Eve Upton-Clark is a freelance features writer and copywriter from London, based in Amsterdam, covering culture and society. Her work has been published globally in publications including Business Insider, i-D, Vice, Dazed, Refinery 29 and more.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Shared Values

Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, people are increasingly seeking reprieve.

If the notion of escape was previously more transient, people are growing more invested in constructing a permanent refuge through world-building and community connections. Global fandoms, Australia’s board game renaissance, and the flourishing rave culture in the UK are examples of alternative realities that allow people to find joy and supportive networks. Many are also finding embodied escapes through psychedelics, VR meditations, and manifestations.

People are increasingly trading a quick hit of holiday serotonin for an emotional release one can get without leaving the home. Travel excess is undoubtedly on the rise, but TikTok’s #UltimateWorldCruise saw millions of people escape vicariously through their screens by witnessing creators share their experiences of a nine-month Royal Caribbean cruise, with its dramas, mishaps, and relatable characters. Elsewhere, one TikToker who decided to build a tunnel network under her house purely to keep herself “preoccupied” gained a captive online audience – demonstrating how people are increasingly interested in absurd departures from everyday life.

People are finding freedom in the unhinged by embracing new levels of honesty about mental health. ‘Yearnposting’ reflects a more deliberate engagement with anxiety and dissatisfaction, while others are opting for off-the-rails candour or just dissociating completely. Meanwhile, trends like ‘feral girl summer’, ‘bedrotting’, and ‘goblin mode’ have seen people construct new lifestyles and outlooks for themselves – because reality doesn’t cut it.

Essential Escapism

As an author, commentator, and speaker, Dr. Dean Vuletic is the world’s leading academic authority on the history of the Eurovision Song Contest. He’s also the lecturer behind the world's first university course on Eurovision, which he began teaching at New York University and has since taught at the University of Vienna and Charles University in Prague.

Europe

Media and Entertainment

Music, radio, and podcasts

TV, film, and social media video

Live broadcasts and events

Eurovision

Interview with Dean Vuletic conducted by the author

Dazed

Ipsos

The Washington Post

Newsweek

Gabb

The Guardian

Euronews

The Eurovision Song Contest, a cultural juggernaut born in 1956, has grown into a global phenomenon, entertaining over 160 million viewers annually with its eclectic and unpredictable performances. It remains a cornerstone of the cultural landscape and celebration of nuanced national identity.