Community Conversation: Beyond Blame: The Role of Villainy (February 2025)

On February 27, members of the Think Big Narrative Learning Community came together for a rich discussion on the role of villains and villainy in persuasive storytelling. Co-hosted with Topos Partnership, the session explored what social science research reveals about when and how to include villains in narrative  —  and why simply naming bad actors often isn’t enough.

The conversation focused on the importance of highlighting not just who is causing harm, but what they’re doing and how those actions affect people’s lives. Participants also considered the need to balance villainy with clear, hopeful solutions that invite collective action.

Abigail Stahl, Director of Narrative Strategies at the Groundwork Collaborative, joined us to share reflections and help ground the conversation in real-world narrative challenges.

Our research: Beyond Blame – Villains, Villainy & Heroic Solutions