Ranked: Which US states do economic storytelling best (and worst) – Technical.ly

Report on Ecosystem Storytelling as a Driver for Sustainable Development Goals

This report analyzes the capacity of U.S. states to engage in “ecosystem storytelling”—the practice of surfacing and disseminating the work of local scientists and entrepreneurs. This narrative strategy is a critical tool for achieving key Sustainable Development Goals (SDGs), particularly those related to economic growth, innovation, and inequality reduction. Effective storytelling fosters an environment conducive to business attraction and retention, thereby advancing SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). By amplifying local success stories, communities can build robust innovation ecosystems that drive sustainable progress.

Framework for Advancing Sustainable Development Through Narrative

Traditional place-based marketing has evolved from simple promotion to identity-driven branding. In the context of the SDGs, this evolution must continue toward strategic storytelling that highlights progress in sustainable and inclusive economic development. Entrepreneurship is a primary driver of regional vitality, and narrative is the mechanism that strengthens and amplifies the resources available to new businesses. However, many regions fail to leverage this tool due to a lack of long-term vision or a clear understanding of its impact on sustainable development objectives.

Strategic Communication Models for SDG Advancement

Four primary models of ecosystem storytelling are observed across the United States, each with different implications for achieving the SDGs:

• Traditionalists: A centralized narrative controlled by Economic Development Organizations (EDOs), often limiting the scope to narrow economic indicators and failing to capture inclusive growth as outlined in SDG 10 (Reduced Inequalities).
• Collaborators: A partnership-based approach where Entrepreneurship Support Organizations (ESOs) and individuals align on a broader story, reflecting the principles of SDG 17 (Partnerships for the Goals).
• Exceptions: Narratives driven by a few prominent companies or individuals, which may advance SDG 9 but often lack the systemic, inclusive approach required by SDG 10.
• Strategists: A dedicated, ongoing capacity that integrates multiple stakeholders to create a comprehensive narrative. This model is best positioned to strategically communicate progress across a range of SDGs.

Methodology for Assessing State-Level SDG Narrative Capacity

To establish a baseline for national ecosystem storytelling, a state-level analysis was conducted. While innovation ecosystems are regional, state-level policy and identity are crucial for addressing systemic issues like the rural-urban divide, a key component of SDG 10. This analysis blends quantitative data with qualitative assessment.

Metrics for Evaluation

1. Public Discourse on Innovation (40%): Measured by the per capita volume of news stories combining state/regional names with terms related to science, technology, and innovation, reflecting public engagement with SDG 9.
2. Digital Reach of Dedicated Storytellers (40%): Assesses the strength of a state’s primary ecosystem news source, indicating its capacity to communicate progress on SDG 8 and SDG 9 to a broad audience.
3. Stakeholder Engagement and Volume (15%): Analyzes social media mentions to gauge the level of collaborative narrative-building, aligning with the partnership principles of SDG 17.
4. State Economic Dynamism (5%): Incorporates EIG’s dynamism metric as a baseline to ground the analysis in real-world economic activity related to SDG 8.

