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 growing number of people are browsing online shops, adding products to their carts, and never buying them. Not only are they holding back on purchasing for financial reasons, but browsing products and imagining a future where they’ll be useful is giving people a sense of comfort.

Animal Crossing was lauded for relieving stress at the beginning of the pandemic – but creating the ultimate virtual paradise has become a cause of IRL anxiety. SKIPPY peanut butter has created an oasis within the video game where players can escape these pressures and just chill out.

While sourdough starters and ‘quarantinis’ have been among the biggest food and drink crazes of the COVID-19 pandemic, jelly has witnessed a quiet renaissance. How have social media platforms and a desire for nostalgic escapism helped add cultural cachet to this once-reviled foodstuff?