Is Your Organization Telling the Right Stories? The Importance of Asset-Framing in Equity Work

Let’s be real: Stories can either connect us to the communities we serve or distance us from them. Most organizations want to be seen as compassionate and committed to equity. However, even with the best intentions, stories about marginalized communities can sometimes unintentionally cause harm. Instead of uplifting, they may reinforce harmful stereotypes or perpetuate a "savior" narrative, stripping away the humanity and agency of the people we aim to support.

As equity leaders, you already understand this. The issue isn't about your mission or values. It's about how to tell your stories.

What if, without realizing it, your stories are creating a gap between you and the communities you want to empower? What if, despite your good intentions, your storytelling reinforces the power dynamics you aim to dismantle? It’s a subtle shift, but one that can make all the difference.

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The Power of Narrative Framing

Storytelling isn’t just about words and images; it’s about the frame through which you view someone’s life. And that frame is powerful—it shapes how people see others and how they see themselves. The way we frame stories can empower individuals, or it can reduce them to caricatures of their struggles.

As leaders committed to equity, we bear the responsibility of narrative framing. This responsibility isn’t to be taken lightly.

Too often, we unintentionally trap people in narratives of poverty, hunger, and inequality. But when we lead with their assets, strengths, and contributions, we create a new narrative—one that acknowledges the challenges, but also celebrates the brilliance these individuals bring to the table.

"The most powerful stories aren’t the ones we tell about communities, but the ones they tell about themselves. At Buoyant, we understand that storytelling is about rebalancing that power—shifting the narrative from scarcity to strength. True change happens when we stop seeing communities as problems to be solved and start recognizing them as forces to be reckoned with." — Eric Rigaud, CEO of Buoyant

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People don’t want pity; they want respect. When we tell stories that honor their humanity, they feel seen and valued. Trust? That becomes a natural result of the respect we offer.

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Avoiding Harmful Stereotypes

It’s easy to fall into the trap of stereotypes, even without intending to. Familiar narratives often reduce people to their struggles. We've seen this time and time again: campaigns portraying marginalized communities as helpless, dependent, or needing rescue. While these stories may evoke an emotional response, they often strip people of their dignity and agency.

As equity leaders, we must be vigilant. Are our narratives flattening the complexity of the people we serve? Are we speaking for them, or are we allowing them to tell their own stories? Are we unintentionally reinforcing the very stereotypes we aim to dismantle?

These are tough questions, but necessary ones. They lead to deeper, more authentic storytelling—lifting people up instead of reducing them to simplified versions of themselves.

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Cultural Storytelling Done Right

A successful example of this approach is our agency’s collaboration with No Kid Hungry. Buoyant recognized that youth hunger is often invisible—hidden in classrooms, on playgrounds, and throughout daily life. Yet, many kids possess inner strength, determination, and brilliance. They don’t just survive—they thrive.

Rather than framing food-insecure youth as helpless or defined by hunger, we shifted the narrative. We asked, “What are you hungry for?” and focused on their aspirations, not their needs. We told stories of young people from diverse backgrounds who spoke not of their hunger as a limitation, but of their dreams, passions, and ambitions that hunger couldn’t suppress.

For example, we featured a talented hockey player whose single mother worked hard to provide food for the family and a gifted student who started a community garden despite his challenges of food insecurity. These kids were not portrayed as victims of their circumstances but as individuals navigating challenges while pursuing their dreams with grit.

Our storytelling was simple but powerful. Each video in the campaign featured youth sharing their passions—whether in art, sports, or academics. Only later did we reveal that these individuals faced food insecurity, but that fact never overshadowed their personal strength or accomplishments.

This wasn’t just storytelling; it was co-creation. The youth were central to the process, shaping their own narratives. The message was clear: Hunger doesn’t define them. Their dreams do.

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Actionable Steps for Equity Leaders

To incorporate these storytelling principles and avoid deficit-based narratives, consider the following steps:

1. Lead with Dignity: Always center the humanity of the people in your stories. Approach each narrative with empathy and respect for people’s complexity.

2. Use Asset-Framing: Highlight the strengths, talents, and potential of the community. Let their accomplishments and resilience take center stage.

3. Co-create  the Narrative: Involve the community from the start. Ensure their stories reflect their lived experiences.

4. Challenge Stereotypes: Regularly revisit your narratives and ask, “Are we reinforcing harmful stereotypes?” If so, reframe the story.

5. Think Long-Term: Storytelling should build trust and deep relationships over time. Reflect this in your ongoing narratives.

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Why Cultural Storytelling Matters

Cultural storytelling is about more than inclusion—it’s about accuracy and respect. The communities we work with have always been resilient, innovative, and resourceful. It’s our job to tell stories that honor their contributions and portray them as whole, capable individuals.

As equity leaders, we are shaping the narratives that will impact future generations. The stakes couldn’t be higher. Our stories can elevate communities or unintentionally reinforce the barriers we seek to dismantle.

At Buoyant, we don’t just tell stories. We partner with organizations to transform the narratives shaping our world. Ready to create stories that build trust, inspire action, and drive systemic change? Let’s get to work.

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