Category
Tech
Automated Upkeep
Trend cluster
Category
Escapist
Marketing
Brand campaigns target Gen Z consumers with themes of escapism.
4.6
Trend score
Trend
What is the Escapist Marketing trend?
Escapist Marketing: Post-pandemic, brands are marketing to Gen Z with themes of escapism--depicting everything from adventurous travels in commercials, to branded games that are designed to feature playful escapist themes.
Insight
The consumer insight behind the Escapist Marketing trend
With most Gen Z spending several months or even years amidst pandemic restrictions, escapism is a popular theme with this generation and can be seen in everything from fashion to their recreational habits. This demographic is increasingly turning to brands that can offer them genuine moments or experiences that create a sense of freedom from personal responsibilities and stress.
Trend themes
Themes within the Escapist Marketing trend
Three behaviours holding the trend together01
Escapist Marketing
As post-pandemic Gen Z desires escapism, brands are starting campaigns to create moments that offer a sense of freedom and reconnection.
02
AR and VR Innovation
The use of AR and VR technology in travel and fashion industries is creating new ways to offer customers a virtual sense of escape and adventure.
03
Personalized Experiences
Brands and companies are leveraging personalized data and media preferences to curate vacation experiences and create the opportunity for patrons to win dream vacations.
Industry implications
What the Escapist Marketing trend means for industry
Where the trend changes the playbookFor
Travel and Hospitality
Travel and Hospitality industry professionals have the opportunity to create new VR and AR experiences, virtual vacation books, dream vacation giveaways, and escapism-themed marketing campaigns to capture the attention of Gen Z consumers.
For
Fashion and Retail
Fashion and retail industry professionals can leverage AR technology to create virtual fashion shows, personalized shopping experiences, and unique branded video games to capture the attention of younger customers.
For
Entertainment and Media
Entertainment and media professionals can create immersive experiences, such as movie theater escapism campaigns, and use personalized data to create song-inspired travel guides and curated playlists that coincide with particular destinations.
Workshop question
How could your brand use escapism as a marketing theme?
Trend signals
Trend signals for Escapist Marketing
Trend score 4.6 out of 10, from popularity 67%, activity 60%, freshness 12%.
Popularity67%
Activity60%
Freshness12%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Escapist Marketing trend
8 featured examples from Jul 14, 2021 to Sep 22, 2022CategoryMarketing
Metaverse Apparel Campaigns
Pacsun Spring/Summer 2022 Includes a VR Experience
Retailers can use virtual reality experiences and gamification to offer customers new and personalized ways to shop, leading to potentially increased customer loyalty and revenue.
CategoryArt & Design
AR Vacation Books
Kiss & Fly is an AR Book That Blends Media Types to Create Virtual Vacations
The virtual travel experience provided by Kiss & Fly presents an opportunity for disruptive innovation within the travel industry.
CategoryLifestyle
Urban Beach Pop-Ups
Aperol's Pop-Up Brings the Italian Beach Experience to the UK
Create unique brand experiences with pop-up beach bars and outdoor seating options, targeting consumers looking for adventure while staying close to home.
CategoryWorld
Song-Inspired Travel Guides
easyJet & Spotify Recommend Destinations Based on Listening Habits
Incorporate emerging technologies and partnerships to provide customers with personalized, data-driven recommendations for destinations and experiences.
CategoryLuxury
Luxury Brand Video Games
Louis Vuitton Launches New Video Game to Celebrate Its Bicentennial
Opportunities for luxury fashion brands to enter the gaming industry and create digital experiences to reach younger generations.
CategoryMarketing
Movie Theater Escapism Campaigns
Cineplex Launched its 'Where Escape Begins' Campaign
While streaming services have surged in popularity, the in-person cinema experience still holds a place in consumers' hearts.
CategoryFashion
Escapist Gen Z Campaigns
The Pacsun Pre-Fall 2021 Campaign Stars TikTok Personalities
Fashion industries can appeal to Gen Zers by designing and marketing clothes and accessories that embody the escapism theme and can be showcased on social media platforms.
CategoryWorld
Dream Vacation Giveaways
Berres Brothers Coffee Roasters are Giving Away a Dream Vacation
Hospitality companies can adopt the trend of offering travel experiences as a way to differentiate from competitors and provide a unique customer experience.
