After countless outdoor walks and new plant babies, many people have a strengthened sense of connection with nature. The pandemic has made them recognize its importance to their physical and mental wellbeing, and this desire for grounding has manifested in a mushroom boom.

As COVID-19 shut down inessential retail and entertainment venues across the UK, many people channelled their leisure time towards nature – and in varied ways. With lockdowns and social distancing set to persist into 2021, how can brands help facilitate connections with the natural world?

Having emerged from Tumblr and established a presence on TikTok, the cottagecore subculture has seen young Americans go online to post pastoral aesthetics and participate in activities that are more common in rural areas. But what exactly is driving Gen Z’s interest in quaint lifestyles?

Hiking and camping might not be everyone’s cup of tea, but the pandemic forcing people to stay inside has sparked new interest in exploring the outdoors. From camping to fishing, Americans are showing more interest in vacation and leisure activities that reconnect them with nature.