Category
Lifestyle
Assisted Choices
Trend cluster
Category
Co-Created
Escape
Brands are collaborating on wellness products & services amid COVID-19.
3.6
Trend score
Trend
What is the Co-Created Escape trend?
Co-Created Escape: Brands are collaborating on online resources and experiences that are geared toward bringing mindfulness to consumers during the COVID-19 pandemic. While some companies collaborate with professionals on digital retreats and online pop-ups, others launch features that allow users to share their thoughts.
Insight
The consumer insight behind the Co-Created Escape trend
The ongoing global pandemic has forced many individuals to practice physical distancing and remain home when possible, increasing their feelings of isolation. Combined with other factors—like social unrest, the growing threat of climate change, and personal circumstances— consumers are experiencing an exponential build-up of stress. As a result, more people are looking for accessible resources that will help them deal with their anxiety in a healthier way, while remaining within their means.
Trend themes
Themes within the Co-Created Escape trend
Three behaviours holding the trend together01
Collaborative Digital Wellness
Brands are joining forces to offer digital resources and experiences aimed at promoting mindfulness amid COVID-19, opening up opportunities for digital retreats and pop-ups that address feelings of anxiety and isolation.
02
Social Media Wellness Features
Instagram has launched a new feature called Instagram Guides to provide users with curated advice on wellness, anxiety, and grief, giving businesses the chance to upload their own tips and advice on improved mental health for users.
03
Virtual Fashion Retreats
Fashion brands are partnering with experts to launch virtual staycations offering consumers various wellness classes and seminars and other engaging activities, creating room for virtual retreats aimed at keeping people entertained.
Industry implications
What the Co-Created Escape trend means for industry
Where the trend changes the playbookFor
Wellness
In light of the increased stress many people are feeling due to the COVID-19 pandemic, the wellness industry continues to grow as more individuals look for accessible resources that will help them deal with anxiety in a healthier way.
For
Social Media
The ongoing pandemic has given rise to increased usage of social media platforms, which provide more opportunities for businesses to collaborate with professionals to address mental health and promote wellness among their target audiences.
For
Fashion
Innovative fashion brands are finding ways to keep consumers engaged while remaining at home by offering virtual retreats that not only improve wellness but also feature new fashion lines, thereby prompting greater brand engagement through e-commerce sales.
Workshop question
How might your brand offer accessible wellness to consumers during a global pandemic?
Trend signals
Trend signals for Co-Created Escape
Trend score 3.6 out of 10, from popularity 60%, activity 40%, freshness 9%.
Popularity60%
Activity40%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Co-Created Escape trend
4 featured examples from May 13 to Sep 3, 2020CategoryMarketing
Clarity Beverage-Branded Apparel
Recess and Poolside.FM Launched a Funky Clothing Collection
Wellness and lifestyle brands can explore collaborations with other industries, such as music or fashion, to create unique brand experiences and expand their customer base.
CategoryTech
Social Media Wellness Features
Instagram Guides is a New Feature Offering Curated Wellness Advice
The mental health industry can leverage the Instagram Guides feature to deliver curated wellness tips, anxiety management advice, and grief support recommendations to their target…
CategorySocial Good
Fashion Brand Virtual Retreats
Free People & Who What Wear Launched a Virtual Retreat on Zoom
Fashion brands can leverage virtual retreats to connect with their audience, drive engagement, and showcase their products in a unique and immersive way.
CategoryLifestyle
Online Wellness Retreats
Escape Haven Debuted Virtual Bali Retreat Amid the COVID-19 Pandemic
Disruptive innovation opportunity: Establish an online platform that offers comprehensive wellness programs, workshops, and resources for individuals seeking to improve their well…
