Shed the old, embrace the new. The Year of the Snake & the rise of sustainable storytelling

In the Chinese zodiac, the Year of the Snake – a year of shedding & strategy! – symbolizes wisdom, patience, and transformation. The snake doesn’t rush. It moves with precision, knowing when to strike and when to shed its skin, letting go of what no longer serves it while keeping what is essential.

Brands, too, face a pivotal moment in 2025. The marketing landscape is oversaturated with short-lived trends, empty buzzwords, and performative branding that no longer resonate with audiences craving authenticity. Just as a snake sheds its skin, brands must shed outdated marketing tactics and embrace storytelling strategies that prioritize depth, longevity, and genuine connection.

This isn’t about reinventing yourself every quarter. It’s about refining, strengthening, and evolving your brand’s narrative into something that lasts.

What needs to be left behind. Outdated storytelling tactics to shed

The past decade of marketing has been defined by speed, virality, and constant reinvention. But fast marketing rarely builds long-term loyalty. The brands that are thriving? They’re the ones playing the long game: crafting stories that deepen over time instead of chasing every passing trend.

It’s time to let go of:

Clickbait & disposable content
Flashy, attention-grabbing content that disappears overnight might bring a spike in engagement, but it rarely builds lasting relationships. The endless pursuit of vitality? It’s exhausting and unsustainable.

Trend-chasing without identity
Brands that constantly pivot their messaging based on what’s trending lose credibility. A brand that stands for everything stands for nothing.

Performative branding
Today’s consumers can see through the facade of companies that talk about social impact but don’t back it up with action. If storytelling doesn’t align with your brand’s real values and commitments, audiences will disengage.

Short-term thinking
Great brands aren’t built on quick wins, they’re built on stories that evolve. Sustainable storytelling means moving away from one-off campaigns that disappear into the void and toward consistent narratives that deepen over time.

Example: Fast action brands often copy sustainability messaging when it’s trendy, only to continue unsustainable practices. Meanwhile, brands that have made slow fashion their core story – like Swedish outdoor brand Houdini – build real trust by proving their long-term commitment to sustainability.

The wisdom of the Snake: why sustainable storytelling wins in 2025

In a world where people are inundated with content, true brand loyalty isn’t about who yells the loudest. It’s about who speaks with clarity, depth, and meaning.

Long-term storytelling = long-term trust

A snake moves with intention. It doesn’t waste energy on frantic movements. Brands should take the same approach: slow, layered, intentional storytelling builds trust over time.

A snake moves with purpose. It waits, observes, and strikes only when the moment is right, never wasting energy on unnecessary movement. Brands should take this approach, too: choosing depth over volume, clarity over noise, substance over spectacle.

Instead of short bursts of attention, focus on cultivating a lasting emotional bond with your audience. This means:

• Telling a story that unfolds over years, not weeks.
• Building a brand identity so strong that people instantly recognize it, regardless of trends.

Example: Danish brand GANNI doesn’t just sell fashion; it tells an ongoing story about “Scandal 2.0”, a fresh take on Scandinavian fashion that is vibrant, playful, and eco-conscious. Rather than chasing every viral fashion moment, it has spent years building a movement around conscious, creative style.

Evergreen narratives over disposable content

Evergreen brand stories remain relevant no matter the trends. Consider Nike’s “Just do it” – a slogan introduced in 1988 that still resonates today. Compare that to brands that constantly rebrand their messaging, struggling to maintain relevance.

Example: Finnish sustainable design company Iittala doesn’t follow seasonal design trends. It crafts timeless homeware meant to last for generations. Its brand story isn’t about fleeting moments, it’s about legacy, craftsmanship, and sustainability.

The power of slow marketing

Instead of trying to sell fast, great brand storytelling guides customers through a journey, helping them see themselves within the story.

Luxury brands like Hermès or Chanel have perfected this. They don’t rush to push products. They cultivate mystique, desirability, and storytelling that spans decades. Their branding isn’t about fleeting promotions but about building a world people want to belong to.

How to build a snake-wise sustainable storytelling strategy

Step 1: Define your brand’s core narrative

Before you create another campaign, another post, another ad, ask: What is the one message your brand will always stand for? A strong core narrative isn’t something you change every year. It’s your foundation. It’s what makes your brand recognizable and trustworthy, regardless of trends.

Example (take this with a grain of salt – the example may not stand for sustainability as such): IKEA’s core story isn’t just about selling furniture, it’s about democratizing good design for everyday life. This message has remained consistent across decades.

Step 2: Prioritize depth over virality

Instead of asking, “How can we go viral?” shift to: “How can we tell a story that will resonate for years?”

• Focus on rich, layered storytelling rather than one-hit-wonder campaigns.
• Invest in content that has long-term value: blog series, documentaries, behind-the-scene insights.
• Create messaging that feels timeless, not tied to fleeting trends.

Step 3: Use narrative evolution instead of constant reinvention

A strong brand doesn’t need to constantly reinvent itself – it just needs to evolve.

Apple’s storytelling hasn’t fundamentally changes since the 1980s. It’s still about innovation, creativity, and thinking differently. But it has evolved to reflect new technology and cultural moments.

Step 4: Invest in community-driven storytelling

The most enduring brand stories aren’t created in boardrooms. They are co-created with the community.

• Feature real customer experiences.
• Engage in conversation, not just campaigns.
• Build spaces where audiences feel seen and heard.

Example: German sneaker brand Veja has built its entire business around transparency. Instead of focusing solely on products, it shares the real stories behind how its sneakers are made, engaging deeply with its sustainability-focused audience.

Step 5: Apply the “Shedding Skin” principle to your content strategy

Not everything old needs to go, but some things do. Regularly audit your brand messaging:

• What parts of your storytelling feel forced or outdated?
• What storytelling themes should remain and be nurtured?
• Where can fresh, authentic narratives be introduced?

2025, a year of thoughtful, lasting brand narratives

The Year of the Snake is about refinement, wisdom, and strategy, not about constant reinvention. Brands that embrace slow, intentional storytelling will build trust. Those that chase short-term trends will struggle to hold attention.

Like the snake, shed what no longer serves your brand and step fully into what does. Move with intention, depth, and clarity – because the brands that last aren’t the ones who chase every trend, but the ones who know who they are and evolve wisely.

Drop your thoughts in the comments. Or if you’re ready to refine your brand narrative, let’s talk. Let’s build something that lasts.