As a step toward authenticity, organizations fund informative content
Implications - In the digital age, brands need to prioritize transparency while finding a way to engage consumers. Branded documentaries satisfy this need by pivoting away from pitching consumers and toward educating them. This desire for education has popularized documentaries among consumers in general, creating a great opportunity for brands to join the conversation.
Workshop Question - Where can you incorporate a stronger sense of transparency into your brand and product education?
Trend Themes
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Branded Documentaries — As organizations seek transparency and engagement with customers, they are pivoting towards investing in informative content like documentaries to shift from pitching to educating their consumers.
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Authentic Storytelling — Consumers are increasingly receptive to authentic story-driven advertising that allows them to relate to a brand, resulting in businesses utilizing celebrities and internal employees to tell a more humanizing narrative.
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Sustainability and Agriculture — The food industry is increasingly shifting towards sustainable farming methods, leading to an increase in branded documentaries addressing the environmental and social impact of the industry, as well as companies like Patagonia launching new food businesses to contribute to the culture shift towards sustainable agriculture.
Industry Implications
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Marketing and Advertising — Branded documentaries and authentic storytelling methods are disrupting the traditional pitch-based advertising model and increasing consumer engagement with marketing content.
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Food and Beverage — The food industry's emphasis on sustainability and ethical practices is causing the rise of branded documentaries and new businesses, all contributing to the shift towards sustainable agriculture.
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Entertainment and Media — The increasing popularity of documentaries and authentic storytelling is transforming the media landscape and diversifying the types of content being produced.
5 Featured, 35 Examples:
111,422 Total Clicks
Date Range:
Mar 16 — Aug 16
Trending:
Untested
Consumer Insight Topics:
