According to Brookings, 90% of young people favor brands that are committed to good causes. It means that if you can successfully connect your branding efforts with a social cause, there are more chances of success. Rupert Maconick has published an article on AdWeek justifying how feature-length documentaries can make big impact on marketing. On inclusion of authentic content in the advertisements, Maconick says, “While many advertisers continue to toil in the realm of short-form branded content, a far better option for brands looking to reach consumers with socially responsible messages... [...]