.png)
The urge to escape has always been part of human behaviour – but right now, it may be more desirable than ever. The Truth About Escapism, a new study from McCann’s Truth Central intelligence unit, found that the current state of the world – with its unsettling mix of climate anxiety, conflict, and political upheaval – is just one reality people seek to leave behind.
“No less than 91% of people worldwide feel the need to escape occasionally – a universal desire that’s given rise to an ‘Escape Economy’, already valued at $9.7 trillion and expected to grow to $13.9 trillion by 2028,” says Jess Francis, Truth Central research director.
McCann’s global survey of over 16,000 people across 16 markets revealed that 44% want brands to recognise their frustrations, while 56% encourage brands to inspire them with dreams. “Escapism delivers on both,” says Francis.
People seek escape for different reasons. While the French want a break from “the news”, people in China feel burdened by “parents and older relatives”. Shockingly, 35% globally want to escape “their own minds.”
Travel is a familiar recourse, but not the only one. Francis notes: "Today escape isn't just a desintation - it's a 'mode'. Escapes range from a complete career change to simply putting everything on hold for a cup of coffee."
Generational differences also play a role. One in two find solace in scrolling - rising to 65% of Gen Z escaping online.
An untapped opportunity for brands
This widespread desire presents an opportunity for brands. As Francis warns: “If your audience isn’t escaping with you, they are likely escaping with someone else.”
While travel, leisure, and entertainment brands naturally fit this space, others can also embrace escapism. Even financial institutions have taken note. “We’re already seeing the rise of banks with coffee bars,” says Francis.
McCann has helped clients create escapes for customers. Ikea Australia’s “Do Try This At Home” campaign showed how better home design allows more space, time, and money for passions. Xbox’s “The Everyday Tactician” turned a Football Manager player into a full-time strategist, transforming play into a new career.
Qatar Airways’ “Star In Your Own Adventure” used AI to place viewers into an escapist romantic movie; while Chick-fil-A’s “The Brake Room” provided a rest space so delivery workers could recover from their stressful jobs.
“If your audience isn’t escaping with you, they are likely escaping with someone else.”
Jess Francis, Truth Central research director.
Three key pillars
So how can brands design escapes? McCann offers three key pillars for brands to work with.
The first is “Enjoyment in Anticipation”. Francis explains: “The build-up to the escape may be as powerful as the escape itself. It’s the idea that the secret to life is always having a trip booked.”
Most people (82%) say looking forward to an experience can be as good as the experience itself and brands that lean into this anticipatory excitement can strengthen their brand experiences.
Anticipation takes many forms. From restaurant bookings to rounding up card payments to sending extra cash to savings accounts. “We even found people are buying advent calendars earlier,” Francis notes. “They’re sources of anticipation, building toward Christmas.” Anticipation creates micro-pleasures of escapism.
The second pillar is “Shifting Perspective” to deliver emotional connections. “We’re great at selling function – use our app for better financial planning; buy our car. But what about the feeling? How does the experience transform people emotionally?”
Francis highlights the meditation app Calm, which aired a silent, 30-second TV spot in the middle of US election coverage. This anticipated the audience’s stressed mindset and provided a short escape. “If you understand the customer’s emotional state from the get-go, you can shape how your product or service shifts that,” she says.
The final pillar is “Choice of Freedoms”. “This is all about release,” Francis explains. “Escapes free people from what’s holding them down. It can be major constraints like societal expectations or everyday burdens like endless meetings. Brands should consider the freedom they provide – what kind of liberation do they offer? For alcohol, it’s that first sip signalling relaxation; for travel, it’s the physical removal from routine.”
Travel lowers barriers, including spending habits. “We loved the notion of ‘airport rules’, where normal constraints disappear. Have a drink at 9 a.m., spend what you like.”
Other freedoms are more subtle. “Our research, especially at Comic-Con, showed that in escape spaces, people feel more like themselves, shedding masks and expectations. This freedom to be authentic is powerful – how can we remove what limits that?”
In the end, “escape” offers a large playing field for brands. The report proposes four inspiring routes: Micro Relief, offering small, accessible comforts; Macro Relief, providing immersive experiences to recharge; Micro Renewal, inspiring self-discovery and growth and Macro Renewal, enabling transformative, long-term fulfilment.
Jess Francis sums up: “If your brand can facilitate escape, it’s a huge advantage, because we’ve seen that it drives loyalty, growth and engagement.”