Big Brother Brazil is setting new records 20 years after the show began as Brazilians, stuck at home in lockdown, yearn for a distraction from the drama of real life. Brands can fulfill this need for light-hearted content in their messaging or turn to these shows as avenues for sponsorship.

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?

People have responded to the crisis in different ways – either due to personal choice, privilege, or circumstances outside of their control. Canvas8 spoke to Juliana Horowitz and Dr. Grant McCracken to understand how brands can uncover the nuances of the pandemic experience for their audience.

After weeks spent socially isolating, Gen Zers are confronting a wave of boredom, and they’re interested in being distracted from the monotony of quarantine. With people fatigued by constant COVID-19 updates, brands can grab the chance to help them forget through fun campaigns and products.