On stories people need to know and should be told - How shared stories are reducing the scourge of plastic

Learn why choosing to lead with stories (ahead of facts) is a winning strategy when it comes to changing attitudes and behaviours.

Business storytelling specialist Eamonn O'Brien chats today with one of the leading experts on environmental waste reduction in Europe, the national coordinator for environmental advocacy group, Voice of the Irish Concern for the Environment, and who happens to be my wife Mindy O'Brien, about how changing the stories your audiences believe could be achieved - globally and personally - can inspire extraordinary change.

Here are some real-life examples of how sharing better stories of how things could be is helping to reduce the scourge of plastic in Ireland.