The trajectory of our national economy is a central concern of every American. Our living costs rise as would-be hegemons battle over neocolonial control through tariff policies. And while social media creativity holds our attention, some part of us recalls older ways of storytelling, and we wonder, where do we belong? Most of us, even newcomers to this country—especially newcomers—were taught from an early age that anyone who works hard will eventually thrive. But we repeatedly see and know that this is merely a story told to us, not reality.
The community in which you are born has a tremendous impact on your eventual life outcomes. If you are born into a poor community, you will likely remain poor. If you are born into a wealthy one, you are likely to remain wealthy. Author Isabel Wilkerson and socioeconomic researcher Raj Chetty both describe this grating reality. We want to believe in the American Dream, but our eyes see, our ears hear, and our cortisol levels reflect the stress we feel as we strive to reconcile reality with the conflicting narratives of America as a place where anyone can thrive through hard work.
Instead, it is time for a new narrative.
THE POWER OF NARRATIVE IN SHAPING ECONOMIC REALITY
Narrative, more than facts alone, shapes perceptions about who deserves opportunity and resources. Media, pop culture, and policy discourse reinforce or challenge our status quo by elevating the stories of the bootstrapping successful entrepreneur while ignoring stories of the barriers still in place.
After the murder of George Floyd, local TV and the culture turned its attention to topics of structural racism. What followed? Increased business attention on audiences, stakeholders, and customers who were concerned with undoing generations of discrimination. No one with any knowledge of history expected such attention and focus to be permanent. Like looking into the sun, we knew America would quickly avert its eyes. Yet we still hoped that this solar moment would have greater public resonance.
Despite the very public backlash against all things “equity,” support for diversity, equity, and inclusion persists among many Americans who have experienced the richness and benefit of desegregated life. We now struggle to find the safest words and phrases to describe our internal sense of sharing humanity with others—even those beyond recently erected walls. This unlabeled value is the seed of a new national narrative.
THE RIGHT TO THRIVE
At Living Cities, we believe the conversation around opportunity must shift from scarcity and survival to abundance and flourishing. When we reframe narratives to center the right of every person to truly thrive, particularly those from marginalized communities, we unlock powerful new possibilities for individuals, families, and entire cities. This positive focus moves beyond merely surviving in systems that were not designed for everyone, toward actively building systems that empower all to grow, innovate, and lead.
By emphasizing narratives of thriving, we foster hope, agency, and dignity. We see entrepreneurs of color not as risky bets but as vital engines of economic growth rooted in resilience and innovation. We recognize neighborhoods historically denied capital not as liabilities, but as sites brimming with untapped potential. This new storytelling affirms that systemic barriers can and must be dismantled, and that access to resources drives shared prosperity, stronger communities, and sustainable development.
Living Cities’ experience with cross-sector coalitions in cities has shown that using positive narratives of abundance can help community leaders see all individuals as worthy of investment. This helps strengthen community trust, catalyze authentic partnerships, and accelerate economic opportunity. Thriving is more than an aspirational goal—it is a proven strategy for revitalizing cities and fundamental motivation for transforming lives.
REFRAME THE CONVERSATION
Living Cities supported city coalitions to use narrative change for direct results. For example, in Albuquerque and Memphis, positive use of narrative enabled loan underwriters to re-examine their assessment of risk related to Black and Latino entrepreneurs.
To reframe the national conversation, organizations and companies can use these best practices in narrative and communications strategies:
- Cocreate stories with those affected: Community-led storytelling creates authenticity and greater impact.
- Blend hard data with lived experience: Combining human stories with local economic data persuades both hearts and minds.
- Invest in media literacy: Teaching audiences to identify and question stereotypes can reduce bias.
- Counter negative narratives with abundance, agency, and equity: Highlight systemic successes—such as new Black-owned businesses or increases in affordable homeownership—over deficit-based stories.
INSPIRE A CULTURE OF ABUNDANCE AND EQUITY
Reframing risk as a function of structural barriers, not personal failure, will give us the foundation we need for increased economic opportunity. Storytelling can shift public policy, local business investment, and economic outcomes. Anything is possible when we eliminate our outdated stereotypes and create a new foundation.
Leaders, policymakers, businesses, and media must invest in narrative work as a core equity strategy, reframing the conversation to foster true abundance and agency in America’s communities.
Joe Scantlebury is president and CEO of Living Cities.
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