The Public Good narrative.

The idea. Three dominant but harmful stories - entropy, private takeover and defensive insularity - narrow horizons, weaken public purpose and fuel division. The Public Good narrative answers them with a story anchored in mutual interest, proven effectiveness and political winnability. It treats narrative as a strategic capability rather than an afterthought for communications teams, and aims to win the argument for ambitious public action in every country, North and South.

Where it stands. Public Good: Building a Winning Narrative to Bring the World Together (2025) was drawn from global consultations and funded by CECG. It has been taken up by ODI Global, WWF, BOND and ACET, and led to the WELCOME framework: seven reasons people support working together - Winnability, Effectiveness, Living our values, Complementarity, Opportunity, Mutuality and Economy.