Category
Lifestyle
Festive Fusions
Trend cluster
Category
Values-Driven
Documentary
Consumers search for documentary content that reflects their values.
4.5
Trend score
Trend
What is the Values-Driven Documentary trend?
Values-Driven Documentary: 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.
Trend themes
Themes within the Values-Driven Documentary trend
Three behaviours holding the trend together01
Values-Driven Content Consumption
Gen Z and millennial consumers expect content to align closely with their beliefs.
02
Personal Confessional Documentaries
Young consumers seek out documentaries that reflect and explore their values.
03
Intersectionality in Documentaries
Documentaries go beyond surface-level examinations of diversity to explore complex racial truths and experiences.
Industry implications
What the Values-Driven Documentary trend means for industry
Where the trend changes the playbookFor
Media
There is an opportunity for media companies to create content that truly resonates with young consumers' values.
For
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.
For
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.
Workshop question
How could you better appeal to Gen Z and Millennials' desire to align themselves with brands that reflect their values?
Trend signals
Trend signals for Values-Driven Documentary
Trend score 4.5 out of 10, from popularity 72%, activity 55%, freshness 8%.
Popularity72%
Activity55%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Values-Driven Documentary trend
5 featured examples from Sep 9, 2014 to Mar 22, 2016CategoryPop Culture
Model Diversity Documentaries
A Perfect 14 is an Upcoming Documentary on Plus-Size Modelling
Fashion retailers can disrupt the industry by creating collections that incorporate diverse body types and promote plus-size models.
CategoryPop Culture
Trans Celebrity Docu-Series
'I Am Cait' Chronicles Caitlyn Jenner's Transition into Her New Normal
The entertainment industry can utilize these stories to create more inclusive and empowering content for all audiences to enjoy.
CategorySocial Good
White Identity Documentaries
The Whiteness Project Deals With Racial Issues in America
The film and entertainment industry can provide a platform for important social issues to be discussed through storytelling and media.
CategorySocial Good
Anti-Harassment Documentaries
'The People's Girls' Documents the Objectification of Women in Cairo
The film industry can explore creating more documentaries that bring attention to social issues, like street harassment.
CategoryPop Culture
LGBT Travel Shows
This Viceland Program Explores LGBT Issues in Different Countries
Disruptive innovation opportunity: Collaborate with LGBT organizations and travel companies to develop LGBT-friendly travel services, accommodations, and experiences.
