Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


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, people are increasingly seeking reprieve.

If the notion of escape was previously more transient, people are growing more invested in constructing a permanent refuge through world-building and community connections. Global fandoms, Australia’s board game renaissance, and the flourishing rave culture in the UK are examples of alternative realities that allow people to find joy and supportive networks. Many are also finding embodied escapes through psychedelics, VR meditations, and manifestations.

People are increasingly trading a quick hit of holiday serotonin for an emotional release one can get without leaving the home. Travel excess is undoubtedly on the rise, but TikTok’s #UltimateWorldCruise saw millions of people escape vicariously through their screens by witnessing creators share their experiences of a nine-month Royal Caribbean cruise, with its dramas, mishaps, and relatable characters. Elsewhere, one TikToker who decided to build a tunnel network under her house purely to keep herself “preoccupied” gained a captive online audience – demonstrating how people are increasingly interested in absurd departures from everyday life.

People are finding freedom in the unhinged by embracing new levels of honesty about mental health. ‘Yearnposting’ reflects a more deliberate engagement with anxiety and dissatisfaction, while others are opting for off-the-rails candour or just dissociating completely. Meanwhile, trends like ‘feral girl summer’, ‘bedrotting’, and ‘goblin mode’ have seen people construct new lifestyles and outlooks for themselves – because reality doesn’t cut it.

Essential Escapism

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

India

Sustainability

Social networking

Weather fanatics in India are gaining popularity online as they share information and track patterns in ways that government organisations can’t. By taking matters into their own hands, these influencers show that people are seeking out evidence-based ways to tackle climate change.