Starbucks has aligned with Millennials’ desire for brands with strong social ethics, and in their continued “mission to change the world” they’re leaving the music business to instead focus on creating “social-impact content.” The chain’s CDs will disappear as they begin backing documentaries that align with social issues the company supports. Their first project is a film based on For Love and Country, the book co-authored by Starbucks CEO Howard Schultz, which celebrates the dedication and sacrifice of the U.S. military veterans. Brands continue to blur the line between retailer and content creator, using storytelling and visual communication to appeal to young consumers. (brandchannel)
