Brands, Learn about the $10 Trillion 'Escape Economy' by Investing.com

A new global study from McCann Global Truth Group finds out 91% of people globally seek an escape from everyday life, creating an opportunity for all brands to get into the escapism business

The “The Truth about Escape” study released at the Consumer Electronics Show reveals that technology plays a crucial role in this reality. With 1 in 2 people using the internet to find moments of escape

Las Vegas, January 8, 2025 /PRNewswire/ — McCann World Group Truth Central, the global intelligence unit of… McCann International GroupToday I released The Truth About Escape, a new global study that finds that 86% of people believe distraction can be a healthy way to cope with the stresses of daily life. 60% of respondents find themselves craving distraction more today than in the past. As a result of these and other findings, brands in every category have tremendous opportunities to capitalize further 10 trillion dollars and the growth of the “escape economy.”

The research reveals that what people know as their “escape mode” can include everything from running, listening to music, going out for lunch, eating snacks, shopping, scrolling through videos on social media platforms, and playing video games, from Among a whole lot of other things. Activities. While it is not surprising that the travel and tourism category accounts for 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 dollars), Casinos & Gambling ($372 billion), games ($106 billion), Amusement parks (50 billion dollars), and beauty (66 billion dollars) all play important roles in people's ways of taking a break from their daily lives. The escape economy is expected to grow to $13.9 trillion by 2028, making it essential that even brands not traditionally marketed as part of this new world become part of it quickly.

McCann International Group Chief Intelligence Officer and Head of McCann's Global Central Fact Group Laura Simpson “Every brand should be in the escapism business, even if you don't know it yet,” he said. “From immersive travel experiences to fleeting everyday distractions, escapism offers a range of opportunities to rest, rejuvenate and reinvent. In this regard, it is In many ways, technology plays a major role in how people get a much-needed break from their daily lives, which is why we're launching this study from CES The Things We Find People who want to escape are looking for brands that are getting that balance right and tapping into this market. Huge, you will perform To deeper emotional connections with their audiences, enhance brand loyalty, and open up new possibilities in the evolving consumer landscape.

The Truth About Escape is a global study that combines robust research methodology, including a quantitative survey of over 16,000 participants across 16 markets conducted in April 2024with qualitative depth with over 50 academic literature review sources, and interviews with 15 experts in 10 disciplines (including psychology, gaming, tourism, and more). It also features industry ratings provided by GlobalData.

The study explores the escape economy through the following four areas, each with implications for how brands can play a key role in this basic human need:

1. Escape mode: Escapism is no longer limited to annual holidays or major events; The perfect escape can range from large occasions like immersive travel experiences to the everyday moments that punctuate everyday life.
2. Escape decryption: Research reveals significant differences in how people view escapism around the world. For example, while people are in we They often seek to escape from the “state of the world” in which they live France They are more likely to become disconnected from “the news.” in Chinathe focus shifts to escaping “parents and older relatives”, while in IndiaIt's about staying away from social media.
3. Escape from borders: While technology remains a key driver, new forms of escapism are emerging, such as “sleep tourism,” which offers luxury experiences that promote sleep; “Everyday Hospitality,” which provides quick local getaways in hotels and spas; And “reinventing psychedelics,” utilizing psychedelics for personal growth and identity exploration, is redefining how we disconnect. For younger generations, mainstream fantasy “through cosplay, fantasy fiction, daydreaming” and other imaginative activities “is increasingly popular.
4. Designed escape:The study details the new landscape that elopement brands must play and the three components of a great elopement:

• Increase the level of anticipation: Capture the thrill of planning and looking forward to your escape “because sometimes, the buildup is as rewarding as the experience itself.
• Shifting perspectives: Help people break out of their routine and gain new perspectives. Whether physical or emotional, a change in scenery can redefine how they view their life.
• Choose freedom: Delivering experiences that provide a sense of joyful liberation” where “airport rules” apply, and people feel free to break routine and embrace spontaneity.

Jess FrancisMcCann Worldgroup Truth Central research director added: “For brands that are credible in escapism, the question is: ‘Are you doing enough?’ And for brands that aren’t traditionally in the escapism space, the question is: ‘Where can To start?” In a modern world full of ever-increasing pressures, what is not in doubt is whether a brand should become part of people's ways of distancing themselves from it, because if people are not running away with your brand, they are running away with someone else's.”

Among many unexpected findings, the research revealed that 82% of people say that sometimes looking forward to an experience is more enjoyable than the experience itself. In addition, people also admit to a bit of financial irresponsibility, with 2 in 3 respondents saying that “buying things for myself even when I shouldn't makes me happy.”

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

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McCann International Grouppart of General group (NYSE: IPG) is a global leader in creative solutions. The company is united in more than 100 countries by the mission of building lasting brands together through the radical creativity of Truth Well Told. McCann International Group It was named Network of the year From Andys in 2024, EPICA Network of the Year for the sixth time and rated Most Effective Agency Network by the Effie Global Index 2023, for the fifth time. essence McCann International Group The network consists of McCann, MRM, CRAFT, and… FutureBrandand collaborates with Momentum Worldwide, Weber Shandwick and UM to deliver solutions across the entire marketing spectrum.