# Escapist Marketing Brand campaigns target Gen Z consumers with themes of escapism. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 24, 2022 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/escapist-marketing ## Key Figures - Trend score: 4.6/10 - Evidence articles: 8 ## 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. ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Jul 14, 2021 to Sep 22, 2022 - Published: Jul 24, 2022 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Escapist Marketing trend ### Escapist Marketing As post-pandemic Gen Z desires escapism, brands are starting campaigns to create moments that offer a sense of freedom and reconnection. ### 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. ### 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. ## What the Escapist Marketing trend means for industry ### For 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 for Escapist Marketing Trend score 4.6 out of 10, from popularity 67%, activity 60%, freshness 12%. - Popularity: 67% - Activity: 60% - Freshness: 12% ## Examples of the Escapist Marketing trend 8 featured examples from Jul 14, 2021 to Sep 22, 2022. - [Metaverse Apparel Campaigns](https://www.trendhunter.com/trends/pacsun-springsummer-2022): Pacsun Spring/Summer 2022 Includes a VR Experience (Category: Marketing) Implication: 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. - [AR Vacation Books](https://www.trendhunter.com/trends/kiss-fly): Kiss & Fly is an AR Book That Blends Media Types to Create Virtual Vacations (Category: Art & Design) Implication: The virtual travel experience provided by Kiss & Fly presents an opportunity for disruptive innovation within the travel industry. - [Urban Beach Pop-Ups](https://www.trendhunter.com/trends/beach-pop-up): Aperol's Pop-Up Brings the Italian Beach Experience to the UK (Category: Lifestyle) Implication: Create unique brand experiences with pop-up beach bars and outdoor seating options, targeting consumers looking for adventure while staying close to home. - [Song-Inspired Travel Guides](https://www.trendhunter.com/trends/easyjet-spotify): easyJet & Spotify Recommend Destinations Based on Listening Habits (Category: World) Implication: Incorporate emerging technologies and partnerships to provide customers with personalized, data-driven recommendations for destinations and experiences. - [Luxury Brand Video Games](https://www.trendhunter.com/trends/louis-vuitton-1): Louis Vuitton Launches New Video Game to Celebrate Its Bicentennial (Category: Luxury) Implication: Opportunities for luxury fashion brands to enter the gaming industry and create digital experiences to reach younger generations. - [Movie Theater Escapism Campaigns](https://www.trendhunter.com/trends/where-escape-begins): Cineplex Launched its 'Where Escape Begins' Campaign (Category: Marketing) Implication: While streaming services have surged in popularity, the in-person cinema experience still holds a place in consumers' hearts. - [Escapist Gen Z Campaigns](https://www.trendhunter.com/trends/pacsun-pre-fall-2021): The Pacsun Pre-Fall 2021 Campaign Stars TikTok Personalities (Category: Fashion) Implication: 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. - [Dream Vacation Giveaways](https://www.trendhunter.com/trends/berres-brothers-coffee-roasters): Berres Brothers Coffee Roasters are Giving Away a Dream Vacation (Category: World) Implication: Hospitality companies can adopt the trend of offering travel experiences as a way to differentiate from competitors and provide a unique customer experience. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)