When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

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, peop...

British Airways has launched a campaign showcasing a range of humorous and heart-warming motivations for travel to which anyone can relate – from indulgence to inspiration. With people looking to fulfil their holiday ambitions, they're looking for brands to reignite their long-suppressed wanderlust.

Research has shown that despite their relatively low incomes, American Gen Zers are traveling more than ever. Young adults are seeking new experiences and connectivity from travel, creating opportunities for brands to repackage their offerings to meet this cohort's wanderlust.

An EasyJet survey has found that Britons intend to continue prioritising travel over other discretionary spending despite economic turbulence. As holidaying remains a must, there is an opportunity for brands to fulfil desires for escapism to strengthen engagement and brand loyalty.