22 By telling the stories of how their work is helping—and providing the tangible, human impacts of their efforts— brands can show how effective their work is. with ease, the trans team member who gets the health care they need, the senior manager who feels comfortable wearing a hairstyle or headscarf in keeping with her cultural or religious background. Focusing on social license—cultural or company norms—presents a rich opportunity to create stories and content that shares the good news when people are very hungry for hope and optimism. Companies already are investing tremendous resources and developing innovative solutions to help address society’s challenges. Communicators need to ensure that people know about this progress through vibrant and precise storytelling that shows a client’s clear journey from commitment to action. 22