Building Movements Through Storytelling: A Conversation with Emy Kane of Lonely Whale

Jordan P. Kelley, Content Director, BrandStorytelling

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As storytelling continues to evolve as a tool for driving real-world impact, the relationship between brands, nonprofits, and creative partners is becoming more sophisticated. Organizations like Lonely Whale are demonstrating how thoughtful collaboration and narrative strategy can bridge the gap between awareness and action.

Focused on preventing plastic waste from reaching the ocean, Lonely Whale operates at the intersection of science, culture, and systems change. Their programs build cultural movements, support next-generation innovators, and open new conversations around sustainability in ways that resonate with both audiences and stakeholders.

BrandStorytelling caught up with Emy Kane, Executive Director and founding team member of Lonely Whale. With over a decade of experience in communications and impact strategy, Emy's work is inspired by her belief that storytelling is a powerful tool to advance impact and empathy. We explore how Lonely Whale approaches brand collaboration, balances storytelling with measurable impact, and how initiatives like Seaweed Stories reflect a broader shift toward solution-driven narratives in environmental advocacy.

Could you start by introducing Lonely Whale to our audience? What is the organization’s mission, and how does it approach environmental advocacy?

At Lonely Whale, we believe radical collaboration and creative storytelling can drive real change for the ocean. Our mission is to prevent plastic waste from entering the ocean by building cultural movements and advancing market-based solutions. Working at the intersection of science, storytelling, and systems change, we design programs that support next-gen innovators, advance scientific discovery, and spark conversations that make environmental advocacy accessible and inspiring.

Collaboration seems to be a cornerstone of Lonely Whale’s work. How do you partner with brands, agencies, and other organizations to further your mission? Could you share a few examples of successful collaborations?

Absolutely. Collaboration is both our method and our message. From launching the TOM FORD Plastic Innovation Prize powered by Lonely Whale to building NextWave Plastics with Dell, we create ecosystems around shared environmental goals. Our first major effort, the “For A Strawless Ocean” campaign, launched in 2017 with a bold PSA that challenged people to #StopSucking on plastic straws. It united over 50 NGOs, brand leaders, celebrities, and advocates across 30 countries, kickstarting a global conversation around plastic waste. More recently, our Unwrap the Future initiative tackled thin-film plastic by incentivizing seaweed-based alternatives. In 2023, we awarded $1.2M to three groundbreaking innovators—Sway, Zerocircle, and Notpla. These partnerships prove that when we collaborate with purpose, we can scale real solutions and shift culture.

What do you look for in a potential partner, and how do you ensure that these partnerships align with both Lonely Whale’s values and the goals of the brands or organizations involved?

We look for partners who are bold enough to move beyond incremental change and brave enough to embrace systemic shifts. Shared values and ambition are essential. Before launching any program, we take time to understand a partner’s goals, challenges, and culture, then co-create a transparent roadmap grounded in mutual accountability. Whether we’re bringing a new material to market or launching a campaign, we focus on real-world impact and building long-term relationships.

Lonely Whale’s Unwrap the Future program led to the production of the film Seaweed Stories. How did this project come to fruition, and what was Lonely Whale’s role in its development?

Seaweed Stories was inspired by the innovators awarded through the TOM FORD Plastic Innovation Prize powered by Lonely Whale—scientists, entrepreneurs, and designers using seaweed to reimagine the future of materials. We knew their work deserved a global spotlight. Guided by our commitment to radical collaboration, we partnered closely with director Jake Sumner, production team Ways & Means, and executive producers Phillip Sarofim and Trousdale Ventures, MAVRIK, and The Snider Foundation to bring the story to life. We were lucky enough to also have the support of Forest Whitaker, who signed on to narrate the film. The result is a film grounded in science and rich with human storytelling—a celebration of what’s possible when we choose regeneration over extraction.

Seaweed Stories highlights innovative solutions to environmental challenges. Why is storytelling so essential to Lonely Whale’s strategy, and how do you ensure your narratives resonate with both audiences and stakeholders?

Storytelling has always been central to who we are. In a world saturated with doom-and-gloom narratives, we believe in creating stories that inspire action through hope and possibility. With Seaweed Stories, we leaned into the universal power of storytelling to connect communities across cultures and disciplines. We work closely with our partners to craft narratives that are not only emotionally compelling but also grounded in data and real impact. Whether it’s a short film, a campaign, or an immersive experience, our goal is always to create stories that shift mindsets and spark change.

How does Lonely Whale envision its future partnerships with brands and organizations? Are there specific industries or areas you’re hoping to engage more deeply in the coming years?

We’re especially excited to work more deeply with the fashion and consumer goods sectors—industries where material choices have a great potential to drive positive impact. We also see an exciting opportunity in engaging venture capital, retail buyers, and supply chain stakeholders to scale next-gen materials. But beyond industries, we’re also focused on creating spaces for unlikely allies to come together—artists and engineers, scientists and marketers—to build a new narrative around ocean health. Our focus remains on bold solutions and deeply collaborative partnerships—and we’re always open to new conversations that align with our mission.

For brands, agencies, and creatives looking to build purpose-driven initiatives, what advice would you offer? How can they create authentic, impactful campaigns that truly align with sustainability goals?

Start by listening. Authenticity doesn’t come from a marketing brief—it comes from understanding your impact and being transparent about your journey. And remember: sustainability is a journey, not a destination. The most impactful initiatives come from brands that are willing to be curious and committed for the long haul. If you’re a brand leader curious about potential collaboration, I’d love to connect.

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About Jordan P. Kelley

Jordan P. Kelley is a branded content trend watcher and thought leader, serving as BrandStorytelling's Content Director and curating the festival portion of BrandStorytelling: a Sanctioned Event of Sundance Film Festival. A Forbes contributor, Kelley co-produces The BrandStorytelling Podcast 'Content That Moves' as well as various video series for the BrandStorytelling YouTube Channel.