Stories in the future – they’ll be about heart (or have they always been?)

This blog was inspired by a thought-provoking quote shared by Laura Street, our lead digital strategist, during a recent conversation. Laura highlighted her own insight that Dame Minouche Shafik’s quote – “In the past, jobs were about muscles, now they’re about brains, but in future, they’ll be about the heart.” – applies just as much to storytelling as it does to the future of work. Her perspective sparked a deeper reflection on how, in a world ruled by technology, those who lead with heart will be the ones who truly connect.

In today’s world, we are inundated with information – streaming media, social networks and digital content are accessible at an unprecedented scale. Algorithms may determine what we see, but they don’t determine what we feel. Despite the overwhelming presence of technology, the desire for heart – authentic human connection and emotion – is still what draws people in. As humans, we crave meaning, empathy and stories that speak to our shared experiences.

This speaks directly to the concept of Experience Intelligence (XI), which stresses how the human element builds trust, and how this remains the foundation for success in the digital age. No matter how advanced technology becomes, it’s the emotional connection and empathy that create lasting relationships between brands and their audiences. XI highlights that, while data and algorithms may guide content, trust is built through shared human experiences and emotional truth – the very core of impactful storytelling.

The most iconic stories throughout history are not remembered for their complexity or technical brilliance alone. They are remembered for the way they made us feel. From Shakespeare’s tragedies to Pixar’s animated films, the greatest stories tap into universal emotions – love, loss, joy, fear and hope. These stories endure not because of their cleverness, but because they reveal something deeply human. Technology will never replace the need for that kind of emotional connection.

As we move into a future dominated by artificial intelligence and automation, storytelling will become even more critical, not as a technical skill but as an opportunity for empathy. Technology can enhance how we tell stories – making it easier to reach global audiences, creating new interactive experiences and using data to fine-tune narratives – but technology alone cannot create the magic that lies at the core of a great story. That magic is the heart: the ability to speak to human experiences that cut across cultural and societal divides.

For businesses, brands and content creators, this presents an important lesson. In a world where everyone has even more access to the same tools and technologies, it’s those who tap into the emotional needs of their audience who will stand out. Whether it’s marketing, entertainment or corporate communications, the stories that win are those that put the human experience first.

If we look back at the stories that have defined cultures, movements, and brands, we find a common thread: they have always been about the heart.

• Martin Luther King Jr.’s I Have a Dream speech wasn’t just about civil rights – it was about the hope, vision and emotional call for a better, more just world.

• The Beatles’ music, which continues to inspire generations, was driven not just by musical talent but by the band’s ability to articulate the emotional highs and lows of life.

• Art is another domain where the heart drives lasting impact. Take Leonardo da Vinci’s Mona Lisa – a painting that transcends its technical brilliance to captivate viewers with her enigmatic smile and deep sense of mystery. The intrigue and emotional connection people feel when standing in front of the Mona Lisa goes far beyond logic or mere craftsmanship. The narrative behind the subject’s identity, her expression and da Vinci’s intent have sparked debates and speculation for centuries, making the painting iconic. It’s a perfect example of how art creates a story that resonates emotionally, drawing us in not because of facts or figures, but because it speaks to something deeper; something human.

• From art to iconic and emotionally charged advertising is Guinness’ iconic Surfer ad. Released in 1999, this advert features dramatic black-and-white footage of a group of surfers waiting for the perfect wave, accompanied by Leftfield’s Phat Planet soundtrack. The slow buildup of tension, paired with breathtaking visuals, perfectly illustrated Guinness’ slogan: “Good things come to those who wait.” This advert didn’t just sell beer – it created an emotional experience around patience, perseverance and the ultimate reward. It left a lasting impression, with its storytelling creating a powerful narrative around the brand’s values that went far beyond the drink itself.

• Keeping with advertising, very few brands have captured the public’s imagination as consistently as John Lewis with their annual Christmas adverts. For over a decade, John Lewis has created a heart-led retail phenomenon, where their Christmas advert becomes one of the most anticipated events of the holiday season. Each year, they tell emotionally charged stories – whether it’s a friendship between a boy and a penguin, a little girl waiting for Christmas, or the lovable Edgar the dragon – that focus not on selling products, but on human connection, kindness and the spirit of giving. Their adverts are so powerful that they’ve sparked what feels like a retail clash of the titans, where the best Christmas advert wins, capturing hearts across the nation. This emotional approach has allowed John Lewis to transcend traditional retail advertising, positioning themselves as storytellers first and foremost, and deeply connecting with their audience on a personal level.

 In the business world, there are also powerful examples of companies that led with heart and purpose:

• Whole Foods built a reputation not just as a grocery store but as a purpose-driven company focused on healthy living, sustainability and a deep connection with its customers and suppliers. By putting their values at the forefront, they built a community of loyal followers who believed in their mission.

• Apple’s rise to dominance wasn’t purely because of technological innovation. The brand understood the emotional connection between people and their devices, positioning themselves not just as tech leaders but as creators of experiences that resonated on a deeply personal level.

• Veja, the sustainable trainer brand, is a perfect example of a company that connects with its audience on a deeply emotional level. Veja didn’t just set out to sell trainers – they built a movement around environmental responsibility, transparency and social justice. By focusing on taking the advertising spend and reallocating it into the ethical production of their products, from using organic materials to fair-trade sourcing, Veja created an emotional bond with consumers who care about the impact of their choices. It’s this heartfelt commitment to purpose that has allowed Veja to stand out in a highly competitive market, where other brands may rely solely on marketing or style.

 Then, on the flip side:

• General Motors (GM), once the symbol of American industrial success, experienced a slow and painful decline when it lost touch with the heart of its story. GM wasn’t just a car manufacturer – it was once a cultural icon. In past generations, people often said that GM cars had soul. They weren’t just vehicles; they were symbols of freedom, status and identity. Songs of the 1950s and 60s often referenced GM cars as key elements of American life and youth culture, from road trips to romance, deeply connecting the brand to its audience.

 But, over time, GM shifted its focus toward profits and operational efficiencies at the expense of that connection. The heart and soul that once made GM an integral part of American culture faded, and the company struggled to maintain its relevance in the face of competition and changing consumer values. By forgetting the emotional connection they once had with their customers, GM’s story became one of decline.

These examples show that heart – over muscle and brains – has always been the driving force behind stories that last. As technology continues to evolve, this will only become more important.

In the future, as automation takes over many tasks once reserved for human brains, storytelling will remain one of the few areas where humans can truly differentiate themselves. To tell a story that resonates and create content that sticks, you need to understand the emotional needs of your audience. This is true whether you are developing perceptions and building stakeholder loyalty, a leader rallying a team or a creator producing the next big cultural moment.

Those who embrace this truth – that the future of storytelling lies in leading with heart – will be the ones who win. As much as technology can innovate the process, the essence of storytelling will always be human. It is, after all, in our nature to seek connection, and no amount of machine learning or data analytics can replace the raw power of a story well told from the heart.