State-by-State Analysis of Narrative Strategy for the SDGs

• Alabama: Progress has been made, but siloed narratives prevent a unified story of innovation. A cohesive strategy is needed to connect diverse economic hubs and better support SDG 9 statewide.
• Alaska: Strengths in Arctic and energy research are undertold. Translating these into founder-focused case studies would highlight contributions to SDG 7 (Affordable and Clean Energy) and SDG 9.
• Arizona: Communication remains focused on traditional economic development. To align with SDG 10, narratives must expand to include rural and tribal entrepreneurship.
• Arkansas: Strong momentum in Northwest Arkansas must be extended to other regions to create an inclusive statewide narrative that addresses regional inequalities (SDG 10).
• California: A global innovation leader (SDG 9), yet its narrative is uneven. A cohesive statewide strategy is needed to connect its diverse economic engines and address internal inequalities (SDG 10).
• Colorado: Strong branding and early leadership in ecosystem building. Formalizing communication strategies beyond key individuals would strengthen its capacity to report on progress toward SDG 11 (Sustainable Cities and Communities).
• Connecticut: University achievements need to be woven into a broader ecosystem story about advanced manufacturing and life sciences to fully articulate the state’s role in advancing SDG 9.
• Delaware: An under-invested storytelling landscape. A dedicated channel could spotlight strengths in finance and regulatory innovation, contributing to SDG 16 (Peace, Justice and Strong Institutions).
• Florida: Major metro areas dominate the narrative, leaving rural and Panhandle regions invisible. A strategy inclusive of rural and Spanish-language communities is required to meet SDG 10.
• Georgia: Significant rural gaps persist despite Atlanta’s investment in storytelling. An HBCU-corridor and rural strategy would promote a more inclusive economic narrative (SDG 10).
• Hawaii: Compelling assets in ocean tech, defense, and climate resilience are largely untold. Packaging these stories can highlight contributions to SDG 13 (Climate Action) and SDG 14 (Life Below Water).
• Idaho: Boise’s growth story often omits the rural maker and semiconductor supply chains. Integrating these elements is crucial for a complete narrative on SDG 9.
• Illinois: A media powerhouse, yet storytelling often overlooks ecosystem-level and downstate voices. Elevating these stories is key to addressing SDG 10.
• Indiana: Organized state-led campaigns effectively include rural counties but could benefit from diversified messengers to enhance credibility and support for SDG 8.
• Iowa: Ag-tech innovations are plentiful but not consistently translated into people-driven narratives that demonstrate progress on SDG 2 (Zero Hunger) and SDG 9.
• Kansas: A fragmented storytelling approach. A coherent narrative connecting ag-aviation founders would better showcase innovation (SDG 9).
• Kentucky: Ingredients for powerful stories on biotech (SDG 9) and Appalachian entrepreneurship (SDG 10) exist but do not yet travel beyond the region.
• Louisiana: Lacks a statewide coalition to connect stories of coastal resilience (SDG 11) and rural entrepreneurship (SDG 10) into a cohesive whole.
• Maine: Strong organization but stories often remain within closed circles. Systematizing blue-economy storytelling would highlight work on SDG 14.
• Maryland: A leader with a vibrant innovation corridor, but rural counties lag. Broadening the narrative beyond federal-centric wins would create a more inclusive picture of SDG 9.
• Massachusetts: Boston’s global status masks gaps in Gateway Cities. Funding statewide storytellers is needed to address these inequalities (SDG 10).
• Michigan: Statewide efforts show promise but lack the consistency and third-party validation needed to become a top-tier communicator on SDG 8 and SDG 9.
• Minnesota: A respected statewide approach needs to better connect the Twin Cities with Greater Minnesota to tell a complete story of health innovation (SDG 3) and economic growth (SDG 8).
• Mississippi: Modest ecosystems lack storytelling resources. An investment in a strategy focused on an HBCU-to-founder pipeline and rural initiatives is needed to advance SDG 10.
• Missouri: A strong local asset in Startland News lifts the ecosystem. A coordinated statewide strategy is the next step to amplify progress on SDG 8.
• Montana: Remote-work boom boosted visibility, but core strengths in photonics (SDG 9) remain undertold.
• Nebraska: Visibility is strong relative to ecosystem size. Expanding sourcing beyond Omaha and Lincoln is key to a more inclusive narrative (SDG 10).
• Nevada: Dominant narratives overshadow innovation in water (SDG 6) and energy (SDG 7). A statewide strategy should target national industry press.
• New Hampshire: Often overshadowed by Boston. A branded series connecting research and rural makers would showcase unique contributions to SDG 9.
• New Jersey: Storytelling has slipped. Rebuilding an independent storyteller focused on life sciences, ports, and fintech is crucial for communicating progress on SDG 9.
• New Mexico: Research wins need plain-language follow-through to demonstrate their impact on rural communities and advance a statewide innovation narrative (SDG 9).
• New York: An urban dynamo with upstate industrial policy wins. The next step is a cohesive statewide narrative that bridges the urban-rural divide, addressing SDG 10.
• North Carolina: Regional and university excellence exists, but a dedicated statewide storyteller is needed to connect regions and rural counties for a unified SDG narrative.
• North Dakota: A strong research baseline in ag-tech (SDG 2) needs a coherent communication strategy with third-party validation to reach national audiences.
• Ohio: Robust state-led marketing could be amplified by independent messengers to lend credibility to its claims of progress on SDG 8.
• Oklahoma: Strong threads in tribal entrepreneurship (SDG 10) and energy transition (SDG 7) need to be woven into a statewide story.
• Oregon: Portland-centric coverage misses rural manufacturing and CHIPS-related founders, providing an incomplete picture of SDG 9.
• Pennsylvania: Two powerhouse ecosystems and a new statewide strategy are promising. Building a rural storytelling lane is critical for an inclusive approach to SDG 10.
• Rhode Island: Has not invested enough in telling its story, including its Tech Hub designation, hindering its ability to showcase progress on SDG 9.
• South Carolina: The narrative needs to evolve beyond tourism to reflect a diversifying economy, translating manufacturing wins into founder stories that support SDG 9.
• South Dakota: Bright spots in precision agriculture (SDG 2) rarely travel. Independent validation is needed to amplify these stories.
• Tennessee: An influential statewide organization has lifted local ecosystem building. The next step is to systematically link local stories to a national narrative on SDG 8 and SDG 17.
• Texas: Big metros dominate, leaving rural and West Texas undertold. A statewide syndication layer is needed to address this aspect of SDG 10.
• Utah: A vibrant but scattered mix of storytellers. Harnessing this energy under an independent, unified strategy would strengthen its communication on the SDGs.
• Vermont: Sporadic stories on climate (SDG 13), food (SDG 2), and manufacturing (SDG 9) need to be made consistent and targeted at national sustainability desks.
• Virginia: Over-reliant on the DC media halo. Building Virginia-branded channels is necessary to lift diverse regional and rural founders (SDG 10).
• Washington: Seattle’s story is well-told, but Eastern Washington is quiet. Investment in founder pipelines there is needed for a more equitable statewide narrative (SDG 10).
• West Virginia: State-led storytelling is improving. Adding independent validators is key to moving out of the bottom tier and credibly communicating progress.
• Wisconsin: Strong university communications but regional divisions persist. Elevating rural manufacturing founders through independent channels would support a more inclusive SDG 9 narrative.
• Wyoming: The narrative is tied to legacy industries. Framing energy transition (SDG 7) and frontier tech (SDG 9) through founder stories is a key opportunity.

