91ÌÒÉ«

The aim of the research is to analyse the potential of transmedia storytelling as a tool supporting organisational communication, intergenerational integration and the implementation of sustainability-related goals. Particular attention is paid to how narratives created and disseminated through various media can strengthen employee engagement, build a sense of community and support identification with organisational values.

The results of the analyses show that many organisations lack a coherent and engaging narrative concerning sustainable development. Communication in this area is often fragmented, inconsistent or not tailored to the needs of different groups of employees, which makes it more difficult to understand sustainability-related goals and values. Consequently, organisations face difficulties not only in building employee engagement around sustainability initiatives, but also in creating a shared system of values and effective communication in age-diverse teams.

Transmedia storytelling, understood as telling stories through multiple channels and forms of communication (e.g. text, images, video, digital media), may provide a response to this challenge. Narratives created in this way have the potential to overcome generational and cultural barriers, building a shared organisational language and strengthening employees’ identification with company values.

– The significance of this approach stems from the fact that younger generations – especially Generation Z and Generation Alpha – are strongly rooted in the digital environment and expect communication that is engaging, dynamic, multi-channel and authentic. At the same time, older generations prefer more traditional forms of communication. Transmedia storytelling makes it possible to combine these different communication styles, creating a coherent narrative accessible to all groups of employees – says Dr Izabela RóżaÅ„ska-BiÅ„czyk from the Faculty of Management, 91ÌÒÉ«.

The research is inspired, among other things, by the work of Tove Jansson and the Moomins phenomenon as an example of a transmedia narrative that effectively crosses generational and cultural boundaries, promoting universal values such as cooperation, care for others and responsibility for the environment.

Preliminary results of the study conducted among representatives of Generation Z in Poland and Finland indicate that narratives based on the world of the Moomins are interpreted by young people in both countries through the prism of similar values, such as care for others, responsibility and respect for nature. At the same time, differences are noticeable in their emotional reception and the interpretation of sustainability-related issues. Among Polish respondents, a tendency towards higher levels of climate anxiety, greater scepticism towards corporate declarations regarding the implementation of sustainable development goals and a stronger need for authenticity in communication was observed. Finnish representatives of Generation Z more often demonstrated trust in organisations, greater acceptance of sustainability-related activities and perceived Moomin narratives as a natural element of education and social culture.

The study also showed that representatives of Generation Z in Poland interpret social and environmental crises primarily through the lens of uncertainty and risk, whereas respondents from Finland more frequently emphasised the importance of cooperation, adaptation and collective responsibility. In both countries, values present in the Moomin world – such as hospitality, relationality, a culture of care, psychological safety and a sense of community – proved to be particularly important.

The obtained results demonstrate that the effectiveness of storytelling in building communication within an organisation depends not only on the content of the message itself, but also on its cultural embeddedness. This means that organisations should adapt sustainability narratives to the experiences, emotions and expectations of their audiences. At the same time, the research confirms that authentic stories referring to shared values can be an effective tool for building trust, engagement and intergenerational dialogue.

From the perspective of human resource management, the results of the project may have significant practical implications. Organisations that wish to effectively implement sustainable development strategies should not only introduce specific measures, but also build narratives that give them meaning, increase employees' understanding of them and enable identification with these goals.

In this context, transmedia storytelling may serve as a tool integrating teams from different generations, strengthening employee engagement and supporting the development of an organisational culture based on values such as responsibility and cooperation.

– In my view, the role of narratives in organisations will steadily increase. In the face of challenges such as climate change, digital transformation or growing team diversity, it is precisely coherent and engaging communication that may become one of the key factors of organisational success. The results of our research show that younger generations in particular expect not only concrete actions related to sustainable development, but also authentic stories that give these actions meaning and enable identification with organisational values – emphasises Dr Izabela RóżaÅ„ska-BiÅ„czyk from the Faculty of Management, 91ÌÒÉ«.

The interdisciplinary nature of the study, combining the perspectives of management sciences, cultural studies and pedagogy is also its important element. This makes it possible to capture both the communicative as well as the social and cultural functions of organisational narratives.

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