Stories Behind Things: Bringing Sustainability to the Forefront of the Media

The impact of industries like fashion and technology on the environment has never been more prevalent than it is today.

Consumption culture has been standardised; a world where it is normal to purchase and discard material possessions with little thought to where they came from, or where they will go once you are done.

This is where the inspiration for Stories Behind Things came from. 

Created by Jemma Finch, a BBC Earth and Allbirds ambassador, Stories Behind Things is a media site which aims to educate, entertain, and inspire its audience to make positive choices whilst keeping people and planet in mind.

Stories Behind Things recently became a member of the United Nations Fashion and Lifestyle Network, solidifying its place in the world of sustainability, and acknowledging its amazing impact.

Smiley News was able to talk to Jemma about the motivation behind Stories Behind Things, and how they are working for a better, more sustainable future through media.

What Was the Initial Inspiration Behind Stories Behind Things? How Has Your Mission Evolved Since Its Inception?

The initial inspiration behind Stories Behind Things stemmed from the growing awareness of the environmental and social impacts caused by industries, especially within fashion, paired with a noticeable gap in accessible information. We wanted to create a platform that not only informed but also inspired people with solutions, showcasing positive innovations and sustainable alternatives. 

Over time, our mission has evolved to expand into wellness, tech, and other adjacent industries, deepening our commitment to intersectional sustainability. We now focus on making sustainable living accessible to all, while continuing to elevate the stories of trailblazers transforming their sectors for the better as well as promoting ways to live in line with your values every day. 

In addition to our content creation at Stories Behind Things, we’ve expanded into consulting for forward-thinking brands shaping a better future. This has been a transformative step for us over the past year, allowing us to partner with companies we admire that are driving sustainability initiatives and challenging industry norms. By working behind the scenes, we now partner with a diverse range of businesses to consult on strategy, helping to cultivate the next generation of purpose-driven and innovative businesses.

Why Do You Feel It is So Important to Have Accessible Content Focused on Sustainability?

Accessible content around sustainability is essential because it empowers individuals to make informed decisions. Sustainability can often seem overwhelming or out of reach due to misinformation, complex jargon or overwhelming statistics. By breaking down complex topics and showcasing tangible examples, we make it easier for people to integrate sustainable practices into their everyday lives. When content is clear, relatable, and most importantly, solutions-driven, it enables a broader audience to engage in conversations and actions that contribute to a more sustainable future.

How Has Your Background in Fashion Business Influenced Stories Behind Things?

My background in Fashion Business has deeply influenced Stories Behind Things, particularly in understanding the intricate workings of the fashion supply chain, consumer behaviour, and the challenges brands face when adopting sustainability. Having firsthand experience in the industry, I saw both its creative potential and its environmental and ethical shortcomings. This insight has shaped Stories Behind Things' approach by balancing critical analysis with highlighting innovations—whether it’s new materials, circular fashion initiatives, or ethical production practices—that are genuinely pushing the industry forward. 

We Often Talk About How the Fashion Industry is Having a Negative Effect on the Planet. Conversely, How Do You Think the Fashion Industry Could Incite Positive Change Around Sustainability?

The fashion industry has immense potential to lead positive change. With its global reach and cultural influence, it can act as a platform for raising awareness about sustainability and social justice issues. Fashion brands that embrace transparency, invest in sustainable materials and adopt circular economy models can create ripple effects across other industries. Collaboration with scientists and innovators can lead to breakthroughs like biodegradable fabrics or carbon-negative production processes. Plus, by promoting slow fashion, encouraging conscious consumption, and amplifying diverse voices, the fashion industry can become a powerful force for both environmental and social sustainability.

How Did It Feel to Be Made a Member of the United Nations Fashion and Lifestyle Network? What Does This Mean for You and Stories Behind Things?

Becoming a Member of the United Nations Fashion and Lifestyle Network has been an incredible honour. It not only validated our work within the industry but also aligned us with a global movement committed to the same values we champion at SBT—sustainable development, ethical practices, and human rights. For me and the team, it’s a profound responsibility to continue pushing for systemic change. This initiative expands our platform, allowing us to connect with international thought leaders, influence policy discussions, and amplify the innovations that can drive the fashion and wider lifestyle industries toward a more sustainable future.

How Can Brands Make It Easier and More Appealing for People to Choose Sustainable Options?

Brands can make sustainable choices more appealing by ensuring that eco-friendly products are both accessible and aspirational. Price parity is key—sustainable products should not be prohibitively expensive compared to conventional ones. Brands should also be transparent about their practices, so consumers feel confident about the impact of their choices. Storytelling plays a huge role here; when brands communicate the positive environmental and social outcomes of choosing sustainably, they engage consumers emotionally. Lastly, seamless integration of sustainability into design—whether through quality, aesthetic appeal, or convenience—makes it easier for people to adopt these choices without sacrificing style or comfort.

What Would You Say to Someone Who Wants to Get Involved in the Sustainability Space, but Doesn't Know How to Start?

Start by educating yourself on the areas of sustainability that resonate with you the most, whether it’s fashion, food, or energy. Follow platforms like SBT and other sustainability-focused content creators to stay updated on the latest trends and innovations. Small steps make a big difference—begin by adopting eco-friendly habits in your own life, such as reducing waste, supporting ethical brands, or advocating for change in your community. From there, seek opportunities to volunteer or collaborate with organisations and networks that align with your interests. Finally, don’t be afraid to ask questions and engage in conversations with others in the sustainability space—your passion and commitment will open doors to more impactful work.

To see more from Stories Behind Things, you can check out their website at storiesbehindthings.com or follow their social media accounts @storiesbehindthings.

Charity Check-in

At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.

The Climate Coalition. This is the UK's largest group of people dedicated to action against climate change. Find out more and support them here.

Climate Reframe.  Climate Reframe is committed to supporting the climate and environment movement in its transformation towards greater justice, equity, diversity and inclusion (JEDI). Find out more.

Every Can Counts. This is a not-for-profit recycling programme, encouraging people to recycle more often, to protect our planet. Support them here.

This article aligns with the UN SDGs Climate Action and Sustainable Cities and Communities.