Bored, anxious, and unable to leave home, Americans living under COVID-19 lockdown orders are eager for ways to pass the time. But what are the underlying behavioral drivers behind their surging interest in baking and cleaning? And how can brands support people adapting to 24/7 domestic life?

American Gen Yers are increasingly spending their leisure time at home, ditching nights out at bars and restaurants for dinner parties with friends and indulgent self-care rituals. Why are so many members of this cohort embracing a homebody lifestyle, and what might it take to attract them outside?

Many are calling lockdown a social nightmare, while others are thriving and can’t imagine going back to ‘normal’. Canvas8 spoke to Jenn Granneman, author of The Secret Lives of Introverts, to understand why certain people love being at home and what brands can do to better cater to them.

The psychological distress caused by COVID-19 has caused many people in isolation to rely on friends, family, online communities, and brands for a sense of normality. Canvas8 spoke to Xi Tian, a researcher at Penn State University, to understand what’s required for effective emotional support.