Kevin Karaca

Catch Kevin on DO Radio's It's Not About Trees with John Lunn, 22 to 28 June.

Kevin Karaca is a strategist, storyteller and founder of House Outside, a creative consultancy that helps purpose-led organisations use story, psychology and culture to create positive change for people and planet.

His work sits at the intersection of branding, behavioural insight and systems thinking, helping leaders navigate transformation, innovation and the changing expectations of business.

Born to Turkish and British parents, Kevin’s experience of growing up between cultures shaped his lifelong fascination with identity, belonging and the narratives that define how people see themselves and the world around them.

This curiosity led him to study sociology and anthropology, including research into sustainable lifestyles and community living.

Through House Outside and his writing, Kevin explores how organisations can move beyond transactional relationships to build communities united by shared values and meaningful stories.

He is particularly interested in how narrative shapes culture, why people resist change and how businesses can become forces for regeneration rather than extraction.

Kevin also publishes the newsletter How Change Works, where he examines the role of story and psychology in creating better organisations and a more hopeful future. His work reflects a simple belief: that by changing the stories we tell ourselves and each other, we can change the world we create together.

Show notes: It's Not About Trees with John Lunn

In this episode of It’s Not About Trees, John Lunn is joined by storyteller, strategist and founder Kevin Karaca for a thoughtful conversation about identity, narrative and why the stories we tell shape the future we create. Drawing on anthropology, psychology and brand strategy, Kevin explores how storytelling can help organisations navigate uncertainty while building businesses that work for both people and planet.

Growing up between cultures as the child of Turkish and British heritage, Kevin describes how feeling like an outsider taught him to observe, listen and question assumptions — experiences that later informed his work helping organisations find clarity of purpose and communicate change more effectively.

The conversation examines why so many leaders and organisations feel “lost” in today’s world. As traditional measures of success come under increasing scrutiny, businesses are wrestling with the tension between economic growth and creating broader social and environmental value. Kevin argues that many organisations know change is needed but struggle to articulate a compelling narrative for what comes next.

A recurring theme is the power of story as an antidote to division. Kevin challenges the “yell and tell” approach often associated with sustainability communication, suggesting that people rarely change when they are instructed or shamed. Instead, meaningful change comes from listening deeply, creating shared narratives and helping people see themselves within a better future.

The episode also explores emerging ideas around degrowth, community and alternative measures of prosperity. Through examples ranging from purpose-led brands to grassroots movements, Kevin shares why he remains hopeful that a new generation is seeking ways to build lives rooted not in competition, but in connection, contribution and care