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The great escape

Updated: Jun 25, 2021

Trend #3: We’re all looking for a way to escape

Over the last year, we have learned to balance fear with a desire for connection, isolation with an appetite for amusements that give us a “rush of comfort and happiness.” We’ve sought distraction and relief from our realities in a variety of ways, some facilitated by cutting-edge technologies, others much more old school.

So what exactly are we escaping from?

In the spirit of this great escape, I’m going to try to keep this short, by simply sharing a list of the escapist tendencies and platforms I’ve come across in the last few months.

As you look at these examples, consider how your brand is creating moments of relief from the doldrums of the everyday. How can you leverage your authentic purpose to transport consumers to new worlds and experiences?

Let’s start with the transportative power of stories.

Escaping into stories

Escape through aesthetics

Escape with virtual travel

Escape with live performances

Rolling Stone is teaming up with Twitch to create live and immersive experiences in the popular virtual space.

Escape with virtual activities

Like I said, these are just a few examples — obviously not exhaustive, but representative of a larger trend. How do you think our attitudes toward escapism will evolve as more people are vaccinated and start returning to their pre-pandemic activities? How can brands build on the behaviors we’ve established in response to social distancing to continue delivering meaningful escapes from the drudgery of the everyday?

As always, feel free to contact me at teresa@greenleesconsulting.com to start a conversation. Or share your thoughts and feelings in the comments below.

That’s it, until next time, when we’ll look at brand activism and how this trend was accelerated in 2020. Until then, happy escape!


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