# Co-Created Escape Brands are collaborating on wellness products & services amid COVID-19. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Sep 19, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/cocreated-escape ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 13 to Sep 3, 2020 - Published: Sep 19, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Co-Created Escape trend ### 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. ### 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. ### 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. ## What the Co-Created Escape trend means for industry ### For 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 for Co-Created Escape Trend score 3.6 out of 10, from popularity 60%, activity 40%, freshness 9%. - Popularity: 60% - Activity: 40% - Freshness: 9% ## Examples of the Co-Created Escape trend 4 featured examples from May 13 to Sep 3, 2020. - [Clarity Beverage-Branded Apparel](https://www.trendhunter.com/trends/recess-and-poolside-fm): Recess and Poolside.FM Launched a Funky Clothing Collection (Category: Marketing) Implication: 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. - [Social Media Wellness Features](https://www.trendhunter.com/trends/instagram-guides): Instagram Guides is a New Feature Offering Curated Wellness Advice (Category: Tech) Implication: 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… - [Fashion Brand Virtual Retreats](https://www.trendhunter.com/trends/free-people-1): Free People & Who What Wear Launched a Virtual Retreat on Zoom (Category: Social Good) Implication: Fashion brands can leverage virtual retreats to connect with their audience, drive engagement, and showcase their products in a unique and immersive way. - [Online Wellness Retreats](https://www.trendhunter.com/trends/virtual-bali-retreat): Escape Haven Debuted Virtual Bali Retreat Amid the COVID-19 Pandemic (Category: Lifestyle) Implication: Disruptive innovation opportunity: Establish an online platform that offers comprehensive wellness programs, workshops, and resources for individuals seeking to improve their well… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)