Isabella Gannon is a junior behavioural analyst at Canvas8. She holds a BA in European Studies from Trinity College Dublin, and there became interested in the relationship between media, identity and visual culture. Outside of work, she’s frequently reading, going to gigs, and navigating obscure corners of wikipedia.

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

In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and people. Many no longer see emotional intelligence as a pleasant add-on – it has become a default expectation.

If Pantone's colour of the year for 2024 is anything to go by – Peach Fuzz, a hue that 'echoes our innate yearning for closeness and connection' – it's that community and understanding are increasingly valued as a bedrock of resilience in building a more empathetic and interconnected society. As the loneliness pandemic spreads across the globe, people are prioritising companionship. What's more, they aren't afraid to turn to technology to fill the void, engaging with AI chatbots for emotional gratification as much as practical services. AI promises the rise of artificial empathy and an overhaul of care structures, including elderly care and parenting – and people are ready to embrace it to mitigate the ongoing crisis.

As social media has simultaneously boosted emotional honesty and knocked self-esteem, mental health issues are on the rise and support systems need reinforcement. More than 70% of Americans feel failed by the healthcare system, and in the UK, the NHS waitlist rose to a record 7.75 million in late 2023. With countries like the UK and France raising retirement ages, the demand for long-term care has increased, prompting people to seek alternative solutions – from telemedicine to community-based care programs – to address the pressing care crisis. The very notion of care is in flux. In this context, people are turning to brands and public figures for a helping hand, from BetterHelp and Gymshark offering free care to those that need it to Megan thee Stallion and Olivia Rodrigo using their platforms to democratise access to care for marginalised communities.

Everyday Empathy

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Home and Relationships

Apps and software

Media and Entertainment

Technology

Relationships and dating

Publishing

Hinge has enlisted a group of contemporary writers to create an anthology inspired by real user love stories. At a time when young people are turning their backs on digital dating, the campaign taps budding interest in romance literature to reframe perspectives on modern love.