Analysis of SDGs, Targets, and Indicators

1. Which SDGs are addressed or connected to the issues highlighted in the article?

The article primarily addresses issues related to economic development, innovation, and regional inequalities, connecting directly to several Sustainable Development Goals (SDGs). The central theme of using “ecosystem storytelling” to foster business growth and bridge economic divides touches upon the following goals:

• SDG 8: Decent Work and Economic Growth: The article’s core focus is on strategies to achieve “attraction, retention and creation of business” and drive “regional vitality.” It explicitly links storytelling to “meaningful gains in startup activity” and boosting entrepreneurship, which are fundamental components of promoting sustained, inclusive, and sustainable economic growth.
• SDG 9: Industry, Innovation and Infrastructure: The article is replete with references to fostering innovation ecosystems. It discusses sectors like “robotics and AI,” “biotech,” “software development,” and “advanced manufacturing.” The goal of surfacing and spreading “the work of their scientists and founders” directly supports the aim of building resilient infrastructure, promoting inclusive industrialization, and fostering innovation.
• SDG 10: Reduced Inequalities: A significant concern highlighted throughout the article is the disparity between urban centers and other areas, referred to as the “rural gap.” It repeatedly suggests strategies to include “rural/tribal entrepreneurship,” connect with “South/Downstate voices,” and ensure storytelling doesn’t stop “at city lines.” This directly addresses the goal of reducing inequality within countries by promoting economic inclusion for underserved regions.
• SDG 11: Sustainable Cities and Communities: The article emphasizes “place-based” economic development and the idea that “entrepreneurs choose where to live first, then start companies.” By focusing on strengthening the narrative and identity of communities to make them more attractive for business and talent, it contributes to making cities and human settlements more inclusive and economically resilient. It also touches on strengthening links between urban and rural areas, such as the recommendation for Pennsylvania to “build a rural storytelling lane.”

