# Branded Documentary As a step toward authenticity, organizations fund informative content. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Aug 22, 2016 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-documentary ## Key Figures - Trend score: 2.5/10 - Evidence articles: 5 ## What is the Branded Documentary trend? **Branded Documentary:** 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 8 to Aug 15, 2016 - Published: Aug 22, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Branded Documentary trend ### 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. ### 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. ### 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. ## What the Branded Documentary trend means for industry ### For Marketing and Advertising Branded documentaries and authentic storytelling methods are disrupting the traditional pitch-based advertising model and increasing consumer engagement with marketing content. ### For 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. ### For Entertainment and Media The increasing popularity of documentaries and authentic storytelling is transforming the media landscape and diversifying the types of content being produced. ## Workshop question Where can you incorporate a stronger sense of transparency into your brand and product education? ## Trend signals for Branded Documentary Trend score 2.5 out of 10, from popularity 49%, activity 16%, freshness 8%. - Popularity: 49% - Activity: 16% - Freshness: 8% ## Examples of the Branded Documentary trend 5 featured examples from Mar 8 to Aug 15, 2016. - [Israeli Culinary Documentaries](https://www.trendhunter.com/trends/roger-sherman): Roger Sherman is Producing a Film on Dynamic Israeli Cuisine (Category: Pop Culture) Implication: The dynamic nature of Israeli cuisine presents disruptive innovation opportunities in the food industry. - [Branded Food Documentaries](https://www.trendhunter.com/trends/unbroken-ground): 'Unbroken Ground' Highlights Patagonia's New Food Business (Category: Pop Culture) Implication: Incorporating sustainable farming methods and highlighting environmental concerns can disrupt traditional food production practices. - [Cosmetics Brand Social Documentaries](https://www.trendhunter.com/trends/documentary-series): This Documentary Series is Produced by MAC Cosmetics (Category: Pop Culture) Implication: Cosmetic brands have the opportunity to support social causes by creating socially conscious content and partnering with influential members of marginalized communities. - [Shoe Employee Documentary Series](https://www.trendhunter.com/trends/reebok-ad): This Reebok Ad is Part of a Promotional Short Documentary Series (Category: Marketing) Implication: The sports apparel industry can disrupt their competition by creating short documentary advertisements that display the lifestyles of athletes and employees or showcase unique ele… - [Celebrity Storytelling Ads](https://www.trendhunter.com/trends/wild-turkey-bourbon): 'Wild Turkey Bourbon' Shows Its History Through Authentic Short Films (Category: Lifestyle) Implication: The beverage industry can leverage celebrity storytelling ads to create a compelling narrative around their brand and products. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Pop Culture - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Pop Culture](https://www.trendhunter.com/popculture)