🎤 Ethical Storytelling: 5 Simple Rules That Shouldn’t Be Revolutionary (But Are)

Let’s get real for a second: storytelling is powerful.
Especially in nonprofit videos, brand marketing, or awareness campaigns—it has the ability to move hearts, open wallets, and change minds.

But with great storytelling power comes... yep, you guessed it: great responsibility.

As a video producer and storyteller who’s worked with everyone from national brands like Target, 3M, and AARP to local nonprofits in Minneapolis–St. Paul, I’ve seen what happens when stories are told well—and when they’re told without enough care.

So, here are 5 rules for ethical storytelling I swear by. You’ll see these in action in the video I’ve shared below—but if you’re more of a “read it and highlight it” kind of person, here we go:

1. Get Consent (And Don’t Be Weird About It)

Let’s start with the golden rule: you need consent to tell someone’s story. Every time. No exceptions.

But here’s the twist most people miss—don’t act apologetic when you ask.
If you tiptoe into it like,

“Sorry to bother you, but is it okay if we maybe sorta kinda use your story?”
…it makes things awkward, uncertain, and frankly? Less empowering.

Instead, come in with respect and confidence:

“We’d love to share your story—it’s powerful. You’re in full control of what’s included, and you can say no at any point.”

People will take on your energy. So lead with certainty, and help them feel like a collaborator, not a subject. Make it clear that their voice matters and that you're honored to help amplify it.

And yes, get written consent—especially for video. It protects them, it protects you, and it sets the tone for a relationship built on trust.

2. Stick to the Truth (No Need to Add Glitter)

I get it—stories are more compelling when there’s tension, emotion, and a satisfying arc. But ethical storytelling isn’t about enhancing the truth. It’s about honoring it.

That means: don’t exaggerate. Don’t script someone’s reality. And don’t twist the narrative to fit what you wish it looked like.

Be a truth-teller, not a story-spinner. Your audience (and the person sharing their story) will thank you for it.

3. Let Them Speak. Use Their Words.

This one might feel obvious, but it’s often skipped in the editing room: let the person telling the story speak in their own voice. Don’t rewrite it to sound more “on-brand.” Their language matters.

The way someone describes their life, their identity, or their experience is not yours to sanitize. It’s yours to amplify.

When you keep their words intact, you not only maintain authenticity—you also build deeper trust with your audience.

4. Check Your Bias (No Story Is Perfect—That’s OK)

Sometimes we’re tempted to wrap stories up with a neat little bow. But real life is messy—and that’s okay.

Ethical storytelling means letting stories be a little complicated. A little gritty. A little...uncomfortable. That’s where the real stuff lives.

And if you're the one crafting the story, make sure your lens isn’t filtering out parts that challenge your assumptions. Ask yourself:

“Am I telling this story for comfort… or for truth?”

Letting complexity live inside your stories? That’s where the magic is.

5. Give Credit Where It’s Due

If someone helped shape a story, gave you background info, or said something that changed your perspective? Acknowledge them.

If you're using an idea that someone trusted you with, make sure they get credit—not just your brand. Attribution isn't just a creative thing. It's an ethical thing.

This goes for collaborators, researchers, interviewees, and especially those whose lived experience adds depth to your message.

How do you make sure to keep things ethical while storytelling?