2. What specific targets under those SDGs can be identified based on the article’s content?

Based on the article’s discussion of fostering entrepreneurship, innovation, and balanced regional growth, the following specific SDG targets can be identified:

1. Target 8.3 (under SDG 8): “Promote development-oriented policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation…” The article’s entire premise is that “ecosystem storytelling” is a strategy to support “entrepreneurship (still) booming” and achieve “meaningful gains in startup activity.” This directly aligns with promoting policies and practices that foster innovation and the growth of new businesses.
2. Target 9.5 (under SDG 9): “Enhance scientific research, upgrade the technological capabilities of industrial sectors… encouraging innovation…” The article advocates for telling the stories of “scientists and founders” and highlights high-tech sectors like “robotics and AI” in Pittsburgh and “biotech” in Philadelphia. This focus on communicating and amplifying scientific and technological achievements is a method of encouraging innovation and upgrading industrial capabilities.
3. Target 10.2 (under SDG 10): “By 2030, empower and promote the social, economic and political inclusion of all, irrespective of… location…” The analysis consistently points out regional disparities, such as how in Florida, “rural counties and the Panhandle are largely invisible,” or in Texas, “rural/West Texas [is] undertold.” The recommendation to “add rural/tribal entrepreneurship lanes” or “build a rural + Spanish-language pipeline” is a direct call to action to promote the economic inclusion of people and communities based on their location.
4. Target 11.a (under SDG 11): “Support positive economic, social and environmental links between urban, peri-urban and rural areas by strengthening national and regional development planning.” The article critiques states where storytelling “stops at the region” (Arkansas) and praises nascent efforts for a “governor-backed statewide strategy” (Pennsylvania). Its methodology explicitly uses a “statewide lens” to “mix urban engines with rural and suburban dynamics,” reflecting the importance of integrated regional development planning.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

Yes, the article’s methodology for its state-by-state ranking provides a clear set of indicators used to measure the effectiveness of “ecosystem storytelling,” which can serve as proxies for measuring progress towards the identified targets.

• Implied Indicator for Target 8.3: The article states that the long-term outcome of effective storytelling is “meaningful gains in startup activity.” Therefore, the rate of new business creation or startup formation is an implied indicator of success. The “State dynamism (EIG dynamism)” metric used in the methodology is a direct indicator related to this.
• Direct Indicators for Target 9.5: The methodology uses several direct indicators to measure the volume and reach of innovation-related communication:
  • News count (40%): Measured as “2025 stories per capita in Google News/Lexis combining state/region names with science/tech/innovation/startup terms.” This is a quantitative indicator of the volume of communication about innovation.
  • Digital reach of a dedicated storyteller (40%): This measures the audience size and engagement of key information sources, indicating how effectively innovation stories are being disseminated.
  • Ecosystem sources + volume (15%): Measured by “Social mentions (X/Instagram/LinkedIn) with relevant terms,” this indicates the breadth and organic conversation around a state’s innovation ecosystem.
• Implied Indicator for Target 10.2: The article’s qualitative analysis implies an indicator for regional inclusion. By noting when “coverage stops at city lines” or when rural areas are “largely invisible,” it suggests that the geographic distribution of news coverage and social mentions related to innovation within a state can be used as an indicator to measure whether rural and non-urban areas are being included in the economic narrative.

4. Summary Table of SDGs, Targets, and Indicators

Source: technical.ly