Humans of Purpose Melanie Greblo & Bella Borello: Purpose, Storytelling, and the End of Impact Washing
This week Melanie Greblo and Colleague Bella Borello,
Two purpose-driven leaders at Humans of Purpose, working at the intersection of storytelling, marketing, and social impact.
In this episode, Melanie and Bella step into a different format, a shared conversation rather than a traditional interview exploring what it really means for organisations to communicate purpose in a way that is honest, credible, and impactful.
Best known for their work supporting purpose-led organisations, they unpack how storytelling can move beyond polished messaging to something far more meaningful: the creation of community.
In this episode of Humans of Purpose, we explore:
- what truly changes when organisations implement effective storytelling
- how to distinguish real impact from “impact washing”, and why the “so what” question matters
- what makes purpose in business lived and credible, rather than performative
- and how brands can build trust by embracing honesty, tension, and imperfection in their stories.
The conversation also looks ahead to the future of storytelling in an AI-driven world, where content is becoming increasingly abundant, and authenticity may become the most valuable currency of all.
Melanie and Bella reflect on a potential shift away from traditional social platforms toward more human, connected ways of sharing stories from in-person spaces to deeper, more meaningful conversations.
This is a thoughtful and reflective episode for leaders, marketers, and purpose-driven organisations looking to build connection, credibility, and community in a rapidly changing landscape.
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CREDITSMusic intro and outro on this podcast was written and performed by Keyo Rhodes, with Harrison McGregor on drums and percussion.
Sound engineering and mastering by Lachlan McGregor.