June 2020
Redefining escapism in response to the period of COVID-19.
What do consumers crave in a time of cabin fever, segregation and social starvation? As the social consciousness shifts and seeks new outlets to function as coping mechanisms in a turbulent time, how has escapism been re-contextualised and what affect will this have on the future.
Redefining Escapism
Hindsight
This hindsight directly references primary and secondary research we conducted on Gen-Z’s responses to the period of coronavirus. Additionally referring to the socio-economic events that may shape their values and perception of current events; the Great Recession (2007-2009), the EU referendum, Brexit, economic austerity, 9/11.
As a result, we were better able to gather an understanding of the values of Generation-Z and their experience the COVID-19 pandemic. We concluded that the upbringing of GEN-Z amongst a climate of socio-economic turbulence, has informed a robust and optimistic attitude in the light of serious issues. Often using humour as a coping mechanism via twitter and other social media platforms as a space to emulate these attitudes.
Driven by the turbulent socio-economic climate throughout their adolescence, Gen-Z’s adaptable nature has become accustomed to dealing with serious issues through optimistic outlooks; a coping mechanism in the face of uncertain realities for their future.
insight
The sudden shift into isolation has meant that people are seeking ways to divert their attention in this time of uncertainty.
As reality has changed, so has the context by which we escape. Our lives are increasingly defined by isolation, and as a result, our desire to escape is driven by our human needs for connection and belonging.
Typically, something that had solitary connotations, escapism now exists in human connections and community.
Foresight
For our foresight we focused on determining how our insight could materialise in light of the acceleration our industry is facing as a result of the coronavirus period. COVID-19 is already probing discussions around the future of our industry. The way that we communicate will change, and the traditional practices of the industry will be disrupted indefinitely.
In this new future where social distancing is ingrained into social behaviour, there will be a shift in what it means to escape. “Fashion has the capacity to get you to a different reality. Sometimes escapism is good. Sometimes the best art is escapism”
COVID-19 has disrupted normality, resulting in a confined reality in which there is a need for escape. There is opportunity for new experiences of escapism through human connection.
This could be realised through creating digital spaces to emulate the tangible aspects of fashion, therefore narrowing the disparity between physical and digital interaction.