Consumers turn to entertainment-focused education online
Implications - As consumers continue to seek advice, education and information online, they are more frequently abandoning traditional outlets in favor of fringe media. Coupling entertainment with knowledge and expanded skill sets, this online content feels more relevant to a younger audience that's bucking convention and searching for authenticity.
Workshop Question - Think about the platforms that your brand most often utilizes to communicate with consumers. Does this offer an open and authentic way for consumers to engage and interact with content? What other avenues could you use?