The Power of Documentaries: Building Impact and Brand Resonance

Documentaries are powerful. And that's no understatement.

Sure, they entertain, but their impact extends way beyond couch-bound viewers. They draw people into stories, shed light on those hidden corners of the world, and safeguard history that needs to be told.

Documentaries tell stories that go deep and stay with you.

Whether made by social sector organizations or brands, these films can change minds, build understanding, and propel positive action.

Let's explore just how they pull this off, using our experience at Goodsides and insights from some seriously talented people working in documentaries.

How Do They Make an Impact?

• Emotion + Connection = Brand Trust: The most impactful documentaries tell real stories about real people – the struggles, the victories, everything in between. When audiences feel that connection, it builds a deep sense of trust. We saw this with "Won't You Be My Neighbor?" about Mr. Rogers. That film hit home on what kindness can do. Brands that partner with these kinds of emotionally resonant stories build a real connection with audiences. Initiatives like Hormel Foods' "The Heart of the Family" or Gatorade's "The Boy Who Learned to Fly" about Usain Bolt – those are authentic, inspiring stories that make brands feel more human
• Advocacy in Action: Documentaries aren't just for kicking back on a Friday night. They illuminate issues, smash up harmful stereotypes, and inspire communities to act. Take "An Inconvenient Truth" — nobody talked about climate change quite the same way after that. It shaped the whole conversation and influenced policy. The Center for Media and Social Impact digs into this a lot; they show that documentaries are tools to start a movement.
• Going Global, Building Community: Thanks to streaming and all that tech, documentaries today reach way further than ever before. We've seen this happen! "Blackfish" went global, sparking debates and activism about marine animal welfare. This shows how documentaries take an important message worldwide, making it impossible to ignore.
• Education That Sticks: Complex issues can feel overwhelming, but documentaries break them down. They can give a voice to those who feel unheard and bring diverse stories to light. "13th" by Ava DuVernay is a great example; it explains connections between race, justice, and mass incarceration. These films leave you hungry to learn more and get involved.
• Standing Out in the Marketplace: For brands, documentaries aren't just another shiny ad campaign. They're a way to tell a deeper story, show they care about important issues, and connect with customers on a whole new level. It's more than just selling stuff.

Let’s Be Real – Challenges Exist

Documentaries are amazing, but we know there's a right way and a wrong way to do things. When brands or organizations get behind a documentary, finding that balance between the story and the larger goal is essential. The core message always comes first. Also, films need to speak to different groups – inclusivity avoids division, and that's way more powerful.

Data, Insights, and a Bit of Inspiration

Customers today value authenticity in brands. We get that. Studies show an amazing 88% of Americans are more likely to forgive a company’s mistakes if they genuinely care about change. And guess what? 97% of companies consider "brand-mission fit" their top priority when looking for partners.

That means purpose-driven stories told through documentaries are the right play, the smart play.

Ready to see why top documentarians say what they do?

• Ken Burns, the legend: "Documentaries are… the creative interpretation of reality ... with the ability to awaken viewers… and the best ones do so by touching the soul."
• Ava DuVernay, director of "13th" and "Selma": "For me, the goal is truth … connecting with each other and affirming … truths through our storytelling."
• Morgan Neville, Oscar-winner: "The power of documentaries lies in ... humanizing complex issues … making the abstract tangible and urgent."
• Sarah Polley, filmmaker and actress: "Documentaries… engage audiences at a profound level… It starts a conversation that can continue to ripple through society."
• Michael Moore, known for “Fahrenheit 9/11” and “Bowling for Columbine”: "A good documentary challenges your view of the world… encouraging you to discuss it."

Case Studies: Where the Magic Happens

What started for us as a standard gig for the City of Sacramento ended up incredible. We found the last business standing in Sacramento's old Japantown. With a grant and rare permit to film in Manzanar, we shaped this history into a mini-documentary (more to come on that soon!). This project shows that RFPs can be amazing when your team is passionate. It also reminds us that our own neighborhoods have stories waiting to be told, and documentaries can preserve these legacies while revealing unexpected truths.

We're not the only ones doing great work, check these out too:

• Food, Inc. (2008): Robert Kenner's film took a hard look at industrial food production. It exposed the impacts on our health, the environment, and even animal welfare. "Food, Inc." kickstarted a national conversation about what we eat and how it's made, sparking a grassroots movement for better food systems.
• The True Cost (2015): Andrew Morgan pulled back the curtain on fast fashion's ugly side. Shocked by what they saw, consumers started rethinking their choices and demanding more. "The True Cost" ignited pressure for industry accountability and worker safety.

What the Future Holds

Docs are changing fast. Think about how tech like VR will let people step right into stories they see! That deepens the connection and makes the case for change even more urgent.

Docs Have the Power to Change Things

We said it, and we mean it. Documentaries connect us to each other, educate us widely, and spark action. The research and stories back it up – these films can transform attitudes and build a society that knows more, cares more, and acts more. That legacy is the reason we at Goodsides do what we do – to leverage documentary storytelling for good, and to keep pushing the boundaries of the medium itself.