About Stories Behind Things
Stories Behind Things covers impact, sustainability, culture, and consumption as one connected thread: how shifting behaviours, brand decisions, and industry practice ripple into what people value, buy, and believe. Our work is built around one idea: sustainability is the backdrop to most of what we cover, but it's rarely where the story ends. What we're after is the layer above it, the consumer trends and behavioural shifts actually shaping culture today, and what a brand decision, a policy shift, or a change in industry practice reveals about identity, desire, and where consumption is headed next. That means following the money and the attention, the systems behind what gets made and marketed, and the space between what people say they value and what they actually buy. It's where the real story usually is, and where we spend most of our time.
About Jemma Zunz
Jemma Zunz is a sought-after voice in global impact, working at the intersection of culture, business and climate. She is an ambassador for BBC Earth, Allbirds, and an active member of the United Nations F&L Network, contributing to high-level conversations on ethical business and climate-aligned consumption. Her impact on sustainable fashion has been recognised with the Marie Claire Future Shaper Award.Her commentary and thought leadership have been featured in Vogue Business, Hunger TV and The Times, where she explores how narrative can drive behavioural change and environmental responsibility. Jemma is the Founder of Stories Behind Things, a media and consulting platform helping brands connect with consumers through values-led storytelling and purpose-driven partnerships. Her work focuses on driving systems change, responsible consumption and commercially successful, impact-led initiatives rooted in transparency, circularity and behavioural insight.
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Latest Stories
A single AI-generated email can use as much water as a small bottle, and as data centres multiply in drought-prone regions, the convenience of asking a chatbot is starting to show up on other people's water bills.
Beyond Meat is moving into protein drinks as plant-based meat sales decline, conceding a premise the alternative protein industry built a decade on: imitation was never going to be the thing that won.
Corporate climate commitments rose 227% in 2026 while the carbon credits retired to back them fell 7%, a gap that is reshaping how net zero gets verified.
Fifty million people spent Valentine's Day 2026 with an AI companion. The business model behind that growth only works if the loneliness it addresses never fully resolves.