Podcast - Escape mode: how brands can tap into the $9.7 trillion escape economy
Published on 24th April 2025For the latest episode of The Brief, we dive into ‘The Truth About Escapism’, a fascinating study from McCann Truth Central. Guests Jess Francis, Research Director at Truth Central, and Joe Stevens, Managing Partner of Strategy at McCann, discuss the what, why, and the opportunities of escapism with Ellis Bird.
Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that brands, both in traditional ‘escape’ industries such as travel and gaming and non-tradition industries like banking, can tap into and foster brand loyalty.
What we cover in the episode
- The $9.7 trillion escape economy opportunity
- What escape means today
- How and why are people seeking escape?
- Keeping it meaningful – how brands can connect with audiences in moments of escape
- Using the research to understand your audience
- The rise of ‘stacking’ escapes
- What the future of escapism might look like
Learn more about The Truth About Escapism study here.
https://open.spotify.com/episode/7Hkbfz5Q8cGHo7vDbxrStS?si=7buOzoKMRNSnZOvlflmR-A
