The allure of a virtual world – in which anyone could have magical powers and take risks without consequences – is evidenced by the fact that nearly 19 million people play video games in the UK alone. Canvas8 sat down with Dr. Andrew Kuo to understand why we actively escape into virtual worlds.

With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

A Texas bookstore that had to close during lockdown has generated buzz after it pivoted from selling books to selling travel – but all was not what it seemed. The playful ruse offered a lesson in how to give people a sense of escapism and surprise as they seek relief from COVID-19 news.

Luxury Escapes has launched a lab experience that customises people’s travel itineraries based on their sensorial preferences. As people look to optimise their spare time, a novel, personalised approach to planning a holiday provides a playful and more meaningful escape from the everyday.