Alexander McQueen has launched a creativity initiative encouraging people to make digital art based on materials provided by the fashion house. With discretionary spending dropping during COVID-19, brands are staying connected to their fans by offering educational and entertaining content.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

COVID-19 has hit the travel and hospitality sector harder than most others, with event venues forced to postpone bookings, airlines grounding fleets, and restaurants banning sit-in service. As people re-explore their leisure options post-lockdown, what will they expect from brands in this space?

With plans cancelled and people stuck indoors, lockdown has left many feeling bored. Canvas8 spoke to Dr. John Eastwood and Andrew Hunter, who research the psychology of boredom at Toronto’s York University, to better understand why people become bored, and how brands can help.