Storytelling In Sustainability Communications Among Fintech Startups In Nairobi, Kenya

Abstract

This study explored the role of storytelling in sustainability communications among selected fintech startups in Nairobi, Kenya, focusing on how environmental, social, and governance (ESG) practices are framed and communicated. Anchored in the Narrative Paradigm Theory and Stakeholder Theory, the study sought to: (1) identify the communication channels fintech organizations use to communicate ESG practices, (2) examine how ESG narratives are framed across these channels, and (3) evaluate the challenges Fintechs face in ESG storytelling. A qualitative research design was employed, using semi-structured interviews with nine executives from leadership, operations, and communication functions across Fintechs such as Pezesha, Tala, and Pesalink. Data were analyzed thematically. Findings showed that Fintechs rely primarily on digital platforms, websites, social media, and mobile apps supplemented by traditional media and direct engagement tools (SMS and USSD) to reach diverse audiences. Storytelling emerged as a strategic engagement tool for attracting investors and partners, where compelling narratives about financial inclusion and impact enhanced trust and legitimacy. However, customer-facing storytelling remained constrained by low digital literacy, limited access to digital platforms, and persistent mistrust of lenders. The study further revealed that ESG communication approaches emphasized investor confidence, blending quantitative data with human-centered stories, regulatory compliance framing, and brand differentiation through social impact messaging. Key challenges identified included risks of greenwashing, the complexity of ESG data, digital exclusion, internal communication gaps, and the lack of standardized reporting frameworks. The study concludes that storytelling is powerful for investor and partner engagement but less effective at the grassroots level. It recommends strengthening customer-focused strategies, standardizing ESG reporting, and leveraging emerging technologies to enhance transparency and accessibility.