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?

Amid the uncertainty surrounding the COVID-19 pandemic, Britons are seeking solace from literature and buying up stories about fictional pandemics. With people’s fears and anxieties getting greater every day, they’re turning to fiction for answers – but it could add to the hysteria.

Interest in foraging has grown as people seek to reinvigorate their connection to nature, cut down on meat consumption, and adopt eco-friendly behaviours. Once led by luxury restaurants looking for unusual, local ingredients, why are people signing up to learn how to forage for their dinner?

Being stuck at home during the COVID-19 pandemic has forced people to reevaluate their lives, leading some to embrace a simpler way of living by starting a vegetable garden or figuring out an effective work-life balance. Will this change in habits spark a minimalist resurgence in the long term?