Changing the stories that shape our future
Cultural narratives shape how people understand the world, what they value, and what they believe is possible. They emerge through many forces, from storytelling and media to faith, education, technology, community leadership, and lived experience. Together, these narratives influence the choices individuals make, the policies societies support, and the futures communities can imagine.
For generations, dominant cultural narratives have reinforced the idea that people are separate from nature, that economic prosperity must come at nature’s expense, and that environmental decline is inevitable. These narratives have shaped behaviors, institutions, markets, and public expectations.
But cultural narratives are not fixed. And they can drive positive change.
At Rare, we work to help shift the cultural narratives that shape our relationship with nature, one another, and the future. We partner with storytellers, artists, cultural leaders, communities, and other changemakers to make sustainable, resilient, and biodiverse futures visible, desirable and achievable. By contributing to the broader cultural ecosystem that shapes how people think, feel, and act, we help create the conditions for conservation and community resilience to thrive.
Rare’s Entertainment Lab
The entertainment industry reaches billions of people every year through film, television, digital media, and more. These stories help shape public understanding of social issues, drive cultural norms, and expand what audiences believe is possible.
Rare’s Entertainment Lab explores how film, TV, and social media can engage audiences in a warming world, and brings insights from climate science, communication, and human behavior to help creators tell authentic stories that reflect and inspire change.
The Behavior Beat
Sign up to receive stories, research, and insights on the innovative solutions communities are using to protect nature and strengthen resilience.
Our approach to changing culture
We help accelerate narrative change through research, partnerships, and storytelling.
We build the evidence base for narrative change through audience research, cultural analysis, and social science research.
We partner with studios, creators, and media organizations to help them tell authentic and accurate planet-positive stories.
We work with researchers, nonprofits, and industry partners to expand the reach and impact of their work.
