Name: How to Tell Stories That Build Trust and Action?
Start: 2026-03-27T13:00:00+02:00
End: 2026-04-10T13:00:00+02:00
Location: Poldri 3/1 , 10154 Tallinn, Estonia

💬 How to Tell Stories That Build Trust and Action? is a event series that explores how clear, credible, and engaging narratives can support the adoption of circular products, services, and practices.
The focus is on communicating sustainability in ways that avoid greenwashing and build trust, with a strong focus on activation rather than awareness.
✅ Across three sessions, participants will learn how to translate complex circular systems into compelling stories, develop strong pitches, and adapt messages for different audiences, channels, and cultural contexts – combining strategic insight with practical tools for real-world impact.

📅 𝟐𝟕.𝟎𝟑 𝐚𝐭 𝟏𝟑.𝟎𝟎-𝟏𝟔.𝟎𝟎 𝐄𝐄𝐓: 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐧𝐠 𝐂𝐢𝐫𝐜𝐮𝐥𝐚𝐫𝐢𝐭𝐲 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐆𝐫𝐞𝐞𝐧𝐰𝐚𝐬𝐡𝐢𝐧𝐠
The first session addresses why sustainability communication often fails and how greenwashing risks emerge. Core principles of credible sustainability communication are introduced, focusing on evidence, transparency, and tone. You will learn how to translate sustainability claims into proof and build confidence in communicating circularity in a clear and trustworthy way.

📅 𝟎𝟖.𝟎𝟒 𝐚𝐭 𝟏𝟑.𝟎𝟎-𝟏𝟔.𝟎𝟎 𝐄𝐄𝐓: 𝐂𝐢𝐫𝐜𝐮𝐥𝐚𝐫 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐚𝐧𝐝 𝐏𝐢𝐭𝐜𝐡𝐢𝐧𝐠
This session focuses on storytelling as a tool to make complex circular systems understandable and engaging. It explores narrative structures, emotional and rational arguments, and audience-specific framing. You will learn how to develop a compelling pitch for your own project and adapt circular stories to different audiences without oversimplifying or exaggerating.

📅 𝟏𝟎.𝟎𝟒 𝐚𝐭 𝟏𝟑.𝟎𝟎-𝟏𝟔.𝟎𝟎 𝐄𝐄𝐓: 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬, 𝐅𝐨𝐫𝐦𝐚𝐭𝐬, 𝐚𝐧𝐝 𝐂𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐂𝐨𝐧𝐭𝐞𝐱𝐭𝐬
The final session translates storytelling into real-world communication practice. Different channels and content formats are examined, alongside cultural differences in how sustainability is perceived and discussed. You will learn how to select appropriate channels, adapt messages across contexts, and apply storytelling tools in a way that supports trust, relevance, and adoption.

🎤 𝗧𝗿𝗮𝗶𝗻𝗲𝗿:
The trainings will be carried out by Maximilian Mauracher, who is an internationally awarded designer, strategist and creative leader in circular economy, sustainability, and design-driven transformation.
He studied at the University of Applied Arts Vienna and has spent over a decade working at the intersection of business, communication, and systems change with companies, cities, and organisations, including FREITAG, Decathlon, WWF, the city of Berlin, and many more.
As co-founder and managing director of Berlin-based NEW STANDARD.STUDIO, Maximilian works with international teams to translate complex sustainability challenges into clear strategies, products, services, and narratives. His work focuses on pragmatic innovation and strong storytelling – building solutions that are both economically viable and environmentally meaningful.

📍 The event is FREE, but registration is requiered!
👉 Register here: https://inkubaator.tallinn.ee/sundmused/how-to-tell-stories-that-build-trust-and-action/
📍Registration gives access to all four trainings!
📍 All of the courses take place online! The link will be sent one day prior to the event!

This series is part of the CCC project incubation programme organised by Tallinn Business Incubator in spring, which aims to provide specialised training modules for the cultural and creative sectors focused on business development, internationalisation and the implementation of circular economy solutions.
In addition, the programme includes English-language series on How to Design a Sustainable Product?, How to Design a Sustainable Service?, Getting Ready for International Markets, Storytelling and Communication, and Estonian language series How to Present and Stand Out as an International Visual Artist.
The CCC incubation programme is intended for experts in the cultural and creative sectors, entrepreneurs and start-ups, designers, visual artists, students, and other interested participants.
𝘛𝘩𝘦 𝘦𝘷𝘦𝘯𝘵𝘴 𝘢𝘳𝘦 𝘱𝘢𝘳𝘵 𝘰𝘧 𝘵𝘩𝘦 𝘊𝘳𝘦𝘢𝘵𝘪𝘷𝘦 𝘊𝘪𝘳𝘤𝘶𝘭𝘢𝘳 𝘊𝘪𝘵𝘪𝘦𝘴 𝘱𝘳𝘰𝘫𝘦𝘤𝘵, 𝘤𝘰-𝘧𝘶𝘯𝘥𝘦𝘥 𝘣𝘺 𝘵𝘩𝘦 𝘌𝘶𝘳𝘰𝘱𝘦𝘢𝘯 𝘜𝘯𝘪𝘰𝘯’𝘴 𝘐𝘯𝘵𝘦𝘳𝘳𝘦𝘨 𝘉𝘢𝘭𝘵𝘪𝘤 𝘚𝘦𝘢 𝘙𝘦𝘨𝘪𝘰𝘯 𝘗𝘳𝘰𝘨𝘳𝘢𝘮𝘮𝘦 2021–2027. 𝘛𝘩𝘦 𝘱𝘳𝘰𝘫𝘦𝘤𝘵 𝘢𝘪𝘮𝘴 𝘵𝘰 𝘴𝘶𝘱𝘱𝘰𝘳𝘵 𝘵𝘩𝘦 𝘵𝘳𝘢𝘯𝘴𝘪𝘵𝘪𝘰𝘯 𝘵𝘰 𝘢 𝘤𝘪𝘳𝘤𝘶𝘭𝘢𝘳 𝘦𝘤𝘰𝘯𝘰𝘮𝘺 𝘢𝘵 𝘵𝘩𝘦 𝘭𝘰𝘤𝘢𝘭 𝘭𝘦𝘷𝘦𝘭 𝘣𝘺 𝘢𝘤𝘵𝘪𝘷𝘦𝘭𝘺 𝘪𝘯𝘷𝘰𝘭𝘷𝘪𝘯𝘨 𝘵𝘩𝘦 𝘤𝘶𝘭𝘵𝘶𝘳𝘢𝘭 𝘢𝘯𝘥 𝘤𝘳𝘦𝘢𝘵𝘪𝘷𝘦 𝘴𝘦𝘤𝘵𝘰𝘳𝘴.