“The reason we struggle with insecurity is because we compare our behind-the scenes with everyone else’s highlight reel.” Wise words from Pastor Steve Furtick. Social media gives us a constant insight into the world of the rich and famous, encouraging many people, particularly a younger generation, to feel dissatisfied with their own lives. 

As brand leaders, we have a greater responsibility to tell the stories of real people and redefine what it means to feel fulfilled. Brands can inspire us with extraordinary stories from ordinary people, and help to give individuals the tools to discover and express who they are. "When you like something, you’re saying something about it, but when you share it, it’s saying something about you,” said Shaun McIlrath, Global Creative Director at iris Worldwide.

In 2016, climbers Adrian Ballinger and Cory Richards used Snapchat to tell the real, un-edited story of their attempt to climb Everest without oxygen. Cory made it to the top, although his phone battery died just before he reached the summit. Adrian unfortunately had to stop due to hypothermia. Their honest account captured the attention of world in a way that no other expedition had before. This year, the friends return with Everest No Filter 2.0, expanding their story to Snapchat, Strava, Instagram, YouTube and Facebook to give more people access to this remote part of the world and to inspire a new generation of adventurers.

You don’t have to climb Everest to create a good story. Whilst the media platforms give us the tools to self publish, brands from every sector are creating and facilitating experiences that give us the content to express who we are.  From championing the stories of ordinary people to giving us the tools to tell our own, brands are discovering new ways to be part of a narrative that’s more real.