NEW GLOBAL STUDY FROM MCCANN WORLDGROUP TRUTH CENTRAL FINDS 91% OF PEOPLE WORLDWIDE TRY TO ESCAPE IN DAILY LIFE, UNLOCKING THE OPPORTUNITY FOR ALL BRANDS TO ENTER THE ESCAPE BUSINESS

“The Truth About Escapism” Study, Released at the Consumer Electronics Show, Reveals That Technology Plays an Important Role in This Reality, With 1 in 2 People Going Online to Find Escape Times

LAS VEGAS, Jan. 8, 2025 /PRNewswire/ — McCann Worldgroup Truth Central, the global intelligence unit of McCann Worldgroupreleased today “The Truth About Escapism,” a new global study found that 86% of people think that distractions can be a healthy way to cope with everyday stress that life. A full 60% of respondents find themselves craving distraction now more than ever. As a result of these and other findings, brands in each category have many opportunities to tap into the $10 Trillion and growing “Escape Economy.”

Research reveals that what people define as their “escape mode” can include everything from going for a run, listening to music, going out to lunch, snacking, shopping, scrolling through videos on social media platforms and playing video games, among many others. activities. And while the travel and tourism category unsurprisingly claims the largest share of the Escape Economy ($3.2 Trillion), categories such as Luxury Goods ($460 Billion), Alcohol ($1.8 Trillion), Health and Wellness ($220 Billion), Casinos & Gambling ($372 Billion), Game ($106 Billion), Theme Parks ($50 Billion), and Beauty ($66 Billion) all play a significant role in people’s ways of taking a break from their daily lives. The Escape Economy is predicted to grow by $13.9 Trillion in 2028, which makes it necessary even for brands that are not traditionally marketed as part of this new world to quickly become part of it.

McCann Worldgroup Chief Intelligence Officer and President of McCann Worldgroup Truth Central Laura Simpson said: “Every brand should be in the business of escapism, even if they don’t know it yet. From immersive travel experiences to fleeting everyday distractions, escapism offers a spectrum of opportunities for comfort, innovation, and invention. In many ways, technology plays an important role in how people relax in their daily lives, so we launched this study from at the Consumer Electronics Show Although a balance must be found ” technology is also one of the things that we find that people want to escape from Brands that get this balance right and tap into this huge market drive a deeper emotional connection with their audience, develop brand loyalty, and unlock new ones. possibilities in an evolving consumer landscape.”

The Truth about Escapism is a global study that combines a robust research methodology, including a quantitative survey of over 16,000 respondents in 16 markets conducted in April 2024with qualitative depth with more than 50 sources of academic literature review, and interviews with 15 experts in 10 disciplines (covering psychology, gaming, tourism, etc.). It also reflects industry valuations provided by GlobalData.

The study examines the Escape Economy through the following four areas, each with implications for how brands can play an important role in this basic human need:

1. Escape Mode: Escapism is no longer limited to annual holidays or major events; the ideal escape can range from grand occasions like immersive travel experiences to everyday moments that permeate everyday life.
2. Escape Decoded: Research reveals significant differences in how people view escapism around the world. For example, while people in US always seeking to escape the “State of the World,” those of France more likely to be disconnected from “the news.” on Chinathe focus shifted to escaping “parents and elderly relatives,” while in Indiait’s about getting away from “social media.”
3. Escape Frontiers: While technology remains a key driver, new forms of escapism are emerging, such as “sleep tourism,” which offers luxurious sleeping experiences; “day guesting,” providing quick, local retreats at hotels and spas; and “psychedelic reinvention,” which uses psychedelics for personal growth and identity exploration, is changing how we disconnect. For the younger generation, mainstream fantasy”through cosplay, fantasy fiction, and daydreaming”and other imaginative activities”are more popular.
4. Escape Designed: The study details the new landscape of escapism brands need to play and the three ingredients of a great escape:

• Raise the Expectations: Use the excitement of planning and anticipating an escape”because sometimes, the construction is as rewarding as the experience itself.
• Shifting Perspectives: Help people break out of their routine and gain new perspectives. Whether it’s physical or emotional, a change of scenery can change how they view their lives.
• Choose Freedom: Provide experiences that provide a sense of joyous freedom”where the “rules of the airport” apply, and people feel free to break routines and embrace discretion.

Jess FrancisResearch Director, McCann Worldgroup Truth Central, added, “For brands with escapism credibility, the question is: ‘Are you doing enough?’ And for brands not traditionally in the escape business, the question is: ‘Where do you start?’ In a modern world full of ever-increasing pressures, there is no question whether a brand should be part of different ways to remove themselves from them.”

Among many counter-intuitive findings, research revealed that 82% of people say that sometimes the anticipation of an experience is more fun than the experience itself. In addition, people also admitted to being a bit irresponsible with finances, with 2 out of 3 respondents saying “buying things for myself even when I shouldn’t be happy.”

The executive summary containing several key findings and insights gained from the study can be found here.

About McCann Worldgroup
McCann Worldgrouppart of Interpublic Group (NYSE: IPG), a leading global creative solutions company. The company is united in 100+ countries by a mission to build sustainable brands through the radical creativity of Truth Well Told. McCann Worldgroup named Network for the Year by Andys in 2024, Network of the Year by EPICA Awards for the sixth time and ranked Most Effective Agency Network in the Global Effie Index 2023, for the fifth time. The core McCann Worldgroup network consists of McCann, MRM, CRAFT, and Future Brandand partnered with Momentum Worldwide, Weber Shandwick and UM to deliver solutions across the marketing spectrum.