Consumers search for documentary content that reflects their values
Implications - Gen Z and Millennial consumers consider themselves to be open to social change, and they've come to expect their content to reflect their values. When it comes to documentary films, they seek out material related to the causes they believe in, often with a confessional tone. This shift demonstrates the way in which young consumers expect the media they consume to align closely with their beliefs.
Workshop Question - How could you better appeal to Gen Z and Millennials' desire to align themselves with brands that reflect their values?