deplete soil nutrients and lead to increased
use of chemical fertilizers and pesticides.
Improved Social Equity: Food literacy can also address social equity issues by highlighting the importance offood access for all. Knowledgeable consumers can advocate for policies that ensure everyone has access tohealthy, affordable food, regardless of their socioeconomic status.
Cultural Preservation: Food literacy encompasses the cultural aspects of food, including traditional cooking
methods and recipes. This can lead to the preservation of cultural heritage and the promotion of cultural
diversity in diets, which is important for maintaining a rich tapestry of food traditions around the world.
Improving food literacy has the potential to transform individual health and contribute to the sustainability ofour planet. It is a critical step towards a future where people are not only healthier but also live in harmony withthe environment, supporting a food system that is equitable, diverse, and sustainable. The ripple effects of foodliteracy extend far beyond the dinner plate, influencing global health, environmental conservation, and social
well-being.

Tracking Narra+ves that can change our World.

I. Plutchik's Wheel
Understanding our emotions can feel like navigating a labyrinth. Psychologist Robert Plutchik sought to shedlight on this complexity with his "Wheel of Emotions." Developed in 1980, this visual tool offers a framework for
categorizing and understanding our emotional experiences. Plutchik's wheel features eight primary emotions
arranged around a central hub. These emotions are considered the building blocks of our emotional repertoire:••••

Joy (opposite: Sadness): Feelings of happiness, contentment, and fulfillment.
Anger (opposite: Fear): Feelings of irritation, frustration, and hostility.
Trust (opposite: Disgust): Feelings of acceptance, safety, and security.
Surprise (opposite: Anticipation): Feelings of astonishment, wonder, or being startled.

The wheel does not just categorize emotions; it also depicts their intensity. Emotions closer to the center are
more intense, while those towards the periphery are milder variations. For example, irritation is a less intense
form of anger, while delight is a milder form of joy. But emotions are not always clear-cut. Plutchik suggests thatprimary emotions can combine to create complex blends. For instance, a combination of anger and fear might
result in frustration, while sadness and disgust might lead to shame. These secondary emotions occupy the
spaces between the primary ones on the wheel.
Plutchik's wheel serves several purposes. It helps us:ü Identify our emotions: By recognizing the core emotions and their variations, we can better
understand what we're feeling.
ü Navigate emotional complexity: The wheel acknowledges that emotions can be mixed and canvary in intensity.
ü Improve communication: By having a common language for emotions, we can communicate our
feelings more effectively to others.
While Plutchik's wheel provides a valuable framework, it's important to acknowledge its limitations. The eight
primary emotions might not capture the full spectrum of human experience. Additionally, cultural and individual
differences can influence how emotions are expressed and experienced. Despite its limitations, Plutchik's wheel
remains a powerful tool for understanding the complex world of emotions. By using it as a guide, we can navigate
our emotional landscape with greater awareness and empathy.