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?

How has the pandemic changed what we do in cities? Will booking a holiday ever be stress-free? Has restaurant dining changed forever? In this part of the 2021 Expert Outlook, we speak to three experts about how people are socialising at a distance and finding fun in safe experiences.

As winter approaches, fewer people are planning to travel as COVID-19 concerns persist. In Japan, where many live alone, brands have the chance to change the narrative around the holidays to make those celebrating by themselves feel appreciated and acknowledged.

Japan Rail is paying people to virtually travel to Japanese tourism destinations on Google Earth. Playing off lockdown fatigue, the company is offering people creative, escapist entertainment that keeps their brand front of mind as international travel ramps up again.