LOOKING BACK TO SPRING AHEAD SERIES 2. THE SEARCH FOR IMMERSIVE EXPERIENCES

In our Looking Back to Spring Ahead series, last week we explored how nostalgia is shaping consumer behavior in response to cultural uncertainty.

In week two, we’re turning our attention to escapism and the growing appetite for immersive, transportive experiences.

From Escapism for Recovery

As the world continues to grow more chaotic, escapism focused on the physical retreat providing burnout relief. 

To Escapism for Emotional Survival

As culture shifts, consumers are looking to escapism for refuge via an active pursuit of alternate realities. As they opt out of traditional media, they’re opting into escapist fantasy. Brands are taking note, leaning into fantasy and gaming as a way to deeply connect and engage.  

Nike's partnership with Fortnite in the metaverse is the perfect example of blending the real and digital to provide an immersive, fantasy-driven escape that is both playful and aspirational. 

Offering emotional refuge through escapism gives brands a way to meet consumers’ needs for coping with stress and uncertainty whilst becoming more integral to their emotional lives.

How is your brand speaking to consumers’ desire for escapism?