About Stories Behind Things
Stories Behind Things exists to illuminate how impact, culture, and consumption shape each other.
We look at the trends reshaping what people value, the brand decisions and policy shifts changing where consumption is headed next. That inquiry doesn't live in one place. It's on a runway, in a lab-grown steak, in a data centre's electricity bill, in a restaurant's waiting list. Wherever a decision gets made about what to produce, sell, or want, we're there asking what it reveals. We follow the money and the attention, the systems behind what gets made and marketed, and the gap between what people say they value and what they actually buy. That gap is where the real story 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
The wonky aisle is real, but the standard for what counts as good enough to sell is still set upstream, by supermarkets, before a customer ever gets a say.
The AI systems doing that work now have their own energy and water costs, running at a scale nobody has weighed against what the flights used to produce.
H&M got caught overclaiming. Target got punished for saying nothing at all. Together they show what greenhushing actually hides.
A European Commission testing campaign found that 37% of clothing labels failed to accurately reflect what the garment was actually made from, raising fresh questions about which brands consumers can reasonably continue to trust.