Lynx's 'Shower and Shave' campaign is harnessing the power of Autonomous Sensory Meridian Response (ASMR), by releasing a spot full of soothing sounds. Sensory advertising is becoming a powerful tool in marketers arsenal, as it lends content a physical sense of tangibility.

BBC Radio 3 is introducing 'slow radio' into its programming, inviting its listeners to relax with ASMR-inducing content. As many struggle to unwind, people are often steering away from fast-paced, bite-sized content in favour of something longer, slower and more meditative.

Sophie Hinchcliffe, also known as ‘Mrs Hinch’, amassed over 1.7 million followers, high-profile media appearances, and a six-figure book deal in less than a year simply by sharing cleaning tips and videos on Instagram. What is the appeal of watching a woman obsessively scour her home?

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?