# Values-Driven Documentary Consumers search for documentary content that reflects their values. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Nov 12, 2015 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/selfaware-documentary ## Key Figures - Trend score: 4.5/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 9, 2014 to Mar 22, 2016 - Published: Nov 12, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Values-Driven Documentary trend ### Values-Driven Content Consumption Gen Z and millennial consumers expect content to align closely with their beliefs. ### Personal Confessional Documentaries Young consumers seek out documentaries that reflect and explore their values. ### Intersectionality in Documentaries Documentaries go beyond surface-level examinations of diversity to explore complex racial truths and experiences. ## What the Values-Driven Documentary trend means for industry ### For 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 for Values-Driven Documentary Trend score 4.5 out of 10, from popularity 72%, activity 55%, freshness 8%. - Popularity: 72% - Activity: 55% - Freshness: 8% ## Examples of the Values-Driven Documentary trend 5 featured examples from Sep 9, 2014 to Mar 22, 2016. - [Model Diversity Documentaries](https://www.trendhunter.com/trends/a-perfect-14): A Perfect 14 is an Upcoming Documentary on Plus-Size Modelling (Category: Pop Culture) Implication: Fashion retailers can disrupt the industry by creating collections that incorporate diverse body types and promote plus-size models. - [Trans Celebrity Docu-Series](https://www.trendhunter.com/trends/i-am-cait): 'I Am Cait' Chronicles Caitlyn Jenner's Transition into Her New Normal (Category: Pop Culture) Implication: The entertainment industry can utilize these stories to create more inclusive and empowering content for all audiences to enjoy. - [White Identity Documentaries](https://www.trendhunter.com/trends/the-whiteness-project): The Whiteness Project Deals With Racial Issues in America (Category: Social Good) Implication: The film and entertainment industry can provide a platform for important social issues to be discussed through storytelling and media. - [Anti-Harassment Documentaries](https://www.trendhunter.com/trends/the-peoples-girls): 'The People's Girls' Documents the Objectification of Women in Cairo (Category: Social Good) Implication: The film industry can explore creating more documentaries that bring attention to social issues, like street harassment. - [LGBT Travel Shows](https://www.trendhunter.com/trends/viceland-program): This Viceland Program Explores LGBT Issues in Different Countries (Category: Pop Culture) Implication: Disruptive innovation opportunity: Collaborate with LGBT organizations and travel companies to develop LGBT-friendly travel services, accommodations, and experiences. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Pop Culture - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Divisional Rivalry Uniforms](https://www.trendhunter.com/trends/rivalries-uniform) - [Y2K Water Shoe Revivals](https://www.trendhunter.com/trends/pw-water-moc) All articles: [Pop Culture](https://www.trendhunter.com/popculture)