People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

From the health concerns of COVID-19 to intense social unrest and economic instability, the events of 2020/21 amped up the pressure on people’s daily lives. It’s sparked a comeback for people allowing themselves to indulge, but with a new awareness of health and sustainability. Treating yourself is having a makeover.

With a taste for originality, sustainability, and global flavours, Gen Zers’ food and drink choices reflect a more conscious and socially-driven approach to their diets than older cohorts. But how do they balance indulgence with health, particularly amid the cost of living crisis?

KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?

The increased stress levels experienced in recent years have seen many Americans turn to junk food to cope, leading to greater permissiveness when indulging in ‘feel good’ foods. Canvas8 spoke to eight people about their relationship with comfort foods and their attitudes towards indulgence.