Here for the journey.

Last weekend I was in Austin visiting my daughter and we streamed The Brutalist. The next morning, we took a run around gorgeous Lady Bird Lake to do what runners do: break down every last detail because you’ve got nothing but miles to cover and time to discuss. It’s a story that explores power, trauma, ambition, and relationships. The torture of creative genius. The tradeoffs of success. And a lifetime pursuing at the expense of living. The epilogue of the three-and-a-half-hour epic concludes with the main character, Laszlo, being heralded for his architectural achievements and ends with his prophetic wisdom:

“No matter what the others try and sell you, it is the destination, not the journey.” Considering his brutal journey inspired the title of this film (and a lot more), what else could he ascribe to?

I don’t know about y’all, but I’m an “enjoy the journey” kind of person. And that’s what draws me to storytelling. So much of it, especially in sustainability, is about the getting there, like year-over-year progress, ongoing commitments, regeneration, and nurturing relationships. Which has been proven by some of the headlines we’ve written over the years like:

“Our stewardship work is never done.”

“There is no finish line.”

“Progress towards a sustainable future.”

The destination may be the proof, but without the journey—the work that happens along the way, the people who make it possible, the lives that are touched—it’s just numbers and data.

Recently, I’ve come across a few projects that really show what this journey looks like and highlight why it matters. So today, I wanted to share a few agencies and brands leaning into the journey. Enjoy.

Cloud9Media x Nice Rice: Founder’s Journey

My friend Katia Herault and her talented team at Cloud9Media went big on storytelling to work within their client’s small budget. The result is a four-part film series for Instagram that features the literal journey of Nice Rice’s founder as he went on a mission to change the rice industry.

This series embodies all the feels: humanity, ingenuity, purposeful pursuit. It also lays out the case for why we should care. Pitch perfect storytelling.  

Wild (refillable body care): Ongoing Journey

We talk a lot about the need for humanity in sustainability storytelling, but when companies set ambitious targets and goals, they better have some humility. As part of their sustainability journey, Wild boldly states the company’s CO2e emissions in their impact report and equates that arbitrary number to 8,600 flights from London to New York. Ouch. But they back up that hard truth with solutions, progress, and a willingness to forge on “to meet the demands of an ever-evolving environmental battle.”

Wild’s approach to their sustainability communications uses web content, company blogs, and impact reports to show how they keep the journey going.

Avocado Green Mattress: Comprehensive Journey

From certifications to climate commitments to social impact stories, the Avocado sustainability journey is far reaching. But what I love is how they talk about not just what they achieved, but why they made each choice, like insisting on certified organic wool or going formaldehyde free, even when those choices are expensive or complicated. Hot off the presses, their 2024 Impact Report opens with a headline that’s all about journey:

Meanwhile, the beauty and meaning behind their storytelling exemplify their reasons why: 

Sorry, Laszlo, I disagree.

No one wants to hear about your arriving, they want to hear about how you got there. Maui’s famous Road to Hana may end in Hana, but if you thought that’s where you were going, you missed the point.

The story is in the journey, so destination be damned.

If we can’t enjoy this ride that we’re on, what’s the point?