86% of global consumers consider that distractions can be a healthy way to deal with everyday stress, and 60% say they feel more need to be distracted today than in the past. These are data that show the search for escape from reality between users and where brands can find meaningful opportunities for connection.

This is how he concludes study “The truth about escapism” prepared by McCann Worldgroup Truth Centralthe global intelligence unit of McCann Worldgroup. The analysis has considered the responses of 16,112 people in 16 different markets – including Spain – to a survey carried out between April and May 2024. It has also considered the conversation on social networks, the knowledge of experts and published academic studies.

One of the main findings is that 91% of respondents are looking to escape everyday life, and the way to do so is no longer limited to big experiences or events, but also includes everyday activities. Now it’s about a mentality or an emotional state, an “escape mode”, and is closely linked to consumption,

So much so that the agency points out that the so-called “escapism economy” now amounts to 10 trillion dollars worldwide and could reach 13.9 billion by 2028. Taking into account the different categories, the research indicates that tourism occupies a large part of this type of economy (3.2 billion dollars), although areas such as luxury, alcohol, health and well-being, gambling, video games, theme parks and beauty also have a strong presence in the ways of disconnection.

The “escape mode” has various motivations, although the external context (36%) and one’s own mind (35%) are the main ones. These also vary depending on the market. For example, American consumers seek to escape the “state of the world”; while the French long to disconnect from the news. In China they seek to distance themselves from parents and older relatives, while in India they hope to distance themselves from social networks.

Ways to escape include great actions, like travel, or small activities from day to day, such as playing sports, listening to music, playing video games, going out to eat, or shopping. According to the study, 1 in 2 people globally indicate that they go online to escape the reality of the world.

The economy of escapism is also demonstrating its link to innovation. The research points to trends such as “dream tourism”which offers experiences linked to sleep and rest; or the “day guesting”consisting of brief retreats in local hotels and spas. Also, for younger generations, the mainstream fantasy, through cosplay or science fiction entertainment, it has become an escape.

The opportunities for brands in escapism

All of this offers an interesting terrain for brands to connect with consumers. What’s more, 44% of global users want brands to understand their frustrations, while 56% want brands to offer them dreams, which places escapism as a meeting point and opportunities.

According to McCann Worldgroup, brands can do this through four different dimensions:

• Micro relief: offering affordable, low-effort ways to reduce stress
• Macro-relief: providing immersive experiences that help consumers recharge
• Micro renovation: inspiring moments of self-discovery or small-scale growth and aspiration
• Macrorenewal: facilitating transformative experiences that foster long-term satisfaction

But how can brands make escapism an engine of connection and growth? The study has identified three principles or areas in which companies can play a key role:

• The enjoyment of anticipation

82% of consumers say that looking forward to an experience can be as good as the experience itself. In this sense, brands can take advantage of the excitement of planning the moment of escape and boost the process of preparing the experience.

• Change perspective

Escapism can be a way to eliminate a negative feeling, but also a way to help people redefine their lives. Brands can make it easier for people to get out of their routines and gain new points of view regarding their physical or emotional situations.

• Freedom and spontaneity

2 out of 3 respondents point out that buying things even when they shouldn’t make them happy. This represents an opportunity for brands to provide experiences and moments of escape that promote joy, the feeling of deliberation and a break with routine.

“Every brand will have to be in the exhaust business, even if they don’t know it yet. From immersive travel experiences to fleeting daily distractions, escapism offers a range of opportunities for relief, renewal and reinvention.“; said Laura Simpson, Director of Intelligence and President of McCann Worldgroup Truth Central, in a statement.

More info.: The Truth about Escapism