'They' might be those who are envious or threatened by our story. For instance, in a competitive business world, rivals might try to undermine a company's success story, but they can't truly take it away. It could also be a group that has different values and wants to suppress the story that goes against their ideology.
'They' could refer to those who oppose or try to silence us. It might be people in power who don't want certain stories to be told, like a dictatorship not wanting the tales of resistance to spread.