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?
Trend Themes
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Values-driven Content Consumption — Gen Z and millennial consumers expect content to align closely with their beliefs.
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Personal Confessional Documentaries — Young consumers seek out documentaries that reflect and explore their values.
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Intersectionality in Documentaries — Documentaries go beyond surface-level examinations of diversity to explore complex racial truths and experiences.
Industry Implications
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Media — There is an opportunity for media companies to create content that truly resonates with young consumers' values.
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Fashion and Modeling — The fashion industry can become more inclusive by creating collections that include plus-sizes, and by creating docu-series that explore diversity in modeling.
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Travel and Tourism — Travel companies can create content that highlights the experiences of the LGBT community in different parts of the world, and contribute to a more inclusive industry overall.
5 Featured, 43 Examples:
424,084 Total Clicks
Date Range:
Sep 14 — Mar 16
Trending:
Warm
Consumer Insight Topics:
