Isabella Gannon is a junior behavioural analyst at Canvas8. She holds a BA in European Studies from Trinity College Dublin, and there became interested in the relationship between media, identity and visual culture. Outside of work, she’s frequently reading, going to gigs, and navigating obscure corners of wikipedia.

Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, people are increasingly seeking reprieve.

If the notion of escape was previously more transient, people are growing more invested in constructing a permanent refuge through world-building and community connections. Global fandoms, Australia’s board game renaissance, and the flourishing rave culture in the UK are examples of alternative realities that allow people to find joy and supportive networks. Many are also finding embodied escapes through psychedelics, VR meditations, and manifestations.

People are increasingly trading a quick hit of holiday serotonin for an emotional release one can get without leaving the home. Travel excess is undoubtedly on the rise, but TikTok’s #UltimateWorldCruise saw millions of people escape vicariously through their screens by witnessing creators share their experiences of a nine-month Royal Caribbean cruise, with its dramas, mishaps, and relatable characters. Elsewhere, one TikToker who decided to build a tunnel network under her house purely to keep herself “preoccupied” gained a captive online audience – demonstrating how people are increasingly interested in absurd departures from everyday life.

People are finding freedom in the unhinged by embracing new levels of honesty about mental health. ‘Yearnposting’ reflects a more deliberate engagement with anxiety and dissatisfaction, while others are opting for off-the-rails candour or just dissociating completely. Meanwhile, trends like ‘feral girl summer’, ‘bedrotting’, and ‘goblin mode’ have seen people construct new lifestyles and outlooks for themselves – because reality doesn’t cut it.

Essential Escapism

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Critical Spenders

United States

Careers

Eating and Drinking

Supermarkets and food

Snacks and desserts

The US is experiencing a post-pandemic renaissance of independent bakeries. The spike is part of a broader small business boom and reflects the ‘little treat’ philosophy of consumption, which prioritizes affordable moments of everyday indulgence and quality over quantity.